RETHINKING BUSINESS SUSTAINABILITY
RETHINKING BUSINESS SUSTAINABILITY

Summary/Abstract: Without denying the validity of the existing definition, the present paper ventures to adopt a different approach to sustainability in order to accommodate the changes that have occurred in the last three decades. The questions which the present paper provides answers to are: what sustainability is, what it means to be a sustainable business, and how to develop sustainable businesses models. Practitioners are confused about which aspects of social responsibility they should apply, what governance model they should adopt, and their role in society. The academics working in the field of management are specialists in different segments of management science and each of them goes to a great effort in developing their own scientific area, but they, to some extent, neglect the sustainability ‘big picture’.

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