Between Discontent and Persistence Emotional Tensions in the Performing Paradox of Corporate Sustainability
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2023-07-11
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en
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Corporate sustainability has been recognized as a crucial agenda item by organizations, although integrating it effectively into corporate strategies remains a significant challenge (Smith, 2003; Vilanova et al., 2009). To address this challenge, this study investigates how sustainability advocates can navigate the domain of corporate sustainability. By adopting a paradox perspective, this research offers a fresh approach to exploring how organizations can simultaneously address competing demands and navigate the complexities of corporate sustainability (Smith & Lewis, 2011). The research question guiding this study is: How do sustainability advocates navigate the paradoxes of corporate sustainability? To answer this research question, I conducted a qualitative, inductive, and single case study design within one of the largest facilities management companies in the Netherlands. The facility management industry has the potential to be a strategic partner in driving sustainable development, given its involvement in significant areas and its role in diverse businesses across sectors (Melissen et al., 2022). Additionally, the facility management sector provides valuable insights into the complex dynamics and paradoxical nature of corporate sustainability because both facility management and sustainability face challenges in demonstrating their value (Elmualim et al., 2010; Melissen et al., 2022; Vilanova et al., 2009). This cost-centric embeddedness creates a depth to a paradoxical situation where sustainability advocates may be undermined by higher management due to the prioritization of cost reduction. This study employs multiple data sources, with a primary focus on semi-structured interviews supported by observations and document analysis. The data reveals that sustainability advocates, also known as insider activists, actively strive to promote corporate sustainability within organizations. They exhibit a diverse range of motivations that drive their advocacy efforts. However, they often encounter significant obstacles and setbacks, which expose them to a performative paradox as they navigate conflicting goals associated with economic, social, and environmental objectives pursued simultaneously (Hahn et al., 2018). Consequently, advocates in the realm of corporate sustainability experience contrasting emotions. The profound sense of insurmountable obstacles faced by sustainability advocates evokes a range of emotions regarding corporate sustainability, such as discontent and occasional hopelessness. However, despite these feelings, sustainability advocates exhibit remarkable resilience and unwavering persistence. Through the collected data, it becomes evident that while feelings of discontent and hopelessness arise, persistence prevails resulting in an unwavering commitment to keep driving corporate sustainability.
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Faculteit der Managementwetenschappen