Thirdly, new mercantile opportunities for business can be created by pursuing sustainable growth. This would help in developing and marketing new services and goods that would undoubtedly increase profits and assist in achieving the objective of sustainability4.As more emphasis is placed on sustainability the leaders of businesses, inclusive of multinational organizations as well as the singularly owned companies, face the unprecedented and unique challenge of planning organization culture that cater to achieve sustainability. The organization design and culture should be such that, that it serves to a broad range of stakeholders and ensures that business is sustainable within their physical, market, social, and financial realms.
The corporate board of directors must be able to provide strategic directions and an oversight that stretches further than short-term financial performance and recognize social, environmental and governance responsibility of the organization and are essential to its performance in the long-term sustainability5.This requires organizations to be tactically positioned within the distinctive intersection of corporate citizenship, environmental stewardship, financial strength, and product/service excellence. A great amount of attention is required to the intricacies of the internal and external environments of the organization for designing it to achieve and uphold a strategic outlook deftly balanced within the nexus of sustainability. Fundamentally, culture of the organization is its personality.
Culture is comprised of the values, assumptions, norms, behaviours of its members and their tangible signs. To achieve sustainability it must be inculcated in the very core of organization culture. Employees must be explained the significance of the concept of sustainability and as how it can be beneficial and profitable for the business6.There is a strong agreement that sustainability influences the culture of organizations as it has material impact and will continue to have this impact on how they think and act.
Sustainability could be harmful to the business if it is not understood properly and is not applied to day to day decision making. Sustainability is not about public relations, it’s about culture7.Over the time, sustainability is becoming increasingly significant to the management and the business strategy, and failure in understanding and integrating
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