Publication Type

Conference Paper

Publication Date

7-2011

Abstract

We develop the concept of Sustainability Collaboration in B2B marketing to be consistent with the Resource Based View (RBV) and the often cited UN Committee (convened in 1983) conceptualization of Sustainable Development. We propose that a contractual approach is central to Sustainability Collaboration (SC). The usual three dimensions of externalities in sustainability can be reflected in contractual SC agreements provided a multiple stakeholder perspective of business is taken. SC and the contractual approach is then applied to typical multiple stakeholder configurations employing appropriate contractual instruments. We illustrate the concept with examples. The paper contributes to understanding why and how multiple stakeholder contracts find their nexus in a firm’s Sustainability Collaboration performance.

Keywords

Sustainability, Collaboration, Contracts, Multiple Stakeholder

Discipline

Business Administration, Management, and Operations | International Business

Research Areas

Strategy and Organisation

Publication

12th International Conference of the Society for Global Business & Economic Development

First Page

266-276

City or Country

Singapore

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