The Journey Towards Business Sustainability

Today's enlightened businesses are keen to go "green". But what does it take to become a sustainable business? This article covers the science on climate change; what sustainability means to businesses; the importance – and the challenge – of contingency planning for climate change; and how to transition successfully to a sustainable business model.

"Marketing Myopia"

Fifty years ago, Theodore Levitt published a seminal article in the Harvard Business Review. Entitled "Marketing Myopia", it challenged the business paradigm of the day by asking readers to think of industry as a customer-satisfying process, not a goods-producing process. "An industry", said Levitt, "begins with the customer and his needs, not with a patent, a raw material, or a selling skill."