ISM AND ISEG MBA - Développement durable

Executive summary
Sustainable development has become established. Society is increasingly environmental
conscious, this has even been used as electoral argument. Environmental protection is due a
movement introduced jointly by the population at large and the NGOs through governmental
policy. Under the influence of this trend, companies are forced to think “environment".
Sustainable development was tabled for the first time during the UNO summit of 1987 by Mrs
Brundland, Norwegian Prime Minister. The concept has been developed over the years and has
found many definitions.
Respect for the environment has to be integrated into company policy. Marketing Mix has in
consequence changed, with production methods now brought into consideration. Companies
cannot claim to have a credible environmental protection policy if their production methods are
not environmental friendly. For protection measures to be accepted as effective, all aspects of
company activity have to use the best solution, from product conception through to final
distribution. Financial and communicational aspects are more traditional. Company
communications must be truthful and now have to consider more than just external company
activity. Sanctions are severe and production methods are under surveillance by ONG inspectors.
Companies toeing the line can expect to reap healthy benefits.
Market surveys determine consumption trends in order to define consumer behavior. Results
yield consumer reaction towards environmental issues, their personal involvement, how far they
would go in supporting protection measures, and the faith that they put in published company
information relating to environmental protection activities.
Some companies have total involvement in environmental protection, an example being Weleda,
a company of organic cosmetics.
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