Sustainability as a Corporate Responsibility - Example

Sustainability as a Corporate Responsibility Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Name Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Course Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Lecturer Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 16th August, 2012. Sustainability as a corporate responsibility Almost all corporations all over the globe are besieged with the new role which is mainly concerned with the meeting of the needs of the current generation and at the same time not compromising the ability of the upcoming generation to satisfy their needs. All organizations are currently been called to take responsibility of the different ways in which they conduct their operations and how their operations affects the society as well as the natural environment (Ayres 1996, p. 250). Organizations are called upon to implement sustainable principles in the ways that they conduct their businesses. Sustainability is termed as the aspect of organizations activities that exhibit that the organization is really concerned of the social as well as the environmental implications of their operations. In the modern day business world it is termed as inappropriate for an organization to enjoy economic prosperity in segregation from the other agents that have really impacted by the organizations actions. Organization must therefore aim at increasing both its bottom line and at the same time being a company citizen. Organization have been therefore forced to reshape most of their frameworks so as to keep abreast of the global trends and been committed to the financial obligations to convey both private benefits and public benefits (Pearce, Atkinson & Hamilton 1998, p. 67). For organization to enhance and recognize current efforts all organizations need to revisits their long term and short term agendas as so as to stay ahead of swiftly changing challenges. Organizations therefore need to develop strategies that are aimed at dealing the intersection of the surrounding environment, the needs of the society and the equivalent business imperatives (Kuik &Verbruggen 1991, p. 56). Organizations are termed to be on a development continuum in regard to how deeply as well as how well they are able to incorporate corporate responsibility approached in their day to day operations and their strategy. Corporate responsibility and sustainability are therefore seen as been prominent features of most businesses (Miller & Wali 1995, p. 415). Ecowash has achieved popularity due to the company’s focus on been a leader in been environmentally sustainability. In the Ecowash case study the issues of sustainability as a corporate responsibility have been discussed as a major critical issue of the Ecowash mobile and it is firmly embedded in the organization core principles. Sustainability in Ecowash is viewed from three major perspectives that is; commercially perspective, environmentally perspective and personally perspective. This three perspectives are linked in such a way that a failure in one of the concepts can potently lead to the failure of the whole sustainability concept all over the organization. There is a lot of evidence that is available in regard to the global warming is seen as been responsible for numerous changes that have been occurring in the economic sustainability and in the globe environment. Some environmentalist are of the opinion that the effects that can be brought about by change in climate may lead to a number of consequences such as destabilization of the climate, rising of temperature and sea levels and also scarcity of water. The issue of scarcity of water is currently been experienced in a number of major towns around the globe. This has over time led to a greater number of individuals not washing their cars at home. With this Ecowash got the opportunity to offer their waterless services. In relation to the environment Ecowash is said to use biodegradable product and at the same time it uses manufacturing processes that are follow strict guidelines that enhance environmental friendliness. In regard to this the cleaning product are usually contained in bottles that are recyclable and the clothes that are used when delivering the services are also reusable. In support of thus the car used by franchisee are selected in such a way that they cause the most minimal impact on the surrounding environment. The organization also ensures that they have a paperless office. In relation to business, the organization believes that commercially sustainability is divided into two broad categories. The first category is based on Ecowash competitive advantage that is been waterless car cleaning services and their mobile nature of their business. The other aspect is related to the organization ability to educate their customers the various issues that are arising in regard to the current change in climate and how the service they are offering are providing environmentally friendly and smart alternatives methods of detailing as well as car washing. The idea of educating the consumers, the customers will feel good by preserving the environment by the use of high quality car cleaning services and they will at the same time get the satisfaction from fact that they are saving on water. The organization also uses various tools so as to communicate to the customers for instance when they have introduced new services and also when enlightening the customers about the benefits that are associated with their services. In regard to people, the organization is of the opinion that people are essential for the successful operation as well as growth of the organization. For example Cornish believes that in instance when the franchises feel that they are making some contribution to the community, they will tend to have personal satisfaction in all aspects that they do they will aim at promoting and remaining in the business for a longer period of time. In support of this the franchisee are offered a two week induction program where they are taught of the benefits that are associated with Ecowash mobile system as well as the importance of environmental sustainability and way of educating and prompting consumer alertness in their own regions. According to Phillis & Andriantiatsaholiniaina 2001, Sustainability is seen as an inherent concept and its definitions as well as measure lacks wide acceptance. In relation to this the fuzzy logic can be able to handle the uncertain, vague and polymorphous of the concept. The available methods of measuring sustainability tend to use either pure economic or ecological criteria’s. Human and ecological inputs are at first treated differently and then they are later combined so as to offer an overall measure (Phillis & Andriantiatsaholiniaina 2001, p. 450). The authors also states that the model is open to any new changes as experience and realty change and all inputs that are used in the measurements are weighed depending on their impact. The authors argue that for sustainability to be measured the two concepts must be embraced. The authors develop a model which is referred to as to sustainability assessment by the use of fuzzy evaluation and it offers a way of gauging development sustainability. The approach offers quantitative answers that relates to the concept of sustainability. The method seems to be adaptive in that it accommodates new parameters based on the needs and at the same time eliminates the old parameters which seem to have no effect on the final results (Phillis & Andriantiatsaholiniaina 2001, p. 451). This methods displays three important characteristics with the first one been that it enables the combination of a different and diverse unites of measurement. The other characteristic is that it is able to overcome the difficulties associated with the assessment of various indicators and attributes of sustainability with no accurate quantitative criteria. The last characteristic is that it is easy to use and interpret. Thus this method offers a new definition as well as a numerical assessment of the concept of sustainability. The model is therefore useful and it aids the decision makers and the policy makers as they strive to achieve sustainable policies (Phillis & Andriantiatsaholiniaina 2001, p. 449). Neumayer 2001, on the other hand argues that a linkage needs to be made between HDI and sustainability. The author also argues that the question of sustainability ought to be seen as been key and in appropriate circumstance achieved levels of human development ought to be classified as potentially unsustainable (Neumayer 2001, p. 113). The authors also argue that their ought to be a link between the human development index and sustainability so as to allow the UNDP to keep a close look as to whether a country is mortgaging the choices of future generations. Based on the author a considerable number of the countries are potentially unsustainable. In regard to this the countries need reform their policies and be given external help so help them in maintaining low levels of human developments (Neumayer 2001, p. 114). Moran et al. 2008, also argue that the measurable outcomes rather than the intentions are used to determine if humans are following a sustainable path. The authors support this by saying by offering certain quantitative measurements of both ecological sustainability as well as human development. Divergent to the claims that sustainable development ought to be seen as an elusive thought, the author shows that there are certain conditions of sustainable development that can be measured (Moran et al. 2008, p 472). The author also shows various complete indicators that can be used in the measurement of the progress made towards achievement of sustainable development. Thus in regard to the journal a combination of both the strong efforts that are been made to reduce the rising demand on the biosphere and the economically development in low income states will be necessary in the achievement of sustainability (Moran et al. 2008, p. 474). Undoubtedly there need to be more complete indicators to be used in measuring the progress that is been made towards sustainable development. The current indicators are only able to track progress in regard to the ecological as well as social conditions for sustainable development. Thus a clear and concise combination of ecological friendly development in the low income generating countries and the strong efforts that are been made in the aim of reducing the demands on the biosphere will be necessary factors for human beings to be able to have a secure a safe future (Moran et al. 2008, p. 474). Verbruggen & Bergh 1999 argues that the search for sustainability indicators or sustainability development is a major theme. The ecological footprint is recommended so as to offer a method as well as a concept that can be able to generate an objective, aggregate, and non-biased as well as a single dimension indicators that can be used in evaluating sustainability (Bergh & Verbruggen 1999, p. 70). The concept offers an intuitive framework in the understanding of the ecological bottom line of sustainability. Andersson and Lindroth argue that there is a lot of evidence that is available that the whole world uses ecological capital in an unsustainable way. The rich countries tend to consume a considerable amount of the resources though the heightened enviromantal problems are experienced by the poor countries. The authors use the concept to clarify and at the same time group the relationships that exist between trade and ecological sustainability (Lindroth & Andersson 2001, p. 115). Based on this article trade is at times seen as a delicate mechanism through which some countries preserve their ecological sustainability. Based on the authors even of the computations of ecological footprints seems to the problematic, there is a possibility some countries use trade as a subtle mechanism so as to preserve ecological sustainability in their countries, these countries tend to import sink capacity and biomass from the other countries and with time the ecological capital in this countries starts to depleted slowly by slowly (Lindroth & Andersson 2001, p. 117). According to Rennings and Wiggering, the conceptions of measuring as well as defining sustainable development is basically grouped into two broad categories that is the weak sustainability and strong sustainability. The authors also argue that the both economic and ecological indicators of sustainability are to be termed as complementary rather than been exclusive. Target indicators such as the critical load as well as levels ought to be the core indicators for a sustainable development (Perkins, P 1994, p. 89). Environmental monitoring is therefore needed so as to come up with such indicators. An analysis is also seen as an important aspect of cost effectiveness. Individual need to be educated about the importance of environmental protection as well as and other costs that are associated to it. Thus the associated damage cost can also be used in instance when valid data exists (Wiggering, H & Rennings, K 1997, p. 27). All the above articles that have been summarized seem to be relevant to the Ecowash case study in a number of ways. For example the article by Phillis & Andriantiatsaholiniaina 2000 offers a way in which sustainability can be measured. By this it is therefore easy to measure whether sustainability is been achieved in Ecowash or not. The article is relevant to the current situation in that by the application of the proposed method of measurement they may be able to add new parameter based on their current needs and they can be able to eliminate those parameter that seen to be have no effect to the final results, thus the aspect of sustainability in Ecowash will be measured in an easy and fast manner. The articles are also relevant in that they enable us to understand the benefits of sustainability and everyone seems to be working towards a sustainable future. Through the articles we are able to come up with various methods of measuring and evaluating sustainability and we are also able to understand the concept in details. By the use of the way in evaluating and also in the measurement sustainability it is easy to tell the level of sustainability and take the necessary measures to ensure that individuals in country are acting in a way that leads to sustainability. Also through the articles one is able to grasp the idea that a number of countries in the world tend to us either resources in unsustainable way, thus the articles will enlighten the people on the sustainable use of the resources and they have currently so as to ensure that they have a sustainable future and thus eradicating any problems that may tend to arise. Through the articles one is able to come up with aspects that contribute to a sustainable future and thus everyone will be aiming and doing all things in a sustainable way. The articles which have been used in analyzing of concept of sustainability as social responsibility play a great role in the understanding of sustainability. Through the articles it is easier to explain what sustainability means and the different ways that can be used to measure sustainability. The articles also assist a lot in the understanding the benefits that are associated with sustainability. Through the articles there is an understanding of what various authors think about the concept, how they define it and the various ways in which they think sustainability can be achieved. The articles also show the importance of securing a sustainable future by the current generation for the future generation. Almost all the article which has been used in this essay relates well with each other and also to the other associated readings; this is mainly based on the fact that they are dealing with one common issue that is sustainability. The article shows the different methods that can be used in the measurement of sustainability so as to achieve the best results. A lot of evidence have been provided in the articles to support the argument been made in each one of them. For example in the article that was written by Rennings diagrams have been offered to support the argument and show the linkage that exists between economic indicators and ecological indicators. In the same articles various experiments have been undertaken so as to support the argument been made in the article (Wiggering, H & Rennings, K 1997, p. 27). In the article by Phillis and Andriantiatsaholiniaina some mathematical computations have been worked out so as to support the arguments that are been made in the article. The articles which have been used also have some assumptions and limitations (Phillis & Andriantiatsaholiniaina 2001, p. 450). Despite the various assumptions and limitations have been made in the articles, the articles can be used in guiding of management practices and most precisely in the Ecowash casestudy. Based on the lessons learnt from the different articles which have been analyzed in the essay, the organization seems to be performing well in relation to sustainability as a corporate strategy. This is apparent since the organization is more concerned of the environment and this depicted when the product and clothes they use in cleaning the cars are reusable. Also in relation to their business practices the strategy that they have adopted is much more efficient and by the continued use of the strategy the organization will achieve a lot of benefits. Also the organization highly advocates for lesser consumption of water and this is clear in instances where they have developed other products which can clean in the cars in a more efficient manner than water can do. The products are also biodegradable and the clothes that are used together with the products are also recyclable, thus by the use of those product and clothes the organization seems to be on tack in regard to been a sustainable organization. The strategy of been waterless seems to be working best for them and based on the anticipated scarcity of water this seems to be also a more better opportunity for the organization. Water is seen a major resource that need to be conserved and based on the fact that some major cities are experiencing water scarcity all individuals ought to act in a way that the water used is less and in cases where other commodities can be used to replace the function that is performed by the water it should be advocated for (Rees 2006, p. 66). There paperless strategy also seems to be working best for them since in one way they are contributing to the sustainability of the environment. References Ayres, R 1996, Statistical measures of unsustainability. Ecological Economics, vol. 16, pp. 239–255. Bergh, J & Verbruggen, H 1999, Spatial sustainability, trade and indicators: an evaluation of the ecological footprint ecological economics, vol. Ecological Economics 29, pp. 61–72. Kuik, O &Verbruggen, H (Eds.), 1991, In Search of Indicators of Sustainable Development, Kluwer, Dordrecht. Lindroth, M & Andersson, J 2001, Ecologically unsustainable trade. Ecological Economics, vol. 37, pp. 113–122. Miller, F & Wali, M 1995, Soils, land use, and sustainable agriculture: a review. Can. J. Soil Sci. vol. 75, pp. 413–422. Moran, D Wackernagel, M Kitzes, J Goldfinger, S & Boutaud, A 2008, measuring sustainability development- nation by nation, Ecological economics, vol. 6 4 , pp. 470 – 474. Neumayer, E 2001, The human development index and sustainability- a constrictive proposal, ecological economics, vol. 39 , pp. 101–114. Pearce, D Atkinson, G & Hamilton, K 1998, The Measurement of Sustainable Development. In: van den Bergh, J.C.J.M., Hofkes, M.W. (Eds.), Theory versus Implementation of Sustainable Development Modelling, Kluwer, Dordrecht. Perkins, P 1994, Exploring sustainable trade: definitions and indicators, In: Models of Sustainable Development, Afcet Conf. Proc., March, 1994, Paris. Phillis, Y & Andriantiatsaholiniaina, L 2001, Sustainability: an ill-defined concept and its assessment using fuzzy logic, Ecological Economics, vol. 37, no. 3, pp. 435-456. Rees, W 2006, Ecological footprints and bio-capacity: essential elements in sustainability assessment. In: Dewulf, J., Langenhove, H.V. (Eds.), Renewable-Based Technology: Sustainability Assessment, John Wiley and Sons. Wiggering, H & Rennings, K 1997, Steps towards indicators of sustainable development: linking economic and ecological concepts, ecological economics vol. 20, pp. 25-36. Read More