In the green corner: how IBM, Unilever and P&G started winning again: Why big business is wising up to sustainability

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

It is a truth universally acknowledged that a large multinational corporation in possession of a good fortune will want a clear environmental strategy. What is less clear is whether desire comes before or after the bottom line. Many companies are able to create value from their environmental credentials or indeed their environmental innovations, which are used to enhance their offer and propel them towards growth and profitability. Many more, one suspects, pay lip service to such commitments and do the minimum their corporate social responsibility and environmental management advisors say they have to do.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2013), "In the green corner: how IBM, Unilever and P&G started winning again: Why big business is wising up to sustainability", Strategic Direction, Vol. 29 No. 5, pp. 19-22. https://doi.org/10.1108/02580541311316569