CHAPTER 7

The Cousins—Sustainability and Service

The relationship between service and sustainable business has rarely been explored but the two are closely connected. They are like cousins, not quite in the same family but closely related. If a focus of any CEO or MD is on developing a strong, sustainable business then this logically requires a strong service ethic which will sit at the core of how a business interacts with customers and which builds loyalty and trust. It also requires great people who are positively engaged in the business and interacting with the external audience.

As has been highlighted throughout this book, the emerging generations place a genuine importance on people once again: in communities and in companies. Service ...

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