During the Johannesburg summit of 2002, the world of international business renewed its commitments towards the concept of sustainable development. Today, for most companies, durability has become necessary as a business strategy. In some companies, many researches are made to find the best solutions to get involved in the sustainable development concept. The sustainable development is already well implemented in the Scandinavian countries for several years, in particular for environmental aspects. In those countries, a large part of energy resources comes from wind turbines. Beyond the energy example, we know that in these countries, the idea of cleanliness is very strong. The way of life and the culture may play an important role in sustainable development. Nowadays, people are becoming concerned more about the environment and sustainable development has become a factor of choice for many consumers.
[...] So, the sustainable development is an ethical strategy that will be profitable for the human being and animals as well as for their environment. But what are the impacts on the companies if such a strategy were put in place? The sustainable development in the business strategy Nowadays, for most companies, the sustainable development has a direct relation with its reputation. They have to communicate and act as responsible factors by including a sustainable approach in their strategy. These actions must be concrete and real at the risk of seeing this communication turning in a wrong way for the company with the opposite effects than those expected. [...]
[...] Conclusion The sustainable development is an ethical approach as it includes social and environmental dimensions in its basic principles. According to the United Nations Division for sustainable Development, there are more than 40 areas coming within the scope of sustainable development so, this is a very large concept. The purpose is not only ecological, it is supposed to lead businesses and people to a sustainable economy with a strong involvement for the environmental concerns that will enable the next generations to live in a proper environment with a high equity between populations. [...]
[...] Unfortunately, the application of the sustainable development is difficult because the economic objectives are primordial and the ethical dimension is often occulted as for many other cases. There are also many small companies that can't afford heavy investments (Freedman and Jaggi, 1982) in this “sustainable” way, even if they know that such a strategy is profitable on a long-term basis. The relation between the economic performance and this kind of involvement was discussed by Pava and Krausz (1996). It is necessary that modernity chooses what is most essential for its evolution: its ethical requirement for equality, which leads to principles of universalization, or a mode of development that prioritize the economy growth. [...]
[...] Turning a business strategy in a sustainable way is mainly a managerial dimension of the strategy with the mobilization of all collaborators through a specific programme: - sharing a vision and an environmental project - informing and training collaborators - determining objectives and to evaluate - continuous improvement of the programme This will apply for the production process as well as for final products (or services). As the environmental management has become a major concern for companies, the ISO 14000 standards were created in order to help organization minimize the negative effects of their operations on the environment. [...]
[...] For instance, the ISO 14001 specifies requirements for establishing an environmental policy, determining environmental aspects and impacts of products/activities/services, planning environmental objectives and measurable targets, implementation and operation of programs to meet objectives and targets, checking and corrective action, and management review. Another way of implementing the sustainable development in the business strategy is to anticipate the market trends of the company in a product- service perspective. For some companies, the added value was formerly done on the product and the service being given. [...]
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