The second wave of sustainability hits Swedish brands

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By this: publisher
In this Subject: Business
By this author: Gad, Thomas ;&nbsp; Moss, Stanley

Authors: Gad, Thomas; Moss, Stanley

Source: The Journal of Brand Management, Volume 16, Numbers 1-2, 30 August 2008 , pp. 110-115(6)

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Abstract:

Swedish brands are no strangers to the concept of sustainability, having understood for decades the strategic advantages of doing the right thing. Most Swedish brands build in socially responsible conduct, the legacy of a political tradition that legislated these very practices. Today, Swedish organisations have returned to an emphasis on the value proposition, since sustainability is an expected brand attribute. The authors propose that Scandinavia is the ideal place to devise metrics that quantifies the real benefits of sustainable practice.Journal of Brand Management (2008) 16, 110-115. doi:10.1057/bm.2008.22; published online 30 May 2008

Document Type: Research article

DOI: http://dx.doi.org/10.1057/bm.2008.22

Publication date: 2008-08-30