The Influence of Triple Bottom Line on Strategic Positioning: An Exploratory Case Study on Differentiation through Image

Abstract

Using grounded theory as a methodological approach, the influence of triple bottom line (TBL) was explored as an emerging, yet substantially important phenomenon on strategic positioning through image differentiation. This study makes a contribution to the sustainability scholarship (TBL as a subset of sustainability) and the marketing scholarship by introducing and exploring the dynamics among TBL, strategic positioning, differentiation, and image. This is done by presenting The Influence of TBL on Strategic Positioning Framework, which illustrates how these four variables are connected. This work also contributes to strategic management, social investing, and human resource scholarship by suggesting the positive impact of the TBL Image (a term defined and introduced in this study) on developing long term strategies, talent acquisition and retention, and business growth within a global organization.