Dynamic Perspectives on Sustainable Business

This essay explores the concept of sustainability and its impact on business performance. It covers topics such as shareholder theory, stakeholder theory, triple bottom line, and corporate social responsibility. Real-world examples from companies like Apple, Intel, and Coca-Cola are also discussed. The subject is relevant to courses in business, sustainability, and environmental studies.

Dynamic Perspectives
on Sustainable
Business

Contents
INTRODUCTION...........................................................................................................................4
UNDERSTANDING SUSTAINABILITY.....................................................................................4
1.1 Sustainability.........................................................................................................................4
1.2 Development of sustainability...............................................................................................5
1.3 Shareholder theory and its impact.........................................................................................6
1.4 Stakeholder theory and its impact..........................................................................................6
1.5 Triple Bottom Line................................................................................................................7
1.6 What the business responsibility means, corporate social responsibility (CSR) and an
ethics challenge?..........................................................................................................................8
1.7 Is the sustainability a problem or a benefit?........................................................................10
SUSTAINABILITY IN THE REAL WORLD.............................................................................11
Apple.........................................................................................................................................11
Intel...........................................................................................................................................11
Coca-Cola.................................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The selected topic for the essay is selected topic is “Sustainability and business
performance”. The term sustainability refers to meeting requirements of existing generations
without any kind of compromising needs of upcoming generations, ensuring balance among
economic growth, social wellbeing as well as environmental care (Fernando, Jabbour and Wah,
2019). By using sustainability marketing, businesses promote wider vision concerned with better
future which harmonises society, environment together with establishments. Sustainable
development is organising principle in order to meet development goals of human while sustain
potentials concerned with natural system to provide natural resources together with ecosystem
services on which society and economy are depended.
The essay highlights understanding about sustainability including analysis of
sustainability, development of sustainability, shareholder theory and its impacts, stakeholder
theory and its impacts, triple bottom line as well as corporate social responsibility. It also covers
information related to companies which apply ideas and concepts associated to sustainability and
business performance in real world.
UNDERSTANDING SUSTAINABILITY
1.1 Sustainability
In accordance to Spiliakos (2018) sustainability is performing business practices without
negatively impacting environment, community and many more as whole (Spiliakos, 2018). It is
gives benefits like clean air, quality of water, cleanliness in environment, growth of resources,
etc. Sustainability is needed more from business as maximum resources is utilised by the
industries so it is necessary for the companies to conserve the resources for future use. It is
categorised into three parts first is environmental sustainability (eco-friendly), second is
economic sustainability (economically stable) and the third is social sustainability (social
equilibrium. Consequentialism is viewed as morality that guides businesses for right types of
overall consequences to sustain practices. With this, organisations build positive relationship to
provide enhances resources for being more efficient.
Some corporations like Intel Corporation is a technology companies, earning a huge
amount of profit after being sustainable towards their environment. This company is on the way
to make carbon neutral products, which results in no net release of carbon dioxide into the

atmosphere. Sustainable policies emphasize the future effect of any given policy or business
practices on environment. If resources get sustained today it can be available in future for the
quality life so conservatism is very important for being sustainable in the country (Bhattacharya,
Nand and Castka, 2019). Also, Coca-Cola Company also using recyclable packaging with the
goal of recycling the equivalent of its packaging waste. Being sustainable, Coca Cola Company
is empowering and protecting the communities in which they operate their business. For a better
sustainability business can also use 3Rs policy which says about recycle, reuse and reduce waste.
1.2 Development of sustainability
Development of sustainability provides an approach to making better decisions on the issues
that affects the life of people. These approaches are adapted by Intel Corporation which is
contributing their best in the environment protection and conserving resources for future. If free
access is given to the humans for unlimited consumption of finite resources, then it would
extinguish the same. It attracts the consumers for being global leaders in sustainability and their
company have initiative to reduce greenhouse gas emissions and waste generation around the
world (Gupta, Kumar and Wasan, 2021). Good health, zero hunger, gender equality, clean water,
clean energy, life below water, climate action, etc. are some goals of the development of
sustainability which helps every country to protect their valuable resources.
The development in society that meets the present needs of people, without contravening
the ability of future generation to meet their own needs. The main purpose of development of
sustainability is to save the resources to fulfil future needs and it can be performed by using
renewable resources or recycled material. Specifically, it is a way of organizing society so that it
can exist for the long term which means taking in concern both present and future imperatives,
such as preservation of environment or economic equity. It is also important to build a new
community in a previously undeveloped area with no destruction to the environment and
ecosystem. Sustainable development focus is far broader than just the environment as it is an
approach can bring many benefits in the short to medium term (Bojnec, and Tomšič, 2020). The
concept of green marketing helps in this development, it states that the marketing of
environmentally friendly products and services which is kinder way to the planet. It also
provides consumers with the trust that the business operation is not impacting the environment
negatively. The Apple Inc. is also contributing to development of sustainability by using
recycled material in their products and by eliminating plastics in their packaging. Coca Cola

Company also have a range of partnership to enhance the sustainability by water efficiency,
reducing carbon emissions, recycling and cleaning up litter.
1.3 Shareholder theory and its impact
According to Friedman doctrine, shareholder theory is the normative theory of
organisation principles advanced by Milton Friedman which grasps that the social duty of
company is to grow its profit (Naciti, 2019). Business have to always focus to increase the
optimum revenue to grow return for its stakeholders. It tells that executive who limit revenues
while pursuing social objective are called imposing taxes on their shareholders. This theory
states that the organisations biggest responsibility lies in the satisfaction of their shareholder.
This theory tells that the one and only responsibility of managers of company is to serve interests
of shareholders in the best possible way.
With the application of Friedman's doctrine, shareholder theory, it affects positively on
Intel, as its main focus is to increase the profits for the shareholder without looking into the
social welfare. Through this theory, the stakeholders of company get more interested investing in
the company which directly impacts on the reputation in the marketplace. At same time,
shareholder theory impacts the company by increasing its market share by focusing on the profits
in the company. With the help of this theory they are able to attain the profits on high level
which is helpful for the organisation to stay for long in the market.
In Apple, application of shareholder theory impacts positively as it allows management
and Board to carry out organisational affairs with clear eye on meeting obligations associated to
each shareholder in transparent and uniform manner. The management with use of the theory
deliver maximum returns to each shareholder in form of increased share price or dividends.
1.4 Stakeholder theory and its impact
Stakeholder theory is the world of capitalism that connects and build relationships between
a business and its buyers, suppliers, employees, investors, communities and others who have
their stakes in the organisation. This theory believes that a firm should create value for both the
stakeholders and shareholders. Stakeholder theory benefits the organisation and its employees by
increasing productivity, employee satisfaction, improved mental health, and lower turnover rates.
It works out on an assumption that a key to a successful business lies in delivering value to the
majority of their stakeholders. In a company, for example, Apple, stakeholder theory impacts on
profit in a normal course of business by increasing the chances of maximizing profit. Brands like

Apple have increased their focus regarding the target customers. Earlier its impact was limited to
the category of luxury because of its antique model. Now, it is more focused on releasing latest
models of their devices in order of getting repeated sales of its customers, thereby increasing
profit rates of the company.
Stakeholder theory impacts on the management to re-align their focus from short-term
profits as well as long-term sustainability of the business (Garcia, Mendes-Da-Silva and Orsato,
2019). In accordance of the objective of increasing profit Coca-Cola, also focuses on acquiring
the businesses of its competitions such as Maaza in order to reduce competition and also
increasing its category of drinks.
Many organisations like Intel Corporations, take the concept of stakeholder theory very
seriously in the light of customers with the increased importance of social responsibility. They
lay their attention on people's requirement and suggestions in improving their technical
approach.
1.5 Triple Bottom Line
Triple Bottom Line is a numeric framework that involves certain bottom lines possibly
including social, environmental and financial results. Businesses use evaluate their financial
gains and their social and environmental impact (Jia and Li, 2020). TBL helps an organisation in
measuring its impacts on its surroundings. This traditionally measured by using three P's, that is,
profit, people and the planet. These can be briefed by the instances of certain companies namely,
Apple depend on financial performance to gauge performance of the enterprise. Profits tend to
focus on aspects of a business that generates revenue such as business decisions are made in
accordance of the objective of maximizing company's profit.
Bottom line of people measures an organisation's social impact along with the commitment
of an organisation to the people. This involves all stakeholders, employees, individuals
throughout the supply chain. Brands like: Intel Corporations pays attention in order to provide
latest versions of their devices for the better experience of its customers. It provides them with
the feedback portals which operates online to gather information regarding the problems faced
by their customers and also their suggestions on the latest technology they have launched.
Companies like Coca-Cola have contributed to the environment concerns in the manner of
producing reusable bottles for the packaging of its most products. Its most drinks are packed in
such refillable bottles, which can be used to store other items. This is the world of DIYs, there

are several DIY ideas are formed for the reuse of these bottles that not only promotes the idea of
sustainable environment but also brings creativity amongst individuals, thereby providing its
customers with a concept of creativity & developing minds along with the good taste.
One among the four pillars is Sustainable Business Strategy refers to the bunch of
elements of actions that a company takes for the improvement of their impact on the company
(Nikolaou, Tsalis and Evangelinos, 2019). Companies like Apple, connects with the need of the
people, by adding features that are unique from its competitors. It includes several features that
are not offered by its competitor that is, Android. Global Business strategy is the expansion
strategy, every business requires certain strategy in order to expand its market globally. In soft
drinks business, Coca-Cola is one of the leading brands, it has its products across the world
catering the tastes and preferences of different segments of the customers.
Sustainable Investing could be defined as the range of practices in which several
investors targets to achieve financial returns that is return on investment made while promoting
long-term environmental checks and values related to society (Chowdhury and Quaddus, 2021).
Intel corporations for instance, developed a new technology of reusing the several parts of their
old devices along with the new technology that reduces the cost and increasing profits, thereby
developing interests of several investors in the company for making huge investments due to the
goodwill factor. Power & Influence for positive impact relates to the field that guides individuals
at different stages of their career to understand how power really works and develops and
influence & impact the mind of an individual.
1.6 What the business responsibility means, corporate social responsibility (CSR) and an ethics
challenge?
Business responsibility refers to duty of an organisation to perform tasks ethically. In a
company, for instance, Coca Cola, key business responsibility is to provide necessary products
and services to end consumers in society in safe and valuable manner. At same time, good
corporate governance is also key business responsibility to ensure transparency, accountability
addition to fairness. With corporate governance, establishments attain objectives that entails
every sphere of management and disclosure of transactions (Sardana and Et. Al., 2020).
Corporate social responsibility is a concept adopted by managers in which enterprises
integrate concerns related to environment and society in operations of company and make

interactions with stakeholders. In case with Apple, key corporate social responsibilities are as
follows:
Figure 1 Types of Corporate Social Responsibilities To be Aware Of. 2021
(Source: Types of Corporate Social Responsibilities To be Aware Of. 2021)
From the above image, it is determined that businesses which embrace corporate social
responsibilities are organised in effective manner which empower them for acting and being a
socially responsible way (Types of Corporate Social Responsibilities To be Aware Of, 2021). For
Apple, environmental responsibility includes reducing pollution, enhancing reliance on
sustainable resources, performing under free and fair trade regulations. Ethical responsibilities of
the company entails achieving fair treatment of all stakeholders that includes investors,
customers, leadership, employees and so on. Philanthropic responsibility of a corporate is to
make the world together with society a better place. Over last 10 years, employees of Apple have
donated around $ 725 million to ample number of causes (Clover, 2021). Furthermore, it is
economic responsibility of the company to backing all of financial decisions in commitment for
good in various areas.

Ethics challenge is a competition between sponsored teams which analyse a case that
contains problem in decision making process between two possible options, neither of which is
acceptable from any ethical perspective. In Apple, sections included on for using potentially
hazardous chemicals such as PVC, BFR and phthalates. It claimed that all the newer products
were BFR and PVC free and produced a list which contained dates at which these substances
were phased out. At that time the company was in an ethical dilemma that it should protect the
environment or work on advancing its products.
Coca Cola has been active in all the aspects of society and environmental issues. They
also took steps to prevent the harm to the environment through their production units. They have
developed a goal of being water neutral which means every drop which is used by the company
will be replenishes over years. Another issues faced by the company was abuse of worker's
rights. The company was in a dilemma that it should solve the problem of water or should protect
the rights of workers (Ahi, Searcy and Jaber, 2018).
1.7 Is the sustainability a problem or a benefit?
In a company, a sustainability is considered as a benefit because it enhances brand along
with enhanced competitive benefit, improve financial along with investment opportunity. For
example, when managers of Coca Cola develop sustainable business practices, they streamline
operations that makes the establishment more efficient and decline its operational costs to great
extent. Moreover, sustainable practices also benefit the firm in recruiting as well as retaining
greater talent pool.
In accordance to Silva, Nuzum and Schaltegger (2019), it has been determined that
sustainability is beneficial for a corporate as it eat into business profits and efficiency (Silva,
Nuzum and Schaltegger, 2019). For instance, developing sustainable practices lends firm, like
Intel, to streamline efforts along with conserve resource that foster productivity of personnel and
reduces costs. Integration of sustainability into business position the company in meeting
dynamic regulations promptly. In present era, people are likely to be related with positive,
particularly, younger generations raising steady diet of environmental protection messages. They
lack linkage with enterprises that implicate ecological disasters along with social welfare
scandals. Intel is being respectful of environment along with its people and attracts calibre of
human resources that whom they want to employ together with fund business requirements for
expansion.

SUSTAINABILITY IN THE REAL WORLD
In present world, sustainability embedded in products and models of companies having
potential for enhancing return on assets, internal return rate and so on. With sustainability,
businesses are able to earn more money addition to boost bottom line through making practices
and image of company more sustainable. There are ample number of short term together with
long term benefits for having sustainable organisational tactics in place.
Apple
Managers of Apple has find ways for refurbishing as well as reusing their products for
lowering the impact of their products on environment. For adopting green washing practices at
Apple, managers have announced to ship adapters as well as earphones of iPhone 12 which is
considered as misleading (Ng, 2020). They have given orders to their teams for collecting power
cables as well as adapters for their assembly sites. Managers of Apple perform their functions on
the basis their code and standards which provide safety requirements to their suppliers at
workplace.
With the launch of regulations related to Volatile Organic Compounds, they are
additional support to their numerous suppliers (Environmental Progress Report, 2021). Fair
management practices of Apple led them to create an efficient corporate culture which supports
innovation and technology in an effective manner. Managers of Apple have announced that their
business will get carbon neutral within next few years. They want to sustainable practices in their
implementation process in context to material collection, customer use, logistics and supply
chain. This has also contributed significantly in generating higher profits for Apple and also
enhance their ranking from last year in a strategic manner.
Intel
In accordance to Dabrinze (2022), business establishments, such as Intel are being
proactive with sustainability (Dabrinze, 2022). The company have made investment in lowering
its environmental footprint for decades. With sustainability implementation, the company have
achieved success in lowering its carbon footprint by 75%. Moreover, the company have built-in
accelerate compute that is green compute which permits in maximising usage of transistors
which are deployed in the data centre. By 2030, Intel's goal is to achieve 100 percent renewable
power, zero total waste to landfill, and additional absolute carbon emissions reductions. The
establishment has undertaken a sustainability program with the purpose of eliminating waste

from manufacturing process as well as prevent all kinds of used and returned materials from
ending up landfill. At present, Intel is transforming from make, use and dispose to make, use,
recover, reuse and reclaim. It is practicing to keep its commodities, materials as well as resources
in use for possible longer durations. When it is no longer to reuse its offerings, it finds
sustainable ways for disposal. The work environment of Intel includes a learning culture that
makes people learn for keeping the company competitive in the area of expertise as well as
plenty of fringe benefits for employee engagement. People working at Intel considers it a
fantastic workplace for growing professionally. The company values customer orientations,
innovation, respect, agility, collaboration and diversity. Implementation of sustainability in Intel
has resulted in consume fewer resources, emit less waste while increasing employee
productivity.
Coca-Cola
In present world, Coca Cola aim to gather as well as recycle a can or bottle for all to
whom it sells addition to make 100% of its packaging recycle. The interconnected international
challenges related to packaging waste along with changes in climate contributed in making it an
emphasis for business of Coca Cola and communities. The sustainable packaging strategy of
Coca Cola is to create systematic change with circular economy of its packaging that range from
the ways bottles as well as cans are designed addition to manufactured for how they are recycled
and reused. As this business is using various programs and the campaigns in the business, this
also involves the sustainable solutions of business solutions. This is also making it recyclable
business and this is also solving he issues and the problems of the business and this is recycling
the business and collecting the business and packaging the business and fulfilling the goals and
aims of the business. This is recycling the business and impacting in the business performance
and this is impacting for leading to the better change and innovation of business and this is
supporting the business and the environment of business and this is also making the business
green and increase the practices and effective measures of business. With implementation of
sustainability, Coca Cola have become responsible to assist solving international crisis related to
plastic waste. It is working to leverage scale and reach across markets for the purpose of
reaching its sustainable business goals, reduce carbon footprint and waste pollution (Coca-Cola:
A Case Study In Sustainability, 2022). The growing body of evidences shows that sustainability

initiatives by Coca Cola contributes in creating more profits along with business opportunities. It
improved organisational efficiency, positive reputation as well as future proofing against status.
CONCLUSION
From the mentioned information, it is concluded that sustainability is key in performing
business practices for enhancing economic growth, superior market performance and so on.
Sustainable development helps an enterprise to become foundation for strategies, ignite long
lasting changes which foster value of shareholders over long term and engagement in social
wellbeing. Corporate social responsibility makes good business sense in order to operate in
sustainable manner by impacting margins of profit, attracting customers and solving wider social
issues. Triple bottom line improve business culture, enhance customer relationships, attract top
talents, further growth business, improve financial future and enhance brand perception.

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