MULTINATIONAL COMPANIES AND SUSTAINABILITY PRACTICES BEYOND HEADQUARTERS EVIDENCE FROM FOREIGN SUBSIDIARIES IN THE ROMANIAN FOOD AND BEVERAGES INDUSTRY

Roxana Codita

Holistic Marketing Management Journal, 2012, vol. 2, issue 3, 6-26

Abstract: This article is based on in depth face-to-face interviews, which were conducted in September 2006 with 8 managers of 6 foreign subsidiaries in Romania as well as with a Greenpeace representative and a consultant on environmental issues in the food industry. The findings of this study have been presented at the 3rd Annual International Sustainable Development Research Conference, Västerås, Schweden, 10-12.06.2007. Results indicate that subsidiaries of multinational companies tend to adopt the environmental and social standards imposed by the headquarters regarding supply and production policies, but these aspects do not flow into the product marketing. Community- directed social and ecological activities are communicated under the CSR umbrella. Neither market nor stakeholders pressures are being felt at the subsidiary level, so that the motivation for adopting sustainability practices derives almost exclusively from headquarters policies.

Keywords: sustainability practices; neo-institutional theory; multinational companies; food and beverages industry (search for similar items in EconPapers)
JEL-codes: F23 L66 M14 M31 (search for similar items in EconPapers)
Date: 2012
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