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Sustainable approach to business strategy and management

1.0 Introduction

In a simple word sustainable refers to the ways business organizations ensure longevity existence in the global marketplace through their competitive business strategies. Different sustainable approaches they adopted to ensure this such as sustainable supply chain approach, eco-friendly business operation process, community engagement, effective energy conservative process, etc. which not only help them to ensure long-term sustainability in the international marketplace but also ensure to maintain good and healthy relations with the community as well (Blowfield, 2020). Thus, business organizations need to follow these approaches efficiently and they need to adopt any of them to ensure their long-term sustainability and also contribute to the social and environmental development process. Another way to gain sustainably is to perform the corporate social responsibility and providing funds, a donation to the society to ensure social development process which also create a strong image about the company in the mind of the people which ensure long-term business sustainability process. This report will explain the way business organizations achieve sustainability by adopting different sustainable approaches. This report will also analysis of how different business organizations in the United Kingdom adopt different sustainable and management approaches to gain sustainability in the marketplace and ensure better community engagement and reduce different community issues and problems. It also shows different micro, small and corporate businesses in the UK market fulfill their corporate social responsibility and also the way the CSR functions varies from different types of business organizations depending on their business size and also show the similarities between them to get a clear viewpoint regarding CSR activities. It also explains how they measure success in the CSR fields as well. Finally, the second part of this report reflects on the module learning process. It will explain what kind of skills I have learned from here, how it helps me in my later both in personal and professional life, and also help me to overcome various obstacles and barriers.

2.0 Explanation of a sustainable approach to business strategy and management

It is not possible to gain business sustainability overnight, it took huge time and efforts of the business organization to gain sustainability by adopting different sustainable approaches. Once it has been achieved by the business organization it has lasting for a long-term period. As a result, sustainable approaches are very important for the business organization’s point of view to lasting in the market for a long-term period and also a competitive advantage as well in the marketplace. Different sustainable approaches are mainly focusing on ensuring environmental benefits process which ultimately helps quite a lot to ensure a better environment for the society people to live in. This is also held quite a lot to increase companies’ goodwill in the mind of the customers and increasing their demand in the market as well. The study is continuing focusing on this process below-

Community Engagement

This is the best sustainable approach which most companies around the world adopted to gain their business sustainability in the market. Community engagement refers is a process through which a business organization engaged with certain groups of people with which the organization has a deep connection (Eweje and Perry, 2012). The groups of people consist of customers, working people, or employees with whom they try to maintain a win-win relationship. Business organizations always not focusing on ensuring the benefits they need to do something for the people who are working for them by undertaking various activities providing fair pay to the employees, effective and fair contracts with their lower-tier supplier, healthy and quality products to their customers, maintaining an effective and fair relationship with their creditor, providing proper benefits to their stakeholders, etc.  Community engagement is a sustainable approach that helps to ensure all these and ensure a healthy and beneficial relationship with all the parties as well. Community engagement means maintaining a partnering relationship with the customers and stakeholders to ensure a win-win relationship to ensure a better environment for the people to live in as people provide more concentration on the environmental issues nowadays (Kourdi, 2012). This approach also helps them to provide the best performance in the area in which they are not good. To ensure this organizations focus on different initiatives to achieve an effective community engagement process. They focus on providing quality, healthy and trustworthy products, and services to their customers by clearly knowing their preferences. They provide diversified products as well to satisfy them with the help of this sustainable approach. They can make partnering relationships with suppliers to get quality materials with which they can produce quality and health products for their customers (Werbach, 2019). With the help of these approaches are also able to ensure employees engagement in the work and within the organization as well through motivating them effectively by knowing their desire. As a result, employees remain more loyal to the organization and work hard for the organization’s development process which helps automatically to achieve business sustainability for their organization.

Most of the renewal organizations that have huge goodwill in the UK market are focusing on different innovative activities and performing a righteous function as well towards their stakeholder to ensure strong and good community engagement to achieve their long-term sustainability goals and objectives. Unilever is one of the best multinational companies which mainly operated their business in the UK market undertakes different initiatives to ensure a community engagement approach to achieve their business long-term sustainability goals (Head, 2017). They focus on building smooth relations with different counties’ governments through participating in different productive discussions and decision-making processes to adopted different environmental safeguards laws and regulations for showing their respect towards them and also ensure well-being for the society people. They also establish healthy partnering relationships with different NGOs to implement their social mission with the help of. They also create huge employment opportunities for all class people and reducing the unemployment problem in society. They also provided taxes to the authority on time also encourage their employees to pay their tax and helps quite a lot to contribute to the social and infrastructure development process of a country.  All these activities help them to achieve their community engagement sustainably approach and become successful in this competitive business market. British American Tobacco is another company in the UK market that also focuses on ensuring community engagement in different ways (Dempsey, 2010). They also focus on establishing a good relationship with different countries’ governments through group governance processes and also participating in laws and regulations making processes to adopt them effectively. They give more emphasis to ensuring human rights within their workplace to attach all the employees with the organization. They also maintain good relations with their suppliers and also maintain goods standards with them to collect good materials to produce quality products for their customers. Another UK multinational company Reckitt Benckiser Group is also focusing on this sustainability approach. They build a strong partnering relationship with different NGOs and engaging campaigning processes regarding health and educational issues. Through these prices they creating awareness among the people which ultimately help them to create a positive image about their company in the mind of the customers. Through all of their activities, all the companies can achieve their community engagement goals and also ensure their long-term sustainability target.

3.0 Different approaches to CSR

Corporate Social Responsibility means obligations to the business organizations towards society as they take huge advantages from the society (Clayton and Radcliffe, 2018). It implies that business organizations must look at society and their well-being process. The concepts of CSR are huge. It mainly involved three big issues such as financial goals, environmental safety, and social well-being process. CSR activities not only looking for ensuring social benefits but also in the company image and help them to make more profits as well. Through their productive actions, they can fulfill different social responsibilities and which bring them closer to the people and increasing their reputation among them. Therefore, for gaining competitive advantages and business sustainability, the CSR functions provide a significant role.

3.1 CSR of Micro

Micro-business means a business organization that consists of lower capital and employees and limited resources and with the help of all these elements, the owner of the business operated the business (Bhattacharya, 2010). The main objective of any business is to gain a huge amount of profit which is set in the case of micro-businesses as they have already limited resources and lower business imperatives. With the help of their operational activities, a micro-business can fulfill their social responsibility as they don’t have enough money to raise huge amounts of funds and engage in the social responsibility process. They through their business activities they try to fulfill this activity. In the UK market, Boss Brewing which is one of the best micro company performs their social obligation through reducing their wastage material with the help of a neutral carbon agenda process which helps to reduce their water inefficiencies effectively. Proviz which is another micro-business that focuses on cloth manufacturing process fulfill their social responsibility by providing cloths to the different charitable organization.  Willoughby Book Club which is public book Subscriber Company fulfill their social obligation through providing books freely to different local libraries in the UK.

3.2 CSR of SME

Corporate Social Responsibility helps companies to gain a huge reputation (Jenkins, 2014). It enables a business organization to develop their profits and also do some novel work for the society people. Small and medium organizations are also involved with this activity through their business functions that are comparatively more compare to micro business. They give more emphasis on environmental issues and tries to produce their products through eco-friendly production and operation process. Some of the small companies also involve involving some sort of financial benefits to the lower class people as well. In the UK, Piccolo foods which is a small food production company provides different foods products to charitable organizations to carry out their social obligations. They sell 1 food item free to the customer who purchases their 100 foods items as well which is another social duty to the customers. Cocofina which is a coconut product company reuses their by-product coconut item into their production process. Fruit fill office which is another SME organization carries out its social innovation by providing 3 tons of goods every weekend to different charitable organizations.

3.3 CSR of Corporate Business

Mainly the corporate business organizations are carried out the CSR activity. They are invested a huge amount of money in these fields. Once they achieve the financial goals of their business, they go for achieving social and environmental goals. They believe that a large amount of portion they involve with the social and environmental activities, the large number of people will know about their company which increases their business goodwill which helps them to increase their business sales portion as well (Hafenbrädl and Waeger, 2017). It also increases their business profits as well as the number of sales increases. Tesco which is the largest retailer company in the UK market invested huge amounts of money in different charitable funds and provided donations to the old age home, giving laptops, computers to the educational organizations, giving scholar to the brilliant poor students, providing donations to health organizations, etc. as a function of their CSR activity. Tesla produces eco-friendly automobile cars to reduce environmental pollution. ASDA is another well-known retailer company in the UK market that donated huge amounts of cash and goods to the poor charitable funds and also efficiently reduce their wastage.

3.4 Similarities and Differences in CSR approaches among the Micro, SME, and Corporate Businesses

Some, micro and corporate organizations are different from each other depending on business size and functions. However, similarities are seen when they performed their CSR functions. The key similarity is seen when they consider the main objective of their CSR activities. All the organization’s main aim is to donate money to different charitable funds and raising people’s awareness about their company brands to create a positive value about their company in the mind of their customers to encourage them to purchase their products. They are also focusing on increasing employer and organizations reputations as well. Another similarity is seen in the time performing CSR activities. All the organizations performing their CSR functions after attaining their financial goals. Mainly the difference is seen within the styles of their CSR activities performing the process (Tewari and Pathak, 2014). For example, micro organizations focus on their operational excellence process through their CSR activities, SMEs focus on providing a little donation to the charitable funds, and corporate organizations focus on spending huge amounts of money in different charitable funds and also focus on providing quality and healthy products and reduce their industrial wattages efficiently.

3.5 Ways to Measure Success in their CSR Strategies

The business organization needs to measure the success of CSR activities. They need to keep track of all the records of their CSR activities to measure their success properly, otherwise, they are not able to identify the lacking area for improvement process (Gössling and Vocht, 2017). To measure the success of the CSR activities organizations need to pre-set standards for their CSR standards and carry out their CSR activities. The managerial body of the organization should record and critically evaluate the KPIs related to the CSR activities to find out the current CSR position of the companies and compare it with the pre-set standards and measure their success in the CSR fields. They can also measure the success by looking at their customer base before and after their CSR activities performance. If they saw that it is increasing then they realized that they achieve the success criteria in the CSR fields. They are also able to measure success by monitoring their company’s goodwill and relation as well.


4.0 Conclusion

Sustainable business organizations comparatively do well in the UK market. With the help of different sustainable approaches, different business organizations like, Unilever, British American Tobacco, Reckitt Benckiser Frouos achieved a huge competitive advantage in the market. All three companies focus on achieving community engagement sustainable business approach which helps them to achieve longevity within their business operation process and enables them to fulfill social obligations as well. Business sustainability also largely depends on the CSR activities of an organization. All the companies focus on the CSR activities process after attaining their business revenues goals. The micro, SME, and corporate business are different from each other depending on their size, capital structure, and mission. But all of the organization from the CSR activities and their goals and aims is similar to all. The only differences are seen in the way they performed CSR activities. But all of the organization tries to improve their image and goodwill among the people and increasing the portion of their sales through fulfilling the CSR activities. Each of the business entities focused on different things to measure their business CSR activities sides such as focusing on the company’s reputation, customer base, setting the benchmark, etc. to measure success in the CSR fields.

5.0 Reference List

Blowfield, M., 2020. Business and sustainability.

Clayton, T. and Radcliffe, N., 2018. Sustainability: a systems approach. Routledge.

Dempsey, S.E., 2010. Critiquing community engagement. Management Communication Quarterly, 24(3), pp.359-390.

Du, S., Bhattacharya, C.B. and Sen, S., 2010. Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International journal of management reviews, 12(1), pp.8-19.

Eweje, G. and Perry, M., 2012. Business & sustainability. Bingley: Emerald.

Gössling, T. and Vocht, C., 2017. Social role conceptions and CSR policy success. Journal of Business Ethics, 74(4), pp.363-372.

Hafenbrädl, S. and Waeger, D., 2017. Ideology and the micro-foundations of CSR: Why executives believe in the business case for CSR and how this affects their CSR engagements. Academy of Management Journal, 60(4), pp.1582-1606.

Head, B.W., 2017. Community engagement: participation on whose terms? Australian Journal of Political Science, 42(3), pp.441-454.

Jenkins, H., 2014. A critique of conventional CSR theory: An SME perspective. Journal of General Management, 29(4), pp.37-57.

Kourdi, J., 2012. The Answers: Sustainability. Marshall Cavendish International (Asia) Pte Ltd.

Tewari, R. and Pathak, T., 2014. Sustainable CSR for micro, small and medium enterprises. Journal of Management & Public Policy, 6(1), pp.34-44.

Werbach, A., 2019. Strategy for sustainability. Boston, Mass.: Harvard Business Press.

Reflective Report


Within this respective report, I will give a proper explanation of whatever I have learned from the week 7 to week 12 learning process throughout the semester. I will also examine which part of this learning process is easy for me and which parts seem to be very difficult for me, where I faced huge obstacles and the way I overcome these difficulties, and the culture of this learning process.

Reflect on Key Skill and Initial Learning Process

From the week-by-week learning process, I have gathered huge knowledge and experience. I give my best efforts to develop various skills from this session learning process such as communication skills, problem-solving skills, ICT skills, numeracy skills, presentation skills, etc. The week 7 learning process helps me to develop my problem-solving skill (Barner, 2011). This is a critical mental ability, which helps a person to identify problems effectively, evaluating them properly, and find out probable solutions to the problems. This is a very important skill as it helps to overcome various problems. Without this skill, an individual will not be able to learn new things and don’t be able to measure the success level. Through the problems solving class, I was able to realize how to solve different problems. This helps me also to involve myself in the different innovation processes as well. The learning outcome that I have gathered from here also helps me to reduce different obstacles that I may face in the future and overcome them very easily. I have also learned how to work in a team process. This helps me to develop my team working skills as well. I have lead red different team-building molded with the hell of this session learning process. I have learned how to work with others in different situations. With this skill, I can complete our group tasks and work with other students.

The week 8 learning process helps me to learn about the business and sustainability process. With the help of this session learning outcome, I have learned the way different strategies are connected with the business sustainability process and the way different organizations adopt different approaches to implement this within their organization (Bassot, 2020). This learning outcome also helps me to develop my communication skill. I give my best efforts to develop my communication skills by emphasizing both verbal and written communication processes (López-Bassols, 2012). I faced huge obstacles and complexity to develop this skill. However, I worked hard to develop this skill through this week’s learning process. This is a very effective skill that helps me to attain my goals and objectives in both my personal and professional life.

The week 9 learning outcome helps me to know different factors related to different case studies and the CSR activities process. This is quite a productive learning process from my point of view. I have gathered huge knowledge regarding different activities of CSR. The knowledge I gathered from here helps me to develop my research skill as I critically analyze the history of CSR activities and the current CSR activities progression process (Hargie, 2017). I have faced huge complexity at first to find out different factors related to CSR issues. I took our course instructor’s helps and was able to realize the factors and also go for different journals, articles, newspapers to understand different concepts of CSR which also helps me to realize different theories and models of CSR and the ways different business organizations fulfill their CSR activities. During this week’s learning process, I have completed a case study on Starbucks, and with the help of analytical skills, I was realized how they fulfill their CSR activities that also gave me huge knowledge regarding CSR issues (Norman, 2018). I have faced huge obstacles to solving this case study in the first phase of this learning process but after getting support from my classmates and teacher I was able to solve the case study question effectively which also held me to develop my pressure management skill as well.

This session learning process also helps me to develop my research skill as I need to research different topics in CSR activities. I have also acquired the knowledge of how to do paraphrase, reference, and citation, how to find out different relevant theories, how to present something very effective learning from my point of view. The research process is quite challenging for me at first but I can do it with the help of group members, teachers, and friends. Therefore, this week’s learning process developed different skills and I was able to implement them in my day-to-day life which helps me quite a lot to become successful in both my professional and personal life in the later period.

The week 10 learning process helps me quite a lot to develop my ICT skill. This is a very difficult learning process for me as I need to research by using a computer on CSR issues. I needed to prepare a well-structured presentation on this topic as well. As I was not good at computer using process I faced most difficulties in this portion. Although this learning process helps me to develop my ICT and presentation skills (Estrada, 2014). I was working hard with my classmates and received training on the computer learning process. This was quite a difficult skill for me to learn but at the end of this session, I was able to develop it and prepare a well-structured presentation on CSR issues. This session learning outcome also helps me to develop my communication skill as I needed to preparer a formal report. To fulfill this report I needed to communicate with different people by maintaining a formal and informal communication structure. I had also faced huge complexity in case of preparing this report because it was a formal report depending on business concepts. I worked hard and took the help of our course instructors and our class and also go for an online survey process of how to make an effective formal report which ultimately helps me to overcome different obstacles and prepare a good structured formal report.

The week 11 and 12 learning outcomes help me to expand my knowledge area in FBM business and sustainability learning process, porters five forces model. This learning outcome helps me to realize how different business organizations used the concepts of the porter five forces model to critically analyze the industrial sector how it is effective and attractive for the new entrants. It also me to realize how the business organizations access their competitive portion in the market, their supplier and customers bargaining power and for accessing market entry and exit process.   And the business and sustainability process helps me to realize different approaches that business organizations needed to adapt to ensure their business model sustainability process.


This, the entire reflective report explained different skills development processes that I have acquired throughout the week-by-week learning process. I have learned different skills such as communication skills, ICT skills, numeracy skills, report writing skills, and problem-solving skills, etc. which is a very productive learning process from my point of view. All these skills are very effective in both my personal and professional life development processes.

Reference list

Barner, R., 2011. Accelerating leadership development through executive coaching. San Francisco, Calif.: Pfeiffer.

Bassot, B., 2020. The reflective journal.

Estrada, C.A., Martin-Hryniewicz, M., Collins, C., Byrd, J.C. and Peek, B.T., 2014. Literacy and numeracy skills and anticoagulation control. The American journal of the medical sciences, 328(2), pp.88-93.

Hargie, O. ed., 2017. The handbook of communication skills. Psychology Press.

López-Bassols, V., 2012. ICT skills and employment.

Norman, G.R., 2018. Problem‐solving skills, solving problems, and problem‐based learning. Medical education, 22(4), pp.279-286.


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