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Determining Factors of the Sustainability Orientation: An Examination from the Past to the Present: An Abstract

  • Rocio RodríguezEmail author
  • Göran Svensson
  • David Eriksson
  • Carmen Padin
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

Høgevold and Svensson (2016) identify multiple organizational directions to assess the organizational efforts and priorities of sustainability initiatives through time. This study combines and applies their developed frameworks in the service-oriented industry of health care organizations, namely both private and public hospitals.

This study aims to offer a foundation to understand past and present organizational efforts and priorities of sustainability initiatives. In doing so, it seeks to provide an empirical foundation for the organizational direction of sustainability initiatives through time, as well as revealing similarities and differences between private and public sectors.

An inductive approach (Thomas 2006) has been used to gather data in this study. In this study, we have used the triple bottom line (TBL) framework proposed by Elkington (1997) to interpret and structure the data. This study has been conducted in one industry, overcoming contextual bias (Hartline and Jones 1996), targeting both public and private hospitals in Spain. A judgmental sampling was used in this industry to select the organizations (Fischhoff and Bar-Hillel 1982).

The present situation across hospitals reveals both similarities and differences in terms of their initiatives and actions of sustainability. A research implication based on this study is that the areas identified by Høgevold and Svensson (2016) and Høgevold et al. (2014) to assess the organizational direction of sustainability initiatives through time has enabled us to characterize past and present efforts and priorities of sustainability initiatives in Spanish health care organizations.

We conclude that the multi-dimensional framework of past and present organizational efforts and priorities applied in this study offers a relevant foundation to understand the determinants of organizational direction in sustainability initiatives through time. We also conclude that this study provides an empirical foundation for the organizational direction of sustainability initiatives through time, as well as revealing similarities and differences between private and public sectors.

Keywords

Sustainability Time Organizational direction Healthcare 

Copyright information

© The Academy of Marketing Science 2020

Authors and Affiliations

  • Rocio Rodríguez
    • 1
    Email author
  • Göran Svensson
    • 1
  • David Eriksson
    • 2
  • Carmen Padin
    • 3
  1. 1.Kristiania University CollegeOsloNorway
  2. 2.Jönköping UniversityJönköpingSweden
  3. 3.Universidad de VigoVigoSpain

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