Who's influencing whom? Developing sustainable business partnerships

Simon Adderley, Duane MELLOR

Research output: Contribution to journalArticle

4 Citations (Scopus)

Abstract

Purpose: Recently David Jones in Who Cares Wins proposed sustainability as being essential for businesses success over the coming decades. The purpose of this paper is to present a case study of the development of a partnership between an environmental non-government organisation (NGO) (world wildlife fund-UK) and a major retailer (Marks and Spencer). The partnership developed three "types", sponsorship, technical and communication partnerships. Design/methodology/approach: A grounded theory approach was taken; information was gathered using semi-structured interviews. Data from these interviews were then triangulated with corporate materials to allow generalisations to develop. Findings: Through the three "types" of partnership themes of conflict and project drift were identified, although the overarching "Plan A" commitment is seen as a potential exemplar in sustainability. Difficulties were identified with respect to the dissemination of the outputs from the partnership, some of which were too complex, where others appeared to change to be more appealing to the consumer. Social implications: Although a single case study, it highlights the challenges and benefits to both partners. As such, it provides insight into the practical issues of delivering sustainability commitments and projects in partnership. Such approaches are critical not only for the viability of business, but also for the long-term health of our planet. Originality/value: This represents a case study of the development of a sustainable partnership between a large corporate and an NGO, which could represent a template for sustainable business. This paper in responds to the growing demand for such case-study examples.

Original languageEnglish
Pages (from-to)60-74
Number of pages15
JournalEuroMed Journal of Business
Volume9
Issue number1
DOIs
Publication statusPublished - 2014
Externally publishedYes

Fingerprint

Sustainable business
Sustainability
Grounded theory
Design methodology
Retailers
Sponsorship
Viability
Structured interview
Communication
Template
Health
Wildlife
Dissemination
Business success

Cite this

Adderley, Simon ; MELLOR, Duane. / Who's influencing whom? Developing sustainable business partnerships. In: EuroMed Journal of Business. 2014 ; Vol. 9, No. 1. pp. 60-74.
@article{d21806c03b654f48b4b0d8cc84a47acc,
title = "Who's influencing whom? Developing sustainable business partnerships",
abstract = "Purpose: Recently David Jones in Who Cares Wins proposed sustainability as being essential for businesses success over the coming decades. The purpose of this paper is to present a case study of the development of a partnership between an environmental non-government organisation (NGO) (world wildlife fund-UK) and a major retailer (Marks and Spencer). The partnership developed three {"}types{"}, sponsorship, technical and communication partnerships. Design/methodology/approach: A grounded theory approach was taken; information was gathered using semi-structured interviews. Data from these interviews were then triangulated with corporate materials to allow generalisations to develop. Findings: Through the three {"}types{"} of partnership themes of conflict and project drift were identified, although the overarching {"}Plan A{"} commitment is seen as a potential exemplar in sustainability. Difficulties were identified with respect to the dissemination of the outputs from the partnership, some of which were too complex, where others appeared to change to be more appealing to the consumer. Social implications: Although a single case study, it highlights the challenges and benefits to both partners. As such, it provides insight into the practical issues of delivering sustainability commitments and projects in partnership. Such approaches are critical not only for the viability of business, but also for the long-term health of our planet. Originality/value: This represents a case study of the development of a sustainable partnership between a large corporate and an NGO, which could represent a template for sustainable business. This paper in responds to the growing demand for such case-study examples.",
keywords = "Communication, Non-government organizations, Partnership working, Sponsorship, Sustainability",
author = "Simon Adderley and Duane MELLOR",
year = "2014",
doi = "10.1108/EMJB-06-2013-0033",
language = "English",
volume = "9",
pages = "60--74",
journal = "EuroMed Journal of Business",
issn = "1450-2194",
publisher = "Emerald Group Publishing Ltd.",
number = "1",

}

Who's influencing whom? Developing sustainable business partnerships. / Adderley, Simon; MELLOR, Duane.

In: EuroMed Journal of Business, Vol. 9, No. 1, 2014, p. 60-74.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Who's influencing whom? Developing sustainable business partnerships

AU - Adderley, Simon

AU - MELLOR, Duane

PY - 2014

Y1 - 2014

N2 - Purpose: Recently David Jones in Who Cares Wins proposed sustainability as being essential for businesses success over the coming decades. The purpose of this paper is to present a case study of the development of a partnership between an environmental non-government organisation (NGO) (world wildlife fund-UK) and a major retailer (Marks and Spencer). The partnership developed three "types", sponsorship, technical and communication partnerships. Design/methodology/approach: A grounded theory approach was taken; information was gathered using semi-structured interviews. Data from these interviews were then triangulated with corporate materials to allow generalisations to develop. Findings: Through the three "types" of partnership themes of conflict and project drift were identified, although the overarching "Plan A" commitment is seen as a potential exemplar in sustainability. Difficulties were identified with respect to the dissemination of the outputs from the partnership, some of which were too complex, where others appeared to change to be more appealing to the consumer. Social implications: Although a single case study, it highlights the challenges and benefits to both partners. As such, it provides insight into the practical issues of delivering sustainability commitments and projects in partnership. Such approaches are critical not only for the viability of business, but also for the long-term health of our planet. Originality/value: This represents a case study of the development of a sustainable partnership between a large corporate and an NGO, which could represent a template for sustainable business. This paper in responds to the growing demand for such case-study examples.

AB - Purpose: Recently David Jones in Who Cares Wins proposed sustainability as being essential for businesses success over the coming decades. The purpose of this paper is to present a case study of the development of a partnership between an environmental non-government organisation (NGO) (world wildlife fund-UK) and a major retailer (Marks and Spencer). The partnership developed three "types", sponsorship, technical and communication partnerships. Design/methodology/approach: A grounded theory approach was taken; information was gathered using semi-structured interviews. Data from these interviews were then triangulated with corporate materials to allow generalisations to develop. Findings: Through the three "types" of partnership themes of conflict and project drift were identified, although the overarching "Plan A" commitment is seen as a potential exemplar in sustainability. Difficulties were identified with respect to the dissemination of the outputs from the partnership, some of which were too complex, where others appeared to change to be more appealing to the consumer. Social implications: Although a single case study, it highlights the challenges and benefits to both partners. As such, it provides insight into the practical issues of delivering sustainability commitments and projects in partnership. Such approaches are critical not only for the viability of business, but also for the long-term health of our planet. Originality/value: This represents a case study of the development of a sustainable partnership between a large corporate and an NGO, which could represent a template for sustainable business. This paper in responds to the growing demand for such case-study examples.

KW - Communication

KW - Non-government organizations

KW - Partnership working

KW - Sponsorship

KW - Sustainability

UR - http://www.scopus.com/inward/record.url?scp=84902459239&partnerID=8YFLogxK

UR - http://www.mendeley.com/research/whos-influencing-whom-developing-sustainable-business-partnerships

U2 - 10.1108/EMJB-06-2013-0033

DO - 10.1108/EMJB-06-2013-0033

M3 - Article

VL - 9

SP - 60

EP - 74

JO - EuroMed Journal of Business

JF - EuroMed Journal of Business

SN - 1450-2194

IS - 1

ER -