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Paper info: The Diffusion of Sustainability Ideas, Products and Processes within Business Networks

Title


The Diffusion of Sustainability Ideas, Products and Processes within Business Networks

Authors


Adam Raman and Iain Davies

Place of Publication


The paper was published at the 28th IMP-conference in Rome, Italy in 2012.

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Abstract


Sustainability, defined in terms of “development that meets the needs of the present without compromising the ability of future generations to meet their needs” (BrundtlandComission WCED Report, 1987: P43) is becoming a very important issue within organisations. To date there are no appropriate theories to describe how sustainability can be effectively planned and managed within organisations and poor management of sustainability can severely impact upon corporate image and reputation which in turn can adversely affect a firm’s shareholder value and market capitalisation. The purpose of this study is to develop a theoretical framework to evaluate how sustainability ideas, products and processes are created and diffuse within a relational network of interacting organisations and stakeholders (actors).Network theoretical approaches derived from the Industrial Marketing Purchasing (IMP) Group and Actor Network Theory (ANT) perspectives combined with Service Dominant Logic are believed to provide a better understanding of how sustainability is co-created and established amongst the different actors as well as providing suitable of explanations of the success and failures for different sustainability initiatives within organisations from the presence or lack of presence of suitable networks or network characteristics.