Portfolio: Sustainability in Business

2010
Sustainability in
Business
Timur Dikmen
[PORTFOLIO]
A compilation of 5 current business cases documenting how sustainability has successfully
been introduced, implemented and proven to be a win-win situation. The portfolio explores
the definition of sustainability. A history of developments of and relations to sustainability is
provided. For each company a brief history and actions have been acknowledged illustrating
the three above components. Further research is carried out on each sector and country of
origin also.
PORTFOLIO March 3, 2010
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TABLE OF CONTENTS:
Purpose....................................................................................................................................................3
Definitions...............................................................................................................................................4
Personal Interpretation.........................................................................................................................5
History.....................................................................................................................................................8
Company Selection...............................................................................................................................11
The Coca-Cola Company....................................................................................................................12
Beverage Industry: United States of America........................................................................14
United States............................................................................................................................15
Bayerische Motoren Werken AG.......................................................................................................17
Autmobile Industry: Germany..............................................................................................18
Germany..................................................................................................................................19
Petroleo Brasileiro S.A........................................................................................................................21
Petroleum Industry.................................................................................................................23
Brazil........................................................................................................................................24
Conclusion............................................................................................................................................26
Bibliography.........................................................................................................................................27
Appendix...............................................................................................................................................32
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PURPOSE:
This portfolio was compiled for the purpose of understanding Sustainability in Business through the
use of case studies, general research, that is to say the means through which organisations, whether
they are companies, committees or the United Nations, are working towards achieving Sustainable
Development, and the historical progresses of sustainability. The portfolio will also suggest towards
an accurate contemporary definition of the term „sustainability‟ and its connotations when put into
practice. Focussing specifically on five different companies, each from different countries and four
different sectors of industry this portfolio will analyse their actions taken towards achieving
sustainability issues. The portfolio does not only focus on the companies however, but also takes into
account the overall stance of each separate industry and country and their measures taken towards
building up sustainable development.
Each area covered in the portfolio will illustrate whether or not the introduction, implementation and
consequence of sustainability was successful and headed for a win-win situation. Specifically the
portfolio will evaluate the initial drivers of sustainability in business including the pressures for why
the area focused on chose to integrate it. The portfolio will identify the main challenges and barriers
in doing so, as well as the final benefits arisen in economical, social and environmental aspects.
To fully understand the definition of Sustainability we must first discuss the purpose thereof. In recent
decades the love for our planet and telescoping to recent years the fear that the consequences of our
industrial actions are both destroying the planet and depleting resources has been developing among
more and more people. Sustainability thus deals with taking as many actions now to provide the
backbone for future generations. Sustainability deals with minimizing harm towards the planet in
order to prevent depletion. It deals with maintaining Human Rights and social responsibilities. Last
but certainly not least, sustainability deals with economic stability as well as economic prosperity.
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DEFINITIONS:
Webster Dictionary:
(Sustainable: noun)
1. “Of, relating to, or being a method of harvesting or using a resource so that the resource is not
depleted or permanently damaged”
<Sustainable Technique> <Sustainable Agriculture>
2. “Of or relating to a lifestyle involving the use of sustainable methods”
<Sustainable society>
Cambridge Dictionary:
(Sustainable: noun)
1. “Able to continue over a period of time”

2. “Causing little or no damage to the environment and therefore able to continue for a long time”
Sustainability Dictionary:
1. “Development that meets the needs of the present without compromising the ability of future
generations to meet their own needs”
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PERSONAL INTERPRETATION:
Where the dictionary definitions refer specifically to the continuation of resources and the
environment, I feel there is an aspect of the term that is missing. The dictionaries lean towards
creating a synonym to “maintain” in respect to the environment and the people‟s actions towards the
environment. The dictionary also does not mention economic and social responsibilities that are
crucial features of sustainability. There is also no hinting of progress and expansion by means of
sustainable methods within the definitions provided by the dictionaries, but only the maintenance and
continuation of resources. In my opinion sustainability does not only maintain environmental
resources and determine a lifestyle around doing so; however, initially provides stability continued by
the aforementioned maintaining of resources but goes further in depth by expanding whilst remaining
under the confines of sustainability. This is where the greatest challenge lies as further seen
throughout this portfolio.
Sustainability consists of three main factors - environmental, economic and social responsibilities –
all of which should not be considered without mention of the others. Although they are different in
their aims and objectives, changing one will affect the other. One common illustration of this is when
environment is ruined for both economic and social benefits – such as deforestation for factories
which financially benefits the manufacturer and improves the some aspects of the social factor due to
provision of jobs. It is not sufficient to consider living in the premise of sustainable methods to be
touching on social aspects. The impact on society through the implementation of said methods, such
as protecting child labour, is just one of the three main factors of sustainability. On occasion a
business will choose this path though in the meanwhile instead of carrying out social responsibilities,
their actions cause harm to society – such as exploitation of cheap labour and other violations of
human rights.
In my research I came across a report I felt illustrated and explained Sustainability accurately. The
author, P. Bansal, affirms the three different areas that make up sustainability but gives greater depth
into what each area consists of. Firstly, rather than thinking of it in terms of factors, Bansal refers to
them as principles. These principles are as follows: Environmental Integrity, Economic Prosperity and
Social Equity. According to Bansal, these are only the building blocks of sustainability, in other words
the theory thereof. Later Bansal describes the practices of sustainability through Corporate
Sustainable Development which I will outline in the following.
Environmental Integrity
Bansal suggests that this deals with protecting the environment from human actions that erode the
land, air and water resources. He further explains that if the environment is compromised through
human actions the resources will become compromised as a consequence too. Bansal believes that as
populations grow and steps are taken to provide for this there are many negative externalities incurred
on the environment yet again doing harm. Bansal provides a number of harmful activities within his
report (see Appendix: Evolving Sustainability).
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Economic Prosperity
Economic prosperity promotes the quality of life through utilization of maximum potential from
companies and individuals. Bansal believes that this can be achieved through goods and services that
raise the standard of living. Outlining the benefits in his report, Bansal states that through the opening
and access of international markets economic prosperity can be achieved (see Appendix: Evolving
Sustainability). Moreover, Bansal implies that without economic prosperity health and well being will
be compromised. Economic prosperity cannot
be achieved from focussing on it without
meeting the requirements of both
environmental integrity and social equity.
Environmental Economic
Integrity Prosperity
Social Equity
Sustainability
This principle ensures that all members of

society have equal access to resources and
opportunities removing gender, racial and Social Equity
social discrimination. Bansal continues further
with this to say that people in 3rd world
countries are entitled to the same level of
resources as those more privileged in more developed countries. For the success of social equity it is
not only vital to focus on meeting the present needs, but future needs must also be accounted for.
Bansal specifically mentions that this not only include the basic needs such as air, water and shelter
but also infrastructural needs such as health systems and education.
Once all three of these principles are in equilibrium Corporate Sustainable Development can be
achieved. Personally the above mentioned principles are only the theory of sustainability and the
practice of these principles are carried out and achieved through measures under Corporate
Sustainable Development as mentioned below.
Environmental Integrity through Corporate Environmental Management
- Reduction of „ecological footprint‟

- Efficiency, innovation, technology = means to prevent pollution
o Motive for companies to achieve pollution prevention
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Economic Prosperity through Value Creation
- Goods & Services = value => increased value through increased efficiency + effectiveness
o Value created through realization of production efficiencies => Low input costs
- Cooperatives create value for their members
- When value creation „captured‟, firm distributes vale to;
o Consumers: Goods + services
o Shareholders: Dividends + equity
o Employees: Salaries
Social Equity through Corporate Social Responsibility
- Embrace economic, legal, ethical and discretionary expectations of all stakeholders

- 3 processes:
o Environmental Assessment
o Stakeholder management
o Social issues management
- Means to get rid of corruption, child labour etc.
- High Corporate Social Responsibility = High Corporate Social Performance
See Appendix: Evolving Sustainability for further information regarding principles and measures to
carry them out.
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HISTORY:
Sustainability has only recently been looked at as a separate responsibility and need for companies.
Sustainability issues have been around since ancient civilizations throughout the course of our history
to contemporary day. It has only been since the past few decades known as sustainability however.
Previously the magnitude and specifics of such issues were perhaps more minor compared to the
issues we face today, nevertheless have been a burden on peoples‟ minds.
Pollution in ancient civilizations primarily came from dust, wood smoke, tanneries and manure not to
forget other pollutants that were less common. Timbering especially has been an issue of
sustainability in cultures and areas such as Babylon, Greece, Phoenicia (now known as Lebanon) and
commonly in other locations surrounding the Mediterranean. Though we, today, do not combine
ancient civilizations with energy the Greeks used passive solar energy – means of getting heat through
facing houses towards the sun. The Romans similarly positioned their houses to get as much solar
energy as possible during the day. The Romans were generally perhaps slightly more advanced as
they imported timber and fuel from around the black sea in attempt to minimize usage of local
resources. Both the Romans and the Greeks had “sacred” groves of trees that they would no cut down
for the purpose of preservation. Soil erosion was another pollutant to be wary of; however, more so in
cultures towards the east, such as China and India down to Peru.
See “Sustainability Timeline” for further information and developments of sustainability in the past 5
decades until 1990.
During the decade of the 1990‟s, there were two major developments in setting goals and regulations
giving direction towards sustainable development and responsibilities. The Rio Declaration and the
Stockholm Declaration both set out to bring awareness of sustainability issues. For full declaration see
Appendix: The Rio Declaration and The Stockholm Declaration.
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COMPANY SELECTION:
The Coca Cola Company:
The Coca Cola Company in recent years has been having a lot of press revolving around their
involvement in the sustainability debate and their actions taken. This makes Coca Cola a useful
illustration of the introduction and implementation of sustainability leading to a win-win situation.
Another reason for choosing Coca Cola, over Pepsi for example, is the greater amount of information
available and thus allowing for greater analysis of implementation of sustainability to be a win-win
situation. Moreover, Coca Cola has the largest global recognition. Any examples they set are
significant to the general uptake of sustainability.
BMW:
For as long as I can remember BMW have been looking into sustainability issues and have constantly
been trying to improve methods in order to reduce negative externalities. Through promotion of such
efforts I had prior knowledge of their interest in sustainable technology and engine systems for their
cars, including some innovative designs for future vehicles. These designs are oriented to bringing
environmentally friendly and even cheaper cars. Finally, the automobile industry is a big contributor
for the need of sustainability and I wanted to analyse their progress and actions taken to achieve it.
Shell + Petrobras:
The reason for choosing both of these companies is because petrol and oil are big factors of and at the
heart of sustainability issues in respect to the protection of the environment. As this industry in
general is focussed on in terms of sustainability, I chose to look two different countries and cultures
and see how leading companies in their geographical locations act towards sustainability and their
priorities. In order to achieve this I chose Shell, a Dutch company representing European culture and
Petrobras, a Brazilian company based on Latin American culture.
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THE COCA COLA COMPANY:
The Coca Cola Company (TCCC) has its main headquarters located in Atlanta, Georgia, United
States. TCCC is the market leading manufacturer, distributor and marketer of non-alcoholic beverage
concentrates and syrups. The company is producer of the world‟s most globally recognized brand,
Coca Cola, operating in over 200 countries and further holds licences to approximately 500 other
brands acquired over the past century of its existence. The company employs a total of 92,400 people
worldwide as of the financial year ending 31st December, 2008 (FY2008). TCCC held revenues of
$3,194 million in FY2008. This was a 10.7% increase compared to the previous year FY2007. The
company‟s net profits reached $5,807 million in FY2008, recording a 2.9% increase over FY2007.
TCCC works in coalition with a number of subsidiaries such as independent bottling companies and
regional Coca Cola distributors1.
Briefly focussing the history of both the company and its actions towards sustainability issues, it is
evident that the company has specifically aimed towards Economic Prosperity; however have not
forgotten about the importance of social equity and environmental integrity. Evidence of their interest
in economic prosperity can be seen as early as 1986, when the company sold 51% of Coca Cola
Enterprise shares to the public in order to increase finances and capital2. In addition, TCCC owned
Columbia Pictures which they had sold in 1989 to Sony in order to quickly raise funds similarly to
offering shares to the public. In order to achieve economic prosperity, TCCC has constantly been
looking for ways in which to expand their control and reach into the non-alcoholic beverage markets.
Further expansion can be seen through the diversification of their
product range, such as expanding into teas, juices, waters and regional “We have a long history of
emerging from Economic
products. Downturns as a stronger
company”
- Muhtar Kent, CEO and President

of the Coca Cola Corporation.
Product expansion also has suggestion of TCCC‟s interest in Social
Equity. Providing a vast range of products and specifically targeted
products for regions, ethnicities and occasions allows for all consumers‟ needs and wants to be
satisfied. TCCC has a strong belief that everyone “deserves” the right to have access to Coca Cola.
Examples of this can be seen through their agreement with Arizona University to supply beverages at
all campus locations. Moreover, evidence of social equity can be seen through the vast number of
employees that TCCC is responsible for and provides for.
Contemporary measures regarding economic prosperity include long-term growth aims, further
expansion in global beverage leadership, and enhancing both efficiency and product lines. Long-term
growth has been successfully met and/or exceeded in the past three years. The expansion of their
leadership position in the market can be seen through their intentions of further investing in their own
and other brands and their portfolio. Specifically in the category of economic prosperity still, TCCC‟s
main objective appears to be the enhancing of efficiency. Measures to achieve this are such as
reorganizing their operations in order to reduce time, money and resources spent through innovations
1
All figures from The Coca-Cola Company: Company Profile
2
Ibid
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along the supply chain. In addition, improving the company‟s route to market capabilities will
increase efficiency and thus achieve economic prosperity. Another form of improving efficiency is
enhancing communications to both customers and consumers. Moreover, TCCC‟s portfolio growth of
still beverages shows development and improvement in product lines.
TCCC‟s interest in economic prosperity is further evident in their participation and collaboration with
the United Nations Development Programme (UNDP). TCCC also contributes to the US Agency for
International Development (cleverly given the acronym: USAID) which depicts the company‟s
actions taken to social equity.
USAID currently helps approximately 250,000 people gain access to fresh and drinkable water
supplies in 20 countries3, which TCCC has been a part of. Social equity in TCCC is manifested in
their actions to improve lifestyle, rather than perhaps actions concerning safety issues. The company
is constantly aware of the changes occurring in social tastes, trends and needs. The most applicable
example of TCCC adhering to these changes is their development of their new ready-to-drink product
which is targeted at consumers that do not have the time to make their own beverages such as
businesspeople that from the point of waking up are racing towards locations or deadlines4.
Furthermore, TCCC has opened new manual distribution centres that exist to provide training for
African entrepreneurs specifically. These centres have generated over 7,500 jobs5.
Though focus is primarily based on economic prosperity, which

could be argued includes achievements in social equity – as
their actions have or can contribute to enhancing prosperity –
TCCC is not a stranger to working towards environmental
integrity. Being aware of the damages that their industry can
cause on the environment through post-consumer products and
their production processes, TCCC has worked towards
enhancing productivity and efficiency6. This can be seen through their aims to improve water and
energy usage. Energy usage can be reduced with proper management. This includes improving
cooling efficiency in cold-drink equipment leading the reduced Greenhouse Gas (GHG) emissions.
Further energy efficiency improvements in facilities and bottling plants both increase productivity and
aid towards the reduction of GHG emissions. Lastly, transportation improvements are being looked at
through the use of more fuel-efficient modes.
In addition to improved energy management, sustainable packaging is one of the company‟s most
valued environmental aspects towards achieving integrity7. The use of recyclable and recycled
3
Sustainability Review: The Coca Cola Company
4
The Coca Cola Company: Company Profile
5
Ibid
6
Ibid
7
COCA-COLA SETS GOAL TO RECYCLE OR REUSE 100 PERCENT OF ITS PLASTIC BOTTLES IN
THE U.S.
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materials aims towards reducing harm caused from their products and general waste released. TCCC
is implementing a 3 step plan to accomplish sustainable packaging: Reduce, where the aim is to use
the least amount of resources for packaging; Recover, which entails the collection of post-consumer
products; and Reuse, a means of using the collected post-consumer resources in the production of new
packaging.
Recently the company has implemented the use of renewable energy in their printers, preventing
approximately 31,777 pounds of GHGs from emission into the atmosphere. Furthermore, the use of
100% post-consumer waste paper will save an anticipated number of 373 trees. These actions
illustrate TCCC‟s awareness of harms caused by them and the importance of working towards
reducing harmful effects. Finally TCCC is in the process of building a recycling plant with prospects
of building more in the future.
The introduction of sustainability measures is perhaps still a recent development within the company
although implementation has already been carried out and even proven to be a win-win situation. As
with any company in contemporary period taking actions towards sustainable development has a
positive effect on consumer perceptions of the company. Working towards economic prosperity
provides shareholders with returns on their investments, consequently allowing for a growing
portfolio. Social equity illustrates the company‟s deep sensitivity towards employees and customers.
Their generation of jobs for African entrepreneurs shows the company‟s ability to do more than
provide beverages again increasing popularity amongst consumers. And finally their improvements in
efficiency to ensure environmental integrity allows for fewer expenses. TCCC is well on their way to
proving that the carrying out of sustainable development leads to win-win situation for the company
and areas affected.
BEVERAGE INDUSTRY: United States of America
Based on the research conducted it is apparent that the industry is fully aware of the harms they cause
to the environment. These harms range from the emissions of GHGs and pollution caused by the
usage of non-biodegradable materials in bottling production and other packaging where a distinct
need for recovery is recognized.
Referring mainly to a report submitted by As You Sow (See Appendix: Waste & Opportunity for
further details) the industry must put their attention to recycling and realize the benefits thereof.
Increasing recycling and the use of recyclable resources will minimize and potentially prevent certain
GHG emissions. This is because the lessened need for new production which in the process is the
cause of the majority of GHGs. Using recyclable and recycled resources conserves natural resources
allowing them for future generation use, one of the key elements in any aspect of sustainability.
Another benefit stemming from recycling is the result of energy saving. The energy required to
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produce a new beverage container is significantly larger – 95% more energy8 - than creating a
container made out of recycled materials. One major benefit from the use of recyclable and recycled
resources is the reduction of waste landfills that occurs, minimizing harm to the environment. Within
the industry, Nestle was the first to take initiative in implementing recycling policies.
The beverage industry in the US in particular has adapted a zero-waste policy. The policy was
implemented in 2006 aiming to reach successful completion by 2020 onwards. This policy demands
that companies in the industry increase their use of recyclable and recycled materials so that no
material is gone to waste. Following the reduced waste, companies will benefit in terms of cost
savings and an improved flow of materials. By 2008, the aim is to have reduced waste by 25%
continuing deadlines every 4 years, decreasing waste at each interval by an addition 25% resulting in
zero waste by 2020.
UNITED STATES:
The United States has held the status as one of the world‟s superpowers over the past century and
appears as though it will continue to do so in the foreseeable future. This has however made it one of
the top global targets for terrorist attacks. As a result of its superpower status and opportunistic
terrorist targets, economic prosperity and social equity are top priorities in terms of sustainability
issues. Fortunately for the country, its exports remained high throughout the recent economic
downturn started in 2008. This has led to a reduction in the current account deficit, a factor critical to
economic prosperity.
On the other hand, there has been an increasing rise of unemployment, which could cause a loss of
productivity and efficiency in the work force, potentially stunning economic growth. In addition, the
ageing population will lead to potential causes of slower economic growth, labour shortages and
rising tax rates.
In a more positive light, the United States is in a leadership position regarding technological
innovations. The research and development expenditure consists of approximately 45% of all OECD
(Organisation for Economic Corporation Development) countries. The leadership position does not
only consist of national innovators but also attracts and welcome foreign innovators. This has also
caused the United States to be a hotspot for Multinational Corporations (MNCs). Moreover,
expenditure in educational institutions has been increasing as it is currently less that other
technologically advanced countries.
The transparency offered by the country, as a result of financial regulations, allows for more foreign
direct investment. This is helpful to achieving economic prosperity as it increases the Gross Domestic
8
Waste & Opportunity
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Product (GDP) of the country. Among the states within the country there are no uniform business
laws however, which can prove to be both advantageous and disadvantageous for companies as they
can choose accordingly which state to base operations in; however, at the same time for larger
companies proves to be difficult to conform to and meet the requirements of each state.
The country‟s focus regarding sustainability is high on economic prosperity, evident on social equity
but rather miniscule in terms of environmental integrity. Evidence of this is the refusal to ratify the
Kyoto Protocol even though they have signed it. A reason to suggest why is the awareness that the
United States is producing too many GHGs and would require too much efforts and financing for the
country to handle. Additionally, the United States is involved with high levels of deleterious dumping
practices and is unwilling to remove these practices. On the other hand, the United States does have a
well developed environmental technology industry, though willingness for further action is still
lacking.
Through a PESTEL analysis found on a United States country report submitted by Datamonitor,
implications of sustainable development can be seen. In relation to economic prosperity the US has
high level of exports which shows their current position in reaching economic prosperity. Actions to
be taken in the future will involve a plan known as the Financial Stability Plan (FSP). This plan is a
renewal of its predecessor Troubled Asset Relief Program (TARP). There are three main aspects of
the pan to be implemented: 1) Private-Public fund to increase to $1 trillion; 2) if private funds are
insufficient, $350 billion from TARP given to improve banks capital reserves; and 3) Term Asset-
Backed Securities Loan Facility fund to increase to $1 trillion.
Focus on improving social equity consists of service sectors such as the healthcare and food sectors
taking in employment to battle the rising unemployment rate after the economic downturn. The
current government is looking into making healthcare reforms to improve it technologically and make
it more available to the majority of the public. Reforms to increase availability include 1.5% point
annual cuts from funding for 10 years which aims to save approximately $2 trillion. Furthermore,
under social welfare improvements, there have been reduced taxes effective since the past 5 years
already which also helps to create strong economic growth.
In terms of environmental integrity the US has invested in technologies that control air, water and soil
pollution, manage solid and toxic waste, increases resource recovery, remediates sites, monitors
environment and recycling, and water treatment for industrial and municipal water use. Since the
1970‟s the Environment Protection Agency (EPA) has been working towards removing lead from
gasoline in an attempt to reduce GHG emissions. The EPA put in place a clean air interstate rule as
well as non-road diesel rule, cutting more harmful emission where it is not necessary.
For further information and details see Appendix: USA: In-depth PESTLE Insights
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BAYERISCHE MOTOREN WERKE AG:
Bayerische Motoren Werke AG (BMW) houses its headquarters in Munich, Germany. The company
originated as a German firm in 1917 and remains so even after having put BMW up for sale in the late
1950‟s when nearing bankruptcy. Fortunately for the company the shareholders and dealers managed
to continue BMW operations through a new capital structure. The company employs a total of
100,041 people globally, including those working in subsidiaries and the financial and motorcycle
departments. In the Financial Year ended December 31st of 2008 (FY2008) the company held
revenues of €53,197 million ($78,270.9 million). Currently there are 24 BMW production sites spread
across 13 countries with sales of BMW products in over 150 countries globally.
BMW has been an accomplice to sustainability principles and goals for the past three decades. BMW
had begun research and development for hydrogen based engines in 1979, an issue that is currently on
the forefront of automobile companies. In 1990 BMW set up a research & innovation centre in
Munich, where development of environmentally and economically friendly products are being
designed with benefits for passengers integrated equally. As a means of reducing costs for the
company, in 2003 BMW created a new parts division in Malaysia to serve the Asia-Pacific and
Oceana regions. By doing this BMW is also reducing harm to the environment through minimizing
transport, thus reducing emissions and excess money spent. By 2009 BMW‟s team had been awarded
for their cost-effective use of high-strength steel illustrating further economic sustainable
responsibilities.
“Sustainable management is
synonymous with management’s
ability to achieve economic
Furthermore over the years BMW has taken responsibility for the re-selling success while placing equal
of their cars reducing environmental harm whilst increasing their economic emphasis on environmental
protection and social
prosperity. Particularly in Oman, the BMW Group Middle East opened a responsibility.”
sales centre for premium pre-owned cars in 2008. -Dr. Norbert Reithofer, Member of
the Board of Management of
BMW AG, Production
In regards to environmental impacts, BMW conforms to EU regulations for reduced emissions from
their products. The EURO 4 stage from the European Emission Standards requires automobile
companies to further reduce (since the EURO 3 levels) four main pollutants: Nitrogen oxides (NOx),
Total hydrocarbon (THC), Non-methane hydrocarbons (NMHC), and Carbon monoxide (CO). In
addition BMW has adopted the End-of-Life Vehicles (ELV) directive that states manufacturers are
responsible for the dismantling and recycling of any car sold after 2002.
One of BMW greatest innovations towards creating sustainable products is their implementation of
EfficientDynamics (see Appendix: EfficientDynamics). This deals with reducing emissions and
wasted energy usage. Features of this include; an Auto Start-Stop system that shuts down the engine
when car is stationary or in neutral, Brake Energy Regeneration that provides energy for the car when
the brake is pressed on when the car is in motion without pressing the accelerator, Electric Power
Steering which only uses power when the steering wheel is being used, Optimum Shift Indicator that
allows the driver to know when most efficient moment to change gears is, Lightweight Engineering to
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reduce gas emissions from requiring less throttle, Reduced Resistance (in the tires) and Low Friction
Fuels for the same purpose and Active Aerodynamics to reduce energy usage on cooling the engine
hence again reducing emissions.
BMW has won the Fleet News Environment Award and other awards such as the Green Steering
Wheel award for their actions towards environmental sustainability.
Undoubtedly the BMW Group are very aware of sustainability issues and are evidently working
towards reducing harmful factors to the environment and their economic well-being. BMW is also
concerned with the social principles that come with achieving sustainability. Taken from their Value-
Oriented Human Resources Policy, BMW outlines eight guidelines of their personnel policy:
1. Mutual respect - a positive culture of conflict.

2. Thinking beyond national and cultural boundaries.
3. The performance of our employees is the basis for remuneration.
4. Team performance is more than the sum of individuals' performance.
5. Secure and attractive jobs for committed and responsible employees.
6. Respect for human rights is a given.
7. Social standards for suppliers and business partners are a basis for doing business.
8. Outstanding benefits for employees and a strong commitment to society.
Overall BMW has managed to introduce and implement sustainability issues throughout their
operations within the company successfully whether in relation to the environment, economy or
society. Protection of environmental integrity has led for the company to achieve economic prosperity
as well as through outsourcing and spreading out production sites to cover specific areas of global
markets. Considerations and means to uphold social equity are in place within the structure of the
company. In particular to BMW sustainability has and will continue to prove to be a win-win situation
as products are improved, costs are reduced and social equity upheld.
Further information available in the Appendix: BMW Sustainability Value Report 2008, Sustainability
by design, Vehicle Recycling and BMW Clean Energy
AUTOMOBILE INDUSTRY: Germany
The automobile industry in Germany is one of the most successful and leading in the world. They are
specifically recognized for the level of strength in the industry and their innovative designs and
ideologies. They are the leading position in producing and implementing environmental technologies.
Simultaneously they are the leaders in the development of renewable energies.
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The actions of the industry taken towards achieving sustainability primary revolve around the
reduction of CO2 emissions through a variety of different strategies. There have been other benefits
that have come to light from moving towards sustainability. The industry is currently aiming for an
acceptable limitation of 120g/km CO2 emissions by 2012 and onwards. In addition to this, a further
10g/km CO2 emission reduction is predicted from advances in both biofuels and technicalities.
Methods to reach these goals will be achieved through the research and development of alternative
drives and other scattered improvements. Alternate drives will include further research and
development in Hybrid Engines, which are built to convert hydrogen (H) molecules into water (H20)
molecules as a result of its oxidation (H2 + O) in the process of powering the car. Further development
into fully electric cars will help reduce CO2 emissions. The name is self-explanatory of its purpose;
replacing current fuels with electricity in order to remove all emissions. Thirdly, research into new
fuels will be carried out, such as biofuels.
Other improvements that will be made in an attempt to reduce CO2 emissions are as follow; Internal
Combustion Engine (ICE), advanced power strains, new materials and electronics. The ICE will
reduce emissions through means of a combustion process that occurs within the engine before
releasing anything into the environment. New materials that will be applied will be light and sturdy so
as to reduce the energy needed to move the car, consequently causing the creation of fewer emissions.
Electrical improvements aim to achieve the same thing as the above mentioned fully functional
electronic cars.
The incentives for the automobile industry in Germany – the aforementioned benefits – to continue
and develop within sustainability criteria include financial interests and development into interesting
designs and technology. As a result of their move into sustainability there have been high returns on
investments.
For further information and details refer to Appendix: The Automotive Industry in Germany –
Sustainable Mobility –, and Automobile Manufacturers in Germany: Industry Profile
GERMANY
Germany has been taking actions towards sustainability by means of cutting Greenhouse Gas (GHG)
emissions. This has been their main area of focus in terms of achieving sustainability. After
ratification of the Kyoto Protocol the country has been working hard at reaching levels below the
requirement stated in the protocol. Germany‟s contribution to Greenhouse Gas emission was 957
million tons, which was 22.4% below the target given by the Kyoto Protocol‟s base years 1990 to
1995. Improvements have been constant as seen through a 2.3% drop in GHG emissions in 2007 from
2006.
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Germany embodies 16 federal states. In each these states the rules regarding environmental laws vary
causing disagreements between them. Thus, the failure to unify said laws is currently an area of main
concern for Germany hoping to exceed in other aspects of environmental sustainability.
Through a PESTEL analysis found on a country analysis report provided by Datamonitor we can see
some other areas actions taken towards sustainability. In social aspects, Germany is holder of the most
advanced Health System in the European Union (EU). Along with health comes education, which is
high when looking at Germany‟s literacy rate. On the other hand there appears to be a shortage of
skilled workers in the country. Technological factors that depict sustainability appear in the form of
increased Research and Development and high success rates in information and communicative
technologies. Further evidence of environmental sustainability is illustrated through the above
mentioned ratification of the Kyoto Protocol and overseas action taken. Germany is cooperating in the
protection attempts of the environment in 3rd World countries. Finally, Germany has also set up
protection and cleansing programmes in the coastal regions of Vietnam.
For further information and details see Appendix: Germany: In-depth PESTLE Insights
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PETROLEO BRASILEIRO S.A.:
Petroleo Brasileiro (Petrobras) is a Brazilian originated company that has its headquarters in Rio de
Janeiro. The company is involved the exploration, production, refining, transportation and distribution
of oils gasses and related products. Until regulations came into place, Petrobras held monopoly power
over the industry within the country, and is currently still one of the leading companies worldwide.
The company is employer to 74,300 people recorded at financial year ending 31st of December
(FY2008). In that year their revenues reached $146,529 million, showing an increase of 30.3% in
comparison with FY2007. Net operating profits reached $118,257 million, an increase of 34.8%. Net
profits totalled $18,879 million, which was an increase of 43.7% since FY2007.
Petrobras has been taking a lot of actions towards sustainability throughout its history and their
business strategy even depends on it. The strategy of the company is to facilitate access to crude oil
suppliers and end-users. This strategy helps to reduce damage risk by having refineries close to crude
oil pipelines, storage facilities, refined product pipelines, and the key petrochemical facilities.
Petrobras has continuously aimed to produce biodiesel, illustrated by their ownership of 3 plants.
Petrobras also aims to increase the ethanol usage, mainly in areas of transportation and international
exportation. Expansion will be done through partnerships as Petrobras does not produce. The
company further owns a wind energy plant which has the capacity to produce 1.8MW.
“...our fundamental commitment to

sustainable development...”
The aforementioned revenue increases illustrate that Petrobras is
-Jose Sergio Gabrielli De Azevedo
CEO Petroleo Brasileiro also keen and able on economic prosperity. Through their
partnerships in areas that Petrobras does not produce, they are
establishing international operations. The company is separated into 5 different business segments.
This helps the company expand into different areas removing dependency on one specific market. In
2008 Petrobras incorporated a wholly-owned subsidiary, Petrobras Biocombustivel, further
strengthening their biofuels segment. Petrobras operates guided by principles of transparency and
social and environmental responsibilities incorporating it in every area of the business.
Following a SWOT analysis, it can be seen that Petrobras matches each of the three factors of
sustainability equally. Economic prosperity mainly consists of expansion methods and enhancing
profitability methods. Their downstream refining and marketing division business owns and operates
11 refineries that hold together a distillation capacity of 1,942 thousand barrels per day (mbbl/d).
Petrobras‟ steady financial performance allows them financial flexibility, leaving room for potential
research and development, investments and another number of sustainable actions. Petrobras is
implementing a business plan for the years 2009 to 2013 which will incorporate the pillars of
profitability, social and environmental responsibility, integrated growth, and $2.8 billion for biofuels
development. In reference to their expansion strategies, Petrobras is looking to expand into Chile and
strengthen its place in Latin American. The other form of expansion Petrobras will be looking into is
the biodiesel industry in order to reduce import needs.
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Social equity is perhaps smaller in detail; however, equal in levels of attention from the company.
Petrobras operates under guided rules and regulations by the highest standards for health, safety and
the environment. Throughout my research I found little information regarding any changes that were
needed to better their efforts at achieving social equity. Petrobras is employing a Vision 2020
programme, in which an area is dedicated to achieving social responsibility9. Another part of Vision
2020 is to produce cleaner energies and biofuels.
Environmental integrity could be considered their most focussed on area of sustainability as segments
of their business revolves around the use of cleaner energies and biofuels. Petrobras aims to achieve
production levels totalling of 706,000 cubic metres of biodiesel by 2013. Simultaneously Petrobras is
aiming for 1.25 million cubic metres of ethanol by the same year. Out of the aforementioned $2.8
billion, $400 million will be allocated to develop infrastructure specifically construction of ethanol
pipelines. Petrobras also houses two experimental plants where they develop technology used for in-
house biodiesel production, illustrating their willingness to create biofuels more efficiently and over
smaller lengths of time. Furthermore, Petrobras spends R$1.7 billion on research and development in
2008. Other additional investments made by Petrobras in the same year prevented approximately
680,000 tons of CO2 emissions.
Even though the company is already functioning in a highly sustainable manner, their future visions
show their determination to improve further. Petrobras wishes to be prominent in a world scale
biodiesel market illustrating their belief in the need for cleaner and more environmentally friendly
fuels. For full details refer to Appendix: Petrobras Strategic Plan, Petrobras is aiming to achieve
operational excellence in management, technology and human resources. Their commitment to
sustainable development is implied by their goal of becoming a benchmark of social and
environmental responsibility for their respective industry.
9
For further details see: Petrobras: Strategic Plan
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The human resource department of Petrobras claims that their “employees are our most valuable
asset”.10 In environmental terms Petrobras is looking to reduce Greenhouse Gas (GHG) emissions to
levels of excellence. Becoming a world class distributor of technology will direct towards sustainable
growth of oil, natural gas, petrochemical and biodiesel, providing cleaner energies and fuels and being
provided economic prosperity in return.
Since the introduction of sustainable methods in the company‟s strategies and productions Petrobras
has been aiming to become one of the leading companies in achieving and maintaining sustainable
development. The implementation of these methods and policies have resulted in the company being
credited for its actions and proven to be profitable for the company. Their environmental worries are a
cause of their constant economic growth, and their actions regarding social equity allow the business
to run smoothly and effectively. Implementation has definitely brought a win-win situation for the
company and is using it further to win more.
PETROLEUM INDUSTRY:
Firstly, during my research it proved difficult to find substantial information regarding the industry
specific to Brazil. General information such as previous forecasts of production levels were found,
which can be used to analyse their quantitative harm or protection they cause for the environment and
how well they operated financially. The industry is expected to raise production to 8.24 million tonnes
of Liquid Petroleum Gas, seeing an increase of 10.4% over the 5 years from 2001. This shows that
economic prosperity is expected to increase as more will be able to be extracted, produced and sold;
however, it also shows that the industry will be creating more damage in the environment. The
industry is comprised of 17 distributors and 26,000 retailers including multinational companies.
The industry on a global scale is allocates high levels of focus on biofuels production and
development. One of the top priorities of the industry appears to be reducing harm done through
transportation. In addition to this, the industry is trying to implement biofuels to cars. As a means of
staying aware of the amount of GHGs released into the atmosphere the industry is strict on the
reporting of all emissions. This illustrates that the industry is determined to know what damage they
do, providing awareness; however, appear to be lacking proper action plans into reducing emissions.
The main source regarding their involvement in the reduction of GHG emissions is biomass
production. Barriers to this are Biofuel Certificates11 which the industry is currently in negotiations for
and working towards.
10
Ibid
11
Biofuels, sustainability and the petroleum industry
Page 23 of 32
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BRAZIL:
Brazil has been taking sustainable actions in recent history and is aiming to better and enhance their
actions further. In the past few years Brazil has allocated 1 million hectares for conservation to
prevent it being cut down due to deforestation. Between 2004 and 2007 Brazil had cut down their
deforestation by 59%. If deforestation continues without proper control and regulations, the World
Wide Fund predicts that 55% of the rainforest will be lost by 2030. Further measures towards
environmental integrity are Brazil‟s aim to accelerate ethanol production cheaply through a
partnership with the US.
In other areas of sustainability, Brazil was one of the first countries to implement Value Added Tax
(VAT), with rates of 17% nationwide with the exception of Sao Paulo and Minas Gerais with 18%
VAT. Brazil has also allocated 1% of GDP on research and development as recorded in 2005, which
is suggested to be too low. On a more positive note, Brazil has increased spending on health,
education and social programs by 17% to about R$72.9 billion ($37.6 billion).
A final past step towards overall sustainability is focussed on reaching social equity. An organisation
called Programma de Aceleracao do Crescimento (PAC) has been put in place to improve the
country‟s infrastructure. From 2007-2010 PAC had a budget of $250 billion and has so far completed
335 projects with more on the way.
Following a PESTEL report provided by Datamonitor, we can see more specific details in areas of all
three economic, social and environmental protection and enhancement. Economic prosperity is
evident through the economic reforms taken since 2002 – 2006 to stabilize macroeconomic policies.
These policies included stable inflation rates and higher levels of trade and investment with foreign
countries. Brazil uses foreign investment as a means of achieving and increasing economic growth.
Liberalization has allowed the public sector to participate in the activities of the private sector,
allowing for greater efficiency.
In respect to social equity, there have been increases in the expenditure on health and education.
President Lula has provided free elementary school and increased the number and quality of
healthcare facilities. Furthermore, the government is encouraging private sector investment in
infrastructure, in order to speed up the improvement process and for the government to allocate some
of its funding elsewhere. President Lula and the government are also working towards equal and fair
representation of women in a workplace, which is almost fully implemented. Finally, in terms of
social benefits the government provides R$95 for families that earn less than RR$120 per head per
month. There are conditions of the benefit which state that the children go to school and vaccination
programmes.
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STM 5100
Finally, in regards to environmental integrity Brazil has signed and ratified Kyoto Protocol and
received funding from the other signatories to help support ecological conservation. Further benefits
that the country has been receiving to carry out sustainable actions come from the Clean Development
Mechanism. Additionally the government is looking at means of reducing the financing provided to
companies producing harmful materials and resources to the environment.
Page 25 of 32
STM 5100
CONCLUSION:
To conclude the portfolio, from the above case studies we can see how sustainability plays a part in
caring for current conditions of profits, the people and the planet. Having chosen companies from
generally unrelated markets, further analysis by looking at the respective industry and country
perspectives of sustainability, we can see that these worries and theories apply in the majority, if not
all, aspects of business. I looked at the past efforts made by each company, industry and country,
current actions and future plans for sustainability. This allowed me to review when, how and why
measures were being introduced towards achieving sustainability, how they developed and worked
throughout their existence, and finally imply whether or not the application of these measures prove to
lead to a win-win situation for the company.
The most common link between the three companies and how sustainability benefited them was that
each aspect of sustainability would either help, improve or generate sustainable development in other
aspects. For example, Petrobras‟ aim for cleaner energies and fuels protects the environment but is
also being used for the economic prosperity. Other successors were expansion into other markets
increasing their economic sustainability as well as efficiency.
In common day usage, sustainability is generally thought of as only regarding the environment;
however the social and economic point of view should not be disregarded. In the case seen with the
United States, it was evident their environmental worries were less compared to the others but were
still operating sustainably through their economy and social aspects.
Finally, I would like to remind the reader of the history of sustainability as displayed in the report.
Sustainability has been among humans since ancient civilizations and tribes across the globe. It is
only recently that the concept has been labelled “sustainability”, but the principles remain the same.
As we progress in terms of development, technology, exploration, expansion and many other
improvements, the issues regarding sustainability increase. Businesses must be aware of the growing
issues and harm we create within each sustainability factor and work to battle and protect future
harms; including, depletion of resources. As seen through the case studies above, introduction and
implementation of sustainability methods will receive benefits to play to a win-win situation.
Page 26 of 32
STM 5100
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Opportunity
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Available URL: http://www.bmw.co.uk/bmwuk/efficient_dynamics/bc/homepage
BMW (2009), “Focusing on Sustainability”, Vehicle Recycling.
Page 27 of 32
STM 5100
BRS (2008), Euro 4 Emissions
Available URL: http://www.brs.co.uk/news-centre/significant-articles/euro-4-emissions.aspx
Browne, J. (Jun 2008), BBC - Radio 4 - Reith Lectures.

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Mar 2010]
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Page 28 of 32
STM 5100
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gina=empresa.htm
Page 29 of 32
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Appendix:
The following pages of Appendices will include:
- Evolving sustainability: A longitudinal study of corporate sustainable development

- The Stockholm Declaration
- The Rio Declaration
- 2007/2008 Sustainability Review: A letter from our president and CEO
- The Coca-Cola Company News Release
- EfficientDynamics
- Petrobras Strategic plan [selected pages only]
Page 32 of 32

Portfolio: Sustainability in Business

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2010

The Coca-Cola Company....................................................................................................................12

Beverage Industry: United States of America........................................................................14

Bayerische Motoren Werken AG.......................................................................................................17

Autmobile Industry: Germany..............................................................................................18

Petroleo Brasileiro S.A........................................................................................................................21

<Sustainable Technique> <Sustainable Agriculture>

2. “Of or relating to a lifestyle involving the use of sustainable methods”

1. “Able to continue over a period of time”

This principle ensures that all members of

Environmental Integrity through Corporate Environmental Management

- Reduction of „ecological footprint‟

Social Equity through Corporate Social Responsibility

- Embrace economic, legal, ethical and discretionary expectations of all stakeholders

The Coca Cola Company:

- Muhtar Kent, CEO and President

Though focus is primarily based on economic prosperity, which

BEVERAGE INDUSTRY: United States of America

1. Mutual respect - a positive culture of conflict.

AUTOMOBILE INDUSTRY: Germany

“...our fundamental commitment to

Available URL: http://blog.mindblizzard.com/uploaded_images/Coca-Cola-723214.jpg

Available URL: http://www.topnews.in/files/bmw-logo_0.jpg

Available URL: http://blogmais.files.wordpress.com/2009/02/logo_petrobras.jpg

Bansal, P. (2005), "Evolving sustainability: A longitudinal study of corporate sustainable

BMW (2008), Sustainable value report 2008

BMW (2008), BMW UK: BMW EfficientDynamics.

BMW (2009), “Focusing on Sustainability”, Vehicle Recycling.

Browne, J. (Jun 2008), BBC - Radio 4 - Reith Lectures.

Coca Cola (2009), Coca-Cola Sustainability

Datamonitor 2004, Automobile Manufacturers in Germany Industry Profile. Available from:

Hoffman, A. (2006), Coca-Cola learns a tough lesson about corporate sustainability

IPIECA (2009) Biofuels, sustainability and the petroleum industry.

Nation Master (2008), German Environment Statistics

Petrobras (2004), Annual Report

Petrobras (2008), Transparency in Performance Disclosure

United Nations (2009), DSD: Areas of Work

United Nations (2009), Division for Sustainable Development.

United Nations (14 Jun 1992), The Rio Declaration

United Nations (16 Jun 1972), The Stockholm Declaration

Wiemers, J. (28 Jul 2008), Coca-Cola announces sustainability goals.

The following pages of Appendices will include:

- Evolving sustainability: A longitudinal study of corporate sustainable development

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