Proposing a model for the holistic use of sustainability initiatives – a multiple case study

Abstract: Purpose: The purpose of this research is to investigate how companies address sustainability holistically and compare the practical results to theoretical findings. The holistic approach of sustainability includes four dimensions and five corporate system elements.   Methods: For creating the theoretical framework a literature review was executed. Empirical data was gathered from a multiple case study. In total five case companies have been selected and five interviews have been conducted. Furthermore the interview guideline included a small survey. Empirical data was complemented by information from sustainability reports and companies website.   Main findings: Sustainability is partly executed in differently in practical terms compared to theory research. The differences are mainly explained by the unique use of sustainability initiatives, which are adapted to companies circumstances.   Academic contributions: Previously, only a few researchers investigated the combination of initiatives to provide a holistic sustainability approach. Furthermore a lack of practical research in the field of sustainability has been identified. This thesis contributes to close this gap by investigating five case companies regarding the use of multiple initiatives.   Practical implications: Based on the findings a model was created by the authors. By applying this model and using recommended initiatives companies are able to establish a holistic sustainability approach, involving all sustainability dimensions and corporate system elements.   Limitations: The interviews have been translated from German or Dutch into English, which increases the risk of wrong interpretations. Further the interview involved only one representative per company. Additionally the number of small case study companies and case companies from the service sector might limit the generalization of the results.