The paper "Developing Workplace Policy and Procedures for Sustainability - Starbuck" is a perfect example of a marketing case study. The idea of sustainability emerged back in the early 1970s (Edwards, 2005, p. 5). Currently, several companies who have since embraced sustainability as a way of creating a good rapport with the community they operate in and as a form of competitive advantage. Edwards (2005, p. 6) claims that in general, businesses or institutions which claim they work towards sustainability normally intend to combine values of environmental responsibility, economic viability and social equity.
Starbuck is one of the multinational companies which had adopted a robust sustainability policy which has improved the reputation of the company over the years. However, due to competition and ever-changing marketing environment, Starbuck’ s sustainability policy needs constant update review to maintain its competitive advantage. Therefore, this report will analyze, review and update Starbuck sustainability policy and apply the elements of a competency. 2.0 Overview of sustainability The term ‘ sustainability’ holds numerous meanings. From the perspective of ecology, sustainability is defined as the ability of the biological system to endure, remain productive indefinitely.
In business perspectives, sustainability is defined as the capability of a business to maintain its fundamental nature for a long time by means of its own endeavors (Ramirez, 2012, p. 59). Sustainability is the objective of sustainable development. Therefore, from the sustainable development point of view, sustainability can be defined as development which fulfill the present needs, but without compromising the capability of the future generation to satisfy their needs (Jones, Hillier & Comfort 2014, p. 6). Sustainability builds and upholds the circumstances where organization and human can survive in a productive way, that enable satisfying the economic, social and other factors of current and future generations (Ramirez, 2012, p. 59).
As attention to sustainability gathers momentum, there are several approaches which have been used to conceptualize and analyze sustainability. Several authors have used the triple bottom line to conceptualize the topic. The triple-bottom-line is defined as a type of sustainability practice which dictates that the corporate managers tabularize the bottom-line revenues not just in economic basis, but also on the basis of firm impact in the social sphere, and regarding the environment (Cadden & Lueder 2012).
Experts classify two concepts to the idea of triple-bottom-line. One is that the three columns of the responsibility ought to be separated and results are reported separately. Two is that the company should get sustainable results from the three areas. The three areas in this context are people, climate and profit. These three areas can be explained on the basis of economic social sustainability, economic sustainability and environmental sustainability. Cadden & Lueder (2012) argued that social sustainability considers the balance of the lives of people and their way of life.
In the world where a few managers are minting million dollars annually, while several people are getting pennies cannot continue forever. With imbalances growing between the rich and the poor, the society is likely to collapse leading to chances of revolution. It means the society might not allow the company to operate there unless it finds a way to solve the social problems facing society.
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