Publication Date:
2022-02-18
Description:
"Sufficiency" is beginning to emerge as a new value throughout Western societies and the question asked in this article is: Can we observe cases with actual opportunities to link successful business strategies of incumbents to principles of sufficiency? Thus, how feasible is sustainable entrepreneurship for incumbents? As an innovative conceptual approach, it will be analyzed how brand claims function as narrative translation mechanisms in situations where tensions emerge between corporate narratives and unexpected societal trends, e.g. the emergence of sufficient lifestyles. It will be shown that even though these are still a niche phenomenon, a focus on powerful brands and the narratives connected to them are an important element in understanding the role of incumbents in transitions to sustainability.
Keywords:
ddc:300
Repository Name:
Wuppertal Institut für Klima, Umwelt, Energie
Language:
English
Type:
conferenceobject
,
doc-type:conferenceObject
Format:
application/pdf
