More environment and more competitiveness
A thesis recently defended in Padua focuses on the advantages experienced by B Corps
It is no longer merely an acquired direction for companies not to be detached from the social and environmental context in which they operate, but fully committed to respecting and improving the ecosystem they inhabit: it has frequently become mandatory. Understanding what all this means in depth is an important imperative, one which Edoardo Sbrogiò attempts to address with his thesis, defended at the University of Padua.
His research, “Employer branding and B-Corps” starts with a snapshot of theory in this area and moves on to two business case studies. At the outset, Sbrogiò highlights the fact that companies can no longer afford to ignore their impact on the environment and society and, as we said, that including sustainability among company targets becomes imperative. This assumption is the starting point for research that focuses on the B Corp landscape. Its history, evolution of the certification and steps to obtain the certification are analysed. He then addresses the subject of advantages and complications that arise from Benefit Corporation status. The second section is instead dedicated to Employer Branding, presented as a key discipline in the vast world of marketing, focused on attracting and retaining talent in the company. Here too, the theoretical framework of the topic is presented first, with the aim of understanding – explains Sbrogiò – the dynamics of a process which is fundamental to a company: building a reputation that makes the corporate brand more attractive to employees, and to stakeholders more generally. The investigation proceeds to venture to the furthest confines of the topic, the use of artificial intelligence and “4.0 technologies”. This brings us to the last part of the research, a discussion of two business case studies: Patagonia and Perlage. The corporate mission and labour market profile of these two B Corps are discussed. The focus here is on the role that B Corp certification plays in the process of promoting corporate image, according to the different contexts in which the two companies operate.
One of Edoardo Sbrogiò’s conclusions focuses on the importance of the links between paying attention to the environment and to people and to communicating them correctly, with the aim of promoting the company’s image and acquiring new market space. Sbrogiò’s investigation does not introduce new theoretical elements, but has the merit of presenting two good examples that illustrate it clearly and precisely.
Edoardo Sbrogiò
Thesis, University of Padua, M. Fanno Department of Economics and Business Sciences, Degree in Economics programme, 2023
A thesis recently defended in Padua focuses on the advantages experienced by B Corps
It is no longer merely an acquired direction for companies not to be detached from the social and environmental context in which they operate, but fully committed to respecting and improving the ecosystem they inhabit: it has frequently become mandatory. Understanding what all this means in depth is an important imperative, one which Edoardo Sbrogiò attempts to address with his thesis, defended at the University of Padua.
His research, “Employer branding and B-Corps” starts with a snapshot of theory in this area and moves on to two business case studies. At the outset, Sbrogiò highlights the fact that companies can no longer afford to ignore their impact on the environment and society and, as we said, that including sustainability among company targets becomes imperative. This assumption is the starting point for research that focuses on the B Corp landscape. Its history, evolution of the certification and steps to obtain the certification are analysed. He then addresses the subject of advantages and complications that arise from Benefit Corporation status. The second section is instead dedicated to Employer Branding, presented as a key discipline in the vast world of marketing, focused on attracting and retaining talent in the company. Here too, the theoretical framework of the topic is presented first, with the aim of understanding – explains Sbrogiò – the dynamics of a process which is fundamental to a company: building a reputation that makes the corporate brand more attractive to employees, and to stakeholders more generally. The investigation proceeds to venture to the furthest confines of the topic, the use of artificial intelligence and “4.0 technologies”. This brings us to the last part of the research, a discussion of two business case studies: Patagonia and Perlage. The corporate mission and labour market profile of these two B Corps are discussed. The focus here is on the role that B Corp certification plays in the process of promoting corporate image, according to the different contexts in which the two companies operate.
One of Edoardo Sbrogiò’s conclusions focuses on the importance of the links between paying attention to the environment and to people and to communicating them correctly, with the aim of promoting the company’s image and acquiring new market space. Sbrogiò’s investigation does not introduce new theoretical elements, but has the merit of presenting two good examples that illustrate it clearly and precisely.
Edoardo Sbrogiò
Thesis, University of Padua, M. Fanno Department of Economics and Business Sciences, Degree in Economics programme, 2023