Sustainability creates business and brand value

Nestor Coronado Palma and Mirjam Visser

Journal of Brand Strategy, 2012, vol. 1, issue 3, 217-222

Abstract: This paper discusses the journey of Royal Philips Electronics on integrating sustainability in its businesses and processes to create value for its stakeholders, considering specific products from its consumer lifestyle division. It takes you from the origins of the company, as a frontrunner providing healthcare and schooling for employees, through eco-design initiatives, to integrating sustainability in the company's strategy. A strategy based on increasing the human development and decreasing the global ecological footprint. Different markets and stakeholders perceive sustainability differently, asking for a tailored approach according to local needs. Therefore, sustainability can be a driver for creativity and innovation, enabling customised solutions that address both functional and the emotional aspects. Finally, the paper mentions that what differentiates an organisation as a sustainability leader is its capability to partner up with stakeholders along the value chain, including governments and non-governmental organisations, developing new measuring standards, business models and reward systems.

Keywords: social responsibility; sustainability; value; functional and emotional appeal; efficiency (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://hstalks.com/article/4929/download/ (application/pdf)
https://hstalks.com/article/4929/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2012:v:1:i:3:p:217-222

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().