Let Them Know You’re Green: How to Become Competitive by Being Sustainable - a single embedded case study on the chemical industry
Abstract
During the last decades, all industries have experienced increased pressure from their
stakeholders towards acting more sustainable, and much research has been done to understand
what can be gained from listening to those stakeholders. Yet, the chemical industry is
underrepresented in business research in terms of possible advantages from sustainability
positioning. The chemical industry is predicted to experience an increased demand for
sustainable products and solutions, since by incorporating the right chemicals into a
manufacturing process, several sustainable benefits arise. This single embedded case study,
with an abductive research approach, serves to answer how a chemical firm can strengthen its
position and make its supply chain more competitive by communicating its sustainability
contribution in novel ways.
The empirical findings and analysis of this study conclude that sustainability actions are not
considered to be a source of competitive advantage in the chemical industry but rather a
hygiene factor, and a requirement for engaging in trade. For chemical firms to make both
themselves and their supply chains more competitive, there are three interconnected solutions
to utilize and gain from sustainability actions: collaboration, system thinking, and transparency.
Engaging in sustainability collaboration, both horizontally and vertically, can solve the
sustainability definition and measurement discrepancy identified in the chemical industry.
Transparent communication will facilitate collaboration and system thinking, which both are
sources of possible competitive advantage. In turn, these resources will lead to trust and
legitimacy between the actors in the supply chain, and hence, make them more competitive by
working together on sustainability.
Degree
Master 2-years
Other description
MSc in International Business and Trade
Collections
View/ Open
Date
2021-06-28Author
Emanuelsson, Sofia
Idmark, Hanna
Keywords
Chemical Industry
Communication
Competitive Advantage
Green Supply Chain Management
Supply Chain
Sustainability
System Thinking
Series/Report no.
Master Degree Project
2021:8
Language
eng