University of Vaasa - Vaasan yliopisto

environmentally responsible image are: a better reputation, a more preferred partner
and supplier, and a greater guest loylty.
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The image perception is built through communication (supply) that should be based
on actual CR actions since [P1] a reflected image is more likely to lead to desired
results than a merely pragmatic image. The amount of CR actions vary in different
countries of operation since [P3] a key stakeholder oriented firm adjusts the amount
of its CR activities according to the context of its key stakeholders. The CR actions
that a firm renders are reflected from the firm’s responsible identity – however, the
identity may not be affected every time there is a change in corporate values, or at
least there is a time delay. The responsible identity is a result of internalized CR
values throughout the whole value chain of a firm since [P4] a responsible identity is
built upon the whole value chain of the firm. These transfigured values are originated
from the key stakeholders’ values since [P2] key stakeholder oriented firm forms and
re-forms its values according to its key stakeholders’ values.
A firm is driven on four different levels (Figure 2) that direct firms’ aggressiveness
towards CR. On the micro level, which the revised model illustrates (Figure 1), firms
operate under individuals’ and stakeholders’ expectations. On the industry level, or
meso level, firms are pushed to CR by their partners and competitors. On the macro
level, firms are required to supply CR de jure, i.e. in an accordance with society laws
and regulations. And lastly on the highest level, the global level, firms are pushed
towards corporate responsibility by the fact that the present ecosystem is fragile and
necessitates increased attention in protecting it.
Figure 2. Micro/meso/macro/global-level drivers for CR
Even though this study focused on the differentiation strategy instead of cost
leadership strategy, it can be concluded that the image differentiation with CR is
inclusive to cost efficiency. These generic strategies should not be seen as entirely
separate or different options, especially in the case of the environmentally
responsible image. As Hollensen (2007: 119) concluded that “firms have a
competitive advantege in a market if they offer products…with higher perceived
value to the customers and lower relative costs than competing firms”. Thus