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be sustainable and gain a sustainable competitive advantage

A guide by Frank Roettgers "Author of Going Green Together" (Frankfurt, Germany)

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If your goal is to be sustainable and gain a sustainable competitive advantage with your company, then you need to create an open company culture which facilitates embedding sustainable thinking into employees’ daily routines. Why? Because employees are the linchpin of organisations’ strategic operational success and therefore determine whether sustainable ambitions succeed or fail.

By encouraging employees to take responsibilities, providing freedom, and stimulating their attitude towards undertaking sustainable projects, employees feel inspired and an action-based behaviour is developed. The emerging commitment does not only lead to voluntaristic sustainable actions and strategic alignment, but plays a crucial role in gaining and maintaining a sustainable competitive advantage. However, creating the right company culture is closely linked to using the right communication techniques, leadership style, and providing the right incentives.

Research confirms that companies need to communicate their sustainable strategy extensively to all stakeholders, internally and externally. This not only builds trust in a company’s sustainable ventures and catalyses cultural change by reducing resistance against a new course, but increases employees’ knowledge and understanding regarding their role within the sustainability strategy. Using the right communication methods enables companies to appeal to employees’ personal values and thereby encourage employees to take initiative and create interest in sustainability strategy implementation. However, the success of a consistent sustainable message is dependent on the people mediating it, particularly their leadership style. In order to communicate effectively and influence staff and colleagues to act in favour of a sustainability strategy, leaders and superiors need to act as role models. By employing honest and authentic action-managers, who create strategy supporting environments, reinforce norms, and set expectations, companies are able to create a comprehensive and inspiring leadership style. This proactive leadership improves the morale among employees and hence boosts the sustainable attitude among employees.

These eight books help you to get the right mindset about sustainable business and to sell your sustainability strategy internally, which results in a more efficient as well as more successful sustainability strategy implementation. Taking the advice and applying the ideas given in these books will result in employees, who personally identify themselves with the values behind a sustainability strategy. Doing this right and authentically in turn lays the foundation for a sustainable competitive advantage.

Must read books for becoming sustainable and gaining a sustainable competitive advantage:
The Post Carbon Reader: Managing the 21st Century's Sustainability Crises, Going Green Together - How to Align Employees with Green Strategies, The Ecology of Commerce Revised Edition: A Declaration of Sustainability (Collins Business Essentials), Making Sustainability Work: Best Practices in Managing and Measuring Corporate Social, Environmental and Economic Impacts (Business), Hot, Flat, and Crowded: Why We Need a Green Revolution--and How It Can Renew America, Built to Last: Successful Habits of Visionary Companies (Harper Business Essentials), Return on Sustainability, The Responsibility Revolution: How the Next Generation of Businesses Will Win

Products mentioned include:
1.  The Post Carbon Reader: Managing the 21st Century's Sustainability Crises  by Daniel Lerch
$18.71 Used & New from: $4.72
4.3 out of 5 stars   (32) | 1 customer discussion
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2.  Going Green Together - How to Align Employees with Green Strategies  by Frank Roettgers
$18.95 Used & New from: $18.90
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3.  The Ecology of Commerce Revised Edition: A Declaration of Sustainability (Collins Business Essentials)  by Paul Hawken
$15.23 Used & New from: $6.00
4.5 out of 5 stars   (63)
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4.  Making Sustainability Work: Best Practices in Managing and Measuring Corporate Social, Environmental and Economic Impacts (Business)  by Marc J. Epstein
Used & New from: $2.23
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5.  Hot, Flat, and Crowded: Why We Need a Green Revolution--and How It Can Renew America  by Thomas L. Friedman
$17.59 Used & New from: $0.01
3.9 out of 5 stars   (331) | 12 customer discussions
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6.  Built to Last: Successful Habits of Visionary Companies (Harper Business Essentials)  by Jim Collins
$12.73 Used & New from: $0.01
4.5 out of 5 stars   (291)
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7.  Return on Sustainability  by Kevin Wilhelm
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4.9 out of 5 stars   (31) | 2 customer discussions
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8.  The Responsibility Revolution: How the Next Generation of Businesses Will Win  by Jeffrey Hollender
$21.13 Used & New from: $0.01
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Customer Discussions about products in this guide
Discussion Replies Latest Post
An Incredible Read 1 Nov 1, 2010
did anybody actually read the book? 9 Jun 24, 2010
This title is a joke, right? 9 Feb 16, 2010
Oh Good God, Why? 34 Feb 15, 2010
Hot, Flat, Crowded and Stupid 6 Dec 28, 2009
Can't take this serious. Can't take this serious, Can't take this serious. 0 Oct 26, 2009
Do all the reviewers personally know the author? 0 Oct 1, 2009
Implemented these ideas? 0 Mar 22, 2009
Similar book in the recent past. 1 Feb 16, 2009
better read it 0 Sep 29, 2008
Alternate reading 0 Sep 27, 2008
Great Book 2 Sep 26, 2008
 
   

About this Guide

 

Author

Frank Roettgers "Author of Going Green Together" (Frankfurt, Germany)
Qualifications: Environmental Consultant
Last updated: 3/4/11
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