Strategic Corporate Sustainability: 7 Imperatives for Sustainable Business by Fernando R

Author:Fernando, R. [Fernando, R.]
Language: eng
Format: epub
Publisher: Partridge Publishing Singapore
Published: 2015-11-11T16:00:00+00:00

What Is Needed?

• a moment-of-truth zeal to engage all stakeholders

• a level of transparency that wins the hearts and minds of the public

• clarity of purpose, vision, and strategy for creating a sustainable business

• alignment of board, CEO, management, and all employees

What is required is an approach where the CEO takes the lead and creates a Jan Carlzon 75 moment-of-truthlike zeal in touching the hearts and minds of every employee to understand and implement the new strategy in an empowered and strategic way in every interaction.

It must be emphasised that having done so, implementation must take pride of place. Many an organisation’s bold public commitments on sustainability fail due to the lack of tenacity to implement them. All key stakeholders should be apprised of progress versus commitments. Most organisations tend to go quiet till an NGO raises the question. It’s also prudent to under-promise when communicating to the public but over-deliver on sustainability commitments. The literature refers to creating a sustainability culture as espoused by Benn, Dunphy, and Griffiths (2007). The organisation could adopt the Global Strategic Corporate Sustainability ‘IDEAS’ 76 approach where internalisation > differentiation and embedding of strategy > activation and strategic review is followed in that sequence.

We need to position and frame sustainability as one that will:

• deliver sustainable business, albeit strategically, and not in the short term, a key factor all stakeholders need to understand

• inspire and drive its innovation and R&D agenda

• contribute to an engaged and purpose-driven workforce/supply chain

• be good for business and the planet simultaneously

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