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Megatrend Nachhaltigkeit. Das Potenzial von betrieblichem Nachhaltigkeitsmanagement für den Markenwert von Großunternehmen

Megatrend Nachhaltigkeit. Das Potenzial von betrieblichem Nachhaltigkeitsmanagement für den Markenwert von Großunternehmen

          
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About the Book

Masterarbeit aus dem Jahr 2020 im Fachbereich BWL - Unternehmensgründung, Start-ups, Businesspläne, Note: 1,3, Hochschule Koblenz (ehem. FH Koblenz), Sprache: Deutsch, Abstract: Die Nachhaltigkeitsdebatte wird seit mehreren Jahrzehnten und mit zunehmender Intensität länderübergreifend in politischen und wirtschaftlichen Kreisen geführt. Während in den 1960er Jahren Umweltprobleme wie Verschmutzung und Ressourcenverschwendung die Diskussion beherrschten, wurde der Diskurs im Laufe der letzten 60 Jahre um viele weitere Themen ergänzt. Inzwischen ist Nachhaltigkeit in Teilen der Welt zu einem gesellschaftlichen Trendthema avanciert. Man liest von Konsumverzicht, kritischen Verbrauchern, Flugscham und der Kommerzialisierung des Nachhaltigkeitsgedankens. Der Begriff Nachhaltigkeit ist im Mainstream angekommen und wird durch vielfältige Nutzungs- und Auslegungsformen undurchsichtiger denn je. Genau hier soll die vorliegende Arbeit ansetzen. Bedient betriebliches Nachhaltigkeitsmanagement einen, unter Umständen temporären, gesellschaftlichen Trend oder handelt es sich um einen zwingend erforderlichen, strategischen Unternehmensbestandteil, sofern man als GU auch in Zukunft wettbewerbsfähige Produkte und Dienstleistungen anbieten will? Besonders Großunternehmen sind seit jeher von der Nachhaltigkeitsdebatte betroffen, da sie mit ihrem Verhalten sowohl die Umwelt, als auch die Gesellschaft, in die sie eingebettet sind, in erheblichem Maße beeinflussen können. In der Vergangenheit ließ sich beobachten, dass dieses Thema von verschiedenen Unternehmen unterschiedlich, teils konträr, behandelt wurde. Bestimmte Konzerne haben sich in kurzer Zeit als Vorreiter einer gesamten Branche entwickelt, während andere gesellschaftliche Entwicklungen ignorieren und anscheinend darauf vertrauen, dass ihr Geschäftsmodell langfristig über fehlende Statements, ethische Zweifel oder unbequeme Fragen erhaben ist.


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Product Details
  • ISBN-13: 9783346312235
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 110
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3346312232
  • Publisher Date: 03 Dec 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 154 gr


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Megatrend Nachhaltigkeit. Das Potenzial von betrieblichem Nachhaltigkeitsmanagement für den Markenwert von Großunternehmen
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Megatrend Nachhaltigkeit. Das Potenzial von betrieblichem Nachhaltigkeitsmanagement für den Markenwert von Großunternehmen
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