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Tackling sustainable development goals (SDGs) has become a key strategic marketing activity for multinational enterprises (MNEs) to build their reputation and ensure their brand value. However, SDGs can cause goal conflicts for MNEs, resulting in firms not being equally responsive to all stakeholders. Therefore, this study aimed to explore how ethical leadership, underpinned by a corporate purpose, enables MNEs to pursue SDGs in foreign markets. The researchers argued that ethical leadership based on a corporate purpose can provide strategic direction for MNEs, thus enabling them to focus on selected SDGs that can be integrated into their values-based marketing agendas. Further, the findings revealed that a corporate purpose can offer consistency and perseverance in the exertion of ethical leadership at the local market level; however, ethical leadership may require organizational members to disassociate from structural inconsistencies and goal conflicts in pursuit of aspired SDGs. Thus, the study makes a significant contribution to the literature on international marketing by adopting an ethical perspective to explain how MNEs can strategically position themselves in relation to SDGs in international markets. The findings suggest that ethical leadership can build a foundation for credible marketing communication while serving as a driver of values-based marketing programs.

This paper builds on the assumption that smaller firms that operate on sustainable business models at outset have the capacities to innovate and drive change proactively on a national and international scope. In the literature, this special breed of SME has been labelled “Born Sustainable Firms’ (BSFs). The purpose of this study is to conduct a systematic review of the literature and delve into the organizational characteristics, innovative practices, and ecosystems of partners that distinguish Born Sustainable SMEs as recognised by the literature as the key characteristics of these firms. It aims to uncover how these firms embed environmental and social considerations into their DNA, the innovative approaches they adopt to address sustainability challenges, and how their network of partners (on an international and national level) supports or constrains their sustainable development objectives.

The purpose of this article is to explore how mimetic pressures affect an internationalizing small- and medium-sized enterprise's adoption of e-commerce in the retail business, and by so doing generating insights into the different available responses to such pressures. A single, qualitative case study research design is employed to conduct an in-depth analysis of a retail SME. The data shows evidence of mimetic pressures that are perceived by the retailer. A trajectory of organizational responses to these pressures are identified by examining the changes that the investigated retailer made in its organization. By probing deeper into retail SMEs' decisions to use e-commerce as a vehicle for international growth, this article contributes to extending the understanding of how internationalizing retail SMEs can respond to mimetic pressures and adopt e-commerce strategies that provide a fit with their business models. One empirical case provides limited possibilities for generalization. Further studies that can enhance the understanding of retailers' various responses to mimetic pressures of e-commerce in different contexts are therefore suggested.

Purpose

The purpose of this study is to examine how different innovation efforts can support multinational enterprises’ (MNEs’) pursuits of sustainable development goals (SDGs) in emerging markets and under what circumstances they are applied.

Design/methodology/approach

The article comprises in-depth case studies on two high-profile Swedish MNEs: a telecom firm and a fast-fashion firm, with data collected both at the headquarter-level and local-market level.

Findings

The study shows that MNEs pursue a selection of prioritized SDGs in emerging markets. To overcome challenges related to attaining these goals, we find that MNEs engage in innovation efforts at different levels of commitment. In some instances, they engage in operational innovation aimed at relieving symptoms of sustainability misconduct and ensuring compliance. In other instances, they engage in systemic innovation efforts, which involve the actual market structures underlying sustainability problems.

Originality/value

MNEs are increasingly incorporating the United Nations SDGs into their innovation strategies. The study contributes to international business research on MNEs’ roles in realizing the SDGs by conceptualizing and discussing two pertinent approaches to innovation.

Structured Abstract

Purpose: To investigate, through a multidimensional approach, how an internationalizing e-tail SME cultivates certain capabilities that enhance its e-commerce and performance.

 Design/methodology: The paper is based on longitudinal, single-case data from an internationalizing electronic retail (e-tail) SME in Sweden.

 Findings: The findings imply that while capability development, in general, is important for e-tail SMEs, the development of digitalization and marketing capabilities have the most significant impact on overall performance for these kinds of retailers.

 Originality: By extending knowledge about how three types of capabilities (internationalization capability, digitalization capability, and marketing capability) can be developed in tandem, this study contributes to international marketing research on how e-tail SMEs can work with capability development to boost their performance.

In this chapter, we discuss the main themes of the book and give examples of how the rest of the chapters are related to these themes. We have identified two main aspects that are partly overlapping and are equally relevant for international firms’ work with ethical questions related to their business. One concerns how ethical behaviour related to sustainability can be applied as a main part of firms’ corporate strategy and how this may strengthen the international competitive position. This is particularly relevant when considering that it cannot be taken for granted that there is always a positive relationship and that actors may sometimes question an emphasis on ethical behaviour that goes beyond the accepted norms and regulations. The other main theme is related to international firms’ crucial role in supporting sustainability on an international level and contributing towards achieving sustainable development goals (SDGs). Solving many of the challenges related to climate change, migration, poverty and inequality is likely to require the involvement of international firms. The book identifies several routes forward to achieve this.

This paper focuses on the different activities that multinational enterprises (MNEs) can develop to promote sustainability through a market-driving process that shapes market conditions and influences critical stakeholders. Our focus is on interactions with external and internal stakeholders that drive sustainability. Empirically, this study is based on qualitative case studies of two Swedish MNEs that have a relatively long history of assuming responsibility for different sustainability aspects. We have studied how they drive sustainability internally as well as in their relationships with business, social, and political actors in emerging markets. The empirical material consists of interviews and secondary data, such as sustainability reports. We contribute to the literature by discussing how a market-driving sustainability process can be implemented – each step involving a set of critical, supporting activities. For managers, it is crucial to understand and continuously manage these steps. A conceptual model is presented that suggests four critical steps. We also make an important empirical contribution to the literature by providing unique insights from the activities and sustainability strategies of two well-known MNEs.

Multinational enterprises (MNEs) are increasingly compelled to consider the United Nation’s sustainable development goals (SDGs). These goals are complex and may cause internal goal conflicts for companies. To stay the course, MNEs will benefit from an ethical compass enabling them to take on leading roles in driving change towards a better future. We argue that ethical leadership in this new business landscape is bolstered by virtue ethics. MNEs with genuine ethical groundings will be equipped to make decisions in complex situations where the needs of a variety of stakeholders must be considered. The purpose of this chapter is to conceptually and empirically explore an MNE’s implementation of a particular SDG, through an ethical leadership lens. We contribute to international management and international business literature by offering a framework to analyse MNEs’ pursuit of SDGs.