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Against the background of far-reaching social and economic transformation processes, challenges arise for corporate as well as brand management. A concept to meet these challenges and to unite social and economic success is Conscious Capitalism. The concept focuses on four interdependent and interacting pillars: Higher Purpose, Stakeholder Orientation, Conscious Leadership and Conscious Culture. The pursuit of these principles should ultimately also lead to economic benefits for the so-called Conscious Businesses. Therefore, the author examines the question how social and environmental commitment of companies affects their competitive advantage. For this purpose, the author first presents the concept of Conscious Capitalism and demonstrates its practical application using Whole Foods Market and Alnatura as examples. Beyond that, the author substantiates the holistic corporate philosophy theoretically by economic theories and management approaches. Subsequently, a multi-faceted analysis of brand management of responsible companies is presented with a special focus on customers and employees as well as with reference to the business examples. This results in the formulation of the Conscious Brand Management. In this context, the author carries out an empirical investigation by means of structural equation modelling. The investigation focuses on the positive relationship between Organizational Consciousness and Competitive Advantage via the constructs Customer Satisfaction, Customer Trust and Customer Loyalty in German food retailing, from which recommendations for practical action are derived. As a result, it demonstrates the importance of responsible corporate and brand management. Ultimately, the author derives management implications, with the tools developed in the course of the work providing assistance in achieving effective efficiency.
keywordsAbsatz Alnatura Capitalism Conscious Brand Management Conscious Business Consious Capitalism Corporate Social Responisiblity Doing Well by Doing Good John Mackey Markenführung Marketing Nachhaltigkeit Organisation Rajendra Sisodria Responsible Leadership Strukturgleichungsmodellierung Unternehmensführung Verantwortungsbewusste Unternehmensführung Whole Foods Market
Ihr Werk im Verlag Dr. Kovač
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