This research decomposes the notion of market orientation into its three components and empirically examines the frontline employees’ and market performance of a competitor-orientated strategy in
Accusations made against green-washing within the corporate branding context have steadily increased. Few studies have investigated the integration of social and environmental aspects in the
During the last few decades, ecosystem degradation has grown to become a major topic among several actors in society. While larger companies are generally incorporating environmental practices to
The purpose of this study is to examine firms’ motives underlying the adoption of sustainable practices. In particular, we focus on expected economic, social, and personal rewards. In addition, we
Retailers increasingly distribute products with a label guaranteeing that certain environmental or social criteria are met. These sustainable labels contribute directly to the creation of product
