Three-dimensional (3d) contribution matrix of mustainability strategy, brand value and financial-market results in car-industry
Financial and world economic crisis from the end of 2008 and the past 2009 had, without doubt, a very bad impact on the world’s automotive giants, with significant reduction in demand. As the crisis slowly passing, again car-industry is to the front imposed by two problems: a) re-increase movement of oil prices and b) strict legal decisions about gas emissions (or fuel consumption depending on the country). The question of whether the car industry should/must invest in “green technologies” through greater or lesser commitment to the sustainability strategy, no longer sets, because the two mentioned “problems” certainly forced them, but the question is in what kind of correlation are sustainability strategy with brand value and financial-market results. Therefore in this work using the triple approach, while at the same time we measure the impact (contribution) of three (3) factors in the car-industry, the impact of: 1) the sustainability strategy (Z axis), 2) brand value (Y axis), 3) Financial- market results (X axis), we’ll give a one new three-dimensional (3D) matrix. This new matrix using the integral and simultaneous observations of the impact of these three factors, give answers on: what kind of position can take the car manufacturers in the car-industry, what solutions are impose to them, and what are the risks.