Chapter 3 Sustaining Multinational Strategic Performance Through Value Chain Based Competitive Advantage

During a UN Commission meeting in 1983, Norwegian Prime Minister Brundtland came to state one of the most comprehensive definitions of sustainability: ‘meeting the needs of the present without compromising the ability of future generations to meet their own needs’ ( WCED Report, 1987 ). Since then, themes related to sustainability proliferated and passed beyond the ‘macro’ level by also adopting ‘mezzo’ and ‘micro’ levels as unit of analysis. To state this more specifically, a macro perspective reflects a community level point of view, while a mezzo perspective adopts organisation and institution level focus point, and a micro perspective adopts an individual level research view. Within this framework, the issue turns out to be a debate of providing sustainability to the community, to the institutions (‘business enterprise’ being one of them) and to the individuals. Such fragmentation is especially necessary in literature as it is the aggregation of research on multiple levels that will lead to seminal contributions in many respects. Literature suggests evidence of how devastating the outcomes could be when there is conflict among these different levels regarding the meaning and implications of sustainability (e.g. Baumgartner & Ebner, 2010 ; Linnenluecke, Russell, & Griffiths, 2009 ).