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.
Sustainability, Collaboration, Contracts, Multiple Stakeholder
Business Administration, Management, and Operations | International Business
Strategy and Organisation
12th International Conference of the Society for Global Business & Economic Development
City or Country
SESHADRI, Sudhindra and Ehret, Michael.
Sustainability Collaboration: Integrated multiple stakeholder contracts. (2011). 12th International Conference of the Society for Global Business & Economic Development. 266-276. Research Collection Lee Kong Chian School Of Business (SMU Access Only).
Available at: http://ink.library.smu.edu.sg/lkcsb_research_smu/67