Integrating sustainability into corporate DNA



The term sustainability covers a broad set of issues. As a result, each organization has to identify specific issues that it can effectively address and that are relevant to its industries, markets, geographic locations, and stakeholders. But if an organization fails to focus on a reasonable number of organization-wide commitments, resources will be scattered and fail to yield significant value to the company. This article provides advice on how to deploy sustainability using change management techniques and examples from industry. © 2012 Wiley Periodicals, Inc.