Sustainability is the ability to endure. For any organization or any enterprise, sustainability is the ability to remain productive long term while minimizing waste and creating value. An organization can achieve sustainability if it aligns itself with the product and service needs of its customers and wants and interests of its multiple stakeholders. The enterprise, whether it is an ecological, environmental, human, or service enterprise, must possess five “abilities” to be sustainable: availability; dependability; capability; affordability; and marketability. This paper presents a lesson plan or strategy for how an enterprise should communicate/promote sustainability to its stakeholders based on these five abilities.
Comm, Clare L. and Mathaisel, Dennis F. X.
"A Lesson Plan for Communicating the Sustainability of an Enterprise,"
Atlantic Marketing Journal:
1, Article 7.
Available at: http://digitalcommons.kennesaw.edu/amj/vol1/iss1/7