bcg.perspectives, August 1, 2012
In a global survey of business executives conducted by The Boston Consulting Group and MIT Sloan Management Review, more than two-thirds of the 4,700 respondents agreed that sustainability is “essential to competitiveness.” But there was little consensus about just what “sustainability” means, and how it can be applied in practice. More than half of the responding executives agreed that the concept of sustainability has significant limitations in terms of concreteness and usefulness.
Meanwhile, the pace at which business models become obsolete and market positions decay is accelerating. Indeed, the key sustainability challenge for many corporate leaders today is the preservation of the viability of the business itself. We therefore need a unified view of sustainability—one that...
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