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Sustainable business practice entails developing strategic thinking that positively impacts a firms long-term economic sustainability in an increasingly volatile and resource constrained world; analyzing a firms environmental footprint; and understanding the firms' long-term relationships with stakeholder communities. It also requires far more efficient use of company resources. It places innovation at the heart of attempts to move toward clean technology, and resource efficient, climate- and ecology-friendly products and services. It strives to balance the need to develop economically with the need to maintain social and environmental considerations.
From a marketing perspective, sustainable business practice also involves consumer-centered thinking -- approaches that view customers as people with needs beyond material consumption and temporary gratifications. This includes issues that affect customers' fundamental quality of life, access to air, water, health, markets, and so on. It incorporates a long-term perspective to consider the needs of stakeholders, not just of the present but of future generations...