The Nature of the Relationship Between Corporate Identity and Corporate Sustainability: Evidence from The Retail Industry

Abstract

ABSTRACT:This article addresses the nature of the interface between corporate sustainability and corporate identity at both the strategic and instrumental levels. We developed an empirical qualitative study in two countries in Southern Europe addressing retailers who are actively engaged in pursuing corporate-sustainability strategies. Data sources include in-depth interviews, observations, and physical artifacts of identity (digital and printed documents). Findings reveal that, at a strategic level, corporate sustainability is embedded in corporate identity reflecting the company’s strategy. Companies also instrumentally use corporate identity to operationalize corporate sustainability strategies. Organizations show different patterns in the way they bridge corporate sustainability and identity. The contributions of this article are threefold: it reports the symbiotic relationship between corporate sustainability and corporate identity; it scrutinizes how corporate sustainability and corporate identity are integrated at the strategic and operational levels; and it establishes distinct patterns at the interface of corporate sustainability and corporate identity.

Study of Corporate Sustainability Dimensions in the Cooperatives of Ecuador

“…Due to this, the preparation of tools which allow the measurement of this construct is key, and, additionally, these tools must meet the specific characteristics of the context where they are going to be applied [39]. Hence, the analysis of the construct was developed using a measuring scale that is derived from a theoretical study and empirical work focused on the traditional corporate sustainability dimensions (economic, social and environmental [11,27]), including a new dimension, corporate identity [28], which has been added to the traditional model.…”

“…This study follows the model offered by the research of Lee and Saen [27] and Chow and Chen [11] in which the traditional dimensions of corporate sustainability (economic, social and environmental) are studied, and to which a new dimension known as corporate identity [5,28] has been added, given that it is presented as a relevant factor for building profitable relationships with stakeholders and for the interaction of sustainability strategies and practices [47]. Thus the scale considered in this paper is composed of four dimensions: corporate identity, economic, social and environmental.…”

“…Specifically, the dimension of corporate identity refers to the creation of identity which directs the organisation's "way of being" and is summarised by the mission, vision, values and beliefs [44]. Simões and Sebastiani [28] determine that corporate identity is what makes corporations different from each other, even if they have similar characteristics [49]. Hence, the correct management of corporate identity will have a positive impact in a short term and will help to improve the corporation's longer-term image [50].…”

“…In this phase, we identified four dimensions of corporate sustainability: (1) corporate identity, (2) economic, (3) social and (4) environmental. They derive from the models of Chow and Chen [11], Lee and Sen [27] and Simões and Sebastiani [28].…”

“…This will be done through the validation of an instrument that would allow us to measure the practices of sustainability in cooperativism in Ecuador. To reach the said aim, we surveyed cooperatives´stakeholders and a questionnaire was adapted from theoretical models from Chow and Chen [11], Lee and Saen [27] and Simões and Sebastiani [28]. This research is made up of five sections, including this introduction.…”