The Role of First-Mover Advantages in Sustainability: Conceptualizing the Sustainability Transformations of Green and Conventional Brands
通过29位专家访谈和扎根理论，研究提出了一个框架，识别品牌在可持续性转型中成败的关键时刻，并强调了合作对实现循环经济的重要性。
The increasing demand for sustainability pressures companies and brands to adapt their business practices accordingly. While many green brands aim to pioneer sustainable practices, conventional brands prefer to act as followers. Yet understanding of the role of first-mover (dis)advantages for brands in sustainability is limited, especially in the context of increasing regulatory pressure. Drawing on grounded theory and 29 expert interviews, this study seeks to stimulate scholarly debate by introducing a framework identifying the pivotal moment for brand success or failure in sustainability. We shed light on the sustainability transformation of green and conventional brands and show the importance of collaboration in marketplaces to achieve a circular economy.