DEL concepto a LA praxis: LA semiótica DE LA sostenibilidad EN LA comunicación gerencial Y LA estrategia corporativa
Abstract
This book offers a philological-strategic perspective on corporate sustainability, fusing organizational discourse semiotics with strategic management theory. A bibliometric meta-analysis of 221 publications (2000-2024) on Eastern European corporate sustainability exposes conceptual gaps and informs a “semiotic transfer” framework that links managerial awareness, regulatory imperatives and leadership orientation to both reputational and financial performance. The framework is empirically tested through 45 in-depth interviews and a survey of 312 executives in the energy and consumer-goods sectors in Romania and Spain. Findings reveal three semiotic strategies—legitimating, dialogic and transformational—that, when embedded in strategic planning, create enduring competitive advantages and cut the perception gap between internal and external stakeholders by up to 12 percent. The study also delivers an operational protocol for conducting sustainability audits focused on organizational language, complete with indicators transferable to ESG reporting systems. Overall, the monograph equips scholars and practitioners with a pioneering toolset for converting sustainability narratives into measurable corporate value.
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