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Your challenge in this assignment is to prepare a Management Briefing Document to educate a sceptical Managing Director (MD). To explain to him/her why his/her company ought to adopt a Sustainability policy/culture and why in the long term his/her company may be better off for doing so.


1.Choose an organisation you are interested in.

a.Identify the name of the organisation and its products or services

2.In the form of a literature review

a.Explore the subject of sustainability describing initiatives of good practice and who are known to be the exemplary practitioners


b.Explain the justification for adopting a sustainability strategy. Why is it important to the environment and to the organisation?


c.What are the potential benefits of adoption? What would be the effect of not adopting?

3.Consider your chosen organisation


a.Select one Sustainability initiative you would like your chosen organisation to adopt. Describe why you would like to see the organisation adopting that initiative.

b.Explain what would be the benefits to them of adopting the initiative, and what would be the type of costs the organisation would have to meet in order to introduce the initiative.

4.Looking to the future


a.Choose one Sustainability initiative that is of interest to you. Give a forecast of how you think it might develop in the future.
 

About Microsoft Corporation

Microsoft Corporation is a company that deals with computer technology and is based in the United States of America. The company is known to manufacture and license products that are related to software for the computer devices. One of the most popular products of the company is the operating system known as Microsoft Windows along with Microsoft Office. The products have gained sufficient popularity in the market and is used mostly by all customers who are dealing with computing devices. The company owns about 90 percent of the share in the market with respect to the software that are used in the computers (Microsoft.com, 2018)

The company was established in the year 1975 by Paul Allen and Bill Gates in a region called Albuquerque. The products of the company include Windows Client and the other server and tools known as MSN, which helps in transmitting information over the computers by the people who are using it (Chatterjee et al. 2016). The BizTalk Server was developed by the company so that the processes of business can become automatic and the process of communication can be efficient in nature. The Systems Management Server is a tool that is used to distribute software and can be controlled through remote as well. The Small Business Server has been designed so that it can help in running the infrastructure of networks as well for the medium and the small sized enterprises (Yang and Airgain Inc. 2013).

Sustainability needs to be adopted within the organization in the recent times due to the rise of global warming and the level of pollution that is plaguing the environment on a global scale. Most of the business are adopting sustainable techniques so that they can help in reducing the environmental pollution, which may affect their level of operations as well. The government of the countries are also trying to help the businesses take up the initiatives so that it can help the businesses become sustainable in nature, which would help in reducing the negative impact of the company in the environment. The government has been adding extra policies and procedures so that it can help in protecting the environment in a better manner (McCormack, Paushkina nd Cyrek 2014). 


The companies are also hiring better public relations expert so that they can address the issues in the environment in a better manner. It will allow the expert to guide the businesses to use the sustainable policies so that the purchase of the products can be done in a proper manner. The use of the social media along with the internet will help the company in spreading awareness about the environmental duties that they are carrying out in the external and the internal environment so that the customers can have a better knowledge of it (Klettner, Clarke and Boersma 2014).

Why Sustainability is Important?

The benefits that the businesses who adopt the sustainable strategies are that they will help in attracting the employees towards the organization. Most of the employees in the recent world do not want to be associated with the companies that do not follow sustainable practices. This is due to the fact that it will result in creating a negative impact within the society (Gamble and Thompson 2014).  Additionally, working in a company that takes up sustainable strategies help in providing motivation to them so that the level of productivity can be increased within the organization as well. The employees will also be content with the level of satisfaction that they will get from working in these organizations. It will also result in increasing the sales of the company, as these companies would evaluate the sustainability strategies that are taken up by the suppliers before purchasing raw materials from the. This will allow the company to earn a goodwill in the market as well (Schaltegger, Hansen and Ludeke-Freund 2016).

The businesses will be in a better position to attract investors for potential investment in to the company. This is due to the fact that the investors want to earn a better rate of return after they have invested their money in the business. The investors will also be looking for the sustainable companies who are creative and innovative which helps them in changing the products and the services on a constant manner (Bansal and DesJardine 2014). It will also result in reducing the cost of operation for the company, as the waste products will be recycled and used within the production cycle. The use of efficient lighting system will result in reducing the carbon footprint to a significant manner so that the effect of pollution can be minimized. The business organizations that will be using sustainable strategies will also result in encouraging creativity within the work place so that the employees can continue their process of innovation on a constant manner. The employees will tend to be engaged in to the business process so that it can help them to be creative on the organizational work floor (Carroll and Buchholtz 2014). 


The continuous process of innovation that will be done in the work place will result in increasing the level of productivity in the organization as well. The employees will be motivated to work within the organization, which will also result in increasing the level of production in the system. The effort in reducing the cost of the products will; directly result in streamlining the activities that will result in reducing the maintenance and the labour cost as well. The organizations will also benefit in reducing the risks, as the innovation processes will result in developing the products in a cost-effective manner (Bocken et al. 2014). The companies will also be able to increase the loyalty of the brands in the market as well. The use of the sustainable practices will result the products to be identified in the market by the consumers due to the promotional strategies used by them. This will increase the recalling of the brand among the customers and the company will be in a better position to increase its level of profit in the market as well. If the company loses its reputation in the market, it will be difficult for the company to regain the trust in the market among the customers, as the perception would be that they are not responsible towards the environment (Crane and Matten 2016).

Benefits of Adopting Sustainable Strategies for Businesses

If the businesses do not adopt the sustainable strategies in their business processes, it will fail to meet the expectations in the market. This is due to the fact that the symbolic value of the company will not be able to grab the attention of the customers. They would not be able to able to charge a price of the products in the market due to the bad reputation that it had created in the area (Carroll and Buchholtz 2014). These companies would also be facing shortage of employees, as most of the employees will not be able to work in a proper manner within the company. It would lead to dissatisfaction among the employees, which would eventually lead them to quit form the organization. The cost of production for the good and the services will be high, as the innovative processes will not be applied in the organization. The innovations will result in decreasing the cost of manufacturing the products, which would lead to an increase in their level of profits. The failure of adopting these technologies would result in losing out the opportunity to earn a better rate of return in the market (Galea 2017)

These companies will not be able to address to the problems that they face in a better manner due to the lack of the sustainable strategies adopted in their systems. The evaluation of the external and the internal factors cannot be done in a proper manner so that the company can gain a competitive advantage in the market. It will be difficult for the companies to manage the risks in a better manner, as the cost of mitigating it would be very high in the market. Most of the potential investors would be looking for alternative options, as they will not want to invest in these companies due to the loss of innovative techniques within the work place (Bansal and DesJardine 2014). The cost of operating within the companies will increase, as the waste materials will not be recycled in the work place. This would increase the investment of the company in the raw materials to a great extent, which would result in hampering their level of profits in the market. Most of the brands that are being produced by these companies will not be able to gain the loyalty of the customers due to the wrong perception that the consumers will have regarding the companies. This would affect the company, as the products will not be able to sell in a proper manner in the markets (Dyllick and Muff 2016). 

Consequences of Not Adopting Sustainable Strategies

The company is known to adopt sustainable practices in their business environment, which helps them in developing the strategies in an effective manner. The company has taken effective measures in reducing the carbon footprint so that the environment can become sustainable. The reduction of carbon compounds in the nature has been done by allowing the employees to work from their home and including programs that will help in recycling the products. This will result in reducing the carbon footprint to a great extent. The company also looks for partner companies who are sustainable in their business practices so that it can help in reducing the consumption of the resources. The employees of the company have taken up innovative measures, which has helped in creating the products at a cost-effective manner (Charles, Schimdeiny and Watts 2017).

The company needs to take up measures such as cloud computing for gaming system, e-mails and other documents. The use of cloud computing has resulted in reducing the carbon footprints to a great level and helped in increasing the level of efficiency among the data centres as well. The applications can be shared in an efficient manner as well. The cost of using the cloud computing is very less, as it has to be installed once and can be used over a period of time. The company can use the smart buildings that will help in saving energy will help the company in improving the business and reduce the impacts on the environment on an overall manner (Neubauer and Lank 2016). These buildings will help in optimizing the performance of the operations and at the same time reduce he consumption of energy as well. The buildings can be built in a smart manner with the help of cloud computing, analytics based on real-time and automatic processes so that the utilities can be integrated within the system. The costing for LED lights that helps in saving energy is very less and will not affect the financial statements of the company to a great extent (Shaikh et al. 2014).

The company can also manage the consumption of energy in a better manner by controlling the power of the laptops and the desktops that are being used in the business system. This will significantly reduce the use of energy within the system. It will also result in saving the energy to a great level so that it can be used at a later stage. The company can also reduce the travelling by using the Microsoft Unified Communications, which will allow the systems to be streamlined. It will help in increasing the commuting in business so that the outcome of the business can be enhanced as well as reduce the cost. The use of this communications system will also allow the company in being sustainable towards the environment (Chu, Cui and Liu 2017).

Sustainability Strategies Adopted by Microsoft Corporation

The company takes the problem of the environment in a serious manner, which has resulted in making proper commitments towards reducing the level of pollution within the company. The company will not use the products or the substances that are harmful towards the environment, as it may hamper the image of the company. The banned substances are tested on a regular manner within the company so that it can result in formulating the policies that are related to the environment and those substances are not followed within the business system (Richter 2013). The company needs to develop sustainable packaging so that the distribution system for the company can be developed in an effective manner. The packaging of the software for the company is done from the paperboards that are sourced from the forests that are managed in a sustainable manner and can be recycled in a proper manner. The company has their own chain of suppliers who helps in providing the materials to the company at a cheaper rate. This helps the company in keeping its cost at a minimum so that the operations can be maintained in an efficient manner. The data centres that were built by the company at an early stage were changed in to in to new compounds and has installed the energy saving techniques, which has resulted in saving the energy to a great extent. These improvement centres were built at a higher cost, which has helped the company in being sustainable in the activities that are being carried out by them (Naubauer and Lank 2016). 

The environment needs to be taken care of in a proper manner so that the future generations are able to enjoy it as well. The use of minimum driving will reduce in reducing the carbon compounds in the environment. The company needs to increase the work from home facility for the employees so that they do not have to come to the office through a means of transport. The company can also adopt the pool car facility where the employees can be bought together within the office premises. This will result in significantly reducing the carbon footprints, as the number of cars will reduce greatly. The company can install LED lights in the entire office premises so that it can reduce the emission related to carbon compounds. The desktops and the laptops that are being used within the office premises should be in energy-saving mode so that it can result in reducing the consumption of energy to a great extent. The company also reduces the use of water within the premises, which helps in reducing the carbon compounds to a great extent. The recycling of the water and the waste products within the organization has resulted in saving the environment to a greater extent. It has also reduced the cost for the operations due to the recycling programs that has been taken up by the organization, which has resulted in using the products all over again so that maximum utility can be derived from the products. The company also minimizes its packaging so that the distribution system for the company can be done in an efficient manner. This has resulted in reducing the carbon footprints to a great extent for the company. 

Reference List

Bansal, P. and DesJardine, M.R., 2014. Business sustainability: It is about time. Strategic Organization, 12(1), pp.70-78.

Bocken, N.M., Short, S.W., Rana, P. and Evans, S., 2014. A literature and practice review to develop sustainable business model archetypes. Journal of cleaner production, 65, pp.42-56.

Boons, F. and Lüdeke-Freund, F., 2013. Business models for sustainable innovation: state-of-the-art and steps towards a research agenda. Journal of Cleaner Production, 45, pp.9-19.

Carroll, A. and Buchholtz, A., 2014. Business and society: Ethics, sustainability, and stakeholder management. Nelson Education.

Charles Jr, O.H., Schmidheiny, S. and Watts, P., 2017. Walking the talk: The business case for sustainable development. Routledge.

Chatterjee, M., Porter, A.R., Mabry, W.B., Evans, J.P., Hanks, R.T. and Clark, R.C., Microsoft Corp, 2016. Controller. U.S. Patent Application 29/535,183.

Chu, S., Cui, Y. and Liu, N., 2017. The path towards sustainable energy. Nature materials, 16(1), p.16.

Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and sustainability in the age of globalization. Oxford University Press.

Dyllick, T. and Muff, K., 2016. Clarifying the meaning of sustainable business: Introducing a typology from business-as-usual to true business sustainability. Organization & Environment, 29(2), pp.156-174.

Galea, C. ed., 2017. Teaching business sustainability: From theory to practice. Routledge.

Gamble, J. and Thompson, A.A., 2014. Essentials of strategic management. Irwin Mcgraw-Hill.

Klettner, A., Clarke, T. and Boersma, M., 2014. The governance of corporate sustainability: Empirical insights into the development, leadership and implementation of responsible business strategy. Journal of Business Ethics, 122(1), pp.145-165.

McCormack, M., Paushkina, A. and Cyrek, T., Microsoft Corp, 2014. Display screen with graphical user interface. U.S. Patent Application 29/448,875.

Microsoft.com. (2018). About Microsoft | Mission and Vision | Microsoft. [online] Available at: https://www.microsoft.com/en-us/about/default.aspx [Accessed 26 Apr. 2018].

Neubauer, F. and Lank, A.G., 2016. The family business: Its governance for sustainability. Springer.

Richter, M., 2013. Business model innovation for sustainable energy: German utilities and renewable energy. Energy Policy, 62, pp.1226-1237.

Schaltegger, S., Hansen, E.G. and Lüdeke-Freund, F., 2016. Business models for sustainability: Origins, present research, and future avenues.

Shaikh, P.H., Nor, N.B.M., Nallagownden, P., Elamvazuthi, I. and Ibrahim, T., 2014. A review on optimized control systems for building energy and comfort management of smart sustainable buildings. Renewable and Sustainable Energy Reviews, 34, pp.409-429.

Yang, X.P., Airgain Inc, 2013. Antenna. U.S. Patent Application 29/455,547.

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