Sostenibilidad Como Estrategia de Desarrollo Responsable y Competitiva

Daena: International Journal of Good Conscience. 8(1)64-81. Marzo 2013.
ISSN 1870-557X
Sustainability as a Strategy of Responsible and Competitive

Development
Sostenibilidad como Estrategia de Desarrollo Responsable y

Competitiva
Vargas Hernández, José G. & Velázquez-Álvarez, Luis Vladimir*
Resumen. El objetivo de este artículo es analizar la estrategia de la competitividad en función de la

sustentabilidad para dar la pauta a un modelo de desarrollo responsable y competitivo. El análisis
tiene como punto de partida el supuesto de que la madurez de una estrategia sustentable en los
negocios afecta positivamente a la competitividad. El método empleado es el análisis crítico. Entre
otros resultados de este análisis se concluye que la estrategia empresarial actual busca un sistema
ecológicamente adecuado, económicamente viable y socialmente justo para llegar al equilibrio
sustentable. Esta estrategia basada en la sustentabilidad debe ser impulsado por las instituciones y
fortalecido por las capacidades y recursos con los que cuenta cada empresa para desarrollar ventajas
que impulsen el desarrollo global y logren la maximización de beneficios desde una perspectiva
tangible e intangible.
Palabras claves: Negocios, competitividad, desarrollo, estrategia, sustentabilidad.
Abstract. The aim of this paper is to analyze a competitiveness strategy based on sustainability to
lead the way to a model of responsible and competitive development. The analysis takes as its
starting point the assumption that the maturity of a sustainable business strategy positively affects
competitiveness. The used method is the critical analysis. Among other results of this analysis
concludes that the current business strategy seeks a system ecologically appropriate, economically
viable and socially fair to reach sustainable equilibrium. This strategy based on sustainability must
be promoted by the institutions and strengthened by the capabilities and resources that each company
counts on to develop advantages to foster the overall development and achieve the maximization of
benefits from the tangible and intangible perspectives.
Keywords: Business, competitiveness, development, strategy, sustainability.
1. Introduction
Today's enterprises face a daily challenge to survive by growing material needs,

natural resource scarcity and inequalities. Making sustainability a key role as a
global strategy may be based on economic prosperity, ecological balance and the
common good. Globalization in business has become more complex the panorama,
increased competition, access to new markets, development of new technologies
64
Daena: International Journal of Good Conscience. 8(1)64-81. Marzo 2013. ISSN 1870-557X
have led businesses to focus efforts on building an identity that will strengthen their
skills.
According to Porter (1995), these strengths are based on competitive advantage,

which exists when there is an equivalence of distinctive competencies of a
company, so the customer particular needs allow generating a competitive
advantage. Another factor that makes complex business world is the interest of the
owners to maximize their profits in the shortest possible time, forgetting prosperity
at the expense of society and the environment. Agency theory helps to clarify some
aspects related to the problem of the relationship between people, environment and
resources, which examines the situations of delegation of authority and decision
making and joint interests opposed to individuals that have to be overcome to
reduce moral hazard.
The industry in general is embedded in social and environmental spheres. Therefore

the companies are concerned to finding a balance that allows the supply and
enrichment from the system is of utmost importance. Therefore, it is the
responsibility of caring for the environment and society, living in balance to ensure
economic sustainability for the future. The challenge for governments is to design
rules that enable sustainable development, maximizing the social and economic
welfare and environmental care. These rules are based on planned restrictions that
structure business integration.
Sustainability is the way to find economic, ecological and social balance, resulting
in prosperity and capitalization of new resources. In the theory of resources and
capabilities, the notion of competitive sustainability is referred to the equilibrium
(Barney, 1994, Barney and Zajac, 1994, Rumelt 1984), which is the way to observe
the competition in terms of windfall profits. In an environment like today's highly
competitive and globalized, it is necessary to analyze the sustainability bearing in
65
mind that among competitive players there is only one winner and many losers.
With a sustainable strategy the short and long term benefits are maximized having
greater tangible and intangible profits. Instead the purpose of competitiveness is the
economic optimization, leaving aside the social and environmental factors, contrary
to what is proposed by the sustainability.
A sustainable strategy ensures the success of organizations and ensures its

permanence over time.
2. Background
In the early '70s awareness of the seriousness of the degradation of environmental

friendliness manifested itself in the United Nations Conference on Environment in
Stockholm in 1972, where it was coined the term sustainable development. The
Brundtland Report by the United Nations Organization (1987), proposes the
restoration of ecological balance, rebuild what has been damaged by the economic
and material progress and build the natural bases that make the development model
of industrial society something enduring. Economic development on which the
report reflects, analyzes what causes poverty, inequality, injustice and
environmental damage. It highlights the common good and ecological health as the
absence of both is directly related to environmental degradation of the countries.
The term sustainable development gained acceptance as a result of the United

Nations Conference on Environment and Development (1992, 8) which states
"Sustainable development is one that meets the needs of present generations without
undermining the ability of future generations to meet theirs". Lezama and
Graizabord published in 2010, "The great problems of Mexico," where they explain:
Sustainable Development in Mexico departs from the modernization process in the
review process and the Institutional transformations. The General Law of
66
Ecological Equilibrium and Environmental Protection records clearly these

principles.
The Reform of the Organic Law of Federal Public Administration of 1992

transformed the Secretary of Urban Development and Ecology (SEDUE) in
Secretary of Social Development (Sedesol) and created the National Institute of
Ecology (INE) and the Federal Environmental Protection Attorney (Profepa)
reflecting directly the search for modernization. The National Institute of Ecology
(INE) was able to create the regulatory framework, and make the lines to be
followed by environmental policy. The Federal Environmental Protection Attorney
(Profepa) became responsible for that which was established as a legal and
normative principle and that the policy defined as its strategy, objectives, goals and
actions, leading to the award of the ecological equilibrium, that it was actually
obeyed and fulfilled . These institutional changes taking place in Mexico resulting
from the global debate triggered by the Brundtland Report anticipated the Rio
Summit.
The signing of the Free Trade Agreement (NAFTA) which entered into force on the
first day of 1994, and the addition of Mexico to the Organization for Economic
Cooperation and Development (OECD) the same year. Both events brought intense
legislative, normative and institutional activity. Environmental standards of various
kinds were created with the deliberate purpose of government to be part of the
agreement that brought to do commercially to the U.S., Canada and Mexico
"(Lezama and Graizabord, 2010, p.47).
3. Definition of the problem
The competitive strategy led to harmful social and environmental that over the years
has become economic problems. This is a model in which the competitive survive
67
and the weakest die in failed. From this point, it is proposed a sustainable strategy
based on the theories of institutions, resources, industry and corporate social
responsibility.
4. Justification
The supporting sustainable strategy based on the fact of having limited natural
resources, which before and at the time of exhaustion would cause economic,
ecological and social demand for them. Sustainability is an economic development
strategy that benefits all three factors increasing satisfaction levels and strengthens
the future prospects.
5. Hypothesis
H0. The maturity of a sustainable strategy positively affects business

competitiveness, with positive results in the economic, ecological and social
development.
6. Objective
To analyze the competitiveness strategy based on sustainability strategy to lead the

way to a model of responsible and competitive development.
7. Theoretical frame of reference
The theory based on the industry, resource-based theory and theory of the
institutions establish the theoretical frame of reference for government business set
up a complex framework based on the studies of Porter (1985), Wernerfelt (1984),
Barney (1991) and North (1990). This framework presents the overall picture for
business development and its relationship with the environment. The development
68
of society is not unique and exclusive to the institutions, the business-environment

relationship first take an important role in the development of society, reflected in
the economy and the standards of quality of life.
Barney (1991) mentions that organizational resources are assets, capabilities,

attributes which are controlled by the organization to devise and implement
strategies that improve its efficiency and effectiveness. These resources are
heterogeneously distributed among the organizations, being valuable, rare,
inimitable and not substitutable. From the point of view of resource-based view
Wernerfelt (1984) mentions that maintain a competitive advantage built on its
resources.
A competitive advantage exists when there is equivalence between distinctive

competencies of a firm (Porter, 1985). According to Peng (2006) there are three
competitive strategies: differentiation, costs and focus or segmentation. The strategy
of differentiation is based on distinguishing between competing firms. The strategy
of cost, the company offers lower prices to consumers. The focus is characterized
by identifying a market segment in which specialization is the right strategy to
capture the niche market.
In the relationship with the environment, the institutions are presented as "humanly
planned restrictions that structure human interaction" (North 1990, p.3) represented
as rules of the game. It defines dynamic capabilities as "the organization's ability to
integrate, build, and reconfigure and align competencies to market changes" (Teece,
Pisano and Shuen, 1997, p.521). Organizational capacity and dynamics given by
Winter (2003) as a high level capacity which gives the direction of the organization
a set of alternatives to achieve valuable results. In turn, he mentions that dynamic
capabilities are those organizational capabilities acting to create the conventional
capabilities.
69
The capabilities of the entrepreneur are a fundamental part of strategic development,

which will provide sustainable competitive advantages. As it is known (Simon,
1947) there are different capacities in all humans, that can limit maximum
utilization of resources according to the bounded rationality. Penrose (1959) states:
"A company needs reserves for operation, the displayed subject to a restricted and
cumulative development process. It has been suggested that the competitive strategy
requires the exploitation of the capabilities, internal and external firm-specific
"(Penrose, 1959, p. 94).
Based on this framework it can be established the sustainability strategy as an

alternative to responsible and competitive development. The International Union for
Conservation of Nature mentioned in the XVIII General Assembly (1990):
Sustainable development is a process of economic and social improvement that
meets the needs and values of all stakeholders, keeping future options and
conserving natural resources "and" Sustainability: a strategy for the care of the
planet (International Union for Conservation of Nature, 1990, p.33).
In 2007, mankind consumed resources equivalent to one and a half planet according
to the factor of bio-capacity, jeopardizing the provision of resources for future
generations. This situation places the sustainability strategy as a solution to the
problem in the bud. In collaboration with industry, institutions and society, the
implementation of a sustainable strategy is to achieve optimum level which may not
be exposed to future generations, as shown in figure 1.
Making an analysis it can be established the strategy of sustainability as balancing

economic, ecological and social interaction with the theories of the resources,
institutions and industry, as illustrated in the figure 2.
70
Figure 1: Bio-capacity.
Source: World Wide Fund For Nature (2010), captured from
http://www.footprintnetwork.org/press/LPR2010.pdf
Figure 2. Sustainability is balancing economic, social and ecological interactions with economic
theories of resources, institutions and comparative advantage.
Source: Own elaboration.
71
Sustainability suggests a close relationship between business and client entity in

which you can be set more than a transaction of mutual benefit of the parties and
ensure customer loyalty. The concept of sustainability currently is living with the
social responsibility of business organizations that have integrated their strategies
voluntarily beyond compliance with laws and regulations of the country, comes
from a positive social development through the creation of values and a responsible
business conduct.
Sustainability is constituted as an unavoidable necessity for the future survival of

the company. Most of today's problems revolve around the wealth, accumulation,
inequality, generating new demands for goods, as a synonym for the equilibrium
distance, which lie in the ignorance of the subsidiary principle of efficiency social.
8. Competitiveness in terms of sustainability from a perspective of indicators.
The analysis of development indicators helps to assess the factors that make up the
function, to give a comparative result between different actors evaluated. To assess
the competitiveness are measured product or service variables creating the offering
value to the organization compared to competitors, the position of these variables is
the level of organizational competitiveness. Among them are the cost, speed,
reliability and customer satisfaction. The model of Systemic Competitiveness
developed by Esser (1996), provides a framework with a medium to long term
vision and dynamic interaction between actors, which should be directed not only to
optimize efficiency potential at different system levels, but also in mobilizing social
capacities for creativity aimed to develop competitive advantages.
Analyzing the sustainable development indicators show the performance of the

industries based on economic, social and environmental factors. The first factor
based on economic development is focusing on a framework of quality,
72
environmental audits, introduction of clean technologies and sustainable use of

resources. The social factor analyzes the development of employees and their
participation in society, creating an atmosphere of wellness based on the values of
the company. The last of the evaluation factors of sustainability is the
environmental factor which is set to analyze the impact of the company with its
environment.
Different organizations have developed different indicators to assess the impact of

implemented strategies. Here are some indexes of competitiveness and
sustainability:
A. Competitiveness index
Growth Competitiveness Index was introduced by Jeffrey D. Sachs and Andrew

Warner and developed with the assistance of John McArthur for the Center for
International Development at Harvard. It measures the ability of a national economy
to achieve sustainable economic growth in the medium term. Business
Competitiveness Index (2003) was created by Michael Porter from the Institute for
Strategy and Competitiveness at Harvard Business School. Evaluates the
effectiveness with which an economy uses its resource base.
B .Sustainability indexes
Dow Jones Sustainability Indexes (1999) are the first global indexes tracking the
financial performance of leading sustainability-driven companies worldwide. ISE-
BOVESPA (2005) is a pioneering initiative in Latin America, designed to create an
investment environment compatible with the needs of contemporary society for
sustainable development and to encourage companies to be ethically responsible.
Environmental Sustainability Index Yale University (1995) was developed by Yale
73
University to set the benchmark for the ability of nations to protect the environment.
These indicators permit comparison across a number of issues that fall within the
following five broad categories: Environmental systems, reducing environmental
stress, reduce human vulnerability to environmental stresses, social and institutional
capacity to respond to environmental challenges and global management.
It can be noted that the indexes of competitiveness and sustainability are very clear,
assess objective factors which are given a weighting. As mentioned earlier, the
competitiveness indexes assess primarily economic, while sustainability focus
primarily on the environmental factor, worrying at the forefront of the social aspect,
to have positive results in the economy.
Then there is the Most Sustainable Global Companies Ranking (2012) published by
Corporate Knights that analyses productivity factors of carbon dioxide, diversity
leadership, responsibility for payment of tax, it is important to note that in the issue
of sustainability, responsible business can make a lot without big investments by
having a social, economic and environmental culture, being a good example the
Brazilian firm Natura Cosméticos S.A. See Table 1.
The Most Sustainable Global Companies Ranking 2012 it is observed how the firms
are evaluated on the ecological role of carbon dioxide, which creates major
problems in greenhouse pollution, the social role based on gender diversity and
social responsibility in paying taxes. It is a clear example that corporate
responsibility is ever-increasing to society, contributing in different ways.
On a macro level Yale University has developed the Environmental Sustainability

Index by assessing the environmental systems, reducing stress, reducing human
vulnerability, social and institutional capacity and overall management. The results
of the evaluation are presented in pentagons. Then it is presented the evaluation of
74
index for Finland, the United States and Mexico which will be analyzed against the
global competitiveness index published by the World Economic Forum, which
provides competitive factors based on institutions, infrastructure, macroeconomic
environment, health and primary education. Higher education and training, goods
market efficiency, labor market efficiency, financial market development,
technological readiness, market size, business sophistication and innovation.
Table 1. Ranking of most sustainable global companies 2012.
Company Rank CO2 Leadership % Tax Country

productivity diversity paid
Novo Nordisk 1 $68-585 17.65% 80.45% Denmark
A/s
Natura 2 $284.661 0.00% 73.90% Brazil
Cosmeticos
S.A.
Statoil Asa 3 $6,508 40.00% 100.00% Norway
Novozymes A/s 4 $4,229 18.75% 91.87% Denmark
ASML Holding 5 $70.094 15.38% 80.54% Netherlands
Nv
BG Group Plc 6 $3, 308 7.14% 99.83% United
Kingdom
Westpac 7 $152.948 30.00% 100.00% Australia
Banking
Corporation
Vivendi S. A. 8 $129.114 33.33% 68.67% France
Umicore S. 9 $24,360 20.00% 74.67% Belgium
A./m.v.
Norsk Hydro 10 $4,520 33.33% 100% Norway
Asa
Source: Corporate Knights, http://global100.org/index.php.
75
C. Environmental Sustainability Index (Finland)
Source: Environmental Sustainability Index (2005).

http://www.yale.edu/esi/b_countryprofiles.pdf
Global Competitiveness Index (Finland)
Source: World Economic Forum,

http://www3.weforum.org/docs/WEF_GlobalCompetitivenessReport_2010-11.pdf
76
D. Environmental Sustainability Index (United States)
Sources: Environmental Sustainability Index (2005)

Global Competitiveness Index (United States)
Fuente: World Economic Forum,

77
E. Environmental Sustainability Index (México)
Source: Environmental Sustainability Index (2005).

Global Competitiveness Index (México)
Fuente: World Economic Forum,

Competitiveness is based on economic variables reflected in indicators such as

gross domestic product. A company can deplete forests, pollute the air showing
positive competitiveness indicators but not reflecting a sustainable strategy. It can
be observed the U.S. case which is among the five most competitive countries and
78
the sustainability index is in the place 45. This reflects the lack of concern for social
and environmental factors, which make the difference between sustainability and
competitiveness. In contrast, the levels of competitiveness in Finland are among the
top ten and sustainability is at number one according to the indicators mentioned
above.
Taken at a micro scale by reference to the same factors evaluated, it can be observed
that the strategy is sustainable and have positive results in the appearance of
responsibility and competitiveness. The most competitive companies have the best
economic, social and environmental issues in the long term, ensuring sustainability;
this presents a strategy where competitiveness is measured in terms of
sustainability.
9. Conclusions
The current business strategy seeks an ecologically appropriate system,

economically viable and socially just to reach sustainable equilibrium promoted by
the institutions and strengthened the capabilities and resources that each company
has to develop advantages that promote the overall and global development, with
the results of maximizing benefits from tangible and intangible perspective.
At the end of the analytical study it can be observed that the maturity of a
sustainable business strategy positively affects competitiveness, having positive
results in the economic, ecological and social. It also is emphasized that the
development should not only aim to optimize the system efficiency, but also social
and environmental capabilities development and to generate a social, ecological and
economic stability.
79
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Simon, H. A. (1947). Administrative Behavior. New York, NY. Macmillan.
Peng, M. (2006). Global Strategy. Cincinnati: Thomson South-Western.
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*About the Authors
José G. Vargas-Hernández, M.B.A; Ph.D. University Center for Economic and Managerial Sciences.
University of Guadalajara. Periférico Norte 799 Edif. G201-7, Núcleo Universitario Los Belenes.
Zapopan, Jalisco, 45100, México. Tel. +523337703340
[email protected], [email protected], [email protected]
MIP Velázquez-Álvarez, Luis Vladimir. [email protected] Cel. 3314092419
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Daena: International Journal of Good Conscience. 8(1)64-81. Marzo 2013.

Sustainability as a Strategy of Responsible and Competitive

Sostenibilidad como Estrategia de Desarrollo Responsable y

Vargas Hernández, José G. & Velázquez-Álvarez, Luis Vladimir*

Resumen. El objetivo de este artículo es analizar la estrategia de la competitividad en función de la

Palabras claves: Negocios, competitividad, desarrollo, estrategia, sustentabilidad.

Keywords: Business, competitiveness, development, strategy, sustainability.

Today's enterprises face a daily challenge to survive by growing material needs,

According to Porter (1995), these strengths are based on competitive advantage,

The industry in general is embedded in social and environmental spheres. Therefore

A sustainable strategy ensures the success of organizations and ensures its

In the early '70s awareness of the seriousness of the degradation of environmental

The term sustainable development gained acceptance as a result of the United

Ecological Equilibrium and Environmental Protection records clearly these

The Reform of the Organic Law of Federal Public Administration of 1992

3. Definition of the problem

H0. The maturity of a sustainable strategy positively affects business

To analyze the competitiveness strategy based on sustainability strategy to lead the

7. Theoretical frame of reference

of society is not unique and exclusive to the institutions, the business-environment

Barney (1991) mentions that organizational resources are assets, capabilities,

A competitive advantage exists when there is equivalence between distinctive

The capabilities of the entrepreneur are a fundamental part of strategic development,

Based on this framework it can be established the sustainability strategy as an

Making an analysis it can be established the strategy of sustainability as balancing

Sustainability suggests a close relationship between business and client entity in

Sustainability is constituted as an unavoidable necessity for the future survival of

8. Competitiveness in terms of sustainability from a perspective of indicators.

Analyzing the sustainable development indicators show the performance of the

environmental audits, introduction of clean technologies and sustainable use of

Different organizations have developed different indicators to assess the impact of

Growth Competitiveness Index was introduced by Jeffrey D. Sachs and Andrew

On a macro level Yale University has developed the Environmental Sustainability

Table 1. Ranking of most sustainable global companies 2012.

Company Rank CO2 Leadership % Tax Country

C. Environmental Sustainability Index (Finland)

Source: Environmental Sustainability Index (2005).

Global Competitiveness Index (Finland)

Source: World Economic Forum,

D. Environmental Sustainability Index (United States)

Sources: Environmental Sustainability Index (2005)

Global Competitiveness Index (United States)

Fuente: World Economic Forum,

E. Environmental Sustainability Index (México)

Source: Environmental Sustainability Index (2005).

Global Competitiveness Index (México)

Fuente: World Economic Forum,

Competitiveness is based on economic variables reflected in indicators such as

The current business strategy seeks an ecologically appropriate system,

*About the Authors

MIP Velázquez-Álvarez, Luis Vladimir. [email protected] Cel. 3314092419

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