Dynamic Perspectives on Sustainable Business

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