Corporate Innovation Strategies. Nacer Gasmi
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Название: Corporate Innovation Strategies

Автор: Nacer Gasmi

Издательство: John Wiley & Sons Limited

Жанр: Экономика

Серия:

isbn: 9781119804161

isbn:

СКАЧАТЬ Responsible consumption and production (12) Climate change (13) Life below water (14) Life on land (15) Peace, justice and strong institutions (16) Partnerships for the goals (17) 380 million jobs would be created by 2030 if these 17 global goals were achieved in four areas Food: $2.3 trillion cities: $3.7 trillion Energy, materials: $4.3 trillion Health and well-being: $1.8 trillion

      Certainly, CSV-based societal strategies can have a positive effect on the legitimacy of a company’s activities by reducing negative externalities or generating positive externalities while improving its competitive advantage. But the key factor of “competitive advantage” is only effective if customers perceive and consider both intangible (collective benefit) and tangible (individual private benefit to the customer) social and/or environmental attributes as an element of product differentiation and integrate them into their purchasing act. The appropriation of these attributes is not an intrinsic value for customers, as it depends on the level of their attention to CSR practices and their labels as management tools, in order to make inferences about these tools to differentiate the “societal products” that should correspond to their expectations. Labels, attention and appropriation therefore play a decisive role in the purchasing act.

      2.4.1. Labels, a tool for managing the appropriation of CSR as differentiating attributes