Tackling Global-Local Challenges in Ethics

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FINAL ASSESSMENT
PORTFOLIO PART 2: FINAL ASSESSMENT
Name of the University: University of Cumbria
Degree: MBA
Course number and name: Tackling Global-Local Challenges in Ethics,
Responsibility and Sustainability
Course lecturer: Dr Sarah Williams
Student number: 2011026
Submission date: May 6, 2022
Word count:

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Table of Contents
Abstract 3
Introduction 4
Critically analyse the role of responsible leadership in standing up for human
rights 4
Critical analysis 4
Current status 6
Recommendations 6
Critically discuss the role of business in taking urgent and significant action to
halt the loss of biodiversity 7
Critical analysis 7
Current status 9
Recommendations 10
Critically discuss why it is important to strengthen local resilience to climate-
related hazards in your region 10
Critical analysis 10
Current status 12
Recommendations 13
Critically discuss approaches to apply resource efficiency ideas 13
Critical analysis 13
Current situation 15
Recommendations 16
Critically discuss why it is important to reduce gender discrimination 16
Critical analysis 16
Current state 18
Recommendations 18
Critically discuss approaches for encouraging and promoting multi
stakeholder partnerships 19
Critical analysis 19
Current status 21
Recommendations 22
Conclusion 22
Reference list 22

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Abstract
The issue of Ethics, Responsibility, and Sustainability (ERS) is gaining more
and more weight and the pressure of society on companies is increasing
exponentially in this respect. This paper is focusing on the global ERS issues
regarding the 2030 Agenda for Sustainable Development, adopted by all United
Nations Member States in 2015. At its core are 17 Sustainable Development Goals
(SDGs), which are also urgent development goals for all countries - developed - in
the Global Partnership. They realize that ending poverty and other deprivation must
go hand in hand with strategies that improve health and education, reduce
inequalities and stimulate economic growth - all while tackling climate change and
preserving our oceans and forests.

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Introduction
My name is Viktor Gajdošík and I am a director of a digital marketing network
and agency in Prague, Czech Republic. My priority in business has always been and
will be the creation of high-quality values that the company, its employees, clients,
and customers will want to follow. In my opinion, a business is just a group of people
who work together to generate profit. However, under the term profit, in addition to
finances, I also imagine the intensity of the positive social influence that a company
has the potential to create. I am heavily inspired by companies that do not just
represent a product, but ideas and values that are worth following. This paper
describes the impact of values on morality and ethics, and the resulting corporate
responsibilities that flow from it.
Critically discuss the role of leadership in strengthening governance for sustainability
Critical analysis
The governance of the company is under pressure on achieving and
maintaining sustainability from many sides inside but also from outside the company.
The demands include the areas of resource prices, equality in employment, the use
of sustainable resources, the choice of the right partners, and the right setting of a
long-term strategy that will respect sustainability.
There is no doubt that the final decisions about the overall ethical approach of
the company are on the shoulders of its leaders. However, the entire brand may
suffer for failures of proper execution of a sustainability strategy. It is extremely
difficult nowadays to build a company name that paints an honest picture of
sustainability, on the other hand, losing this privilege is more than simple. Amazon is
an example of a powerful company that has been criticized in the recent past for its

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unsustainable actions. This global giant says it’s committed to and invested in
sustainability. Amazon has set several goals to reach net-zero carbon emissions by
2040 and power its operations with 100% renewable energy by 2025. Some of their
actions support a more sustainable future for the company, but many of their
fundamental values promote unsustainable practices. Amazon’s carbon footprint is
distressing. The transport of any kind of their merchandise is rigorously reliant on oil.
Because of Amazon’s powerful delivery service, it has an enormous carbon footprint.
Murphy (2020) states that in 2018, Amazon emitted 44.4 million metric tons of
carbon dioxide - greater than the carbon footprint of Switzerland.
It is now clear that the responsibility for the overall sustainable strategy is
given to executives. The question is what can the company's management do to
avoid scandals and successfully stay on the path of sustainability. Blowfield (2013)
argues that it is desirable to build the strategy of a sustainable company at least in
part on the already existing shared values of the company so that it is a smooth and
believable concept. It is about finding the "Why" that will be understandable internally
and externally in connection with the sustainable image of the company. There is
also a possibility to use impulses from the so-called “Intrapreneurs”, which are
creative and proactive employees of a company regardless of its size (Blowfield,
2013). Flammer and Bansal (2017) warn that after setting the strategy, it is
necessary to take steps that will be followed long-term and successfully.
However, a problem can arise if the set ideals are challenged by dynamically
changing trends and expectations from the public. Flexibility even after setting long-
term plans is therefore in place and it may be a crucial condition for maintaining the
stability of any sustainability strategy for the leaders (Dunphy & Benn, 2011).

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In general, it could be argued that a sustainable leadership approach is based
on a holistic approach in managing a company that not only pursues financial goals
but seeks to understand what is right and to get the most out of it (Muff et al, 2020).
Current status
Affiliate Port employs a large number of young individuals directly after their
graduation. For recent university graduates full of ideals, it is crucial to feel that the
company they work for strives for sustainability and equality. Leaders in the company
must represent and communicate these values sufficiently as one of the main
priorities. Nowadays, sustainability is promoted in the company only at the superficial
level and no higher priority is placed on it, as in the marketing sphere many do not
see the urge for sustainability efforts by the marketing agencies.
Recommendations
At first glance, it might seem that in the digital marketing industry, a company
can strive for sustainability only by separating waste in offices, but after giving it a
second thought, the opposite is true. Affiliate Port relies mainly on cooperation with
clients in the field of e-commerce, which offers a huge diversity of various types of
products and services on the Czech and Slovak markets.
Affiliate Port has the force to promote clients who consider sustainability and
human rights a priority in their whole supply chain. The company may refuse to
cooperate with partners who, under closer inspection, clearly do not care about the
people at the first line of product manufacturing. Due to strong demand from e-
commerce companies, it should be appropriate to strengthen the Affiliate Port’s
Code of Ethics, which would allow collaboration only for clients who can demonstrate