According to Brundtland, sustainability encompasses, adopting business strategies and activities that meet the goals of the enterprise and its stakeholders in the present day while protecting, maintaining and enhancing the human and natural resources that will be in demand in the future (Laszlo, 2003). This can be achievable by Birton John Elkington’s definitional term drawn from financial accounting: the triple bottom line (TBL). By this he meant that to reach sustainability, one must achieve not only economic “bottom-line” performance but environmental and social performance as well.
Robert (2008) asserts,” Sustainable Business” is a non-traditional strategy that strives to maximize effectiveness. Sustainable business practices restore environmental quality and build social equity, while increasing long-term profitability. Throughout history, industry has intensified its degradation of the environment through the exploitation of natural resources and the release of hazardous pollution. At the same time, business has spent billions of dollars complying with governmental regulations aimed at decreasing the amount of toxic substances entering the landfills, air, and water.
An adversarial relationship has developed between business people and environmentalists with each seeing the other as the main source of the world’s problems. In order to have a better insight about organizational sustainability, it will be a good idea to take a specific company into consideration and try to see if the company in question is making any efforts toward sustainability in accordance to its toward environmental stewardship role. In this paper, the company in question will be Ford, an automobile company that specializes in the production of: Pickups; coupes; minivans/vans; SUV’s; sedans; convertibles; wagons.
Ford achieves sustainability through its Ford’s research center, located in Aachen, Germany, which works to minimize the environmental harm caused by motor vehicles. Current projects include developing alternative power trains like fuel cells and electric vehicles, new materials and technologies such as ultra light-weight bodies, recycling-led product development to reassure the recyclability of materials at the end of a vehicle’s life cycle.
In 2005, the Mercury Mariner Hybrid was introduced; Ford also has two hydrogen fuel cell vehicles (Ford P2000 and Ford Focus FCV) and two methanol fuel cell vehicles (Mazda Premacy and Ford Focus FC5), this proofs Ford’s is global commitment to eliminating the use of chlorofluorocarbons (CFCs) (Robert, 2008). Ford was the industry leader in presenting a long-term climate strategy. The company has taken steps toward the target of climate stabilization by considering climate stabilization in product planning processes, for instance, Windsor Engine Plant was built with ecological principles.
All shipping containers and pallets are returned to suppliers for re-use, the coolant in the air-conditioning system is lithium bromide mixed with water instead of CFC’s, and the plant was built on a brownfield site. The Fumes-to-Fuel system takes harmful emissions from Ford’s painting process and concentrates it into a usable fuel, which when fed into a hydro-electric power plant can produce upto50 kilowatts of electricity.