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Questions regarding the societal impact of research, how to reach impact and what is needed to stabilize the effects are rising from various sides. Societal impact is seen as part of a social contract that exists between science and society. This entails that research must address pressing social issues which in turn implies a number of core challenges such as gathering evidence or the creation of actionable knowledge. The transdisciplinary research approach "real-world laboratory" is discussed as possible way to address and to overcome some of the challenges. A "real-world laboratory" currently being established in the city of Wuppertal serves as case study, linking conceptual and empirical investigations.
"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.