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Sustainability Seen Emerging As Basis For Competition

October 1, 2011: 02:48 AM EST
A review in HBR looks to the arrival of sustainability as the primary driving force of financial success for companies, with the trend driven by three factors. First is the growing quantification of factors once considered irrelevant or priceless (such as externalities); second, social investing has emerged as a meaningful value-seeking discipline and is a force for change; last, industries look to be coalescing around standard metrics by which to rate sustainability. A critical element in the shift towards sustainability competition will be the broad acceptance of standard value-chain indices that amass relevant data in a full assessment of each product’s sustainability credentials.
Yvon Chouinard, Jib Ellison, and Rick Ridgeway, "The Big Idea: The Sustainable Economy", Harvard Business Review Magazine, October 01, 2011, © Harvard Business School Publishing
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