Sustainability Strategy Analysis of Accor Hotel using Dunphy Model

This report analyzes the sustainability strategy of Accor Hotel using Dunphy Model. It evaluates the effectiveness of the current sustainability strategies and programs of the organization and provides recommendations for improvement. The report discusses the six developmental phases of the Dunphy Model and concludes that Accor Hotel is currently in the efficiency phase and is on the verge of entering into the strategic proactivity phase. The report recommends that the organization should incorporate environmental practices into the work profiles of human resources and actively promote ecological and social values.

Running head: SUSTAINABILITY STRATEGY ANALYSIS
Sustainability strategy analysis
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SUSTAINABILITY STRATEGY ANALYSIS
Table of Contents
Introduction:...............................................................................................................................2
Discussion:.................................................................................................................................2
Critical analysis of Accor hotel using Dunphy model:..............................................................2
Recommendations based on Dunphy model analysis:...............................................................5
Conclusion:................................................................................................................................6
References list:...........................................................................................................................7

SUSTAINABILITY STRATEGY ANALYSIS
Introduction:
The report is prepared to gain an understanding of the implementation of
sustainability strategy into the chosen organization for the purpose of analysis. Accor hotel is
the multinational hospitality company headquartered in Paris that manages, owns and
franchise resort, hotels and vacation properties. Effectiveness of current sustainability
strategies or sustainability program of organization is critically evaluated using Dunphy
model. Any proactivity or efficiency of organization in implementation of its sustainability
strategies has been analyzed that helps in determining the proactivity level (Barnett et al.
2015). Such analysis would help in determining strength and weakness of sustainability
programs and accordingly making the recommendations. The reason organization is
implementing practices of green management for enhancing reputation of firms. Green
management have provided wide variety of benefits in terms of increased employee’s
recognition, optimistic image of organization, reduced cost and making positive contribution
to environment.
Discussion:
Critical analysis of Accor hotel using Dunphy model:
Sustainability development of Accor hotel is critically evaluated by the application of
Dunphy model which outlines six developmental phases for evaluating the current habits and
commitment of organization towards ecological and human sustainability. All such phases
are distinct steps taken by organization for driving itself toward sustainability. Such phases
are rejection, non responsiveness, compliance, strategic proactivity, efficiency and sustaining
corporation (Rogge and Reichardt 2016).

SUSTAINABILITY STRATEGY ANALYSIS
Sustainability phase model:
(Source: Baumgartner and Rauter 2017)
The sustainable development has been placed at the top list of properties by Accor
hotels and has made a commitment to communities and planet. Accor group has entered into
a new phase of sustainable development that helps in generating values that are shared by
everyone by reaffirming its approach to responsible development. A sustainable development
programme named PLANET 21 intensifies and accelerates the commitment of group to
sustainable development and thereby transforming into a decisive competitive advantage for
partners and brands of Accor hotels (Accorhotels.group 2018). Furthermore, sustainability
program of company intends to create company that is more inclusive with transparent
equality and creating more opportunities for woman.

SUSTAINABILITY STRATEGY ANALYSIS
In addition to this, the environment and social responsibility of group will be factored more
into the strategic decisions of group over the next five years.
Driving the change towards sustainability:
(Source: accorhotels.group 2018)
The commitments looking of group at 2020 is to implement well being and health at
work program and increase the index of employee engagement in each country of operations.
It also intends to increase the perception of employees concerning high level of corporate
social responsibility engagement. Stepping into sustainable development is further directed to
enhance the experience of customers. The commitment of group is to deploy ethical risk
management and corporate social responsibility process. Furthermore, the main focus of
group is to serve balanced and healthy meals by supporting the framing sector towards the
more local business model and high quality produce. Equal efforts are taken by the group in
renovating existing buildings and development of carbon neutral buildings by designing the
path of energy transition (Ioppolo et al. 2016).

SUSTAINABILITY STRATEGY ANALYSIS
Under PLANET 21 programme, the efforts of group are to reduce wastage of food by
performing of audit of volume of waste food. It requires auditors to weigh the products that
are thrown away from kitchen. Moreover, practice of eating healthy food is promoted by the
application of charter on sustainable foods in restaurants through short circuits and eco
friendly supply chain and thereby enhancing social performance. Some examples that depicts
hotel efforts to embark on transition of energy involves designing of infrastructure that is
energy efficient by way of double gazing, tile roofs, heat recovery systems, energy efficient
energy conditions (greenhotelier.org 2018).
From the above explained strategies and programmes of sustainability development
by Accor hotel, it can be inferred that organization is currently in efficiency phase. It is so
because Accor hotel make use of environmental policies to increase efficiencies and have
management involved in creating awareness of importance of sustainability. This particular
step incorporates sustainability into core business strategy of organization. Nevertheless,
Accor hotel is on the path of reaching into strategic procativity phase as the organization is
seeing sustainability into the strategic decision and core business strategy of company.
Leaders of company intend to make sustainable business by advancing strategies of human
resource with healthier and environmentally safe products (Galpin et al. 2015).
Recommendations based on Dunphy model analysis:
The commitment of Accord hotel towards sustainable development should be
motivated by long term maximization of corporate profits that is in the self interest of
company. There should be development of an effective management framework for
sustainable development that helps in addressing governance and decision making. Moreover,
sustainability development concepts should be integrated into the control system, business
planning and management information. Governance is considered increasingly important

SUSTAINABILITY STRATEGY ANALYSIS
because of growing accountability of senior management and corporation as a whole. For
identification of sustainable management practices, a meaningful approach to stakeholder
analysis should be developed. Such analysis would help management in incorporating
expectations of stakeholders into the policy statement of organization by revealing conflicting
expectations. The sustainable development objectives should be consistent with business
strategies along with comparing financial and competitive strategies against such targets. In
order to become a sustaining corporation, organization should have advanced human resource
policies that would actively promote social and ecological values to society and industry
(Barnett et al. 2015). Hence, the descriptions of staffs and managers should also incorporate
statements of environmental responsibilities.
Conclusion:
The above analysis of sustainable development efforts of Accor hotel using Dunphy
model of sustainable development elucidates the fact that organization is currently in the
phase of efficiency where it is acting as value creators in such development and is on the
verge of entering into strategic procativity phase. The commitment of 2020 plan reflects the
efforts of organization in becoming strategically proactive that helps in providing competitive
advantage. However, it is required by Accor hotel to make further improvements in their
sustainability development programs by incorporating environmental practices into the work
profiles of human resources along with actively promoting ecological and social values.

SUSTAINABILITY STRATEGY ANALYSIS
References list:
Accorhotels.group. (2018). AccorHotels company profile. [online] Available at:
https://www.accorhotels.group/en/group [Accessed 6 Aug. 2018].
Barnett, M.L., Darnall, N. and Husted, B.W., 2015. Sustainability strategy in constrained
economic times. Long Range Planning, 48(2), pp.63-68.
Baumgartner, R.J. and Rauter, R., 2017. Strategic perspectives of corporate sustainability
management to develop a sustainable organization. Journal of Cleaner Production, 140,
pp.81-92.
Galpin, T., Whitttington, J.L. and Bell, G., 2015. Is your sustainability strategy sustainable?
Creating a culture of sustainability. Corporate Governance, 15(1), pp.1-17.
Ioppolo, G., Cucurachi, S., Salomone, R., Saija, G. and Shi, L., 2016. Sustainable local
development and environmental governance: A strategic planning
experience. Sustainability, 8(2), p.180.
O'Neill, S., Tuppen, H., Tuppen, H., Tuppen, H., O'Neill, S. and O'Neill, S. (2018). Accor sets
high sustainability targets for 2020 | Green Hotelier. [online] Greenhotelier.org. Available at:
http://www.greenhotelier.org/our-news/industry-news/accor-sets-high-sustainability-targets-
for-2020/ [Accessed 6 Aug. 2018].
Press.accorhotels.group. (2018). Commitments to 2020 | Accor Planet 21 - Presskit. [online]
Available at: http://press.accorhotels.group/planet21-presskit/commitments-to-2020/
[Accessed 6 Aug. 2018].
Rogge, K.S. and Reichardt, K., 2016. Policy mixes for sustainability transitions: An extended
concept and framework for analysis. Research Policy, 45(8), pp.1620-1635.

SUSTAINABILITY STRATEGY ANALYSIS