CHAPTER 3

Five Keys to Integrate Sustainability into the Business

Introduction

Most business leaders recognize the need to adapt to maintain their ability to meet changes in the market, the political environment, and public needs. At the same time, however, they are keenly aware of, and will remain committed to, maintaining the core elements that they believe have been responsible for their success in the past. This is the balance that leaders must maintain: remaining true to what differentiates their business while being flexible and nimble enough to predict, embrace, and lead in an ever-changing and competitive world.

As societal expectations change, companies must be prepared to respond. Expectations of what it means to be a “good” corporate ...

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