Abstract
This study extends research on institutional work. We focus on the case of Voluntary Sustainability Initiatives (VSIs) and develop measures for assessing both the comprehensiveness of a VSI as well as its success. The study holds important implications for theory development and practititioners as we investigate which capabilities facilitate a comprehensive design of a VSI and how this design relates to the success of the VSI. Our findings indicate that certain principles from the resource-based for assessing successful competitive strategies may also improve our understanding on which capabilities can support effective institutional work.
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