The Role of Business in Sustainable Development; Professor David Brooksbank, Director of Enterprise at the Cardiff School of Management, Looks at the Difficulties of Sustainable Development

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Byline: David Brooksbank

WHILE business traditionally seeks precision and practicality as the basis for its planning efforts, sustainable development is a concept that is not amenable to simple and universal definition.

It is fluid, and changes over time in response to increased information and society's evolving priorities.

The role of business in contributing to sustainable development remains indefinite. While all businesses can make a contribution towards its attainment, the ability to make a difference varies by sector and size.

Some executives consider the principal objective of business to be making money. Others recognise a broader social role.

There is no consensus among business leaders as to the best balance between narrow self-interest and actions taken for the good of society. Companies continually face the need to trade off what they would 'like' to do and what they 'must' do in …