Strategic Marketing Narratives in the Global Decarbonisation Era: A Content Analysis of Corporate Communication Practices
グローバルな脱炭素化時代における戦略的マーケティング・ナラティブ：企業コミュニケーション実践の内容分析 (AI 翻訳)
Nebi Seren
🤖 gxceed AI 要約
日本語
本研究は、欧米の自動車・IT企業のサステナビリティ報告書を分析し、脱炭素化における戦略的ナラティブを比較。欧州企業は規制遵守と長期コミットメント、米国企業は急速変革と起業家精神を強調。自動車は技術志向、ITは倫理志向。持続可能性言説は戦略的メカニズムとして機能することを示した。
English
This study examines strategic marketing narratives in decarbonization by analyzing sustainability reports of eight automotive and IT companies in Europe and the US (2020-2024). European firms emphasize regulatory compliance and long-term commitments, while US firms highlight rapid transformation and entrepreneurial leadership. Automotive companies use technical discourse; IT companies use ethical and stakeholder-oriented narratives. Sustainability discourse serves as a strategic mechanism for legitimacy and influence.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
本研究は欧米企業を対象とするが、日本の企業が国際的な脱炭素コミュニケーションのベンチマークとして活用できる。特に、SSBJや有報での開示が進む中、日本企業がどのようなナラティブを採用すべきかの示唆を与える。
In the global GX context
This paper highlights regional and sectoral differences in corporate decarbonization narratives, which is critical for global disclosure frameworks like ISSB and CSRD that require consistent yet comparable narrative reporting. It also informs stakeholders on how to interpret corporate sustainability claims.
👥 読者別の含意
🔬研究者:Provides a comparative framework for analyzing corporate decarbonization communication strategies.
🏢実務担当者:Benchmarks how to frame sustainability narratives for different regional audiences and regulatory environments.
🏛政策担当者:Reveals how regulatory contexts shape corporate messaging, useful for designing disclosure requirements.
📄 Abstract（原文）
This study comparatively examines the strategic marketing narratives used by companies in different sectors and regions during the global decarbonisation transition. It analyses sustainability reports, corporate web content, and press releases published between 2020 and 2024 by eight companies in the automotive and IT/technology sectors in Europe and the United States. Using qualitative content analysis and a structured comparative design, the study compares how firms position themselves in the transition to a low-carbon economy at regional and sectoral levels. The findings indicate that all companies frame climate action through innovation and leadership, but European firms emphasise regulatory compliance, measurability, and long-term commitments, whereas US firms more often foreground rapid transformation, entrepreneurial leadership, and social values. Automotive companies rely more heavily on technical and process-oriented discourse, while IT/technology companies more frequently use ethically framed and stakeholder-oriented narratives. Overall, the study offers an initial comparative assessment showing that sustainability discourse functions not only as a communication tool but also as a strategic mechanism through which firms seek legitimacy, stakeholder trust, and influence over the pace and credibility of decarbonisation pathways.
🔗 Provenance — このレコードを発見したソース
- crossref https://doi.org/10.65582/gd.2026.006first seen 2026-05-22 04:54:46 · last seen 2026-05-27 05:05:42
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