Article

Beyond the Brave New World: Business for Sustainability

John R. Ehrenfeld

in The Oxford Handbook of Business and the Natural Environment

Published in print November 2011 | ISBN: 9780199584451
Published online January 2012 | | DOI: http://dx.doi.org/10.1093/oxfordhb/9780199584451.003.0033

Series: Oxford Handbooks in Business and Management

Beyond the Brave New World: Business for Sustainability

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This article concentrates on creating sustainability that is already becoming central to business strategy formation and implementation. It is believed that business will be shaped by a different sense of the term “sustainability”. The most important sustainability beliefs are that the world operates as a complex, not mechanistic, system, and human beings operate out of a bundle of care, not needs. The institution called “business” has a very special role in modern societies with respect to sustainability and to the culture change needed to create it. Sustainability exists in a new paradigm, where the fundamental beliefs that underlie the place, role, and practices of business are no longer capable of producing what is wanted without unintended consequences that more than negate the positive outcomes. As business has become more powerful, changing its ways becomes equivalently more problematic.

Keywords: sustainability; business; culture change

Article.  3228 words. 

Subjects: Business and Management ; Business Strategy ; Business Ethics

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