A “credible” strategy is essentially reactive and
oriented towards society. It aims towards the enhancement
and fostering of credibility and reputation, recognizing that
these can be valuable non-tangible assets (Bieker, 2003).
An “efficient” sustainability strategy is similarly reactive,
but more focused on the market. It is a strategy best suited
to the industrial sector, and the aim is to enhance
productivity as well as ecological and social efficiency. A
sustainability strategy proactively focusing on the market
is termed “innovative”, and aims to reap the potential for
market differentiation on the basis of sustainability, i.e.
products‟ or services‟ environmentally and socially
friendly attributes. Finally, “transformative” strategies are
proactive and turned towards the public. They aim to
“create or participate in structural changes in the
institutional framework of markets and politics”