Strategisk Hållbarhet. Electrolux Omställning under 1990-talet

Abstract

This thesis examines the integration of sustainability into corporate strategies within the Swedish industrial sector during the 1990s, focusing on Electrolux as a case study. The study situates Electrolux's strategic transformation within the broader context of economic history, exploring how the company navigated evolving societal expectations regarding environmental responsibility amidst globalization and market restructuring. By analyzing Electrolux's annual reports from 1990 to 2000, complemented by theoretical frameworks such as Andrea Prothero's Societal Marketing Concept and institutional theory, the study identifies key discursive shifts in how sustainability was framed as both a strategic asset and a legitimation tool. The findings indicate that Electrolux initially approached sustainability through a technical and product-oriented lens, emphasizing energy efficiency and product innovation. However, from the mid 1990s onwards, the company began to institutionalize sustainability through ISO 14001 certifications and targeted communication strategies, positioning itself as a leader in environmental responsibility while reinforcing its market competitiveness. The thesis concludes that Electrolux's strategic use of sustainability reflects a broader trend of corporate environmentalism during the 1990s, where environmental initiatives were leveraged not only as responses to regulatory pressures but also as mechanisms for market differentiation and legitimacy