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Dynamics of Competitive Sustainable Advantage: A Case of Patagonia’s Shared Value and Corporate Social Responsibility

Dynamics of Competitive Sustainable Advantage: A Case of Patagonia’s Shared Value and Corporate Social Responsibility

Francesco Rattalino
Copyright: © 2014 |Pages: 28
ISBN13: 9781466644304|ISBN10: 1466644303|EISBN13: 9781466644311
DOI: 10.4018/978-1-4666-4430-4.ch005
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MLA

Rattalino, Francesco. "Dynamics of Competitive Sustainable Advantage: A Case of Patagonia’s Shared Value and Corporate Social Responsibility." Dynamics of Competitive Advantage and Consumer Perception in Social Marketing, edited by Avinash Kapoor and Chinmaya Kulshrestha, IGI Global, 2014, pp. 98-125. https://doi.org/10.4018/978-1-4666-4430-4.ch005

APA

Rattalino, F. (2014). Dynamics of Competitive Sustainable Advantage: A Case of Patagonia’s Shared Value and Corporate Social Responsibility. In A. Kapoor & C. Kulshrestha (Eds.), Dynamics of Competitive Advantage and Consumer Perception in Social Marketing (pp. 98-125). IGI Global. https://doi.org/10.4018/978-1-4666-4430-4.ch005

Chicago

Rattalino, Francesco. "Dynamics of Competitive Sustainable Advantage: A Case of Patagonia’s Shared Value and Corporate Social Responsibility." In Dynamics of Competitive Advantage and Consumer Perception in Social Marketing, edited by Avinash Kapoor and Chinmaya Kulshrestha, 98-125. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-4430-4.ch005

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Abstract

The emergence of sustainability as a common denominator of today’s way of doing business is undisputable. Yet, most companies see corporate social responsibility as an annoyance, involving regulations and extra cost, therefore missing the intrinsic complexity and interdependencies between shareholder value and sustainable value. This chapter explores ways in which corporations can pursue economic, social, and environmental objectives simultaneously while creating shared values. True sustainability, as in the case of Patagonia Inc., is a great source of competitive advantage for the company, since it can increase employee satisfaction, decrease its carbon footprint, and maintain good business practices while reaping the benefits continued revenue and profit growth.

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