Key survival issues: Practical steps toward corporate environmental sustainability

Abstract

Environmental pressures and growing societal commitment to the ideal of “sustainable development” pose profound strategic challenges for business. Recognition of the significance of sustainable development for business and eagerness to “do something” has lead to a number of responses from companies. The most effective corporate response is to build an environmentally sustainable business. The Environment Council through its work had developed an elegantly simple and proven approach to producing and implementing a strategy for doing this. This approach involves recognising that corporate strategic environmental opportunities and threats fall into three inter-related categories; Resources, Innovation, and Values. Applying the simple technique of a Strenghts, Weaknesses. Opportunities and Threats (SWOT) analysis of the business against these fields enables managers to establish the organisation's environmentally-driven key survival issues (KSIs) - environmental threats and opportunities to which the company has to develop the right response to ensure survival and prosperity. Every business has perhaps two or three key survival issues, though few seems to know what they are and even fewer are doing anything serious about them. The article gives some guidance on identifying key survival issues and how to develop a consistent corporate response.