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Sustainability as corporate culture of a brand for superior performance

Gupta, Suraksha, Kumar, V (2013) Sustainability as corporate culture of a brand for superior performance. Journal of World Business, 48 (3). pp. 311-320. ISSN 1090-9516. (doi:10.1016/j.jwb.2012.07.015) (Access to this publication is currently restricted. You may be able to access a copy if URLs are provided)


Sustainability research highlights new challenges and opportunities for businesses. This paper reviews the literature to understand the ability of sustainable green initiatives when practiced as a corporate culture to individually create new opportunities for operations, management and marketing. According to current research, business opportunities exclusively available to different functions of a firm can drive its performance. The role of marketing in the achievement of superior performance by virtue of sustainability practices is also explained by the existing literature. Branding literature, however, fails to explain the influence of a brand on sustainability-driven opportunities available to a firm for superior performance. The objective of this study is to explore if a brand can strengthen the ability of sustainability-based green initiatives of managers to drive opportunities available to a firm for superior performance. A conceptual framework grounded in the triple bottom line theory is presented based on the assumption that brand as a stimulating factor can accelerate the conversion of opportunities available to a business into superior performance. Academic and managerial perspectives have been used to draw upon the implications of the model. Both practitioners and academic researchers will benefit from future research on this topic.

Item Type: Article
DOI/Identification number: 10.1016/j.jwb.2012.07.015
Uncontrolled keywords: Sustainability, Green initiatives, Product life-cycle, Corporate culture, Brand, Superior performance
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School
Depositing User: Suraksha Gupta
Date Deposited: 14 Dec 2015 23:22 UTC
Last Modified: 29 May 2019 16:47 UTC
Resource URI: (The current URI for this page, for reference purposes)
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