Green Image or Sustainable Business? Corporate Greening and Value Creation in Volvo Cars over the past century
The research project explores how the Swedish Volvo Car Group has been challenged by the environmental issue and how the company translated it into corporate strategies 1970-2000.
The project analyzes specifically how Volvo’s environmental strategies has developed in relation to a) the evolution of environmental policies in Sweden and in Volvo’s main export markets, b) pressure from various stakeholders (including consumers) in Sweden and abroad and c) technology development and ‘green’ corporate branding in a global context. The car industry’s ability to address environmental issues are of significant importance for society at large, and a historical analysis is therefore highly useful understand, for example, what barriers that has prevented the car industry to advance on low-emission technologies since the 1970s.