Proceedings of the International Association for Business and Society 20:171-181 (2009)
|Abstract||Renewable energy has gained much-deserved prominence on the world stage of sustainable development, yet despite the surging interest there is a notable lack of understanding regarding best practices in business – stakeholder relations. Using a constructivist grounded theory approach (Charmaz, 2005) and drawing from complexity theory and social scientific theories of identity, our empirical study shows that core values and identity are strongly implicated in the formation and negotiation of stakeholder attitudes for both individuals and social groups. Specifically, we find that personal and social identity are core drivers of community attitude development in a complex adaptive system, and that conflicts between strongly held identities are galvanized along bifurcated “axes of tension” that are also strongly implicated in community attitude formation processes|
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