Sustainability Strategy in MNCs context- construction and legitimation - A Discourse analysis (Poststructuralist and CDA approach)

Abstract: Based on Poststructuralist and Critical discourse analysis, this study investigates how MNC is discursively defined and legitimized as sustainable industry leader. The empirical data are based on the sustainability reports published by MNC. The study has two wings. First it identifies the elements of sustainability strategy that is used to construct as a sustainability industry leader which is borrowed from Parker’s (1992) discourse dynamics and second, it critically finds the legitimation strategies which is borrowed from EeroVaara et al. (2006) legitimation model. The finding suggests that sustainability strategy claims as sustainability in its three dimensions; economic, social and environmental. It also pointing out that community or people oriented discourse has more influence in sustainability discourse that makes the company change or shape the society and business in global context but the primary focus is on the economic profit. Further narrative is the powerful legitimating strategy that may idealize organization as sustainability industry leader. The finding also provides that global reporting standards and joint initiatives harmonize the sustainability strategy that contribute to reach a common theme of sustainability.