Abstract
This study investigates the impact of collective environmental narratives on corporate
strategies, focusing on a decade-long analysis of thirty global companies. The research
highlights how companies, especially market leaders, employ environmental narratives not
only for genuine environmental commitment but as strategic tools for market differentiation
and consolidation. Utilising the concept of narrative as strategic device and Qualitative
Comparative Analysis (QCA), the study examines the transformative power of narratives on
organisational strategies within the international container shipping industry, known for its
significant environmental footprint and global operations. The findings suggest that when
adequately crafted, environmental narratives serve as a powerful positioning mechanism,
enabling market leaders to strengthen their market stance and competitive edge. This research highlights the strategic value of environmental narratives, influenced by market leaders, regulatory frameworks, and customer demands, in shaping organisational culture and strategic direction. It reveals that these narratives, while often transactional, play a crucial role in prompting firms to align their strategies with market expectations and ethical standards, thus facilitating the adoption of environmentally responsible practices. The study offers valuable insights for business leaders, strategists, and policymakers on the strategic use of collective narratives to foster environmental sustainability in a business-to-business setting.
strategies, focusing on a decade-long analysis of thirty global companies. The research
highlights how companies, especially market leaders, employ environmental narratives not
only for genuine environmental commitment but as strategic tools for market differentiation
and consolidation. Utilising the concept of narrative as strategic device and Qualitative
Comparative Analysis (QCA), the study examines the transformative power of narratives on
organisational strategies within the international container shipping industry, known for its
significant environmental footprint and global operations. The findings suggest that when
adequately crafted, environmental narratives serve as a powerful positioning mechanism,
enabling market leaders to strengthen their market stance and competitive edge. This research highlights the strategic value of environmental narratives, influenced by market leaders, regulatory frameworks, and customer demands, in shaping organisational culture and strategic direction. It reveals that these narratives, while often transactional, play a crucial role in prompting firms to align their strategies with market expectations and ethical standards, thus facilitating the adoption of environmentally responsible practices. The study offers valuable insights for business leaders, strategists, and policymakers on the strategic use of collective narratives to foster environmental sustainability in a business-to-business setting.
| Original language | English |
|---|---|
| Publication date | 2024 |
| Number of pages | 8 |
| Publication status | Published - 2024 |
| Event | The Annual Conference of the International Association of Maritime Economists. IAME 2024 Conference: Building Innovative Maritime Ecosystems: Smart, Green & Valuable for the Society - Universitat de València, Valencia, Spain Duration: 26 Jun 2024 → 28 Jun 2024 https://iame2024.dryfta.com/ |
Conference
| Conference | The Annual Conference of the International Association of Maritime Economists. IAME 2024 Conference |
|---|---|
| Location | Universitat de València |
| Country/Territory | Spain |
| City | Valencia |
| Period | 26/06/2024 → 28/06/2024 |
| Internet address |
Keywords
- Container shipping
- Environmental narratives
- Strategy
- Qualitative Comparative Analysis (QCA)
- Corporate Social Responsibility (CSR)
