Social Embeddedness for Sustainability in the Aviation Sector

Sustainability is a complex problem affecting multiple firms, groups, and communities, and environmental solutions need to be developed in collaboration with the industry's most relevant stakeholders.Focusing on the aviation industry, we analyze the process of generating shared knowledge from an embeddedness perspective, proposing that firms are embedded in both society and markets through networks of relationships that influence their behaviour and sustainability outcomes.This paper proposes a collaborative framework that includes academic, institutional, and company levels to improve aviation using three different tools - stakeholder engagement, alliances, and open innovation. Finally, the paper includes recommendations oriented to face the more relevant environmental issues using this approach. Copyright (c) 2018 John Wiley & Sons, Ltd and ERP Environment