Peter White (2009). Building a sustainability strategy into the business. Emerald Group Publishing Limited, Vol. 9, 386-394.
Peter White is the Director of Global Sustainability, Procter & Gamble (P&G), Newcastle, UK. In his article is about building a sustainability strategy into the business. He describes efforts to implement sustainability at P&G, a global consumer goods company with over 300 brands marketed in over 180 countries. In his article, the company are eliminating trade-offs between performance, value and sustainability. P&G was an early adopter of the concept of sustainable development, making a corporate commitment to sustainability and forming a Corporate Sustainable Development Department in 1999. P&G define sustainability as ‘ensuring a better quality of life, now and for generations to come’, taking on the three pillars of environmental protection, social responsibility and economic development. P&G has increasing interest in environmental sustainability that was driven by two main forces. Firstly, increasing public awareness of environmental issues. Secondly, major retailers, P&G customers, were asking for more sustainable products. P&G launched a new sustainability strategy in 2007. They provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. Also they incorporate sustainability into our products, packaging and operations. They are also launched a new corporate sustainability strategy, together with the 5 year sustainability goals, that cover all elements of the company’s operations. The framework of the five corporate strategy is delighting the consumer with sustainable innovations that improve the environmental profile of their products, improve the environmental profile of their own operations, improve lives through our social responsibility programs, engage and equip all employees to build sustainability thinking and practices into their everyday work and lastly is shape the future by working transparently with stakeholders to enable continued freedom to innovate in a sustainable way. On 26 March 2009, P&G raised its corporate goals, committing that by 2012 it would: Develop and market $50 billion in sales of sustainable innovation products. Reduce the environmental footprint (energy and water consumption, CO2 and disposed waste) of P&G operations by an additional 20% per unit of production, leading to at least a 50% reduction over the period from 2002-2012. Help 300 million children Live, Learn and Thrive through their corporate cause, and deliver 3 billion liters of clean drinking water through their Children’s Safe Drinking Water program, which will save 120 million days of disease and save thousands of lives. Each organization has one person who is accountable for developing and delivering their own strategy. P&G has a Global Sustainability Leadership Council, containing representatives from the Global Business Units, the regions and the functions. This high level group helps develop and deliver the corporate strategy and goals and resolves cross-business unit or cross-regional issues. Lastly, P&G keeping a broad definition of sustainability by ‘ensuring a better quality of life for everyone, now and for generations to come’ relevant even in difficult times, and helps ensure No Trade-offs.
The relationship of the article with the main issue of this subject.
The main issue of the article that related with the subject is the P&G eliminating the achieving strategic fit which is trade-offs and they implement the sustainability strategy into their business. By their framework corporate strategy, it’s similarly with the first step of operation strategy formulation which is defining corporate objective that provide a direction for the organization and performance indicators that allow...