Management1: Sustainability in Theory and Practice - Telecom Analysis

This report provides an in-depth analysis of sustainability practices within the telecommunications industry, focusing on the initiatives of T-Mobile, Verizon, and AT&T. The report begins by defining the concept of business sustainability, emphasizing the triple bottom line approach (environmental, social, and economic aspects) and highlighting the role of the UN Global Compact in promoting corporate sustainability worldwide. It then examines specific sustainability initiatives undertaken by various companies, including Verizon's carbon emission reductions and green bond issuance, Ford's water conservation efforts, and Disney's green gas emission policies. The core of the report analyzes the sustainability strategies of T-Mobile, including its renewable energy targets, infrastructure efficiency, and collaboration with third parties to achieve low carbon futures. The report also assesses Verizon's commitment to carbon neutrality, green energy investments, and employee engagement in sustainability efforts. Finally, the report examines AT&T's approach to sustainability, emphasizing the role of technology in addressing global challenges. Overall, the report provides a comprehensive overview of sustainability in the telecom sector, highlighting the challenges, strategies, and achievements of leading companies in the field.

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Sustainability in Theory and Practice
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Section 1:
The concept of business sustainability is concerned with the process of organizational management
through the consideration of various aspects. The aspects under consideration include the environmental,
social as well as economic elements. It could as well be referred to as the triple bottom line concept. In
the year of 1999, the United Nations under the leadership of Kofi Annan launched the world’s largest
corporate sustainability initiative (Giesler and Veresiu, 2014). The initiative was dubbed the UN
Global compact aimed at the encouragement of businesses world-wide and for the alignment of
operations and strategies with universal principles on anti-corruption, the environment, labour as well as
human rights. It would also be charged with taking actions which facilitate the advancement of the goals
of society. The initiative is volunteer based and its work is primarily based on the CEO commitments.
The UN Global Compact did launch the principles of responsible management education in the year of
2007. These entail a set of six principles and they are to be adopted by institutions of management tasked
with training and educating managers. These principles are required to help managers acquire sensitivity
skills necessary to overcome social and environmental challenges along ide economic aspects. The
initiative was born out of the criticism attached to the current management initiatives. The existing
programs were not sufficient enough and would therefore create managers bereft of sustainability ethos.
It should be noted though that over the past 20 years or so, there has been an increase in the awareness on
the concept of sustainable development within business organisations. there have been ambiguities as
well as doubts concerning the manner in which to achieve it. Giesler and Veresiu, (2014) did propose a
frame work for a sustainable creation of value. This would be based on the belief that it is possible for a
business to create shareholder through solving the challenges of substantiality.
They did discuss four different dimensions making up of a business strategy which is sustainable. Some
of these would include the prevention of pollution, the stewardship of the product, the pyramid base as

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well as clean technology. They were also of the opinion that opportunities could be the most 'under-
appreciated aspects of a profitable growth for the future. Closely associated with this is the ideology
referred to as strategic corporate social responsibility by Giesler and Veresiu,( 2014). It would also
relate to the creation of shared Value as published within the Harvard business Assessment. It was
discussed through the use of a number of examples concerning the conceptualisation of new markets as
well as products. It would also include the revisiting of the value chains as well as putting a focus on the
community development. All this would help to create social and economic value simultaneously. It is
equally notable that the concept of creation of shared norms and values is much like old wine within a
new bottle. It is equally similar to concepts such as stakeholder management, social innovation as well as
strategic CSR that exists within the current literature.A clear view of the importance of natural
sustainability practices while admitting explainable modifying tools of these practices, are
prevalent in a number of organization strategies. Also importance of holistic and merged
understanding of life is encouraged by sustainable organizations. Further, sustainable
organizations emphasize strong understanding of social aspects. For example, the approach of
Triple Bottom Line minimizes questions of environment to externalities and questions that are
social to issues of background (Sukhdev, 2012).
Companies like Verizon have undertaken a number of sustainability initiatives. For
instance the company has put much focus on science and technology related programs. The
company has engaged in a number of partnerships with vendors, customers and employees in
order to come up with strategies and tactics that can help in reducing the business overall impact
on the environment. For instance in the year 2010, Verizon successfully cut its overall
corbondioxide emissions. The corbondioxide emissions were reduced by an equivalent of million
pounds eight hundred seventy six. This was possible due to the tireless and aggressive energy
reduction and recycling strategies. Additionally, in the same year the rate of emission was

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improved by a 15 percent level. There has been development of effective and efficient carbon
measuring metric from fuels of vehicles, fuels of buildings and electricity (Tregidga., Kearins., &
Milne, 2013).
Further other organizations like Ford motor have undertaken water security initiatives.
Ford has engaged in a number of water conservation iniatives since the year 2000. The company
of operates a global program and its overall utilization of water in the operations have been
reduced by a level of 62.5%. Hence it has been able to save gallons of water equivalent to 10.4
billion. The company therefore has a rigorous approach when it comes to environmental
protection. The company focuses on improving the life of its surrounding communities and the
customers. Ford also has an integrated sustainability approach and has been a leader in various
efforts related to climate change (Tsui, 2013). The company is undertaking initiates valued at
11billion dollars aimed at introducing sixteen electric vehicles in order to help in the reduction of
CO2. The overall level of corbon dioxide emissions was reduced by a level of 30% in the year
2017. Additionally, companies like Disney have also undertaken initiatives aimed at reducing the
level of green gas emissions (Giesler and Veresiu, 2014). For instance the policies relating green
house emissions at Disney stand at Zero net direct. Also, the company is developing strategies to
effectively reduce the indirect emissions in order to safe guard the community in which it
operates and its customers. Moreover, Hewlett-Packard has also undertaken strategies focusing
on reducing the level of green house gas emissions (Bansal and Mark,2014). The company has
plans in place to reduce the level of toxic substances or materials utilized while manufacturing
cartridges products. There is also a strong recycling initiative that is being implemented by the
company. These initiatives focus on ensuring that waste manufactured does cause or turn into
landfills. Hewlett-Packard has also been engaged in aggressive programs aimed at creating

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awareness of the relevancy of environmental sustainability through various ads. These programs
have been critical in promoting green house initiatives aimed at reducing the consumption of
electricity (Whiteman., Walker.,& Perego, 2013).
Section 2
T-Mobile Company
The T-Mobile Company has targets of using only renewable energy within its operations
from year 2021. The concept of sustainability is adopted by numerous industry managers
together with their clients and customers (Karlin, 2018). This is common in large companies like
T-Mobile that majorly deals in Information Technology, Construction, and Manufacturing. Since
all these activities require strategic planning approaches that need less disruption in their daily
operations, sustainability is a requirement too (Hossain et al, 2019). The Director for
sustainability and infrastructure sourcing at T-Mobile, Chad Wilkerson recently explains that he
works with a group of individuals that oppose the issue of energy sustainability within T-Mobile.
The issue process of improving sustainability in T-Mobile includes the use of RE100 and the
target of using green energy come 2021 (Karlin, 2018). The process does not only include
purchasing green energy but also employing the entire sustainability approach. For instance, the
company is struggling to turn its operations to be energy efficient as much as they would (Silvius
et al. 2014). In doing so, T-Mobile foundation is working hard to minimise its emission of
carbon footprints. Furthermore, the company is providing support to third parties such as the
“Nature Conservancy” to achieve a future with low carbon and increase in clean energy. The
main goal of T-Mobile Foundation is to create an effect on the entire realm of sustainability and
become the leader of the wireless industry in the region within the shortest period. At the T-

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Mobile company, its achievement is to create the biggest effect as much as they can not only in
the space of the environment but in every work done by it (Silvius et al. 2014). In the internal
processes and infrastructure, Telcos is observed to be amorphous in nature although material
architecture that intervenes the products and processes of T-Mobile is available. Telcos has an
efficient model that other companies lack in their production and retail footprint. T-Mobile has a
network connection and antennae network that is massive in nature, retail stores, call centres,
data offices, and corporate offices. All these centres utilise the green energy acquired so as to
power the infrastructure sustainably. T-Mobile looks beyond the standard model of
environmental, social and Governance (ESG) and goes as far as looking at the Un-carrier
approach as it is the case in every section. The benefits achieved by the T-Mobile in carrying out
sustainability in its operations is becoming the leader in the field, infuse their employees and
customers, and also protecting the earth (SURF, 2009). The approach of UN-carrier by the
company is based on the claim that the success of a business is not only measured with results in
finances but rather the commitment of the company to provide an efficient and sustained effect
on the economy, planet, and society.
However while implementing the approach of promoting sustainability, T-Mobile is
struggling to achieve its strategy of sustainability by using metadata. This becomes a challenge
since this data is difficult to measure. This makes it necessary for the company to regularly
determine its footprint of energy to investigate the progress to reaching their goal one thing that
is not easy.
Verizon Company

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Currently, Verizon is working hard to improve its sustainability. Recently, the company
is predicted that is will be carbon free in 2035 basing on its emissions of scope 1 and scope 2
(Verizon.com, 2020). This is to be raised through directly minimising emissions by transferring
procurement of energy so as achieve renewable and clean energy. This is done by buying carbon
offsets. This explains how Verizon as a private company within the private sector is able to
mobilize all the resources and businesses to improve sustainability on earth. Recently in 2016,
Verizon that is the biggest provider of wireless communications in the United States launched a
$ 1 billion green bond. This achievement was the first ever in United States by a
telecommunications company (Danigelis, 2019). According to James Gowen, the chief officer of
sustainability and also the vice president Verizon under the operations of supply operations
announced that social responsibility and sustainability are a section of DNA at Verizon
(Danigelis, 2019). As the current sustainability leader, Verizon has persistently played a great
role of getting involved in increasing innovation and address the new challenges met in
achieving a sustainable environment (Verizon.com, 2020). Some of the efforts by Verizon to
achieve sustainability are;
 Reduction of carbon intensity from 2016 by 19% and prepare for a
reduction of carbon intensity at 50% in 2025 (Crow and Boykoff, 2014).
 An initiative of green energy that has reduced carbon dioxide of about
250,000 metric tons (SURF, 2009).
 Planting 2.5 million trees by 2030 and now it has so far planted 800,000
trees.
 Employment of almost 30,000 Green team members across 45 countries.

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 Installation of 25 renewable energy resources onsite and 275 energy star
buildings that are certified.
These and many more are some of the sustainable practices that Verizon has
achieved. This has benefited the company in such a way that it has managed to take on the
first position to be the best telecommunication company in United States (Verizon.com,
2020).
However, the company has challenges in achieving sustainability and one of them is
weaknesses in sensitising its customers and employees to embrace the sustainability
achievement.
AT& T Company
The company realised that the world is going through a difficult moment to support over
9 billion people minus inhibiting the ability of natural environment (ITRC, 2011). The problem
can be solved by the world well-being (Hossain et al, 2019). AT &T Company says that its
technology may play a significant role of conserving businesses and resources. The company is
among the largest in the world and its relevancy in developing an environmental friendly society
that is sustainable may be easily achieved (Crow and Boykoff, 2014). In the struggle to achieve
this sustainability, the company is currently applying its technology and scale to reduce some of
the global challenges like the greenhouse effect. AT&T has achieved sustainability through
purchasing of United States renewable energy (ITRC, 2011). Among the potential benefits that
the country has achieved is providing job opportunities to people and generate clean water for
communities (Silvius et al. 2012). However, challenges like not achieving its targeted goals
within the speculated period.

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Section 3
Conclusion
The success of the organization is endowed with different factors in relation to the set
goals and objectives of organization. It is evident that the information and communication
technologies markets have got different threats and opportunities that the development of
Verizon business undergoes (Verizon, 2018). However, it is believed that for the company to
achieve sustainable performance, it should critically analyze the PESTLE and SWOT analysis in
order to identify both internal and external factors that lead to opportunities of expanding and
growing the industrial environment globally (Valdes-Vasquez & Klotz, 2013). It is also evident
that proper optimization of expansion and growth is likely to take place by using the company’s
economies of scale, reputation of brand’s image, and the quality of services in Verizon
communication Incorporation. Therefore, the company should provide possible and effective
measures that significantly improve the sustainable performance both external and internal
context (Buckler, 2017). For instance, it is evident that Verizon Company using its wireless
technology has got the ability of addressing market opportunities basing on political, economical,
social and technical factors in order to achieve their goals.
Furthermore, it is evident that Verizon Communications incorporation tries to focus on its
corporate social responsibility policy on consumers. This is therefore done for the purpose of
promoting the goal or observing and maintaining effective customer satisfaction. For instance,
the Verizon wireless telecommunications markets do its operations basing on the set corporate
programs of individuals because of the nature offered by Verizon (Peloza & Shang, 2011).

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Besides, the continuous expansion of the company depicts the continuous growth of the
corporate social and business responsibility. It is also observed that the company has maintained
mass media market in order to match with the significance change of the corporate responsibility
strategies especially safety and censorship of the company’s content.
In addition, it is observed that the strategies of Verizon about careful planning as well as
increasing effort towards the operations of the business to eradicate landfill wastes. It is evident
that the company has tried to eliminate landfill wastes in form of carbon dioxide or released
fumes (Yüksel, 2012). This therefore has portrayed that the measures that have been put by the
company are effectively used for the purpose of achieving sustainable performances with
reduced costs and risks. Besides, there are several procedures for the businesses to continue
achieving the set goals and objectives. This can be done through engaging trained employees on
treating the waste products, replacement of plastic bottles, and the replacement of fluorescent
tubes with effective LED lights (Birnik, 2013). Therefore, employees have to buy the idea of
proper disposal of industrial wastes though it is hard to be put into consideration. However, this
can be attained through receiving mandatory trainings about environmental issues at least once in
a year.
Summary Recommendations
Since Verizon Communications aim at maximizing the sustainable development goals.
This is because sustainable development goals are part of the Verizon social corporate
responsibility as well as efforts of sustainable communication goals. Such goals can be attained
through philanthropic arm and its fountain of development. However, the sustainable
development goals in which the company focuses on are; establishment of gears to improve

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quality education among the people especially their consumers, reduction of gender inequalities,
and acquisition of clean and affordable energy. However, the senior executives of Verizon
Company have tried to avert several challenges that have been affecting the company during the
implementation of sustainable strategies.
The company should expand its operations to other global markets in order to enhance
the opportunity of addressing socio-cultural, economical, technological, and political factors.
Therefore this implies that expansion of Verizon services should be its major objective.
Furthermore, the company should as well promote security measures o curb security threats
which happen like cyber crimes on their data (Clarke, 2011). Also, Verizon should increase the
renewable energy utilization for the purpose of increasing sustainability and ensuring status of
corporate citizenship.
The company especially Verizon should ensure remote working to possibly promote a lot
of impacts on the environmental footprints of the company. This is because the research by
Carbon Trust urged that when people work from home, a lot of carbon tones are saved than
working at work places, This implies that the company should focus on the development of
technology and communication channels especially usage of Skype chats and video conferencing
(Yüksel, 2012). In addition, the trend in future depicts less demand for motor and bricks offices.
This also portrays that there will be less usage of electricity, this reducing on the carbon
footprints. Furthermore, the company should enhance the reduction of the rates of printing in
order to eliminate the usage of papers among the employees of the company (Silvius & Schipper,
2014). Employees can eradicate the usage of print papers by using scanned assignments and
solutions in order to share, edit and store the content digitally.

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Section 4
Reflection of the findings
From the findings and literature about sustainable performance, I have observed that
there are various drivers than lead into accomplishment of the set goals by the company. I have
learned that competition from other rival firms can as well lead to the development of a company
in question. For instance in this case, T-Mobile Company and other others in the same business
as that of Verizon company forces it to change the strategies of operation. This is because
competition especially in oligopolistic companies helps the companies to re-strategize on their
policies in order to enhance sustainable performance. The assessment of this study has
empowered me with management skills especially the usage of corporate social responsibility,
SWOT and PESTLE analytical procedures (Peloza & Shang, 2011). These analytical procedures
are vital in promoting sustainable performance because the company’s threats, opportunities and
weaknesses can be assessed for effective policy decisions.
Furthermore, my reflection on this paper is based on the model by Gibbs which examines
the relevant practices and theories of sustainability. Gibbs reflection cycle model is applied in
several situations as well as evaluating the situation. This is because Gibbs asserted that
reflection helps in improving the level of understanding and give a proof from learning.
Therefore, he argued that for one to achieve the best out of a reflection, he or she must have
understood the idea of the practice or the study’s experience.
Another theory used in this case to support my reflection is Kolb’s Experimental learning
model. The experimental learning model involves the usage of four stages. These may include;