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Learning the advantages of sustainable growth

Learning the advantages of sustainable growth Purpose – The paper aims to consider why leading companies – such as Toyota, GE, Timberland and Starbucks – regard environmental sustainability as a strategy to create growth and how they do it. Design/methodology/approach – The paper reviews how consumer‐based companies are incorporating sustainability throughout their businesses in: their products' design and assortment, supply chains, operational footprints, and messaging to consumers, investors, and employees. Findings – The paper finds that such efforts fall into one of three stages: novice, engaged and innovative. Most companies surveyed have a “portfolio” approach to sustainability, tackling some activities within each category. Research limitations/implications – At this time, conclusive data proving the direct links between sustainability and profitability are lacking. Practical implications – Whether your enterprise's environmental awareness is just beginning or has progressed to creating a new eco‐platform for growth, the paper identifies four actions that can help you gain an advantage in this critical area. Originality/value – The ultimate idea is to create a sustainable business platform in both the environmental and economic sense of the word, so companies need to experiment now with innovative sustainability solutions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategy & Leadership Emerald Publishing

Learning the advantages of sustainable growth

Darrell Rigby; Suzanne Tager
Strategy & Leadership , Volume 36 (4): 5 – Jul 4, 2008
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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1087-8572
DOI
10.1108/10878570810888740
Publisher site
See Article on Publisher Site

Abstract

Purpose – The paper aims to consider why leading companies – such as Toyota, GE, Timberland and Starbucks – regard environmental sustainability as a strategy to create growth and how they do it. Design/methodology/approach – The paper reviews how consumer‐based companies are incorporating sustainability throughout their businesses in: their products' design and assortment, supply chains, operational footprints, and messaging to consumers, investors, and employees. Findings – The paper finds that such efforts fall into one of three stages: novice, engaged and innovative. Most companies surveyed have a “portfolio” approach to sustainability, tackling some activities within each category. Research limitations/implications – At this time, conclusive data proving the direct links between sustainability and profitability are lacking. Practical implications – Whether your enterprise's environmental awareness is just beginning or has progressed to creating a new eco‐platform for growth, the paper identifies four actions that can help you gain an advantage in this critical area. Originality/value – The ultimate idea is to create a sustainable business platform in both the environmental and economic sense of the word, so companies need to experiment now with innovative sustainability solutions.

Journal

Strategy & Leadership – Emerald Publishing

Published: Jul 4, 2008

Keywords: Environmental management; Sustainable design; Energy conservation; Standards; Ecology

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