Friday, April 19, 2013

“The opportunities for sustainability are immense”

Prof. Anant K. Sundaram, Faculty of Business Administration at the Tuck School of Business works with Senior Managers of companies on how their financial fundamentals and performance metrics drive market values and P/E ratios. In an exclusive conversation with B&E’s Amir Moin, Prof. Sundaram discusses the issue of sustainability and how companies can effectively implement it.

We live in a world that is undergoing rapid transition. For now, our setbacks are more or less financial and economic in nature. But as we further globalise amidst an explosion in population, the world that we know of will find itself encountering a completely different set of problems. It is therefore imperative that corporations around the world take up the issue of sustainability with urgency. In this exclusive conversation, Anant K. Sundaram, Professor of Business Administration at the Tuck School of Business, tells B&E, how companies should perceive sustainability and what they can do do make it an integral part of their business model.

B&E: Sustainability is something which a lot of companies promote now a days. While some are actually pursuing strategies that make sustainability a reality not just in terms of application but also profitability, others use it as a mask to look good. What is your view of sustainability and how is it helping the company’s bottom line?

Anant Sundaram (AS): Step back for a moment and think about what ‘sustainability’ means, since it is misused a lot. In a literal sense, it means ‘making something live forever.’ This, of course, is plainly impossible to do and hence not a terribly useful definition. The definition used in policy and NGO circles goes something like ‘meeting society’s needs today without compromising the needs of future generations.’ This, in turn, is a highly loaded definition: Who is to judge what anyone’s needs are? How can we know what future generations might need relative to today’s? The bottom line is, these traditional definitions of sustainability have a condescending, and frankly, impractical view about the world as it is and what people’s wants are. Corporations live in a practical world. They manage scarce resources and juggle the conflicting needs and imperatives of multiple constituencies, all with a view to create value. From their point of view, sustainability is fundamentally about meeting people’s wants for goods and services by consuming as limited a set of resources as possible, keeping their footprint associated with the side effects of such use minimal.

This means efficiently using air, water, minerals, metals, fossil fuels, and other natural (including biodiversity) resources, in a manner that mitigates – or even zeroes out – the footprint associated with pollution, waste, and emissions. Hundreds of good companies – whether it’s a Walmart trying to drive efficiencies in its supply chain, an Apple in its product design that emphasizes conservation, or an Infosys in its building and data center processes that obsesses over energy efficiency – adopt this view. Surely, there are some that will try to use it “as a mask” to look good. However, those will be short-lived efforts, perhaps even short-lived companies. At the end of the day, the ones that do not see the links between sustainability and efficiency will leave value-creation opportunities on the table, thereby not being able to compete against their more efficient peers. In the process, they will be the first to fall by the wayside.


Source : IIPM Editorial, 2013.
An Initiative of IIPM, Malay Chaudhuri
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