Building a Sustainable Organisation for Competitive Edge

This report critically examines the concept of sustainability and its profound impact on achieving a long-term competitive edge for business establishments, focusing on companies like Bentley, Jaguar, and Land Rover. It delves into Bentley's sustainability initiatives, such as aiming for end-to-end carbon neutrality by 2030 and transitioning to full electrification, highlighting the competitive advantages gained through these efforts, including carbon-neutral certification and green energy usage. Furthermore, the report discusses the crucial capabilities and attributes necessary for a company's success in a complex and dynamic environment, emphasizing the importance of trust, consistency, flexibility, and the ability to seize opportunities. It also identifies key organizational capabilities like fostering a culture of innovation and strategic implementation as vital for navigating a changing business landscape. The report concludes that embracing sustainable practices is essential for businesses seeking to gain and maintain a competitive advantage in today's market.

Building A Sustainable
Organisation

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK A...........................................................................................................................................3
Critical discussion about concept of sustainability along with its impact on long term
competitive edge for business establishments.............................................................................3
TASK B...........................................................................................................................................4
Critical discussion of capabilities as well as attributes which are necessary for success of
company in complex and dynamic environment.........................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Sustainability is a broad concept including three main pillars that are known as
environmental, economic as well as social. Its main motive is sustaining for a longer time period.
Due to rising pollution, there are many problems that are arising in the world (Balasubramanian
and Balaji, 2021). Within sustainable organisation, the concern of business is about environment,
profits and its social commitment towards society. For running sustainable business, it is
required to utilise all of its resources economically and see that there is no negative influence on
environment. Sustainability in a business enhances in gaining competitive advantages (Espejo,
2022). This report covers Bentley, Jaguar, Land Rover and many other automobile companies
that are discussed within this report. This report covers sustainable concept of various companies
and its impact on long term competitive advantages along with its attributes and capabilities that
area necessary for its success in the dynamic environment (Yin, Chen and Li, 2019).
MAIN BODY
TASK A
Critical discussion about concept of sustainability along with its impact on long term competitive
edge for business establishments
Sustainability is the concept that is used for meeting all the present needs along with taking
care of the future generations meeting their needs (Gorbach, Kost and Pickett, 2022). It is also
done without compromising these present and future needs. The sustainable concept that has
been adopted by Bentley is discussed as follows:
 Bentley by 2030 has the motive to be end-to-end carbon neutral with its operations.
 It also confirms to be full electrification that is use of PHEV or BEV only with its
automobiles by 2026.
 It also wants to switch its entire model range of its automobiles to battery electric vehicles by
the year 2030.
Bentley is creating as it is focused on building a great future with the help of new and advanced
technologies, materials, fuels and many other things (Hall, 2019). There are various competitive
advantages that the sustainable concept provides to Bentley and its impact in gaining these are
discussed as follows:

 The journey is already begun of Bentley as it has taken the step of being carbon neutral
with its emission free vehicles. Along with this, it also wants to achieve manufacturing,
crafting and all other operations that are sustainable. In 2019, in Crewe it was certified as
carbon neutral to PAS 2060 by Carbon Trust and it has been working on it from the last
two decades.
 Bentley also aims on running green energy that is before ten years, it began to be the
largest solar panel array of rooftop in UK. After that it aimed at building these solar
panels that were being mounted on cars. It is certified as green as its 40% electricity
needs are met with the help of solar power only.
 Bentley also has its main aim to protect nature and for this, it recycles water. It has
reduced its factory waste that was going to land which has been reduced by more than
99%. It also processes the rainwater for its future use, that will save environment.
The sustainable concept that Jaguar has made as its strategy is to achieve net carbon zero by the
year 2039, with being the best creator of most desirable luxury modern cars in the world
(Katagiri, 2020). It has other aim as to reduce carbon emissions by 46% in its vehicles with using
its own solar energy that is generated by its rooftop array.
TASK B
Critical discussion of capabilities as well as attributes which are necessary for success of
company in complex and dynamic environment
The most important attributes that helps business organizations to gain success in
complex and changing environment are trust, loyalty, consistency, control, grabbing
opportunities and many others. The trust that business holds with its customers is important as
there are various changes that are going in the business environment (Onuoha, Aliagha and
Rahman, 2018). Business organisations need to be very consistent in providing its customers
with great qualities products and services, which is necessary for gaining trust as well as also for
retaining them with it for a longer time period. The business should know how to grab
opportunities from market for gaining future customers and also for retaining the existing
customers for longer time period (Wannags and Gold, 2020). Business organisations should be
flexible enough for allowing activities to change according to the dynamic business environment.

The business organisations should be able to quickly adapt and change its strategies and other
policies according to complex and changing environment (Proag, 2021). This will help the
business organisations in adapting changes in an easy way by quickly acting according to
dynamic nature. The capability of a business organisation to deal quickly with these changes is
important as it helps in gaining success in complex environment. The capabilities that can help
the business organisations to gain success in complex and dynamic environment are that culture
of the business organisation, strategic implementation, innovations and creations, connection
with the target audience in market and many other things (Somu and Ramamritham, 2021).
These all are important for gaining the success by business organisations in complex
environment. These are necessary as creations and innovation can result in gaining more
customers from market thereby leading to gain more success and growth in market.
CONCLUSION
From above report, it can be concluded that it is important for the business organisations to
concentrate on sustainable practices for gaining competitive advantages that are present in the
market. This report includes sustainability concept along with its impact that it has on the long
term competitive advantages on business organisations, here Bentley. This above report also
covers and discusses the attributes and capabilities which are important for the success of the
business organisation, here Bentley, Land Lover and many other in the complex and changing or
dynamic environment. The top level management is responsible for building the sustainable
framework for the business organisation. This respective report also states that sustainability is
the primary responsibility of an organisation which is responsible for gaining competitive
advantages. It is important for the company to use sustainable practices in its business for
gaining various advantages.

REFERENCES
Books and Journals:
Balasubramanian, N. and Balaji, M., 2021. Organisational sustainability scale-measuring
employees’ perception on sustainability of organisation. Measuring Business
Excellence, (ahead-of-print).
Espejo, R., 2022. Institutions, Nations, Enterprises and Distributed Organisation (the
Westphalian Dilemma). Cybernetics and Systems, pp.1-20.
Gorbach, O. G., Kost, C. and Pickett, C., 2022. Review of internal carbon pricing and the
development of a decision process for the identification of promising Internal
Pricing Methods for an Organisation. Renewable and Sustainable Energy
Reviews, 154, p.111745.
Hall, C. M., 2019. Constructing sustainable tourism development: The 2030 agenda and the
managerial ecology of sustainable tourism. Journal of Sustainable Tourism, 27(7),
pp.1044-1060.
Katagiri, H., 2020. Conceptual organisation of customer engagement: Understanding the concept
of engagement and considering the structure of customer engagement factors. The
Marketing Review, 20(1-2), pp.109-142.
Onuoha, I. J., Aliagha, G. U. and Rahman, M. S. A., 2018. Modelling the effects of green
building incentives and green building skills on supply factors affecting green
commercial property investment. Renewable and Sustainable Energy Reviews, 90,
pp.814-823.
Proag, V., 2021. Infrastructure and Spatial Organisation. In Infrastructure Planning and
Management: An Integrated Approach (pp. 61-102). Springer, Cham.
Somu, N., MR, G. R. and Ramamritham, K., 2021. A deep learning framework for building
energy consumption forecast. Renewable and Sustainable Energy Reviews, 137,
p.110591.
Wannags, L. L. and Gold, S., 2020. Assessing tensions in corporate sustainability transition:
From a review of the literature towards an actor-oriented management
approach. Journal of Cleaner Production, 264, p.121662.
Yin, X., Chen, J. and Li, J., 2019. Rural innovation system: Revitalize the countryside for a
sustainable development. Journal of Rural Studies.