Maria Cristina Longo – författare

Being a Sustainable Firm: Takeaways for a Sustainability-Oriented Management addresses the key strategic issues that firms encounter when entering the complex world of sustainability. Faced with a proliferation of approaches, regulations and procedures, the text outlines the contours of the meaning of being a sustainable firm and provides a theoretical framework within which to place the environmental, social and governance (ESG) strategic decisions.The volume critically retraces the way in which companies approach sustainability starting from the EU SDG goals content and the set of indicators for sustainable business. It pays particular attention to SDG 9: Industry, Innovation and Infrastructure, SDG 11: Sustainable Cities and Communities, and SDG 12: Ensure Sustainable Consumption and Production Patterns for their interrelationships and implications on the firm competitiveness and the development of cities of the future. In addition, it unfolds across the broad spectrum of international standards and sustainability reporting guidelines, as relevant voluntary socio-environmental reporting systems recognized at international level. Understanding the logic of sustainability reporting and applying sustainable reporting models to specific business areas offers critical insights and application tools for organizations committed to integrating sustainability into their business and creating new sources of value starting from a common vision of sustainable development and social responsibility. The book highlights these aspects by linking them to the firm challenges and sustainability models in sectors particularly interested in sustainable development, including fashion, tourism, and public-private partnerships for sustainable local communities.The book provides useful support for students and scholars of managerial disciplines, interested in the topics of innovation management, sustainability-based strategies, sustainable entrepreneurship, socio-environmental reporting systems and performance evaluation. The delineation of the regulatory framework and sustainability reporting standards within which strategic decisions are placed constitutes a valuable guide for consultants and entrepreneurs interested to deepen the state of the art of the tools connected to corporate sustainability management and provides takeaways for managers and practitioners on sustainable practices implementation and reporting of activities.

This book presents a roadmap for a brand licensing strategy to enable companies to leverage brand value and expand into other product categories or into different markets. Readers will understand both the risks and the benefits of partnerships, how to make the most of a brand''s potential in the digital platform, and how to extend a product portfolio through established brands. Brand licensing can be of interest to many stakeholders, including large companies, entrepreneurs, retailers, agencies and even celebrities. This is also a relevant strategy for small and medium-sized enterprises that want to expand their business abroad, reconciling their limited size with their flexibility. Examples of long-standing partnerships are presented and analyzed, with detailed consideration of what has made them so successful.

Through the presentation of case studies in the sectors particularly interested in brand licensing, including the art, character, entertainment, fashion, jewelry, sports and toys sectors, this book aims to highlight opportunities, limits and challenges from both the licensor and licensee’s perspectives. In particular, these case studies represent an effective basis for comparing different experiences and brand licensing strategies, allowing readers to understand both best practices and pitfalls to avoid when building an effective and enduring licensing program. Chapter objectives, summaries, key learning points and discussion questions reinforce understanding and aid reflection.

Practical yet theoretically grounded, this book is particularly suitable for postgraduate, MBA and executive education students interested in strategic brand management, licensing strategy and brand expansion. This book can also serve as a valuable guide for professionals interested in expanding their brand portfolio.

This book provides effective tools to evaluate the strategic side of brand licensing and the selection of the appropriate company to be a licensee. Online resources include PowerPoint slides, a test bank of exam questions, a case list and discussion questions.