The paper “ How Brambles Use Innovation to Drive Its Sustainability Practices” is an impressive variant of the case study on management. From the analysis, it is clear that Brambles is highly committed to sustainability (Brambles, 2017). The move to sustainability by Brambles can be best explained through the phase model. The assessment of Brambles involves meaningful comparisons to determine their current dominant commitment to based on two kinds of sustainability which are: human and ecological. Using the phase model, it is possible to see the sustainability commitment journey starting from the active antagonism to strong commitment and lastly furthering the stability values beyond the organization but to the industry and entire society as in the case for Brambles.
The phases, in this case, have been used to help in tracing the historical trajectory which has been taken by Brambles to get to where it is and the possible way forward. The phases looked at are (Benn, Dunphy, & Griffiths, 2014): RejectionNon-responsivenessComplianceEfficiencyStrategic proactivityThe sustaining corporationAnalyzing Brambles, it is clear that the firm did not progress through the phases in each and every step improving continuously.
The company's sustainability focus is closely tied to the aspects of the United Nations Sustainable Development Goals (SDGs) (Brambles, 2017). The firm has been able to leapfrog phases and in some cases regressed in some areas as they abandon some of the established sustainability goals. To gain an understanding of the current dominant commitment to sustainability, it is important to gain an insight into each of the individual phases. At the rejection phase, the firm has an attitude that all the resources which include the employees, community, ecological environment, and the infrastructure have to be used for the immediate firm economic gain (Benn et al. , 2014).
This is where there is no employees’ development and there is ignorance on the employees’ safety. Based on the firm sustainability report, Brambles has moved beyond this stage. The firm has moved beyond making a profit and is more focused on sustainable development.
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