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A.c Jeffc believesc thatc thec stepsc Donovan’sc isc takingc toc bec ac leanc andc greenc
manufacturerc cutsc intoc ac business'sc bottomc line.c Inc addition,c hec isc notc surec ifc
hec evenc believesc inc socialc responsibility.c c Asc thec owner,c hec hasc thec finalc sayc
inc allc decisions.c Hec mayc thinkc becomingc ac leanc andc greenc manufacturerc willc
notc givec thec companyc ac strategicc advantagec overc itsc competitors.
B.c Decision-makersc inc businessc needc toc understandc thatc conservingc naturalc
resourcesc mayc createc newc risksc butc alsoc opensc newc opportunitiesc (Czinkota,c
2013,c para.c 8).c Perry’sc shouldc respondc toc thec competition'sc newc strategicc
planc notc becausec thec competitionc isc doingc itc butc becausec itc mayc bringc inc
newc customersc thatc valuec sustainabilityc whilec maintainingc currentc
customers.c Thec riskc financiallyc toc Perry’sc isc low.c c Perry’sc alreadyc hasc mostc ofc
thec featuresc andc hasc alreadyc budgetedc forc thec automaticc inkc dispensers.c
Addingc theirc newc sustainabilityc policyc toc theirc websitec andc signagec atc storesc
wouldc bec ofc minimalc cost.c Inc myc opinion,c gainingc newc customersc whoc valuec
sustainabilityc withc littlec riskc isc ac winc forc Perry’s,c theirc customers,c andc thec
environment.
C.c Sustainabilityc canc stillc bec ac strategyc ifc competitorsc arec alsoc choosingc
sustainability.c Ac companyc choosingc notc toc implementc sustainablec practicesc
inc anc industryc thatc isc rifec withc competitorsc toutingc theirc sustainabilityc
strategyc mightc findc itselfc losingc marketc share.c Thec Millennialc andc Generationc
Zc generationsc arec becomingc thec dominantc generationc andc theyc arec twicec asc
likelyc toc bec concernedc aboutc sustainabilityc (Rafi,c 2021,c para.c 5).c Sustainablec
practicesc canc reducec costs,c improvec governmentalc andc communityc relationsc
andc attractc talentc fromc thec millennialc generationc duec toc theirc concernc forc
thec environmentc (Rafi,c 2021,c paras.c 7-8).
Ac companyc canc differentiatec itselfc inc otherc ways.c Comparec Teslac toc Nissan’sc
electricc vehiclec thec Leaf.c Bothc arec electricc cars,c butc Teslac isc ac prestigec
product.c Fromc personalc experience,c Ic canc tellc youc myc husbandc andc Ic wouldc
neverc bec ablec toc affordc ac Tesla,c butc wec werec ablec toc affordc ac Leaf.c Myc
husbandc hasc sentc mec picturesc ofc Teslasc inc parkingc lotsc butc hesc neverc sentc
mec ac picturec ofc ac Leaf!
c
References
Czinkota,c M.c (2013,c Januaryc 13).c
Globalc consumerismc andc sustainability
.c
Professorc Michaelc Czinkota;c Thoughtsc onc Internationalc Business,c Marketingc
andc Strategy:c http://michaelczinkota.com/2013/01/global-consumerism-
and-sustainability/
Rafi,c T.c (2021,c Februaryc 10).c
Whyc corporatec strategiesc shouldc bec focusedc onc
sustainability
.c c Forbes:c
https://www.forbes.com/sites/forbesbusinesscouncil/2021/02/10/why-
corporate-strategies-should-be-focused-on-
sustainability/?sh=461383aa7e9f
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