Sustainability Initiatives, Social Media Activity, And Organizational Culture: An Exploratory Study

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For many organizations, a key issue at the intersection of strategy, change, and culture is sustainability - meeting current environmental and social needs without jeopardizing future generations' ability to meet those same needs. The level of commitment to sustainability as communicated in both a firm's sustainability reports and its social media activity (e.g., Facebook, Twitter) may yield important insights into the values underlying the firm's culture. This exploratory study seeks to examine whether cultures supporting one form of innovation - sustainability - will also support another type of innovation - social media. Data are compared from a sample of eleven global, public firms in an industry with clear links to "Green" practices (Manufacturing of household cleaning products).