Living Responsibility – a Case Study of Deutsch Post Dhl

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Living responsibility – a case study of Deutsch Post DHL
Nguyen Thi Van Ha, PhD, TU Darmstadt, Germany

In recent years, there has been a growing concern in sustainable development, social responsibility due to the increasing attention to environmental problems. Companies in the world both in developed and developing countries have been trying to take their efforts of following their business strategy with growth and sustainability. With the objectives, many companies have been implementing their strategic activities balancing between economic, environmental, and social interests. Programs of green logistics, green supply chain have been popular in companies’ strategic formulation all over the world. The aim of this article is to analyze a case study of German Post DHL Company in their program of “Living responsibility” to give out learning model through the company’s viewpoints, attitudes, strategy, and actions toward sustainable growth. Key words: Living responsibility, green logistics, green supply chain 1. Sustainable development

At the start of the twenty-first century, the problem of global sustainability is widely recognized by world leaders, and a common topic of discussion by journalists, scientists, teachers, students and citizens in many parts of the world. The idea of sustainability dates back more than 30 years, to the new mandate adopted by IUCN in 1969. It was a key theme of the United Nations Conference on the Human Environment in Stockholm in 1972. The concept was coined explicitly to suggest that it was possible to achieve economic growth and industrialization without environmental damage. In the ensuing decades, mainstream sustainable development thinking was progressively developed through the World Conservation Strategy (1980), the Brundtland Report (1987), and the United Nations Conference on Environment and Development in Rio (1992), as well as in national government planning and wider engagement from business leaders and non-governmental organizations of all kinds. Over these decades, the definition of sustainable development evolved. The Brundtland Report defined sustainable as development that meets the needs of the present without compromising the ability of future generations to meet their own needs. This definition was vague, but it cleverly captured two fundamental issues, the problem of the environmental degradation that so commonly accompanies economic growth, and yet the need for such growth to alleviate poverty. The core of mainstream sustainability thinking has become the idea of three dimensions, environmental, social and economic sustainability (Figure 1.1). Environment protection is becoming a growing attracted topic, and the business competence is getting fiercer, the concept of sustainability is widely adopted by companies who aim to be the leader in their dedicated industry

Figure 1.1: Concept of sustainable development with three aspects

2. Introduction of German Post DHL and overview of Living responsibility
Deutsche Post DHL is the world’s leading mail and logistics services group. The Deutsche Post and DHL corporate brands offer a one-of-a-kind portfolio of logistics (DHL) and communications (Deutsche Post) services (Figure 1.2). The Group provides its customers with easy-to-use, standardized products as well as innovative and tailored solutions ranging from dialog marketing to industrial supply chains. About 500,000 employees in more than 220 countries and territories form a global network focused on service, quality, and sustainability. With programs in the areas of environmental protection, disaster management, and education, the Group accepts its corporate responsibility. Deutsch Post DHL (German Post DHL) is one of the leading companies in Europe, which has established their business strategy of sustainability. As a global player in logistics, Deutsch Post DHL makes every effort to prepare its business and customers for the challenges of the...
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