Big business ethical claims to be testedJune 2011
Dozens of UK and US companies have been invited to participate in research examining their claims about embedding sustainability.
The Ashridge business school in the UK is exploring the efforts that businesses are making towards building sustainability into business practices as ‘part of their DNA’. After studying 176 CSR reports, it has compiled a shortlist based on statements made about integration.
‘The intention,’ says Ashridge, ‘is to go beyond what is publicly reported.’ The researchers will examine the most successful companies in detail and include interviews and analysis of the findings. There will also be a ranking of participating companies.
Companies already interviewed include InterfaceFLOR, Marks & Spencer, Rabobank and Reckitt Benckiser. The research will culminate in case studies and a model for embedding sustainability that has a broad application across business.
A report outlining the findings is due for publication in autumn 2012.
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