The Role of Sustainability in Business Growth

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Author(s): Firoozeh Kolahi (Yorkville University, Canada & Coquitlam College, Canada)and Christopher Godsall (NOAH Intelligence Inc., Canada)
Copyright: 2026
Pages: 42
Source title: New Business Development Strategies for Achieving Sustainable Growth
Source Author(s)/Editor(s): Sriram Ananthan (Yorkville University, Canada), Amit Kohli (Yorkville University, Canada), Thirupathi Manickam (Christ University, India)and T. Dhanabalan (Presidency College, India)
DOI: 10.4018/979-8-3373-2048-9.ch003

Keywords: Business Science Reference / Knowledge Management and Library Science / Organizational Development / Sustainable Business Practices

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Abstract

This chapter provides a foundational understanding of sustainable business and its application in strategic growth. It begins by introducing the historical adoption of sustainability into business practice, offering insights into its evolution from a cultural movement outside of mainstream business to a core set of business practices. Centered on managing and reporting social and environmental results, sustainability is shown to elevate overall business performance. Drawing attention to real-world examples, the chapter explores how the adoption of sustainability can create a comparative advantage for business. It further analyzes key sustainability competencies that drive business growth in three areas: increased brand value; lower cost of customer acquisition; and higher profits. Finally, the chapter offers three case studies for building a strategic sustainable business.

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