Sustainability and Competitive Advantage

This is an MIT Sloan Management Review article. Sustainability is garnering ever-greater public attention and debate. However, the business implications of sustainability merit greater scrutiny-and scrutiny of a different kind than the "green"-oriented focus that's most common. Will sustainability change the competitive landscape and reshape the opportunities and threats that companies face? If so, how? How worried are executives and other stakeholders about the impact of sustainability efforts on the corporate bottom line? What -if anything -are companies doing now to capitalize on sustainability-driven changes? And what strategies are they pursuing to position themselves competitively for the future? To begin answering those questions, MIT Sloan Management Review and collaborator The Boston Consulting Group conducted in-depth interviews with more than 50 global thought leaders, followed by the Business of Sustainability Survey of more than 1,500 worldwide executives and managers about their perspectives on the intersection of sustainability and business strategy, including their assessments of how their own companies are acting on sustainability threats or opportunities right now. The study identifies three major barriers that impede decisive corporate action: a lack of understanding of what sustainability is and means to an enterprise; difficulty modeling the business case; and flaws in execution, even after a plan has been developed. The study also reveals that while novice practitioners think of sustainability mostly in environmental and regulatory terms, with any benefits stemming chiefly from brand or image enhancement, practitioners with more knowledge tend to consider the economic, social and even personal impacts of sustainability-related changes in the business landscape.

• Corporate strategy
• Environmental sustainability