2 Different Views Towards 'Sustainability'

Sustainable Competitive Advantage
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Teun Wolters
Professor, Netherlands

2 Different Views Towards 'Sustainability'

Note there is a confusion in terminology:
- There is the discussion about creating and capturing value based on competitive advantage, ensuring that this advantage does not disappear quickly (sustainable competitive advantage).
- Also there is the discussion about sustainability according to the 3 P's that is about creating value while at the same time causing disvalue at the expense of others (social, ecological). Avoiding this is about sustainable business or corporate sustainability.
Somehow the two perspectives will meet but this is not a straightforward issue. There is a plea for new business models that bring the two perspectives together.

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