Sustainability Analysis

Critical Analysis of
Sustainability in Australian Business
Promotion of sustainable consumption and production has become the need of today’s business. It is important to device strategies for sustainability not only from profit making point of view but also from CSR (Corporate Social Responsibility) point of view. Focusing on the concept of sustainability helps in long run.   All the companies are under social obligation of providing best value to their customers, working within the legal and political frameworks and simultaneously doing their best in protecting the environment. Because of adoption of wrong means of production certain drastic negative impacts can be figured out in environment, which socially, morally and ethically should be taken care off.

“Business has only two functions Marketing and Innovation”
Milan Kundera
This quote given by Milan Kundera, clearly narrates the importance of marketing in business. It acts as an important tool for communicating, attracting and retaining customers. In addition to these benefits, marketing also helps in responding to the competition.
American Marketing Association has defined marketing as “an activity, set of institutions, processes for creating, communicating, delivering and exchanging offerings that value for customers, clients, partners, and society at large.”  
On the other hand Philip Kotler has defined marketing as “Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others” (Philip Kotler, Marketing Management, 13th edition,6 )
In both the definitions major focus is on customers. All the marketing activities are undertaken for triggering the sales by playing with the brains of customers. Customers are becoming more and more environmental conscious. Taking advantage of their concern towards environment, companies are trying to...