Joint project
Project Leader: Eric Coorens
International business and new marketing
The world is
our village
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This project is a joint initiative between the International Business and the New Marketing chairs.
In this study, we assume that if we succeed in making companies behave more as if they do business with people who are close to them, both physically and emotionally, they will behave more responsibly and sustainably because the consequences of their actions are immediately visible and noticeable. Changing companies’ sense of proximity from far away to close to home might prove to be a fundamental aspect of driving change towards sustainability as it calls for preserving and improving our natural resources even if located in distant regions; it calls for creating value for stakeholders that are far away in space and time (such as future generations); it calls for ensuring ethical working conditions to workers anywhere in the globe. These challenges create the opportunity for rethinking how sustainable international business can succeed in creating added value for multiple stakeholders.
This research project links the unpersonal ‘distant’ commercial behavior of global companies to the personal ‘close’ behavior of individual people. People behave differently towards people that are close to them because they can actually see what happens to them as a consequence of their own behavior. This is in sharp contrast to the behavior of in particular global companies that are often unaware of the consequences of their actions to people because these people are far away either in physical distance (far away countries), time (future generations), or both.
“We cannot solve our problems with the same thinking we used when we created them.”
Albert Einstein
These challenges create the opportunities for investigating how the sense of proximity can be generated and become an integral part of the company DNA. Finally, these challenges create the opportunity for benchmarking industries members. In conclusion, the ability to generate a sense of proximity is key in achieving sustainable business behavior. It is however not clear how this can be done and what are the best practices. This research intends to answer these questions.
Joint project
The world is
our village
SCROLL OM MEER TE LEZEN
This research project links the unpersonal ‘distant’ commercial behavior of global companies to the personal ‘close’ behavior of individual people. People behave differently towards people that are close to them because they can actually see what happens to them as a consequence of their own behavior. This is in sharp contrast to the behavior of in particular global companies that are often unaware of the consequences of their actions to people because these people are far away either in physical distance (far away countries), time (future generations), or both.
In this study, we assume that if we succeed in making companies behave more as if they do business with people who are close to them, both physically and emotionally, they will behave more responsibly and sustainably because the consequences of their actions are immediately visible and noticeable. Changing companies’ sense of proximity from far away to close to home might prove to be a fundamental aspect of driving change towards sustainability as it calls for preserving and improving our natural resources even if located in distant regions; it calls for creating value for stakeholders that are far away in space and time (such as future generations); it calls for ensuring ethical working conditions to workers anywhere in the globe. These challenges create the opportunity for rethinking how sustainable international business can succeed in creating added value for multiple stakeholders.
International business and new marketing
This project is a joint initiative between the International Business and the New Marketing chairs.
“We cannot solve our problems with the same thinking we used when we created them.”
Albert Einstein
These challenges create the opportunities for investigating how the sense of proximity can be generated and become an integral part of the company DNA. Finally, these challenges create the opportunity for benchmarking industries members. In conclusion, the ability to generate a sense of proximity is key in achieving sustainable business behavior. It is however not clear how this can be done and what are the best practices. This research intends to answer these questions.