INCORPORATING SUSTAINABILITY IN THE STRATEGIC MANAGEMENT PROCESS OF THE BUSINESS : A CASE STUDY ON MARTIN & SERVERA

Abstract: Title – Incorporating Sustainability in The Strategic Management Process of The Business: A Case Study on Martin & Servera Purpose – In sustainability literature why a business should integrate sustainability in the strategies and activities has been well established, but the question of how is not yet widely explored. The purpose of the study is to investigate empirically, how companies can integrate sustainability into their core of the business through the strategic management process with the help of a case study. Design/methodology/approach – Qualitative research method has been used in this single case study using both primary and secondary data. Primary data was collected through semi-structured interviews with some of the key personnel of the case company. Findings – Empirical findings show that the company should follow a structured and systematic process to incorporate sustainability in the strategic management process of the company. This starts with defining the long-term sustainability goals which are shaped up by the corporate principles and internal and external factors. During the implementation of the strategies, strong polices and process helps companies to embed sustainability in the organizational culture and measuring sustainability performance against set KPIs guides company to evaluate its contribution towards sustainability. Research limitations/implications – Single case study and only qualitative data analysis are the major limitations of the study, furthermore, COVIC – 19  has severely impacted the planned data collection. Originality/value – This study presents a conceptual framework to incorporate sustainability in the strategies and activities through the strategic management process of the company and then tested that with empirical findings.