Sustainability How Stakeholder Perceptions Differ from Corporate Reality

A strong reputation is widely acknowledged to be the most valuable asset of a firm, and sustainability has become an important component of corporate reputation. Many stakeholders, from customers to investors to employees to purchasing managers, report that sustainability is an important factor in t...

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Bibliographic Details
Published inCalifornia management review Vol. 55; no. 1; pp. 74 - 97
Main Authors Peloza, John, Loock, Moritz, Cerruti, James, Muyot, Michael
Format Journal Article
LanguageEnglish
Published Los Angeles, CA The University of California Press 01.10.2012
SAGE Publications
Haas School of Business, University of California
Subjects
Business structures
Communications
Corporate image
Corporate responsibility
Corporate Social Responsibility
Decision making
Environmental programs
Experimental methods
Firmenimage
Green businesses
Investors
Markenführung
Organizational effectiveness
Perception
Pollution control
Renewable energy
Reputation management
Reviews
Social responsibility
Stakeholder
Stakeholders
Studies
Sustainability
Sustainability marketing
Sustainability science
Sustainable development
Sustainable global economy
Sustainable management
Sustainable products
U.S.A
United States > US
Corporate social responsibility
Brand management
Stakeholders
Sustainability
Corporate image
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Summary:A strong reputation is widely acknowledged to be the most valuable asset of a firm, and sustainability has become an important component of corporate reputation. Many stakeholders, from customers to investors to employees to purchasing managers, report that sustainability is an important factor in their decision-making processes. However, sustainability messages have become ubiquitous–almost table stakes–for most large firms. In such an active marketplace, especially for firms who have not pursued leadership positions, it is difficult for companies to use sustainability to create meaningful differentiation from competitors and thus benefit from their investments. There is often a major gap between stakeholder perceptions and firm performance. Firms that integrate sustainability into their culture and business practices are better able to integrate sustainability messaging into mainstream communications.
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ISSN:0008-1256
2162-8564
DOI:10.1525/cmr.2012.55.1.74