Document Type
Conference Proceeding
Publication Date
2022
Abstract
Companies that do well are described in accounting terms as being “in the black”. This is the accounting term for being profitable. The “black” shows up in the bottom line of the financial statement. Business practices that simultaneously benefit the business, society, and the environment help a firm become more sustainable. The triple bottom line refers to the economic, environmental, and social impacts of an organization. Here the company reaches out to its stakeholders rather than shareholders. However, the triple bottom line approach does not negate the drive for profits, it just does so in the context of also considering people and the planet. Consumers have higher expectations than ever of the companies they buy from, and this is impacting the brands they choose. The paper looks at the sustainability practices of seven companies from different industries.
Recommended Citation
Maamoun, Ahmed, "Going Green: Carving a Niche in a Global Market" (2022). Association of Marketing Theory and Practice Proceedings 2022. 1.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/1
