Sustainability: the Missing Ingredient in Strategy

Abstract

While strategy has been addressed in the literature since the 1960s and sustainability has received a lot of attention recently, there has been little attention paid to the question of how sustainability considerations might be integrated into an organisation's strategy. In this paper a framework that outlines how sustainability can be addressed strategically in organisations is introduced and analysed. It is argued that all three dimensions of sustainability- economic, environmental and social- must be integrated into all aspects of an organisation's strategy and need to be addressed on an ongoing basis.