Responsible Business Strategy Report

Assignment Brief

Module Title: Responsible Business Strategy

Module Code: 3013MKT

Assessment Information

This assignment is designed to assess learning outcomes:

• To examine the conditioning factors leading to the development of the sustainability agenda
• To evaluate the challenges faced by businesses from the demands of the sustainability agenda
• To compare and contrast alternative sustainable business management options for impact-free or impact-positive profit
• To critically apply sustainable business models in order to evaluate the effectiveness of sustainable business strategies and tactics

If we are to live in a more sustainable world, much depends on how well the demands of the sustainability agenda are addressed, not just by business, but by consumers and other stakeholders such as governments. Verweij and Thompson (2007) and Emery (2013) refer to sustainability issues as wicked problems, which can lead to clumsy solutions and result in uncomfortable knowledge, generating a new set of wicked problems. Evaluate how any one provider from your chosen sector is dealing with the business challenges presented by the sustainability agenda. Assess the extent to which your chosen provider is managing the sources and consequences of any sustainability-related wicked problems through its business activities and how it is encouraging consumer engagement with sustainable consumption, indicating the suitability of its overall strategy and tactics.

You may select a provider to use as your case example from one of the following sectors:

• Fashion
• Energy
• Dairy (food)
• Mobile telephones

References

Emery, B. P. (2013) Higher Education Academy (HEA) conference presentation

Embedding sustainability in the curriculum:

• Practising what we teach
• Sustainable Marketing Conference for United Nations’ initiative
• Principles for Responsible Management Education within the curriculum (UN PRME) held at London South Bank University, March 2013.
• Verweij, M. and Thompson, M. (Eds.) (2007) Clumsy Solutions for a Complex World: Governance, Politics and Plural Perceptions Basingstoke: Palgrave.

Support / Feedforward You are advised to check with your lecturer regarding the suitability of your chosen provider and how you intend to develop your study. Students are expected to make the most of the advice and support offered for this assessment including attendance at any planned assignment support sessions and feedforward. Expectations – and answers to some of your frequently asked questions

• My expectations are always high…as are yours.
• Your answer can only be as good as your research. The more you read and research the greater your potential to produce a piece of work of excellent quality.
• At this level I would expect an assignment of these characteristics to be resourced thoroughly and this should be evidenced by approximately 30 entries in the final references list.
• It should be demonstrated how each referenced resource has contributed to the work. That is, you cannot just add a long list of references at the back of the work – they need to be used and referred to inside the report too!
• As a consequence of the above, good quality answers tend to result from consistent research over an extended period of time – not last-minute reading. 
• You are required to select and use an example (a provider from your chosen sector) to demonstrate your in-depth understanding of how sustainability issues affect the sector and appraise how the resulting marketing challenges are being met by that provider.
• You may have doubts about whether your chosen provider is appropriate and how to structure your work – if so, ask me.
• You may find it useful (and necessary) to critique the performance of your chosen example from the perspective of other similar providers who are more successful (or less) in dealing with sustainability issues.
• You are not allowed to contact your chosen provider; this work should use secondary sources of information. o Use headings and sub-headings at your discretion to guide the reader. Tables, figures (of your own choice and reading or developed from lectures and seminars) and other illustrations (examples of marketing communications) may be included when appropriate and will not affect the word count.
• No appendices.

Format for the submitted work The assignment will be submitted as a report and be presented in polished and professional manner complete with a contents page, with each section clearly identified and a final references section. The standard conventions of report writing will be followed, including the overall presentation of the work and the use and inclusion of supporting references and quotations within the text when appropriate. University policy regarding the use and format of supporting references within the text and the presentation of the final references section must be followed. The maximum word count will be 4000 words +/- 10%. Weighting This assignment carries a weighting of 100% for the Responsible Business Strategy module.

Getting started

Not sure where to start? Why don’t you have a look at the Defra website as they have produced a lot of sector-based reports on sustainability? Not sure how to demonstrate you have met the learning outcomes of the module?

Sample Answer

Responsible Business Strategy Report

Contents

1. Introduction

2. Sustainability Agenda and Conditioning Factors

3. Business Challenges from Sustainability Demands

4. Sustainable Business Management Options

5. Case Study: Patagonia in the Fashion Sector

6. Analysis of Wicked Problems and Business Responses

7. Consumer Engagement and Sustainable Consumption

8. Evaluation of Strategy and Tactics

9. Conclusion

10. References

Introduction

Sustainability has become a critical driver of business strategy, influencing how organisations operate, engage with stakeholders, and respond to environmental and social pressures. Sustainability challenges are often described as “wicked problems” due to their complex, interconnected, and evolving nature. These challenges require companies to balance economic performance with social and environmental responsibility, often necessitating innovative, flexible approaches.

This report examines the conditioning factors that have shaped the sustainability agenda, evaluates the challenges faced by businesses in meeting these demands, compares alternative sustainable business management options, and critically analyses the strategies adopted by Patagonia, a leading fashion provider. Patagonia is renowned for integrating sustainability into its core operations, demonstrating how companies can pursue profit while achieving positive environmental and social impact. This report is based on extensive secondary research from academic journals, industry reports, and company disclosures, ensuring a robust and evidence-based evaluation of sustainable business practices.

Sustainability Agenda and Conditioning Factors

The sustainability agenda has been shaped by multiple environmental, social, and economic pressures. Climate change, resource depletion, and pollution have increased global awareness of the environmental impact of business operations, while social concerns, such as workers’ rights and fair labour practices, have heightened expectations for corporate responsibility. Regulations and policies, including carbon emissions targets and reporting obligations, further condition organisational behaviour, requiring businesses to integrate sustainability into strategic planning.

Technological innovation has enabled businesses to monitor and report sustainability performance more effectively, supporting informed decision-making and transparency. Industry-specific pressures, such as supply chain traceability in fashion, reinforce the need for rigorous sustainability standards. Moreover, global initiatives like the United Nations Sustainable Development Goals have increased stakeholder scrutiny and emphasised the importance of corporate contribution to societal well-being. Collectively, these factors create a complex environment in which companies must operate, making sustainability both a challenge and an opportunity for innovation and competitive advantage.

Business Challenges from Sustainability Demands

Sustainability imposes multifaceted challenges on businesses. Operationally, companies must adopt environmentally friendly processes, which may increase costs in the short term. Patagonia, for example, invests heavily in sustainable materials and renewable energy, requiring careful financial management to maintain profitability. Supply chain management is another challenge, as ensuring ethical sourcing and fair labour practices across multiple regions is resource-intensive and requires continuous monitoring.

Reputational risks also arise from sustainability-related demands. Companies face scrutiny from consumers, regulators, and media; failure to meet sustainability expectations can result in accusations of greenwashing, eroding trust and brand loyalty. Additionally, engaging consumers in sustainable consumption presents a challenge, as awareness does not always translate into behavioural change. Businesses must therefore develop targeted communication and marketing strategies that educate, incentivise, and encourage responsible purchasing while remaining economically viable.

Sustainable Business Management Options

Businesses can adopt various strategies to address sustainability challenges, ranging from minimal compliance to transformative impact-positive approaches. At one end, companies may adopt compliance-focused strategies, meeting only regulatory requirements with limited additional initiatives. This approach reduces immediate risk but may fail to achieve long-term competitiveness or brand differentiation.

A more progressive approach involves integrating sustainability into the core business model, embedding environmental and social considerations into product design, operations, and stakeholder engagement. Impact-positive strategies go further, actively contributing to environmental restoration, social equity, and community development while generating profit. Patagonia exemplifies this approach by implementing circular economy initiatives, using recycled materials, promoting repair and reuse, and funding environmental activism.

Alternative management options include adopting industry-specific sustainability standards, partnering with NGOs, investing in sustainable innovation, or engaging in transparent reporting and certification. The choice of approach depends on organisational goals, resources, industry pressures, and stakeholder expectations, with integrated strategies generally proving most effective in delivering both financial and sustainability outcomes.

Continued...