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way? Different views are drawn: some authors affirm that economic performance, and environmentally actions are negative or an inversely U-shaped form (Wagner, 2005; 88).

Environmentalists, for example, “will argue that environmental goods are beyond value and thus cannot be part of cost–benefit analysis, this argument, when applied in a business setting, ignore the fundamental reality of corporate operations” (York, 2009; 106).

However, the practice shows that many different companies have been successful using a well-managed sustainable strategy always aligned to the government’s sustainable strategy.

According to information from the UN Division for Sustainable Development (UNDESA, 2004) over a third of all countries had at least initiated the development of Sustainable Development strategies by the end of 2003 (Meadowcroft, 2007)

One of the most famous examples of competitive advantage using a strong sustainable development strategy, as found in its website, “Our commitment to seeking and sustaining natural materials and ingredients, and using all our planet’s resources wisely, guides our approach to business” ( www.thebodyshop.co.uk)

In fact, the drawback of sustainable development is probably not the concept itself, but how strategists use it within the strategic process of a company.

Meadowcroft (2007; 155) points out that “national strategies are one tool that governments can use to enhance strategic decision making for sustainable development,” therefore helping organizations with its own sustainable development process.

The main point when talking about sustainable development is the growth in awareness from businesses and society in relation to the environment aspect.

Hind (2009; 8) emphasises: “The rising importance of this new business awareness is indicated by the fact that over 2000 companies have now signed up to the ten principles of ‘‘global corporate citizenship of the global compact’’ launched by the UN in 2000, covering human rights, workplace safety, justice, anti-corruption ILO standards, and environmental impact. Henderson (2006) reports that some 77 per cent of CEO’s of major corporations surveyed by KPMG and the World Economic Forum in 2005 said that higher ethical behaviour was ‘vital to profitability’.”

What is important bear in mind is: What has been driving companies to act in a sustainable way? Concern about future generations? Increase in performance and competitive advantage? Strict government regulations? Globalization? In addition, how is society contributing to reinforce actions on sustainable development?

Hahn (2009; 317) points out some different interdependent phenomena that contribute to public awareness towards corporate behaviour: “A growing influence of multinational corporations; More complex (global) problems and global action spheres; The loss of governmental influence and control; A growing influence of certain civil society actors.”

Intrinsically related to the context of sustainable development is environmental sustainability and one important point that cannot be forgotten here is the fact that sustainable development has been used 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。