Sustainability has been identified as a fluffy idea containing conflicting logics that may make it problematic for individual employees to work with in practice. The aim of this thesis was to contribute to the literature of translating ideas by looking at the microlevel perspective of how the idea of sustainability has been translated within Nordic Choice Hotels. This was done by conducting an in-depth case study and collecting data primarily from qualitative interviews with individual employees at different hotels and the Manager of Sustainable Operations at the headquarters. The results show that sustainability within Nordic Choice Hotels has been translated into (1) the own label ‘WeCare’ containing different initiatives that has enabled the organization to concretize the fluffy idea of sustainability; (2) a culture built around sustainability which is based on a community logic; and (3) individual employees becoming sustainability ambassadors that can be seen as bilingual in using different arguments and reasonings in different situations. Our main contribution in relation to previous research is the fact that a third logic, namely a community logic, was used to bridge the conflicting logics of sustainability.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-354807 |
| Date | January 2018 |
| Creators | Carlbaum, Jenny, Nyman, Lovisa |
| Publisher | Uppsala universitet, Företagsekonomiska institutionen, Uppsala universitet, Företagsekonomiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
Page generated in 0.0015 seconds