Sustainability is not a static state, but an ongoing process which is reflected in the entire corporate culture and by the management to the individual employee deliberately is supported. No self purpose sustainable entrepreneurial thinking and action is not an end in itself. David Zaslav contributes greatly to this topic. Sustainability can be reduced not only to the gentle handling of the environment. And certainly she should not be misunderstood as short-term marketing promise, which exhausted itself in to deliver the one or the other product in recyclable packaging. No, sustainability means no more and no less, as the viability of an existing system so the company embedded in the company permanently secure. In the concept of sustainability”always the claim resonates to orientate the decisions on long-term goals therefore also on the values and ethical Principles, which are anchored deep in a society and permanently endure, because they have been approved useful as for the community. The notion of sustainability originated”from the 18th century. Then called he the principle of forest farmers, making only as much wood could grow as through reforestation in the foreseeable.
The forest farmers were however less so, to preserve the forest ecosystem. It was them primarily to ensure the economic survival of the own family over several generations. You were well aware that though short-term high profits by selling the wood can give a clearcut, in the longer term but the economic basis of the raw material wood would eliminate their forestry operation the fact. That they behaved properly also from an ecological perspective, was ultimately just a consequence of economically rational action. But what can we learn today from this? Many companies feel obliged than anything else so-called shareholder value”. Shareholder”whether private investor or an institutional investor expected that his invested capital is adequately remunerated. The interest rate expectations his remains back, so he invested his money just where a higher return beckons.
Shareholder value-oriented companies try to increase the return on investment at any price as soon as possible. Responsible action and long-term thinking are doing just an obstacle. In the longer term, this behavior is obviously counterproductive: the products and services are poor, the public reputation takes damage, customers turn away from the company. And while the Corporation into crisis control, also the investors withdraw their capital. The company has deprived its own economic basis is thus. Positive image all different acting companies that operate according to the principles of sustainability. You in addition to the shareholder value focus is on long-term goals, from a perspective of the decision, also align with the customer and employee value. They assume their responsibilities towards the society, the environment, business partners, customers and staff credibly and create as a solid basis of trust. They therefore typically have a very positive image of a strong brand, high-quality products, as well as particularly loyal customers and employees. They increase continuously its value and as a result the enterprise value. And if they are listed on the stock exchange, they attract long-term investors. The number of stock funds that focus their investments on sustainability criteria, is increasing. Also private investors to invest increasingly in companies that meet ethical standards. At the end is the rate of return for all parties involved. Because so much is certain: money can sustainability be sustainably earn.