The development of a sustainability strategy with a focus on environmental issues in the context of MNCs : the business case of Adidas

• Autor(a) principal: Kozak, Dimitri
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/25526
• topic: Sustainability; Corporate Social Responsibility; Fashion; Climate change; Sustainability strategy; Sustentabilidade; Responsabilidade Social Corporativa; Moda; Alterações climáticas; Estratégia de sustentabilidade; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Climate change and poverty are the main challenges which potentially endanger the continua-tion of the human species. Companies, with their global supply chains have adopted a range of sustainable actions and corporate social initiatives to act against these threats. But what are the drivers of sustainable action? Is it purely the consideration of future needs, or are there eco-nomic reasons involved? The fashion industry with its outsourced operations and global span-ning supply chains comes up regularly in discussions about social and environmental impact. With the example of Adidas, this business case analyzes the drivers for sustainable actions, how they developed over time and how different drivers lead to different responses and strategic options. Students will be able to understand that external regulatory pressures lead companies to use reactive and defensive actions motivated by legitimation. Over time these actions of compliance and monitoring move to a proactive approach but are still based on legitimation. A shift towards a strategic focus on competitiveness as a motivator, as is Adidas collaboration with Parley for the Ocean, integrates sustainability across the whole supply chain and could potentially have a bigger and more positive impact on all sustainability dimensions if correctly aligned with current capabilities.