Sustainable strategy and competitive advantage

This chapter describes how addressing the risks leads to benefits for business and potential sources of short-term and long-term competitive advantage. It shows that a sustainable strategy has the potential to reorient organizational processes to generate such innovations and generate competitive advantage in a variety of ways. The CEOs also recognize that a sustainable strategy is the basis of future corporate value and competitive advantage. A survey by Accenture in 2010 revealed that CEOs of leading global corporations recognize that societal concern for business sustainability is not a fad but an accelerating trend. The CEOs also recognize that a sustainable strategy is the basis of future corporate value and competitive advantage. The development of sustainable technologies, products, services, and business models is also driven by changing consumer preferences. Consumers are increasingly concerned about the cradle-to-grave social and environmental footprints of the products and services they consume.