Holm, AlisonSantos, Inês Carvalho dos2025-03-272024-09-302024-06-14http://hdl.handle.net/10362/181505This project examines how Mastercard Hungary implements sustainability initiatives amid low local demand. It explores the challenges managers face in aligning global sustainability goals with local market realities. This mismatch creates a complex environment for managers striving to balance corporate directives with practical feasibility. The study highlights managerial skepticism about product quality and local fit, resulting in ceremonial adoption of initiatives. Successful local projects underscore the need for tailored approaches. Recommendations include localized product development, enhanced training, and consumer education to ensure Mastercard's sustainability efforts are both relevant and effective in Hungary.engSustainabilityManagerial skepticismLocal market adaptationHeadquarters directivesCEMS MIMmaster thesis203866746