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Veronika Tarnovskaya
Senior lecturer
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Proactive Corporate Sustainability via Social Innovation—A Case Study of the Hennes & Mauritz Grand Challenge in Bangladesh
Author
Summary, in English
The purpose of the study is to explore how a multinational enterprise can use social innovations to drive change and solve grand challenges in an emerging market context. This paper brings market-shaping literature into a sustainability context, particularly by studying the implementation of social innovations in an emerging market context. Specifically, the study involves an in-depth qualitative study of H&M’s fair living wages program in Bangladesh. We find that H&M is tackling utterances of grand challenges revealed by orchestrating social innovation in collaborations with local stakeholders. Social innovation is carried out in ongoing projects involving multiple stakeholders. The study contributes to current literature by revealing that multinational enterprises indeed can use social innovation to drive change in emerging markets, although this requires long-term commitment, an ability and willingness to shape the surrounding business environment, and a prominent standing among key stakeholders.
Department/s
- Marketing
Publishing year
2022-01-06
Language
English
Publication/Series
Sustainability
Volume
special issue
Document type
Journal article
Publisher
MDPI AG
Topic
- Business Administration
Keywords
- corporate sustainability
- market shaping
- social innovation
- proactive CS
- emerging markets
Status
Published
ISBN/ISSN/Other
- ISSN: 2071-1050