University of Northampton: Sustainability Strategy for Business

This report provides a comprehensive analysis of corporate sustainability strategies, emphasizing the importance of sustainable practices for businesses. The report begins with an introduction to the concept of corporate sustainability, its grounding in sustainable development, and its growing significance in today's business environment. A literature review explores the subject of sustainability through initiatives of good practice, justifying the adoption of a sustainability strategy and its potential benefits. The report then examines Apple Inc. as a case study, detailing its sustainable initiatives and related benefits, including the adoption of a circular economy mindset and renewable energy. The analysis includes an overview of the benefits of adopting sustainability initiatives and related costs. The report concludes with a discussion of predictable sustainable initiatives and provides references to support the findings. The assignment aims to educate a skeptical Managing Director on the benefits and necessity of adopting a sustainability policy.

Running head: MANAGEMENT
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Name of the Student:
Name of the University:
Author note:

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Table of Contents
Introduction................................................................................................................................2
Literature Review.......................................................................................................................3
Subject of sustainability through initiatives of good practice................................................3
Justification for adopting a sustainability strategy and its importance..................................4
Potential benefits and impacts of adoption............................................................................6
Apple Inc. and its products and services....................................................................................7
Sustainable initiative for Apple and its related benefits.............................................................7
Benefits of adopting the Initiative and costs..............................................................................8
Conclusion..................................................................................................................................9
Predictable sustainable initiative............................................................................................9
References................................................................................................................................11

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Introduction
The corporate sustainability strategy in contemporary organisations is developing as a
current topic and established in the Agenda 2030 for sustainability. The conception of
sustainable, impartial and reasonable economy will necessitate important changes in the way
businesses function (Batista and Francisco 2018). Companies are bearing certain level of
responsibility for several of the social and ecological problems which are at present affecting
society especially linked to the manipulative working circumstances or the damage of
environments (Kibert 2016). Corporate sustainability is thus becoming progressively more
significant for policy as well as decision makers across the world. Corporate sustainability is
grounded on the idea of sustainable development. This is well-defined as progress that
accomplishes the requirements and expectations of the present rather than negotiating the
capacity of upcoming generations to accomplish their individual needs (Engert and
Baumgartner 2016). While responding to an advanced global public consciousness and
understanding to the contributing role that corporate organisations tend to serve in ecological,
social as well as economic problems, there is seen a rising enthusiasm for the major and
leading businesses to establish their assurance and commitment to corporate
sustainability. The following paper by reviewing literatures will analyse the concept of
sustainability, its importance and ways in which business and environment can benefit by
applying sustainability approaches to their businesses. Additionally, it will discuss ways in
which widely renowned multinational technology company, Apple Inc. is implementing
sustainable strategy in its business.

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Sustainability Literature Review
Subject of sustainability through initiatives of good practice
Businesses in recent timers are recognizing the issues related to environmental
conditions which affect or influence the judgements and decisions of clients as well as affect
their competitive positions. Tsai and Liao (2017)in their study have mentioned that
companies comprehending the inevitability and recompenses of developing eco-innovation
services in order to improve sustainability in situations of dynamic competition and
increasing public environmental awareness Companies tend are observing that managers are
introducing strong formulate policies in order to restrict their damaging business practices. At
this juncture, as per studies, eco-innovation will serve a decisive role for companies in
attaining progressive returns by employing exceptional resources (Nilashi et al. 2015).
Meanwhile, studies have claimed the importance of corporations to benefit from these
opportunities in order to adopt ecological innovation (Marshall et al. 2015). Indeed, following
eco-innovation is seen as a good sustainable practice that tends to align with plans that enable
companies’ sweats to successfully distribute capitals and gain competitive returns. In reality,
considering the effect of proactive environmental strategy (PES) on eco-innovation is vital.
Likewise, Tunn et al (2019) have noted that firms who implement proactive environmental
strategies aligning with eco-innovation have greater propensity in capturing opportunities.
These organizations comprehend that through these good practices of sustainability, they will
be able to profit from competitive anticipation that improves their status and legality, as well
as help them in separating their products as initial powerhouses in the domain of eco-
innovation. Thus, supporting companies’ good practices in a socially adequate manner allows
stakeholders or the wider public to successfully identify profits from a business’s
undertakings in that way guaranteeing the validity of its businesses (Engert and Baumgartner
2016).

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Sustainable supply chain theory is directly connected to sustainability principles to
sustainable new product as well as process development and supply chain strategy
redefinition. Marshall et al (2015) by deriving insights from previous insights on theory-
building perspective have found that by means of exemplar sustainability, businesses tend tie
develop sustainability culture. Such cultural patterns results in the rise of triple bottom-line
thinking related to economic, environmental and social that infused the principles and
decisions of the organisation as well as shared with the rest of the supply chain.
Justification for adopting a sustainability strategy and its importance
Sustainability strategy not only purposed to lessen the effects of undesirable social
and environmental impacts. It further seeks to allow businesses in having constructive and
reformative impact on society as well as environment. Long (2019) has found that businesses
by means of sustainable tend to have intense effect on production as well as consumption
patterns. Companies for example, Nike, Apple or Wal-Mart typically characterize a business
community that reflect a universal influence and encouragement. On the other hand, studies
claim that businesses through sustainable strategy must be functioned with improved political
and financial power thereby increasing challenges for any particular government or
supervisory organisation to regulate and impact them. It also implies to the fact that there is
the likelihood to connect this control and effect in order to attain sustainability intentions. On
the other hand, Rodrigues and Franco (2019) by aligning their views with previous
researchers have familiarized the idea of sustainable strategy that gives the implication that
strategic management takes in evolving competitive benefits that sanction organisations to
take advantage of environmental chances as well as curtail the threats. This is due to the fact,
that the ecological dimension can offer significant welfares, regardless of being affected
certain criticism.

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In the view of Hami, Muhamad and Ebrahim (2016), it is commonly perceived that
applying sustainable manufacturing will advance the level of environmental performance. By
drawing insights from formerly conducted studies it has been noted that sustainable
manufacturing functions as a capacity to utilise natural resources in industrial services
logically with an aim of achieving economic, environment as well as social aspects and as a
result, conserves the environs and recover the quality of lives. Furthermore, business firms
which typically shed light on humanizing environmental act in relations to the reduction of
adverse outputs such as CO2 releases, toxins as well as wastes from manufacturing
procedures will certainly expand their economic performance. On the contrary, Long (2019)
has claimed that the industrialisation of financial activity along with connected consumption
levels tend to generate evident environmental complications. Additionally, current production
techniques are related to low levels of productivity in several markets that has been
characterized by the increasing amounts of waste generated due to number of industrial
processes. Previous research on sustainable strategy observed that the performance of
companies is foreseen on the resources obtainable to it that also involves the natural
environment. This strategy as per studies is understood as the natural-resource-based-view of
the firm. In the view of Long (2019) basic strategies which are proposed are related to
prevention of pollution, product stewardship in addition to sustainable development. In the
interim, Rodrigues and Franco (2019) have claimed that corporate responsibility initiates to
be accepted not as an obligation; but as an action that has been demonstrating accounting
expenses and also as a continuing investment which successfully generates welfares shared
by all investors and shareholders. Nevertheless, since the environment tends to be dynamic,
corporate governance should gather utmost efficiency. With this efficiency corporations will
be able to make improvements in financial procedures and resolve encounters between

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investors, endorsing modifications in the vision as well as mission besides enhancing the
quality of outcomes (Ehnert et al. 2016).
Potential benefits and impacts of adoption
Smith and Offodile (2016) in their study have revealed that using green production
methods can serve as an effective way for companies to become independent from the
growing competition. As per studies, every segment of the growth procedure offers
companies with the scope to increase value to their invention through utmost efficiency as
well as in an environmentally-sound process. Businesses in recent times are developing the
understanding of sustainable strategies and embracing the positioning benefits of functioning
in sustainable manner. Even though there can be seen an apparent benefit of reduced
expenses, however highly efficient production process considerably reduces energy charges
and decreases cycle periods besides encourages better-quality goods as well as services which
might have continuing benefits. There are also governmental-centric incentives for
employing environment friendly business activities in the form of tax reductions, rewards in
addition to other lucrative reassurances. Likewise, Kumar and Rahman (2015) have shared
their views that with the acceptance of economic, promoting as well as other benefits of
sustainability by companies, there are chances of implementing correct sustainable
practices. In addition, an upsurge in effectiveness and value are likewise seen as prospective
benefits of sustainability practices implementation. On the other hand, Hami, Muhamad and
Ebrahim (2016) have found that sustainable end-of-life administration has a constructive and
major impact on financial performance. Thus, if companies do not align their activities with
sustainability they will fail to provide maintenance services as well as product warranty
returns to customers. Also they will show incompetence in dealing with product servicing
services.

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Apple Inc. and its products and services
Apple prides itself on executing its business operations in an environmentally focused
approach. The company is continuously working with an agenda of reducing its
conservational footprint. As per Apple Environmental Responsibility Report (2019), the
company is concentrating on issues of climate change, resources as well as safer materials.
The company chiefly develops designs as well as trades electronics chiefly for consumers
along with computer software as well as online services. Apple Inc. is considered as one of
the Big Four technology companies, along with Amazon, Google as well as Microsoft. Its
official website reveals that Apple software is influential and spontaneous (Apple 2020).
Their products are protected, reliable, attuned with several commercial customers as well as
easy to organize. Meanwhile, Apple Inc. has aimed to manufacture all new iPhone, Apple
still to be invented gizmo products by means of 100% renewable power without pulling out
any novel raw materials from the earth.
Apple Recycling Programs
Source: (Apple 2020)
Over 40 components in iPhone XS, iPhone XS Max as well as iPhone XR chiefly
contain recycled plastic. In addition, 100% of the wood fibre in Apple's packaging comes of
all its products come from recycled sources or conscientiously managed woodlands. Thus,
using recycled tin in their products, Apple is aligning its services with its sustainability plan

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to go 100% renewable and this will inhibit Apple from mining nearly 29,000 tonnes of tin
ore.
Apple Environmental Footprint
Source: (Apple 2020)
Apple Trade enables its customers to recycle any Apple device that includes devices
from Apple-owned brands at any Apple Store as well as on apple.com without any charges.
Apple recycle initiative includes device batteries along with old electronic products and free,
on-demand packaging recycling for its commercial, training, and institutional customers.
Apple further uses 100% recycled tin in a main component of the key logic boards of 11
different products. Apple’s manufacturing of an aluminium alloy is made from 100%
recycled aluminium which permits the new MacBook Air as well as Mac mini to have
approximately half the carbon footprint of previous models. In 2019, aluminium recovered
through the Apple Trade program has been remelted into the additions for the MacBook Air.

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Apple Recycling Programs
Source: (Apple 2020)
Sustainable initiative for Apple and its related benefits
Apple Inc. must adopt a circular economy mindset in order to connect with its
clientele in a purposeful, environmentally conscious manner (Kibert 2016).
Apple continues to endeavour for a 100% closed-loop supply chain and thus reassures
others to produce attentively (Aziz et al. 2020). The company further strives to strengthen its
position as a peak of environmentally-forward thinking. As per reports, in 2016, Apple Inc.
collaborated with a global initiative known as RE100 (Tullo 2018). Through the iterative the

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company aimed to shift to renewable energy. Furthermore, in 2018, Apple declared that their
data centres in addition to retail stores as well as the Apple Park headquarters in Cupertino
have been functioning on 100% renewable energy.
Ocean-bound plastic initiatives
Source: (Aziz et al. 2020)
Benefits of adopting the Initiative and costs
Around 8 million tonnes of plastic tends to end up in the oceans every year across the
world. Hence, Apple Inc. must advocate a circular economy approach and aims to create the
main ocean bound plastics supply chain (Batista and Francisco 2018). Furthermore, Apple
Inc must take plastics which would or else end up in the ocean and must incorporate them
into their merchandises and varied produces (Aziz et al. 2020). Additionally, Apple Inc. must
also use disrupting technology in order to spread responsiveness regarding the increasing rate
of plastics problem (Nilashi et al. 2015). By using ocean-bound plastic initiatives Apple will
be able to create novel opportunities for financial progression as well as education in local

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communities of the United States. Apple Inc. has to invest around $2 million in order to
introduce its ocean-bound plastic supply chain.
Ocean-bound plastic initiatives
Source: (Tullo 2018)
Ocean-bound plastic initiatives
Source: (Tullo 2018)

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Ocean-bound plastic initiatives
Source: (Aziz et al. 2020)
Future
Predictable sustainable initiative
The Green Building Initiative (GBI) is an international effort which will have great
development in the upcoming days. It will successfully create sustainable, resource-efficient
constructions. Furthermore, it will offer a certification platform for commercial constructions
which will align with its environmentally-friendly vision. This initiative is effective as its
objective is to form a standard of preeminent practices for green buildings internationally, as
well as offering third-party assessment tools for sustainability necessities. Green buildings
offer a range of financial or financial welfares, which are applicable to a series of diverse
individuals or collections of people. These take in cost investments on utility bills for
occupants or households by means of energy and water efficiency along with lesser
construction prices as well as higher property value for building designers; increased

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operating budgets for owners and job creation. Green building welfares surpasses economics
as well as the environment and has been revealed to bring constructive social impacts. It has
been noted that improved indoor air quality with low concentrations of CO2 as well as
pollutants in addition to high ventilation proportions can result in enhancements in
performance of up to 8%.

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References
Apple Environmental Responsibility Report, 2019. Apple Environmental Responsibility
Report. [online] Available at:
<https://www.apple.com/environment/pdf/Apple_Environmental_Responsibility_Report_201
9.pdf> [Accessed 20 April 2020].
Apple, 2020. Apple. [online] Apple. Available at: <https://www.apple.com/> [Accessed 19
April 2020].
Aziz, A., Kee, DMH, Danieal, D., Azmi, M., Firdaus, M., Alkhalaf, L. and Tripathi, A.,
2020. Corporate Social Responsibility and Citizenship Behaviour: A Case Study of
Dell. Journal of the community development in Asia, 3(1), pp.16-24.
B. Long, T., 2019. Sustainable Business Strategy. Encyclopedia of the UN Sustainable
Development Goals: Decent Work and Economic Growth, 1(1), pp.3-12.
Batista, AADS and Francisco, ACD., 2018. Organizational sustainability practices: A study
of the firms listed by the corporate sustainability index. Sustainability, 10(1), p.226.
Ehnert, I., Parsa, S., Roper, I., Wagner, M. and Muller-Camen, M., 2016. Reporting on
sustainability and HRM: A comparative study of sustainability reporting practices by the
world's largest companies. The International Journal of Human Resource
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Engert, S. and Baumgartner, R.J., 2016. Corporate sustainability strategy–bridging the gap
between formulation and implementation. Journal of cleaner production, 113, pp.822-834.
Hami, N., Muhamad, M.R. and Ebrahim, Z., 2016. The impact of sustainable manufacturing
practices on sustainability. Jurnal Teknologi, 78(1).
Kibert, C.J., 2016. Sustainable construction: green building design and delivery. John Wiley
& Sons.

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Kumar, D. and Rahman, Z., 2015. Sustainability adoption through buyer supplier relationship
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Marshall, D., McCarthy, L., McGrath, P. and Claudy, M., 2015. Going above and beyond:
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Nilashi, M., Zakaria, R., Ibrahim, O., Majid, M.Z.A., Zin, R.M., Chugtai, M.W., Abidin,
N.I.Z., Sahamir, S.R. and Yakubu, D.A., 2015. A knowledge-based expert system for
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Smith, A.D. and Offodile, O.F., 2016. Green and sustainability corporate initiatives: a case
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Tullo, A.H., 2018. Fighting ocean plastics at the source. Chemical & Engineering
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Tunn, V.S.C., Bocken, N.M.P., van den Hende, E.A. and Schoormans, J.P.L., 2019. Business
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