Corporate Sustainability Managing Responsible Business in a Globalised World

This chapter introduces the debate about how a firm’s strategy and corporate sustainability are interrelated. Section 5.2 looks at the term ‘strategy’ and identifies some key characteristics of strategic decisions. Based on this, we discuss which characteristics a strategic approach towards corporate sustainability would entail. Section 5.3 introduces two types of approaches to link business strategy and corporate sustainability: outside-in thinking (based on the assumption that sustainability-strategy alignment starts with reflections on a firm’s competitive context) and inside-out thinking (based on the assumption that such alignment starts with reflections on a firm’s value chain). Section 5.4 extends this debate and shows how sustainability-strategy alignment can be achieved for companies with multiple business units (corporate strategy), as well as for firms that target only one market (business strategy). Section 5.5 demonstrates how firms can identify ‘material’ (i.e., strategic) ESG issues through so-called materiality assessments. Finally, section 5.6 distinguishes different stages of alignment between a firm’s strategy and its sustainability efforts, ranging from complete detachment and denial to companies that build their entire strategy around sustainability.