The Sustainability Frontier
Edited by Urs P. Jäger and Vijay Sathe
This book is for companies and managers around the world who want to incorporate sustainability into business strategy in order to improve their competitiveness. Our focus is not on sustainability per se. It is on strategy and how solutions to sustainability challenges can be incorporated into a company’s business strategy for increased competitiveness. In a nutshell, it is about sustainability for strategy and not about strategy for sustainability. In our view, sustainability is not something that is to be done in addition to strategy. It is a part of strategy and can lead to improved competitiveness. But is this always the case? Some say yes; others say no. In this book, we will explore this question in the context of Latin America and provide an answer. The obsession with China and India has led to a literature on sustainability that pays little or no attention to Latin America. This book begins to fill that gap. Latin America can certainly learn from best practices around the world but it can also teach the world about sustainability because it is a resource-rich region with a huge potential for greater resource efficiency, along with cultural dimensions derived from Catholicism and humanism to traditions of corporate paternalism that lend themselves to doing well by doing good. The work of the World Economic Forum and the Boston Consulting Group on ‘sustainability champions’ and other surveys underscore the increasing interest of companies in strategies that incorporate sustainability for competitiveness.