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Not made in China: Integration of social sustainability into strategy at Nudie Jeans Co

Journal article
Authors Niklas Egels-Zandén
Published in Scandinavian Journal of Management
Volume 32
Issue 1
Pages 45-51
ISSN 0956-5221
Publication year 2016
Published at Centre for Business in Society
Department of Business Administration, Management & Organisation
Pages 45-51
Language en
Keywords China, Emergent strategy, Global value chains, Political CSR, Private regulation, SME, Sustainability, Sweden, private regulation, trade-offs, responsibility, csr, emergence, business, chains, labor, smes
Subject categories Economics and Business


Sustainability concerns have increasingly moved up the corporate agenda, and corporate managers and academics alike stress the need to integrate sustainability into corporate strategy to both create competitive advantages and mitigate sustainability problems. Despite numerous conceptual studies of how sustainability should be integrated in strategy, there are few detailed empirical studies of actual corporate attempts to integrate sustainability into strategy. In this paper, we start to fill this gap based on a study of how the Swedish SME Nudie Jeans Co address worker rights in global value chain by only sourcing from democratic countries with acceptable working conditions. We show that integration of social sustainability into strategy in global value chains is likely to be an emergent process that involves political considerations, traceability and trade-offs in product development. In doing this, we provide a starting point for future empirically grounded research into sustainability and strategy.

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