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How tensions emerge in relation to a firm´s sustainability strategy with consumers: the case of Continente's private label
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Resumo(s)
Incorporatingsustainability intocorporate strategyis not straightforward. Sustainability entails challengeswhen it comes to engaging with consumersand creates internal tensions within firms.This Work Project aims at assessing to what extent internal tensions can be influenced by firms’sustainability strategies with consumers. This is explored through a case-study research design focused on the context of Continente’s Private Label, a leading Portuguese food retailer.Qualitative research methodswere followed.Theseincludedmostlysemi-structured interviews as well asinformal conversational discussionswith employees from the Private Label. Recommendations are givenon how the firm can mitigate the tensions found.
Descrição
Palavras-chave
Sustainability Corporate strategy Consumers Internal tensions Sustainability strategies with consumers Continente’s private label