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Theoretical and Applied Economics
No. 9 / 2013 (586)

The sustainable company: new challenges and strategies for more sustainability

Victor DANCIU
The Bucharest University of Economic Studies

Abstract. The sustainability becomes a model of development only if countries, industries, businesses and citizens become sustainable. The contribution of the business to a promising future should come from a fully integrated sustainability in its DNA and strategies.

This paper focuses on the needed sustainable strategies for scaling up the contribution of the companies to sustainable development in the future. At the beginning, we analyze the main theoretical points of view on sustainability. Then, we explain how companies could achieve the sustainability by following the steps of a difficult process and the present performances in sustainability of large companies around the world. Finally, we suggest four strategies that businesses could design and implement in order to scaling up their sustainability in the future.

The research has two important conclusions on sustainability in business. One is that the sustainability pays off if it is integrated in the DNA of the companies. The other conclusion says that the companies will succeed to make the needed transformation for achieving a better sustainability in the future only if they design and perform strategies focused on improving sustainability.

Keywords: sustainable company; sustainable strategy; sustainability performance; sustainable management; eco-efficiency; sustainable innovation; sustainable competitive advantage.

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