In Search of Sustainable Business in Central and Eastern Europe

Nadya Zhexembayeva ()
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Nadya Zhexembayeva: IEDC – Bled School of Management

A chapter in Hidden Champions in CEE and Turkey, 2013, pp 81-93 from Springer

Abstract: Abstract Any modern literature, be it the scholarly work of Porter and Kramer (2006) or Prahalad (2004), the entertainment sections of Glamour magazine (Sole-Smith 2009), or even MTV television (Think MTV 2009), sends the message that the world is deeply concerned with social and ecological issues. Topics range from CO2 emissions, water rights, and de-forestation, to child labour, peace, and social equity. The needs of society and the environment present a telling tale. However this concoction can be the perfect storm for the business manager, complex, disorienting, and maddeningly inscrutable and contentious. Fortune Magazine (2007) may have declared “Going Green” to be the business story of the twenty-first century but many managers struggle to understand even the most basic points of sustainable business practices (Berns et al. 2009). This chapter is not only concerned with the question of which issues merit consideration. It also asks if a business should focus on environmental concerns, or social concerns, or both? How is one to navigate the vast landscape of seemingly disconnected literature? Moreover, at the end of the day, why does it all matter to business? How does sustainability affect the bottom line? How can managers respond sustainably in order to support their business goals?

Keywords: Competitive Advantage; Child Labour; Radical Innovation; Forest Stewardship Council; Corporate Financial Performance (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-642-40504-4_7

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