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This study aims to explore the experience of eight international companies, focusing on their strategies in sustainable innovations in China.

This investigation is accomplished using a case study methodology. The research is based on the companies' secondary data and 47 semi-structured face-to-face interviews carried out in Chinese (Mandarin) between September 2010 and March 2012. Access to the selected companies was supported by WWF China.

The findings of this study are summarised in a theoretical framework suggesting four different levels of multinational corporations' (MNCs') sustainability-driven innovations in China.

The paper is based on the research population of MNCs being WWF Climate Savers partners in China. The research sample has no Chinese-only companies.

From the academic perspective this research is a qualitative analysis of the best practices in sustainable innovation of MNCs in China and an attempt to map them to a theoretical framework. From a policy-making perspective, this paper is a report on existing practices and positive experience in responsible industry leadership. For practitioners this study shows how to create profitable growth in harmony with environmental sustainability and good corporate citizenship.

Changes in societal preferences can have a significant impact on the business strategy of companies. This paper aims to illustrate the utility of strategic alliances in channelizing societal preferences.

LEGO and its many strategic alliances are carefully examined to illustrate the need for considering strategic alliances from a societal preference perspective. LEGO’s strategic alliances are juxtaposed with two major societal trends of the past few decades, environmental movement and multiple efforts toward greater inclusivity.

The following important lessons are elaborated for helping business organizations pursuing strategic alliances: long-term orientation should not become an excuse for complacency, need for alignment of organizations within the strategic alliance, strategic alliances should be viewed as a bidirectional channel for influence and attending to internal transformations is crucial for success.

This paper deviates from the traditional treatment of strategic alliances as a business arrangement that only drives financial performance but instead provides insights into how strategic alliances can be connected to changing societal preferences. It also challenges the received wisdom in the academic literature on strategic alliance, which is dominated by some very restrictive theoretical perspectives.

Public sector absorbs a sizeable part of each country’s GDP. Therefore, public organisations are not performing very well at the economic level of responsibility. Consequently, we argue that in order to build better and more responsible public organisations we need to improve their economic responsibility. This chapter presents a prospective action of social media for business to intervene in public administration reform. We envision a possible course of action that may introduce CSR in the public sector thanks to social media collective action.

The framework of this study will make a reference to the theory of socio-technological media de Kerckhove and Pierre Lévy, and on a survey of the literature of citizen activism through social media to answer the question: new media, new message?

It is a new perspective action of social media for business-government relations. We identify a possible theory that leverages the ‘koinè’ of multinational brands to address government effectiveness. The names of multinational companies are the same all over the world, like the ‘Koine’ Greek, and are now a common element in all languages of the world. Citizens and consumers pay a great deal of attention to brands. Multinationals spend millions of dollars every year in public relations (PR) and marketing precisely in order to manage their reputations and images and respond to the requests that consumers have of big corporations. The greatest threat to the reputation of a company or a multinational brand comes, in fact, via the Internet, which has become the most powerful weapon in the hands of interest groups. The object of this research is to explore whether stakeholders can join forces with corporations and use global media to monitor governments in the same way.

The citizens of governments and the customers of global corporations – in different countries in the world – seem to be isolated islands: all endure their own battle without the possibility of drawing attention from other parts of the world through social media.

The citizens can exercise pressure on the governments and public administrations the same way as what happens against the brands. It behoves us to ensure responsible behaviour from all. We propose an extension of the use of social media to monitor behaviour of governments as effectively as they are used to monitor behaviour of the corporations.

The stakeholder approach to CSR action and reporting implies that the relevant stakeholders of the organisation be listened to, and this listening be accounted for in the CSR report. These groups are also called the ‘publics’ of the organisation. We contend that the stakeholder approach might be misused and end up in collusion with sections of the publics involved.

The stakeholder approach leads an organisation to try to engage with the wrong counterparts. This is an over-rating of stakeholders.

Therefore, everything that is not taken into account under the headline of the stakeholder approach we call ‘stewardship for the unknown stakeholder’. The theoretical bases of this value reside in the vast literature on non-maximising, non-efficient, non-effective behaviour by firms and by the employees especially.

Thus, the first task in drawing up a CSR or sustainability report is to identify the possible unknown stakeholders; that is, those who do have a stake but don’t know they do; those who have a stake too small to care about but who are numerous.

If we complain about Apple, many in the world will join in; if we complain about the companies that manage the ‘garis’ (as the Portuguese call a garbage collector of Rio de Janeiro) nobody outside Brazil thinks it matters. But in fact, this is not true!

To paraphrase Leo Tolstoy in Anna Karenina, ‘Happy families are all alike; every unhappy family is unhappy in its own way’. Each local public administration will have its own problems, but all in the same way contribute to the well-being or mismanagement of a territory and its citizens. All, to some extent, ill-treated the citizens through their ineffectively.

The CSR should be for everyone and a global movement of citizens asking for responsible governments around the world could be the solution for the well-being of the individual peoples. Let the people’s rights emerge vis-à-vis perceived needs and outrage about the ineffectiveness of public administration that too often lose the name of action.

In summary, the proposal is the extension of the use of social media to monitor behaviour of governments as effectively as they are used to monitor behaviour of the corporations.

We propose a covenant between consumers/taxpayers in order to extend the CSR to governments and public administration. The citizens can exercise pressure on the governments and public administrations the same way as what happens against the brands. It behoves us to ensure responsible behaviour from all. We propose an extension of the use of social media to monitor behaviour of governments as effectively as they are used to monitor behaviour of the corporations, with the help of the same corporations.

Companies would join consumers for two main reasons: because there are clear signs that their company’s reputation is being harmed by the conflict, and because their market performance dips, coinciding with pressure from stakeholders. Our proposal goes beyond this and proposes the concept of a novel social figure: the unknown stakeholder.

The purpose of this paper is to address the perceptions of managers in large companies located in Brazil regarding the long-term and short-term benefits of adopting strategic actions to mitigate and adapt to climate change.

Based on an empirical analytical method, this paper examines interviews conducted with senior managers of leading companies located in Brazil to identify their perceptions of adopting strategic actions toward mitigating and adapting to climate change.

The key results are as follows: the most commonly perceived long-term benefit was operational improvement, based on the improved energy efficiency of operations; strategic management of aspects affected by climate change can make managers more aware of the benefits derived from the decisions taken; and a short-term view and aversion to uncertainty can lead to failures in strategic management, limiting the effectiveness of actions for mitigating and adapting to climate change.

This paper contributes to the literature on the topic of climate change by presenting evidence that adaptation and mitigation measures can increase organizational managers’ perception of long-term benefits, and that climate change management structures guide managers to make the transition to a low-carbon economy.

The purpose of this paper is to explore corporate communications related to climate change in both a voluntary and mandatory setting. Adopting a critical perspective, the paper examines how companies who participated in the voluntary UK Emissions Trading Scheme (UK ETS) and the UK Government’s mandatory Carbon Reduction Commitment (CRC) Energy Efficiency Scheme positioned themselves within the climate change debate. In particular, the analysis draws attention to how companies, through their communicative practice, helped to constitute and reproduce the structure of the field in which they operate.

A context-sensitive discursive analysis of 99 stand-alone reports produced by companies participating in the UK ETS and CRC over a nine-year period. The analysis is informed by Thompson’s (1990) depth-hermeneutic framework, which mediates the connection between linguistic strategies and the institutional field.

The analysis suggests that companies tended to adopt particular linguistic strategies in their communications related to climate change. For example, the strategy of “rationalisation” was employed in order to emphasise the organisational “opportunities” resulting from climate change; in this sense, companies sought to exploit climate crises in order to advance a doctrine that endorsed market-based solutions. A noteworthy finding was that in the mandatory CRC period, there was a notable shift towards the employment of the strategies that Thompson (1990) refers to as “differentiation” – whereby companies attempted to displace responsibility by presenting either government or suppliers as barriers to progress.

This paper explores how disclosure on climate change evolved while organisations participate in voluntary and compulsory climate change initiatives. In this respect, the analysis is informed by the social and political context in which the disclosure was produced.

The purpose of this paper is to investigate the construction of social and environmental strategies and the related implementation of management control by a key organisation located in a pivotal Asian location in the global hospitality industry. In doing so, it sets out to elucidate the forms and processes of strategic social and environmental control as well their relationship to the traditional financial control system.

The study employs field-based case study of a single case operating in both regional and global context. Drawing upon documentary, survey and interview sources, the study employs structuration theory to inform its design and analysis.

The findings reveal the interaction of top-down global corporate framing and bottom-up local-level staff initiatives that combine to develop a locally focussed and differentiated social and environmental programme and expedite an associated management control and accountability system. The study also reveals the dominance of the traditional financial control system over the social and environmental management control system and the simultaneously enabling and constraining nature of that relationship.

Signification and legitimation structures can be employed in building social and environmental values and programmes which then lay the foundations for related discourse and action at multiple levels of the organisation. This also has the potential to facilitate modes of staff commitment expressed through bottom-up initiatives and control, subject to but also facilitated by the dominating influence of the organisation’s financial control system.

This study reveals the importance of national and regional governmental, cultural and social context as both potential enablers and beneficiaries of organisational, social and environmental strategy and control innovation and implementation.

The paper offers an intra-organisational perspective on social and environmental strategising and control processes and motivations that elucidates forms of action, control and accountability and the relationship between social/environmental control and financial control agendas. It further reveals the interaction between globally developed strategic and control frameworks and locally initiated bottom-up strategic initiatives and control.

Multinational enterprises (MNEs) are increasingly compelled to consider the United Nation’s sustainable development goals (SDGs). These goals are complex and may cause internal goal conflicts for companies. To stay the course, MNEs will benefit from an ethical compass enabling them to take on leading roles in driving change towards a better future. We argue that ethical leadership in this new business landscape is bolstered by virtue ethics. MNEs with genuine ethical groundings will be equipped to make decisions in complex situations where the needs of a variety of stakeholders must be considered. The purpose of this chapter is to conceptually and empirically explore an MNE’s implementation of a particular SDG, through an ethical leadership lens. We contribute to international management and international business literature by offering a framework to analyse MNEs’ pursuit of SDGs.

The purpose of this paper is to shed light on corporate sustainability reports (CSRs). In doing so, a number of rhetorical moves were identified in such reports and the rhetorical purposes of those moves were investigated. The findings helped understand the corporations’ eco-ideologies and priorities.

A total of 12 CSRs from laptop-manufacturing companies were chosen. The CSRs then underwent data coding which led to the identification of rhetorical moves and sub-moves. The identified moves were then analyzed contextually to interpret the corporations’ larger-scale ideologies.

The findings identified a number of rhetorical moves. For instance, the corporations were shown to stress issues, such as resource management and waste management, in the CSRs. In addition, linguistic analysis of the CSRs indicated that the companies accepted their share in environmental issues and aimed to address such issues.

The present study is the first known attempt at analyzing the CSRs issues by laptop manufacturers. While some previous studies (Mason and Mason, 2012) have investigated the CSRs issued by a wide array of companies, no existing study has focused on tech companies.

This study aims to foster a deeper understanding of socio-ethical shareholder activism by outlining the corporate campaigning strategies of a UK-based non-governmental organisation (NGO) and by assessing their impact on both institutional investors and the practices of two multinational companies. As we move into a world where shareholder ownership is becoming more democratised, shareholder activism is gaining prominence in the USA, Europe and Asia, opening new avenues for participation in corporate governance by stakeholders such as NGOs who have traditionally been uninvolved in corporate decisions.

The article adopts a qualitative methodology and case study research design. It relies on semi-structured interviews, analysis of documents and participant observation.

First, the study sheds light into the ways in which NGOs are connecting themselves to the financial sector. It argues that they can pursue their political goals by framing their arguments in a way that emphasises the short-term financial risks/benefits for investors. Secondly, it demystifies the term “shareholder activism”, transforming it from an action tool belonging only to big and powerful institutions, to a tool which gives other stakeholders such as NGOs and ordinary people a real stake in companies’ affairs. What is more, the study highlights the divergent nature of institutional shareholder activist intervention in the USA and the UK.

Given the generally long-term nature of shareholder campaigns, which can sometimes span over several years, it could be beneficial to adopt a longitudinal research design. Future research can endeavour to focus on a number of different campaigns over a period that exceeds three years.

The research has implications for NGOs adopting a shareholder activist campaigning model and for policy makers aiming to encourage investor stewardship.

The fact that the research field of NGO socio-ethical shareholder activism is relatively new and under-explored by academia, coupled with the growing incidence of the phenomenon in the UK and across the world, as well as its potential benefits for society as a whole, renders further investigation into the topic necessary.