THE INTEGRATION OF ENVIRONMENTAL SUSTAINABILITY INTO STRATEGIC MANAGEMENT

Abstract

Environmental sustainability has become important for organizations in conditions of surviving the 21st century. However, despite many increasing revelations, most companies face considerable difficulties in embedding sustainability within their strategic management systems; this translates into a significant disconnection between environmental priorities and long-term business goals. The study investigates building a case on how to integrate environmental sustainability within the framework of strategic management into alignment of ecological imperatives with organizational strategies for economic success and environmental stewardship. The research takes up a twofold challenge: first, a lack of standardized methodologies for incorporation of sustainability in strategic decision-making; second, an attitudinal barrier arising because of perceived conflicts between profitability and environmental responsibility. The problems are aggravated by the absence of clear yard sticks for evaluating effectiveness of sustainable strategies. This research is based on the urgency for corporate operations to be addressed on the environmental damage caused by such operations, while still remaining within the competitive thrust. This paper will explore innovative frameworks, case studies, and best practices in order to offer actionable recommendations relative to organizations harmonizing their strategic objectives and sustainability goals.