Factors Affecting Corporate Sustainability Among Colorado Ski Resorts: A Mixed Methods Approach

Abstract

Mixed methods were used to gain an understanding of Colorado ski resort employees' perceptions of diffusion of sustainability innovation. Data included eight semi-structured interviews with sustainability managers from six ski areas in Colorado and quantitative data from online surveys (N = 264) distributed to employees from five Colorado ski resorts. A sustainability framework coupled with diffusion of innovations theory linked the qualitative and quantitative data. The strongest indicator of corporate sustainability was innovativeness as it relates to leadership. General agreement between the two study groups pertained to drivers and barriers of corporate sustainability from the external environment, including competition, customer demand, and government regulations as well as the role of company size and financial structure. While sustainability managers considered innovation characteristics as important factors affecting corporate sustainability, the second study group (employees not holding sustainability-related positions) felt those items affected just one dimension of sustainability. Internal communication within the resort and the possible lack of understanding of corporate sustainability at all organizational levels was a concern. Challenges and opportunities for organizational change towards corporate sustainability were noted from the mixed-methods approach.

Barriers to Corporate Sustainability in the U.S.

“…Hence, there is a general agreement in the literature that although CS is not easy to achieve, it brings in a variety of positive impacts for companies. Company and leader innovation has been found to be critical elements in the journey toward sustainability (e.g., McGrady & Cottrell, 2018;McGrady, Golicic, & Cottrell, 2022).…”

“…This study utilizes the Prism of Sustainability (PoS) as a lens to assess barriers to CS. This construct incorporates four dimensions of sustainability, which is a more comprehensive and parsimonious means than other manifestations of sustainability, and is specifically appropriate for studying CS (McGrady & Cottrell, 2018;McGrady, Golicic, & Cottrell, 2022). From the socio-cultural aspect, the company's approach towards diversity and inclusion and employee wellbeing and development opportunities were considered.…”

“…Survey items were adapted from the literature on the sustainability barriers of resources, governance, and leadership (Arevalo & Aravind, 2011;Laudal, 2011;Mangla et al, 2019;Yuen & Lim, 2016) and empirical studies using the Prism of Sustainability (Huayahuaca et al, 2010;McGrady & Cottrell, 2018;McGrady, Golicic, & Cottrell, 2022). The original survey included sixty-one total items for ten variables utilizing a 7-point agreement scale.…”

“…Through the enactment of innovative guidelines and regulations, governments can "steer" society toward more sustainable practices (Bramwell et al, 2017). McGrady and Cottrell (2018) highlight that while government mandate is essential, pressure at the corporate level can be much more powerful. Hence, considering their influence and reach, large businesses are truly positioned to lead the way to a transformative societal change toward sustainability (McGrady & Cleveland, 2023).…”