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Accelerating transitions to sustainability by slowing down : translating sufficiency into corporate narratives

  • "Sufficiency" is beginning to emerge as a new value throughout Western societies and the question asked in this article is: Can we observe cases with actual opportunities to link successful business strategies of incumbents to principles of sufficiency? Thus, how feasible is sustainable entrepreneurship for incumbents? As an innovative conceptual approach, it will be analyzed how brand claims function as narrative translation mechanisms in situations where tensions emerge between corporate narratives and unexpected societal trends, e.g. the emergence of sufficient lifestyles. It will be shown that even though these are still a niche phenomenon, a focus on powerful brands and the narratives connected to them are an important element in"Sufficiency" is beginning to emerge as a new value throughout Western societies and the question asked in this article is: Can we observe cases with actual opportunities to link successful business strategies of incumbents to principles of sufficiency? Thus, how feasible is sustainable entrepreneurship for incumbents? As an innovative conceptual approach, it will be analyzed how brand claims function as narrative translation mechanisms in situations where tensions emerge between corporate narratives and unexpected societal trends, e.g. the emergence of sufficient lifestyles. It will be shown that even though these are still a niche phenomenon, a focus on powerful brands and the narratives connected to them are an important element in understanding the role of incumbents in transitions to sustainability.show moreshow less

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Metadaten
Document Type:Conference Object
Author:Karoline Augenstein, Alexandra Palzkill-Vorbeck
URN (citable link):https://nbn-resolving.org/urn:nbn:de:bsz:wup4-opus-60367
Year of Publication:2015
Pagenumber:23
Language:English
Conference Name:Sustainability transitions and wider transformative change : 6th International Sustainability Transitions Conference 2015, Brighton
Release Date:2015/10/13
Division:Präsidialbereich
Dewey Decimal Classification:300 Sozialwissenschaften
Licence:License LogoIn Copyright - Urheberrechtlich geschützt