22 Nov 2008
When I initiate a discussion on sustainable development with businessmen, I often recognize a similar mocking or irritated undertone in the response: “…. do you really know what business is?”
And I dare say, I know, after years of work as a manager and consultant. I know it enough to understand the hint of mockery or irritation, and enough – to question the notion that the term “sustainable development company” is not justified in the real world.
True, it is easier to consider implementation of beautiful theories in the atmosphere free from financial worries, when we do not need to fret about the survival of a company on the market. Let us not forget, however, there is a risk lurking in short-sighted plans too…
21st century is a century of sustainable development. In July, 2008, the European Commission published the Sustainable Consumption and Production and Sustainable Industrial Policy Action Plan COM(2008) 397. Currently, the first version of the document “THE SUSTAINABLE PRODUCTION AND CONSUMPTION ACTION PROGRAM FOR 2008-2011” undergoes the process of public consultation. Up to December 12, 2008 everybody may suggest amendments to it.
Reading the aforementioned document by the European Commission and the draft plan prepared by our Ministry of Economy, I have an impression that beautiful ideas are being implemented right now. In 1998, Ray. C. Anderson published in the USA his “Mid-Course Correction. Toward a Sustainable Enterprise: The Interface Model” book. One can find there a beautifully described model of a sustainable development enterprise.
Solutions in the documents on strategy by the EU and in those being prepared by our Ministry of Economy resemble this model very much…