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Open AccessArticle

Managerial Perceptions of Firms’ Corporate Sustainability Strategies: Insights from Croatia

1
Newcastle Business School, Northumbria University, Newcastle upon Tyne NE1 8ST, UK
2
Department of Marketing, Faculty of Economics and Business, University of Zagreb, 10000 Zagreb, Croatia
3
Department of Marketing, Mendoza College of Business, University of Notre Dame, Notre Dame, IN 46556-5646, USA
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(1), 251; https://doi.org/10.3390/su12010251
Received: 10 August 2019 / Revised: 6 December 2019 / Accepted: 11 December 2019 / Published: 27 December 2019
Although corporate social responsibility (CSR) has gained increasing academic attention, we lack a solid understanding of how managerial perceptions underpin firms’ sustainability practices. This study interprets and sheds light on managers’ perceptions of sustainability activities under various stakeholder domains in Croatia through a multi-theoretical approach. Using 21 semi-structured interviews with managers, the study reveals that sustainability activities in the research context tend to focus more on environmental issues and customer service, as well as employees and supplier domains. The study further establishes three distinct levels of sustainability commitments by firms. These stages include sustainability as a minimal response, corporate culture-driven, and committed response. These findings, as a whole, are insightful and enable us to advance research on sustainability by elucidating how managerial perceptions underpin firms’ strategic sustainability activities. The contributions to theory and practice are also discussed. View Full-Text
Keywords: sustainability; corporate responsibility; managerial perceptions; Eastern Europe; Croatia; stakeholder domains sustainability; corporate responsibility; managerial perceptions; Eastern Europe; Croatia; stakeholder domains
MDPI and ACS Style

Nyuur, R.; Brečić, R.; Murphy, P. Managerial Perceptions of Firms’ Corporate Sustainability Strategies: Insights from Croatia. Sustainability 2020, 12, 251.

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