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"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.
The current momentum in the electrification of the car fuels hope for a transition in mobility. However, electric vehicles have failed before and it is thus asked: What is the potential of e-mobility developing as a sustainable system innovation? In order to deal with this challenge analytically, a theoretical framework is developed: the concepts of transformative capacity of a new technology (do electric vehicles trigger "social" innovations, e.g. new business models or use patterns?) and system adaptability (how stable is the mobility regime?) are introduced and the issue of sustainability is discussed. This framework will be explored for the German innovation system for e-mobility. It can be shown that electric cars will only be successful when part of a system innovation and that the German innovation system is dominated by regime actors and thus potentially used as a way to fend off more substantial change.