Sk\u00e4rg\u00e5rdsarkitekterna AB states that the human existence is in itself not

Skärgårdsarkitekterna ab states that the human

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Skärgårdsarkitekterna AB , states that the human existence is in itself not sustainable, however we can extend our time on Earth by minimizing what every human consumes. This viewpoint is also emphasized by Göran Svenstam, owner of GS Ekotox AB , who sees a dark future for the human species unless we decrease the number of people on Earth. Thus the views presented on sustainability are somewhat both positive, realistic and negative. 5.2. Motivation and drivers The causes for motivation behind working sustainably are many. The interviewees were given a number of alternatives and instructed to choose three of them. In many cases this lead to a longer conversation about all the alternatives and how the companies adapted and reacted to them. Table 7 below depicts how the companies were distributed among the alternatives, which were based on the same alternatives given in the study by Beyond Intent and Företagarna (2015). Tab. 7. Distribution of companies among the given alternatives of motivation. A large number of the interviewees emphasize their own commitment and interest in this topic as the main driving force behind their work, which ended up being represented by the alternative other Alternatives Distribution of companies Marketing 10 Strengthening the competitiveness 9 Initiative from the management/board 8 Profitability aspects 7 Other reason 7 Demand from customers 5 Threats from future legislation 3 Efficiency aspects 2 Demand from owner 2 Risk management 1 Demand from the public 1 Initiative from the employees 0 Demand from investor 0
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25 reason , and partly initiative from the management/board . The other alternatives that the companies agreed most on (total number of 7 and above) are marketing, strengthening the competitiveness , initiative from management/board and profitability aspects . The following sections will present these alternatives in more detail. 5.2.1. Marketing When a choice has been made emphasizing sustainability, it is incorporated into the marketing, to show customers what they can expect from the company. It can also be the other way around, meaning that customers have those expectations on the companies. In the case of Mathias Eriksson, owner of Ekbergs Fönsterputs & Städ AB , sustainability is seen as a good general term that can gather both customers and employees who consider long-term goals to be important. Anna-Lena Persson, owner of ALP Konferens & Mässarrangör AB , argues that one must be able to stand behind the marketing, to feel good about the products. It is too easy to just pursue certifications and advertise that. Certifications can be hollow and are not a bulletproof way of determining that one does good deeds. Folke Carlsson, owner of Folkes Bygg och Byggnadsvård , agrees with this and argues that quality plans are only effective if they are followed, no matter how important it might be for customers to see formal plans before commissioning a project. Larry Åberg, owner of Kunskapskryssaren and managing four preschools, explains that the best marketing is satisfied customers, in this case parents and children. They spread the word to other families and the
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