Dynamic Perspective on Sustainable Business Strategies

This report provides a critical evaluation of the current process for dynamic perspective on sustainable business strategies within an organisation, with a focus on Sainsbury's. It covers an overview of the organisation, the concept of sustainability and sustainable business strategies, leadership and sustainable business practices, and recommendations for the future. The report also discusses the application of an analytical approach for sustainable development.

Dynamic Perspective on
Sustainable Business
Strategies

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
1. Critical evaluation of the current process for Dynamic perspective on sustainable business
strategies within an organisation.................................................................................................3
Overview of organisation.......................................................................................................3
Concept of Sustainability and sustainable business strategies...............................................4
Leadership and sustainable business within organisations.....................................................5
Application of analytical approach For sustainable development .........................................8
2. Justified recommendations on how the organisation should lead and manage Sustainable
Business strategy in 2020 and beyond........................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Dynamic Perspectives on sustainable business render perspectives on opportunities as
well as challenges of business growth along with strategic insights on disruptive technologies,
innovation and knowledge production. Sustainable business refers to a firm that has potentially
positive influence or minimal adverse impacts on local or global environment, economy, society
or community (Barile, Saviano Iandolo and Calabrese, 2014). It is a business entity that strives to
mitigate triple bottom line. This report is based on Sainsbury's which is one of the leading
supermarket chain of United Kingdom that offers variety of products to customers. The
company was established around 151 years ago, in year 1869 and its headquarter is located in
Holborn, London, United Kingdom. This report covers critical evaluation of current procedure
for dynamic perspective on sustainable business in a business entity along with overview of
business, its leadership and sustainable strategies. Apart from this, it also covers application of
analytical approach and appropriate data of sustainability within firm. At last, justified
recommendations on the way business must lead and manage sustainability strategies in 2020
and beyond are provided in this report.
MAIN BODY
1. Critical evaluation of the current process for Dynamic perspective on sustainable business
strategies within an organisation
Overview of organisation
Sainsbury's is a well known super market chain of United Kingdom which was founded
in year 1869. It is one of the leading chain with market share of 15.3% in supermarket sector.
The company was established by John James Sainsbury and is headquartered in Holborn,
London. In year 1922, the firm became the largest groceries retailer and was one of the primal
adopter of self service retailing (Beske, 2012). The firm J Sainsbury plc is divided into 3
divisions including Sainsbury's Argos, Sainsbury's bank and Sainsbury's supermarket ltd. The
largest shareholder of company as of February, 2018 is Qatar investment authority and sovereign
wealth fund. In year 2010, the company opened its one of the largest shops in United Kingdom
which is an extension of its existing outlet in Crayford, London. The firm's outlets in category of
super market have similar operations and layout, but vary in their offerings (Vanpoucke,

Vereecke and Wetzels, 2014). Most of its shops offers frozen food, meat, fish, bakery products,
groceries etc. to customers. Its vision is to be one of the most trusted retailer of United Kingdom
where people love to shop and work. The company offers around 90,000 products to its
customers and approximately 185,000 employees are working in the company (Biggeri and
Ferrannini, 2014).
Concept of Sustainability and sustainable business strategies
Sustainability refers to the ability of an organisation to be maintained at certain level. It is
defined as mitigating present needs and requirements without compromising the future
generation's ability to meet theirs. There are three main pillars of sustainability including social,
environmental and economic which requires to taken into consideration by each and every
organisation in order to maintain its growth and sustainability in market for longer term. In
context of business, sustainability means green business that has minimal adverse impact on
local or global environment, economy, community and society. A sustainable business is one
which generates profits for its stakeholders along with improving the lives of society and
protecting the environment. A sustainable business operates with the purpose of intersecting the
interest of society and environment. It stands for being more successful not only today, but
tomorrow also and remaining successful for the decades (Chakrabarty and Wang, 2012).
In the current competitive business environment, the prime purpose of organisations is to
be a part solutions to social and environmental issues by finding out the appropriate ways. The
integration of societal and business interest will leads to overall growth and development of firm
as well as economy of the country. The concept of sustainability is embraced by many businesses
and now it becomes the key part of firm's strategy. Beyond the goal of making profit, companies
are require to develop methods which minimise the damage caused to environment from the
form their operations and run business in such a manner that provides benefits to economy and
society (De Prins, De Vos and Van Beirendonck, 2015). The sustainable business is most
innovative as they are reviewing the processes constantly in order to find out new solutions. The
emphasize of firm on ensuring sustainability develops an accountability culture within
organisation. It helps in developing financially sustainable economies all over the world. It is
important for business in order to ensure its long term prosperity.

Leadership and sustainable business within organisations
In grocery market, Sustainability is one of the buzzwords over next decade. At the time
when consumer consider to buy food and grocery item, sustainability is considered a crucial
factor by around 63.3 percent of consumers (Sustainability can regenerate Sainsbury’s, 2019).
This factor is considered considerably higher when people shop for health and beauty products
and clothing. The “blue planet effect” leads consumers to point the finger at super markets to
minimise the impact on environment by plastic reduction. Sainsbury's is a well known
supermarket chain of UK which is engage in many sustainable practices. Sustainability is the key
part of its business strategies which helps it in attaining growth and success in market. The
principles of sustainability serves to increase the opportunities for company and reduce adverse
impact that its operations have on economy, communities and environment of the place where it
operates its business (Delponte, Pittaluga and Schenone, 2017). There are various benefits for the
company of becoming a sustainable business. Some of the benefits for Sainsbury's are mentioned
below:
Improved brand image: Sustainable practices of business plays crucial role in
improving brand image of company. While considering where to buy products and services,
customers considers the impact of firm on environment and are more prefer to purchase from
those firms which practice sustainable habits. People often favour those companies which
actively support their societies and communities. The new opaque packaging strategy of
Sainsbury's in order to tackled food waste is one of the sustainability practice of company (What
the UK’s supermarkets are doing to improve sustainability, 2019). This packaging was
introduced by company in year 2016, particularly for potatoes so as to prolong their shelf life. It
helps company in attracting more customers as by this, they enable to keep the potatoes for long
time. This practice helps in improving its brand image in market and enhancing its profit ratios.
Increase productivity and reduce cost: Sustainable business practices of company helps
in enhancing its productivity and minimising cost. It leads to efficient operations of firm that
conserves resources and streamline efforts which reduces cost and improving productivity. In
order to reduce cost, Sainsbury's utilises its materials more effectively. It emphasize on keeping
the waste associated with food at minimum all across it value chain (Fontes and Freires, 2018).
For this, the company growing its charity food donation partner's network, increase efficiency of
its supply chain and assists customers to decline food waste in homes. In UK, the households

throw away around 7.3 million tonnes of food every year which is accounting for 70% of post
farm gate overall food waste of UK. Sainsbury's have invested around 1 million pounds in 30
communities of United Kingdom in order to assist consumers to minimise waste associated with
food and save money (Sainsbury's Annual Sustainability Report, 2018).
Increase competitive advantage: The sustainability practices employ in business helps in
providing competitive advantage to company over its rivals. Sainsbury's manger frames various
strategies and sustainable practices that helps company in gaining competitive advantage in
market. The strategy of company to respond the constantly changing needs of consumers
enables them to shop whatever they want. The food quality constantly be a strong differentiator
for which the firm works in partnership with its suppliers in order to offer innovative,
distinctive and high quality products to customers. Offering broad range of products under one
roof provides an opportunity to company to generate high profits and revenues along with
maintaining large consumer base (Fusco Girard, 2013).
Sustainability strategy formulation and measuring its effectiveness is not an easy task
and brings a company about certain dilemmas. Business entity often do not respond the changes
in extrinsic environment actively because of its dependence on resources and they will more
likely to confront compliance for making something less necessary. The systems approach
administers a crucial perspective on sustainability. The sustainability of resources and societal
well being are relevant for businesses, individuals and nations and are interrelated. For instance,
a a community economy dependent on resources can not accomplish economic sustainability if
the most valuable natural resource is deplete. At global level, economic activities can not be
sustained when community, health and natural resources are impacted adversely. The simplest
system perspective is that each firm influence society by its day to day business operations. For
instance: Sainsbury's with its packaging. It is called “inside out linkage”. Some “outside in
linkages” are also there with societal conditions and external surroundings which influence the
businesses (Garnett, 2014). For instance: Sainsbury's depends on sales of its grocery items. In
greater social system, economy and business are important part. A more dynamic and complex
systems perspectives or approach states as the set of things which influence one another in the
surroundings and forms a great pattern. From the view of systems perspectives, the companies
are engage in input, processing and output in closed or open context. An open system acquire
information that it utilises to interact dynamically with surroundings (Strambach and Surmeier,

2013). It increases the likelihood of prosperity and survival of Sainsbury's. Sustainable business
practices of company needs consideration of the way the actions of business influence not only
intrinsic operations and results, but extrinsic outcomes also and an open systems perspectives
(Hedlund-de Witt, 2012). This systems perspectives enables Sainsbury's to understand its
relationship and position in large social and environmental systems, along with its dependence
on inputs as the way utilization of resources influence the entire system as well as its
components. Without this perspective, company will not be able to realise its influence on
environment and society.
In order to reduce carbon emission, the supermarket chain of United Kingdom developed
first smart grid ready store of the world and worked with around 2600 farmers (Sainsbury's
honored for sustainability leadership, 2012). It provides graduates programme to its employees in
order to increase their awareness and understanding of personal skills that are needed for
working in team while bringing to life the leadership behaviours of Sainsbury's. In year 2018, the
company also started to offer touch free plastic packaging which is for its chicken range in an
attempt to encourage millennials more often cook at home. Sainsbury's is also the first firm to
trial evie – 100 percent electric van technology in order to provide home deliveries. The online
grocery orders of company delivers by this zero emission van to customers across east and
central London. In the end of year 2019, the firm removes utilization of dark coloured plastic in
fresh foods (Vuori, Blonk and Price, 2015).
There are some challenges of sustainability that organisation face. The ups and down in
recycling market depending on commodity and oil prices pose challenge in front of company.
The virgin plastic is less costly than recycled plastic, if the oil is cheap. Number of recycling
services across the nation, strength of entire economy, absence and presence of local government
recycling programmes etc. are also the factors that influence economics of recycling. In order to
overcome this, development of recycling and sustainable waste program helps company in better
management of resources, improving decisions associated with purchasing and emphasize on
reduction and re-utilize strategies as well as solution (Lu and Ke, 2018).
Changes in regulatory landscape or framework also creates a challenge for Sainsbury's in
running its business operations effectively and sustainably. There are various regulations
formulated by government that a company requires to follow in order to address the issues
associated with greenhouse gas emissions, food waste and plastic use. While requirements differ

for each nation, the thing which is certain is – companies will be targeted. The authorities who
wants to decline their carbon footprint, save money and cut waste, they look to firms as they are
the large producers of recyclables and waste. In order to address this issue, Sainsbury's
constantly makes changes in its practices and updated them as per the laws and regulations
framed by government (Nagarajan, Mohanty and Misra, 2016). It runs its business operations as
per the laws and regulations of government and ensure that no unethical practice is conducted in
company.
Application of analytical approach For sustainable development
Sustainable development is mainly associated with meeting the necessities of and
expectation of all stakeholders thereto with maintaining a harmony with natures and fulling
responsibility of protection of environment. Sainsbury is also making many efforts to maintain a
sustainable development approach within the organisation as it facilitates better brand trust and
customer loyalty through making it more efficient a resilient business. The main analytical
approaches formed by Sainsbury for achieving its target of sustainable business are as follows:
Sustainable and Healthy products- the main focus and emphasis of Sainsbury is on
providing healthy and eco-friendly products to its customer. For this purpose it has adopted a
approach of procuring all key raw material and other commodities through sustainable sources
and as per the independent standers of sustainable development. It is also adopted by Sainsbury
that their brand products should not contribute or lead to global deforestation with an aim of
conservation of forest and other natural resources (Sandhawalia and Dalcher, 2015). Sainsbury
has also introduced a new approach of Umbrella positioning which aims at creating a link
between price and quality with its values to meet the expectations of its customers through the
approach of price matching that saves customers money and yield real value to consumers.
Beside this, a sustainable supply chain is also introduced by Sainsbury in areas of Water
vulnerability to meets is corporate social responsibility and other criteria of sustainable
development.
Operational Excellence- the another analytical approach of Sainsbury is focused towards
creating excellence and efficiency in its business operations and functions. The main aim of this
approach of Sainsbury is to reduce the carbon emissions form its various operation by at least
30% in absolute terms and by 65% in relative terms as compared with the carbon emission of

2005 (Sainsbury’s invests £1bn in sustainability push, 2019). Thus, this approach of Sainsbury is
focused on conservation and protection of environment from harmful gases and other dangerous
pollutants. For achieving this purpose and for effective implementation and application of this
analytical approach an investment of £1billion is made by Sainsbury. It has been is planned by
Sainsbury to make use of more advance and innovative technology to ensure the reduction in
pollution created in atmosphere and to limit carbon emission and other pollutants and waste to
save the atmosphere from degradation. Bride this, an approach to help planet and creating loyalty
in consumer is also focused towards reducing its plastic output and an approach of effective
recycling process and use of renewable resources has also been applied by Sainsbury to move in
the direction of sustainable development and growth (Schippers and Grant, 2016).
Meeting expectations of Communities- among the various analytical approaches applied
by Sainsbury to have sustainable growth strategy, one approach is focused on meeting and
fulfilling the expectations and desires of communities and societies through providing better
growth opportunity. This analytical approach of Sainsbury is aimed at creating more than 50000
new jobs across various regions of UK to deal with the issue of employment in the society. The
company provides employment opportunities to people living in the country which helps in
improving their living standard. It also helps firm in maintaining good image in society and
attaining sustainable position in market (Phipps and et. al., 2013). By doing this, company meets
the expectations of society in an effective way.
Thus, on the basis of above discussion it can be comprehended that various analytical
approaches are applied and practically implemented by Sainsbury to drive lasting, positive
change in communities across the UK and overseas. All these approach which aim at betterment
of environment and societies helps Sainsbury to build trust with its stakeholders, reduce
operating costs, mitigate risks and attract and retain talent (Sterman, 2014).
2. Justified recommendations on how the organisation should lead and manage Sustainable Business
strategy in 2020 and beyond
As per the above analysis, it is recommended to company that it should emphasize on the
areas which are not considered by its rivals like experimenting with the sizes of package in order
to lower down the food waste. Providing the packages of items as per the requirements of
consumers helps company in attracting them more towards the product as it provides an ease to
customers to buy as per their need. This can also help in reducing the food waste within homes.

Apart from this, it should drive home improvements for consumers by in store marketing. This
will helps company in not only improving its consumer base, but in gaining competitive
advantage in market. Moreover, it is also required by company to use innovative ways of
providing services to customers. It should use artificial intelligence in its processes and
procedures that provides an ease to customers in buying products from Sainsbury's. The
manager and leader of company should adopt appropriate leadership and a management styles
that helps them in managing employees as well as organisational activities in proper way. As the
laws and regulations of government changing and each country has different laws and
regulations, which makes it necessary for company to keep updated with those and make
changes in their policies and procedures accordingly. Company should hire a legal professional
to deal with the changing regulatory frameworks. This helps company in running it operations
smoothly and successfully and gaining competitive advantage over rivals. In addition to this,
proper compliance with employment laws is necessary as this helps company in retaining the
employees within firm for longer term and keep them motivated and encouraged to work towards
attainment of goals and objectives. At last, management of company should ensure that they
provide proper training and development programs to its employees in order to to enhance their
skills and capabilities and make them capable to deal with the challenging situations effectively.
Company should keep their employees aware of sustainability concept and its significance for
organisation as well as society. This helps company in ensuring ethical working within
organisation and all the employees are encouraged towards executing sustainable strategies. This
helps company in attaining high growth and long-term sustainability in market.
CONCLUSION
As per the above mentioned report, it has been concluded that sustainability is a crucial
concept that helps an organisation in attaining truth and success in context to marketplace. There
are various advantages that a firm will gain by becoming a sustainable business. These
advantages includes improving brand image, attainment of competitive advantage as well as
enhancement in productivity and minimising cost. The sustainability has three key principles
including society, economy and environment which required to be considered by a business in
order to attain sustainable position within market for longer term. Along with the advantages,
there are some challenges of sustainability like meeting expectations of customers, ups and downs
in recycling market, Changes in regulatory framework etc. Which requires to be addressed by company in

proper way by formulating appropriate sustainable strategies and implementing sustainable practices
within firm.

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