The Mini Cases 5 Companies, 5 Strategies, 5 Transformations

Some companies are acting decisively and winning

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Unformatted text preview: ” These views may reflect legitimate doubts; they may also reflect a misunderstanding or misinterpretation of sustainability. For example, we have observed several companies that express many of the arguments listed above—but that are redesigning their products and business processes to have a lighter environmental footprint because it “makes good business sense.” Some Companies Are Acting Decisively and Winning While the vast majority of companies have yet to commit aggressively to sustainability, our survey and interviews confirmed that there are noteworthy exceptions. The group of so-called first-class companies in sustainability, as identified by survey respondents, is populated by the usual suspects often highlighted in business articles, reports, books, and sustainability indexes. The top five cited most often by survey respondents were GE, Toyota, IBM, Shell, and Wal-Mart.7 But some lesser-known names also surfaced, such as Rio Tinto, Better Place, and IWC (International Watch Company). In aggregate, these companies are demonstrating that a sustainability strategy can yield real results. (For more about Nike—one of the companies that our survey respondents...
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