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Improving Brand Equity with Environmental Sustainability work : A qualitative study in SwedenWerneborg, Seth, Mademlis, Athanasios January 2019 (has links)
Sustainability is increasing in importance nowadays and Sweden is one of the most sustainability- focused countries in the world. Environmental sustainability is considered to be a key factor for business growth and companies incorporate this aspect in their brand marketing strategies. The purpose of this study is to get a broader understanding of the field of environmental sustainability work in connection to brand equity in Sweden. The main contribution of this study derives from studying how companies work with environmental sustainability to improve brand equity from a company’s perspective in Sweden. A qualitative approach was chosen, which included semi- structured interviews with seven companies that operate in Sweden. This paper develops an analytical model in order to analyse the findings from the interviews. The findings suggest that companies can work with environmental sustainability to improve their brand equity in Sweden by using strategies and practices that fit the company. It is important to consider the local context of Sweden, the market demands and requirements of its stakeholders and adopt a holistic approach in order to improve brand equity. Companies can choose to incorporate environmental sustainability work as an add-on to their brand or base the core of the brand around their work.
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Sostenibilidad ambiental: un estudio sobre la perspectiva de la teoría institucional / Sustentabilidade ambiental: um estudo sob a perspectiva da teoria institucional / Environmental Sustainability: A Study on the Perspective of Institutional TheoryMenzel Warken, Ines Liani, Klan, Roberto Carlos 10 April 2018 (has links)
The aim of this study is to analyze the innovative forces that influence a university for the donation of environmental sustainability practices, from the perspective of institutional theory. To reach the proposed objective, a questionnaire was applied about environmental education with 97 closed questions, adapted by Freitas (2013) and answered by the sustainability department from Universidade Federal da Fronteira Sul (UFFS). Data were tabulated in Excel software treated quantitatively using descriptive statistics. The results show that the innova- tion forces that influence UFFS comes from the internal and external and are motivated by coercive isomorphism (36,56%) and normative isomorphism ( 36,56%) and by mimetic isomorphism (26,88%). Denoted thus, that the institution adopts the environmental sustainability practices influenced predominantly by legislation and professional, instead of imitating legitimized practices between Higher Education Institutions - (HEIs). These results are similar to findings from national and international studies on environmental sustainability in HEIs, which definesas incipient in the segment. / El objetivo de este estudio es analizar las fuerzas innovadoras que influyen en una universidad para que adopte prác-ticas de sostenibilidad ambiental desde la perspectiva de la teoría institucional. Para lograr el objetivo propuesto, se le dio a la Dirección General de Sostenibilidad de la Universidad Federal del Sur de la Frontera (UFFS) un cuestionario, adaptado de Freitas (2013), sobre educación ambiental, con 97 preguntas cerradas. Los datos fueron tabulados usando Excel y analizados cuantitativamente mediante el uso de la estadística descriptiva. Los resultados demostraron que las fuerzas innovadoras que influyen a la UFFS provienen del entorno interno y externo, y está motivada por el isomorfismo coercitivo (36,56%), el isomorfismo normativo (36,56%) y el isomorfismo mimético (26,88%). De modo que la institución ha adoptado las prácticas de sostenibilidad ambiental preponderantemente influenciada por la legislación y profesionalización, en lugar de imitar las prácticas establecidas entre las Instituciones de Educación Superior (IES). Estos resultados son similares a los resultados de estudios nacionales e internacionales sobre la sostenibilidad ambientalen las IES, que las definen como nuevas en el tema. / O objetivo deste estudo é analisar as forças inovadoras que influenciam uma universidade para a adoção de práticas de sustentabilidade ambiental, sob a perspectiva da teoria institucional. Para o alcance do objetivo proposto, aplicou-se um questionário sobre Educação Ambiental com 97 questões fechadas, adaptado de Freitas (2013) e respondido pelo departamento de sustentabilidade da Universidade Federal da Fronteira Sul (UFFS). Os dados foram tabulados no software Excel e tratados de maneira quantitativa por meio de estatística descritiva. Os resul- tados demonstram que as forças de inovação que influenciam a UFFS advêm do ambiente interno e externo e é motivada por isomorfismo coercitivo (36,56%), isomorfismo normativo (36,56%) e por isomorfismo mimético (26,88%). Denota-se assim, que a instituição adota as práticas de sustentabilidade ambiental influenciada preponderantemente pela legislação e profissionalização, ao invés de imitar práticas legitimadas entre as Instituições de Ensino Superior (IES). Estes resultados se assemelham aos achados de estudos nacionais e internacionais sobre asustentabilidade ambiental em IES, que a definem como incipiente no segmento.
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