Strategic Retail Management by Joachim Zentes Dirk Morschett & Hanna Schramm-Klein

Author:Joachim Zentes, Dirk Morschett & Hanna Schramm-Klein
Language: eng
Format: epub
Publisher: Springer Fachmedien Wiesbaden, Wiesbaden

10.4.7 Summary and Outlook

This case study focused on the Otto Group’s socially and environmentally sustainable business activities. The Otto Group is a strong example of a retail company successfully integrating the principles of the triple bottom line into their business activities. Given the rising number of accusations of greenwashing from general society, the example of the Otto Group shows how early integration of sustainable business practices – both upstream within the supply chain and downstream within the context of intensive stakeholder dialogues – help provide an authentic, sustainable reputation and also boost profits. In future, the Otto Group will focus on more complex multipliers to attract even more attention to sustainability topics, anchor the topic in the public’s mind and stimulate a societal shift on the issue.

Questions

1.Compare the shareholder and stakeholder approaches. Which seems more relevant for the Otto Group? In this context, name the Otto Group’s key stakeholders and outline their typical expectations, power and influence over the Otto Group.

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