Embedded Sustainability - Book Report/Review Example

Embedded Sustainability Introduction: After reading this book, it can be gathered that it is focused on the process of gaining a competitive advantage in business with the help of embedded sustainability. The author defines embedded sustainability as the process of developing responsible and profitable business activities (Laszlo and Zhexembaveva, 9-13). The introduction of the book reflects the changes in human behavior and how they have influenced the business decisions in the past years. The contents of the book have been framed on the aspects of business strategy and change management processes developed over the years in the corporate sector and how sustainability can induce a responsible business process. Many new frameworks have been developed for enhancing sustainability in the business activities, however, the compliance of the business firms towards these guidelines are still questionable (Dessler, 39-46). Business strategists and the changes that came in with the incorporation of sustainability strategy have been reflected precisely to evaluate the overall influence of embedded sustainability. On the other hand, the influence of developing a sustainable business process on the profit earning aspects and business objectives has been considered in the study. The book review will try to identify the reasons as to why the author wrote this book, the implications of the aspects considered in the book in the current business scenario and the key learning points stated. Reasons behind writing the book: Chirs Laszlo received his doctorate from Weatherhead School of Management, Paris. He is currently designated as an associated professor in Weatherhead School of Management in the Department of Organizational Behavior (Faculty- Chris Laszlo, Weatherhead.edu). He also partners in a strategy consulting company named Sustainable Value Partners that focuses on increasing the value of sustainable practices in business by gaining a competitive advantage. Laszlo strongly believes that doing good activities generate better results. Before joining Weatherhead, Laszlo has had a successful corporate career working in big firms such as Lafarge and Deloitte Touch and holding designations such as head of strategy, general manager, etc (Faculty- Chris Laszlo, Weatherhead.edu). Other works of Laszlo includes “Sustainable Value: How the world’s leading companies are doing well by doing good”, a book published in 2008, editor of The Business of Sustainability and Encyclopedia of Sustainability, second volume (2010). The background of Laszlo clearly reflects his fascination towards business sustainability and sustainability concepts for improving business process. Apart from his personal interest towards the subject of sustainability, the contemporary business scenario and the incorporation of sustainable work process in it can also be a motivating factor to work in the business process. Today, most of the big business brands issue a sustainability report that highlights the activities performed by the business house to fulfill their responsibility towards the stakeholders, society and environment. However, the presumption that sustainable acts leads to unnecessary expenses and not profit generation still prevails in many business places. The debate among researchers regarding the objectives of business still considers sustainability to be a part of extra activities and not an inherent strategy for business growth (Aras and Crowther, 91-96). This prompted Laszlo to reflect the benefits of including the concept of sustainability in the business activities and how it can lead to the development of competitive advantage for firms. Laszlo has revealed his vision of developing a sustainable business process that fulfills the business responsibilities and also generates profit earning sources for the firms in this book. Applicability of the book in the contemporary business scenario: The introductory chapter of the book only focuses on how human behavior has changed in the present times with the growth in consumer demands and business competition. Firms are now trying to engage in fierce race for being the leader in their respective industry and gain more customer support for developing a long-term sustainable competitive advantage. However, in the book, Laszlo focused on explaining the role of sustainability in supporting the business face challenges in the international business environment. Some of the key points that have been incorporated in the books are the assimilation of health, social and environmental value in the product life cycle without trade-offs and social premiums and the introduction of marquis concept of embedded sustainability (Review of “Embedded Sustainability: The Next Big Competitive Advantage, CSRwire.com). The book treats embedded sustainability as an intangible asset similar to quality. It helps the company to develop not only consumer friendly but also social and eco-friendly products and motivates the employees for improving the professional and social status. According to the authors, inclusion of sustainability allows a firm to develop a long term relationship with its shareholders and stakeholders. The authors focused on core themes of business strategy development and change management that creates an understandable platform for the readers. The explanation of the relationship between business growth and sustainable measures has provided a clear base for justifying the inclusion of sustainable practices in business houses. The book is just not an explanation of how to include business sustainability in the business process but also reflects how sustainable activities can lead to profit generation in the business practices (Campbell, 946-967). The debates presented in the book also present an excellent view of the loopholes in the current business practices. The current business practices are focused on growth and development of the business, the term “sustainable growth” is more evident in the business firms rather than the term “growth with sustainability”. One of the questions put forth by the researcher is “Is growth itself sustainable?”. This question forms one of seven key principles for adopting sustainable business practices as opined in the book. The remaining six principles are related to the evaluation of the business practices and its core value for assessing the suitability of incorporating sustainability practices. Principles that focus on the ultimate goals of the business houses and the minor but specific differences in engaging in sustainable practices for growth have helped in redefining the concept of business growth (Cheney and Roper,136-143). The author has included real life examples to prove his point and also explain why business firms should engage in developing a sustainable embedded business process. The book begins with the factors that are driving the business practices in the contemporary scenario and ends with the probable future that can be developed by engaging in sustainable practices. The author has focused on the trends that are shaping the and business world connected them with issues such as resource scarcity, far-reaching transparency and growing expectations (Laszlo and Zhexembaveva, 67-91). The argument provided by the author compels the readers to believe in his vision and accept sustainability as a profitable concept. The impact of the business practices on the environmental scenario has been portrayed in a manner that urges the business houses to take up sustainability measures as a profitable venture. One key aspect that has not been sufficiently provided in the book is competition effect. The changes that are taking place in the corporate and industrial practices are initiated by two main drivers namely, technology and competition. The real life competition brings in some additional factors that can influence business decisions regarding the incorporation of sustainability such as competitor brand perception among consumers, influence of corruptive government policies on business policies, expectations of stock markets and business regulatory bodies, etc. Ceaser (The Guardian) stated that business firms engaged in sustainable activities already have developed their brand and financial reserves to ensure that they can focus on their corporate social responsibilities. The key point is to reach the top positions first for developing the financial ability to implement sustainable practices (Dolan, 8-12). However, point of view of the author defined attaining sustainable practices by providing the consumers true value for their money and a transparent business process to their shareholders and stakeholders (Laszlo and Zhexembaveva, 121-149). Laszlo has explained how sustainable technology can shape the future into a better place in the 9th chapter of the book “The World in 2041: a job interview”. The entire chapter has been developed on an imaginary situation where Jake Marstreng is appearing in an interview with “Septad Corp” (Laszlo and Zhexembaveva, 189-236). The scenario has been developed on the farthest stretches of imagination of the author’s mind but again also seems possible from the readers’ point of view. Extensive description of changed global economy and the science fiction elements such as 3-D virtual conferencing, solar photovoltaic thermo electric generator hybrid systems for powering automobiles, makes this sci-fi expression of the author into a real world (Laszlo and Zhexembaveva, 189-236). The book does not reflect how firms are gaining more value by engaging in sustainable practices, how firms are running after sustainability for enhancing brand equity but provide a vivid description of the changes in the corporate thinking and actions of the business firm to renovate sustainability into a business practice rather than brand enhancing method. The book has focused on core aspects of current business practices such as risk mitigation, differentiation concept, brand enhancement, expansion to new markets, etc for highlighting the importance and role played by sustainable business practices and their future implications (Ceaser, The Guardian). The book is an intelligent source for understanding the implementation of sustainable business practices within the capability of the reader. The vision of the author was primarily to make the reader realize the accessibility of sustainability within the prospects of the core values of the business. Elen Cohen termed the book as frightful and delightful, Cohen also stated that the prospect of attaining sustainability was delightful but the effort required for getting to the point was frightful (Review of “Embedded Sustainability: The Next Big Competitive Advantage, CSRwire.com). Key Learning points: The book reflected how easily sustainability can be attained by a business. The prospects of engaging is as simple as value for money for the consumers and shareholders of the company has been defined as a sustainable practice. On the other hand, the minor elements that influence the process of attaining sustainability such as business expansion prospects, employee motivation, risk mitigation etc has been connected in a specific manner. It can be stated that incorporating a sustainable business culture and work process requires changes in the overall business structure and business objectives. The future implications of sustainability and the probability of a better future with absolute corporate sustainability are some new aspects gathered by the researcher. Conclusion: Reading the book was an interesting and enriching experience for the researcher. The book presented a real life view of the role that can be played by a sustainable corporate industry in shaping the future. The inclusion of change management for aligning with the sustainability practices of the firms reflects the considerations of the author in context of the requirements of the business practices. On the other hand, the future implications described in the 9th chapter also portrays the potential of sustainable business practices to evolve the life style and business policies of the corporate firms. Overall, it can be stated that the book is an intelligent expression of the possibilities and process of engaging in sustainable business practices. References Aras, Guler. and David Crowther, Business Strategy and Sustainability. 4/e. London: Palgrave Macmillan. 2012. Print. Blowfield, Michael. and Frynas G. Jedrzej., “Setting new agendas: Critical perspectives on corporate social responsibility in the developing world.” International Affairs, 81 (2011): 499–513. Print. Campbell, John. L. “Why would corporations behave in socially responsible ways? An institutional theory of corporate social responsibility.” Academy of Management Review, 32 (2009): 946–967. Print. Ceaser, Nicolas “Embedded Sustainability: The Next Big Competitive Advantage?” The Guardian, Guardian News and Media Limited, 2011. Web. 15th September 2014. Cheney, George. E. and Roper, Juliet. “The Debate Over Corporate Social Responsibility”. 4/e. London: Prentice Hall. 2010. Print. Dessler, Gary. “Supervision and Leadership in A Changing World” New River: NJ: Pearson Education. 2012. Print. Dolan, Paul. “Sustainable leadership.” Leader to Leader, 33, (2009): 8–12. Print. “Faculty- Chris Laszlo”. Weatherhead.edu. n.p. 2014, Web. 15th September 2014. Laszlo, Chris and Nadya Zhexembaveva. “Embedded Sustainability: The Next Big Competitive Advantage.” Stanford: Greenleaf Publishing. 2011. Print. “Review of “Embedded Sustainability: The Next Big Competitive Advantage”” CSRwire.com, CSRwire, LLC. 2011. Web. 15th September 2014. Read More