Modeling the green transformation

An investigation of Danish companies' sustainability strategy and implementation in Asia

Thesis project description

Ørsted's green transformation has been recognized as proven success in transforming its products and services from NOG to renewable. With the EU’s SDG forces and the Danish government’s support socially and financially, Ørsted managed to maintain its legitimacy during the transformation. Their success has inspired more companies in energy sectors to pursue sustainable transformation more aggressively including CIP, Vesta, Ranboll..etc. This research intends to investigate closely Orsted’s and other Danish companies' legitimacy strategies in application to Asian context where the institutions, social and cultural expectation towards sustainability has not been as developed as they are in Europe.  A strategic framework for exporting the green transformation model will be proposed. The research plans to identify the strategic implementation and actions taken by the firms in the region and evaluate the attainability. The green transformation framework could set a precedent and serve as a model project for other companies and industries who wish to export their SD goal in Asia.

Managerial value of the research

As publicized, Ørsted aims to set an example and help companies and industries in their green business transformation (Ørsted website). This target would be challenging to align the legitimacy strategies in other contexts due to the uniqueness of Ørsted’s background as a Danish state-owned MNC with tremendous support from the state, the field opportunities, and the timing. As Ørsted ambitiously expanding their global business to the US and Asia, it would be worthwhile to observe if their strategies could work in a different context. Similarly, MNCs such as CIP, Ramboll, Vesta, all have ambitions in rolling out their sustainable business eastward to Asia. It is important to manage not only the business model but also the overall sustainable business execution.  Therefore, I propose the diversified strategic management of sustainable transformation in a regional context as research. The green transformation framework could set a precedent and serve as a model project for other companies and industries who wish to export their SD goal in Asia.

Research topic motivation

Denmark has been a leading nation in achieving sustainable development goals (SDGs) while the majority of Danish corporations have been engaged in this development longer than other regions in the world. I believe Danish corporations could lead and support companies elsewhere in sustainable transformation starting from implementing or influencing their subsidiaries, value chains, and alliances.  I aspire to inspire changes and to make impacts in both the workplace and the environment we live in.  I hope my research could contribute to more inspirations in this area.  

Why collaborate with us

I am very passionate about topics in organizational change and strategic management. Throughout my Master's program, I have had and excelled in many of the courses in this field. I am especially interested in sustainability in the global context when the regional context and cultural factors need to be considered. Working on this topic is not only about finishing a thesis but also building a strong working and knowledge foundation for me. I will honor and appreciate our collaboration and deliver my best if the opportunity is given.

Thank you for your time and consideration.