Whereas CSR, in its traditional role, is primarily a senior but advisory function, sustainability requires every part of the organization building it into its planning and operations. Thus, in time, there ceases to be a sustainability strategy since the whole organization is sustainable. Jeff Immelt, CEO of GE, has said:
and how we innovate”.
Marketers are not only the brand guardians but possess the best insight into consumers, they lead communications activity and are naturally challenging and creative by nature. They also understand planning concepts such as segmentation and positioning, critical to strategy development, as well as a wide range of executional tools and media.
Question 4: How can these ideas allow companies to build sustainable competitive advantage?