Issues
Despite the fact that the tidal wave of environmental concern, which started in 1990s, seems to have died down in 2010s, the recent introduction of the sustainability principle into not only management of various natural environments, but also the field of business and economics, has provided the premises for an innovation approach in the company operation.
The latter presupposes that environmental sustainability should be integrated into the company’s principles in order to facilitate improvement in the organisational performance rates. In their article “Clarke:
Transformation for Environmental Sustainability,” Laszlo, McCabe, Aheam and Ghatde address the specified concept, outlining the key problems that a 21st-century entrepreneurship traditionally has and identifying the methods, which the sustainability principle will allow for integrating into the corporate strategy in general and the strategy of Clarke’s company in particular.
Among the key issues faced by the latter, such problems as the problems with the transition to the triple-bottom line, the need to establish the business as a safe and harmless company and a change in the business model (Laszlo et al. 22–25) must be mentioned.
Alternative Solutions
According to what Laszlo et al. suggest, in order to meet the new requirements listed by EPA and, therefore, produce the goods that contain the so-called “green chemicals” (Laszlo et al. 22), it will be necessary to resort to the sustainability principle, which, in its turn, presupposes a range of rapid and impressive changes in the company’s organisation structure, performance and
Analysis of Solutions
The authors of the article provide several methods of addressing the lack of sustainability within the company. To be more accurate, they suggest that the company should switch to a more sustainable and environmentally friendly approach (Laszlo et al. 23).
Table 1: Pros and Cons
Recommendations
It is obvious that the organisation has gone a long way to becoming a more environmentally friendly company with a set of strong moral values.
Regardless of the fact that the firm had to sacrifice a range of potentially profitable resources for the sake of its new image, it still managed to come up with a viable strategy, which will help it last quite long, shining among its competitors, who are less environmentally aware and far not as safe as Clarke’s company.
At present, it can be recommended that the company should identify the avenues for cutting the losses for choosing an environmentally safer approach. As it has been stressed above, the costs for providing the staff with the transportation methods that are less polluting are very high, and a reconsideration of the company’s logistics may be the answer to making the company’s costs smaller.
To be more exact, a choice of different partners for carrying out transportation can be suggested; in addition, the current routes can be changed so that the consumption of petrol could be reduced a few notches.
Finally, the company’s policy should become the focus of its next promotion campaign. With the introduction of a new brand product into the market, the firm must come up with a promotion campaign that will help make the product more popular and memorable among the target audience.
It should be born in mind that the promotion campaign is going to be quite costly; therefore, modern media should be used as the key tools for making the product popular. With the integration of social networks and direct advertisement, the company is going to benefit from a shift towards sustainability greatly.
Works Cited
Laszlo, Chris, Katey McCabe, Eric Aheam and Indrajeet Ghatde. “Clarke: Transformation for Environmental Sustainability.” Leading Change. Ed. Will O’Brien. Worcester, MA: Clark University. 2014. 21–38. Print.