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Integrating and Communicating Sustainability Case Study: A global brand’s integration of sustainability in its corporate brand identity & external brand communication; a globalized & standardized vs. localized approach

Hägg, Louise LU and Andersson, Louise LU (2022) BUSN39 20221
Department of Business Administration
Abstract
This thesis has the purpose to research how a global brand integrates sustainability as part of its corporate brand identity and how the brand
communicates sustainability to the local market, using a standardized or localized communication approach. The theoretical perspective is to incorporate the Corporate Brand Identity Matrix & Integration for sustainability — implementation model to analyze a global brand’s approach to integrate and communicate sustainability to the local market. The study is a qualitative case study focusing on IKEA’s integration and communication of sustainable initiatives through an abductive approach, viewing the data through a research philosophy of relativistic and social constructivism. The empirical data is... (More)
This thesis has the purpose to research how a global brand integrates sustainability as part of its corporate brand identity and how the brand
communicates sustainability to the local market, using a standardized or localized communication approach. The theoretical perspective is to incorporate the Corporate Brand Identity Matrix & Integration for sustainability — implementation model to analyze a global brand’s approach to integrate and communicate sustainability to the local market. The study is a qualitative case study focusing on IKEA’s integration and communication of sustainable initiatives through an abductive approach, viewing the data through a research philosophy of relativistic and social constructivism. The empirical data is gathered from semi-structured interviews with various managers at IKEA internationally to analyze their integration of sustainability in their corporate brand identity and external
brand communication in the global and local markets. Additional data was collected from IKEA’s Sustainability report;- strategy & their global and local websites. The conclusion shows that IKEA demonstrates an aligned and standardized brand identity in the four paths, where the essence mainstreams the rest of the
elements. However, the approach to communicating sustainability varies depending on the market due to current sustainability challenges and priorities for the local consumers; therefore, adopting a localized communication approach. (Less)
Please use this url to cite or link to this publication:
author
Hägg, Louise LU and Andersson, Louise LU
supervisor
organization
course
BUSN39 20221
year
type
H1 - Master's Degree (One Year)
subject
keywords
global brand, IKEA, corporate brand identity, sustainability, external brand communication, standardized vs. localized
language
English
id
9089432
date added to LUP
2022-06-28 09:54:57
date last changed
2022-06-28 09:54:57
@misc{9089432,
  abstract     = {{This thesis has the purpose to research how a global brand integrates sustainability as part of its corporate brand identity and how the brand
communicates sustainability to the local market, using a standardized or localized communication approach. The theoretical perspective is to incorporate the Corporate Brand Identity Matrix & Integration for sustainability — implementation model to analyze a global brand’s approach to integrate and communicate sustainability to the local market. The study is a qualitative case study focusing on IKEA’s integration and communication of sustainable initiatives through an abductive approach, viewing the data through a research philosophy of relativistic and social constructivism. The empirical data is gathered from semi-structured interviews with various managers at IKEA internationally to analyze their integration of sustainability in their corporate brand identity and external
brand communication in the global and local markets. Additional data was collected from IKEA’s Sustainability report;- strategy & their global and local websites. The conclusion shows that IKEA demonstrates an aligned and standardized brand identity in the four paths, where the essence mainstreams the rest of the
elements. However, the approach to communicating sustainability varies depending on the market due to current sustainability challenges and priorities for the local consumers; therefore, adopting a localized communication approach.}},
  author       = {{Hägg, Louise and Andersson, Louise}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Integrating and Communicating Sustainability Case Study: A global brand’s integration of sustainability in its corporate brand identity & external brand communication; a globalized & standardized vs. localized approach}},
  year         = {{2022}},
}