Den gröna myten : En kommuns strategiska arbete mot hållbarhet, samarbetsanda och affärsmöjligheter
Sammanfattning: Our aim is to create a greater understanding for how Växjö Municipality is working with their vision, strategy and brand, and also how it is perceived by the business sector. This understanding will help us to highlight success factors and pitfalls that exist in the creation, implementation, and maintenance of a municipality’s identity, image and profile to convince the business sector to follow. Methodology: We have been using an abductive and qualitative research-method in which semi-structured interviews have been the basis of our empirical material. We had interviews with three employees, a communication manager and the mayor at Växjö Municipality as well as four organizations and two companies with sustainable focus. We did this to get different perspectives and thereby get a greater understanding. Analysis & conclusion: We have been able to identify both success factors and pitfalls in Växjö Municipality's strategic sustainability work. They have been successful when it comes to the circulation of their brand and they have taken advantage of chances that have come up. The success factors that we have identified is the spreading of myths and storytelling, strong political leadership, united politicians, strong organizational identity, cooperation, tough decisions that are in line with the strategy, shared objectives with companies and organizations with sustainable focus and international success. The risks and gaps that we have seen are great focus on the past, ignorance locally, different priorities and values internally and there is pressure to live by what they learn. That there is a positive attitude toward Växjö Municipality’s profile and message is a must if Växjö Municipality wants to achieve its ambition to become "The greenest city in Europe". New knowledge on the subject is the key behind the driving force when it comes to engagement in sustainability issues. It is also through the knowledge that attitude changes are possible.
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