September 28, 2008
Sustainability and its Impact on Brand Value
One of the latest buzz words found in management journals, websites, and corporate documents is “sustainability.” Some people even want to recognize it in a company’s balance sheet as an asset. Okay, let’s not go that far.
It is undeniable that sustainability is a new way of doing business; in the same way “re-engineering” or “just in time” were in the late 1980s. Sustainability is not an asset that can be bought or sold; rather it’s becoming an integral part of many a company’s philosophy. Just as company management practices influence business value, so do sustainability initiatives. Therefore, the question is:….
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Reader Comments
Business responsibility has transcended benevolent philanthropy, and sustainability initiatives in organisations are increasingly focusing on transformational and systemic change, rather than incremental improvements. It is this link between transformation, and the shift to new levels of individual and organisational leadership and development that highlight how coaching is critical for innovation and sustainability.
Article 13 has just completed research that, in essence, identifies that:
a) ‘Inner’ (personal development, organisational values and culture development) and ‘outer’ (organisational, business, market, sustainable) development are linked;
b) That real innovation and transformation, and the biggest leverage points for integrating sustainability, occur in the ‘interior’ (individuals’ mindsets and values, and organisations’ cultures); and
c) Inter-subjective, dialogic processes, like coaching, are the most powerful and effective way to accelerate leadership development and adoption of new values and culture. These methods foster innovation and adoption of behaviours and systems that can accelerate ‘outer’ development of sustainable organisations and society.
What we have shown is that with all other external factors being equal, the capability, culture and leadership development of individuals and teams in the organisations can be the difference to an organisation’s integration of sustainability, and linked innovation.
Article 13 | September 30th, 2008
THANKS FOR THE USEFUL INFORMATION,THEY ARE VERY HELPFUL I HAVE SOME QUESTIONS. COULD YOU EXPLAIN TO ME HOW TO CREATE BRAND VALUE WITHOUT COSTING THE COMPANY A LOT OF MONEY, WHAT STRATEGIES WE CAN USE TO BUILD BRAND VALUE FOR OUR BRAND WITH AN EFFICIENT COST?
THANK YOU
Mohamad Hanayshi | October 11th, 2011