Sustainability in Global Business essay
Today, sustainability is one of the mainstream trends in the business development and development of countries. In this regard, many companies develop sustainability-oriented marketing strategies, which match the current business environment and meet needs and expectations of customers. At this point, it is possible to refer to the case of Arla, the UK-based company operating in the food industry.
In this regard, the emergence of the contemporary food industry in the UK focuses on sustainability. Traditionally, the food industry had a destructive impact on the natural environment. On the other hand, the food industry supplies food products, which are essential for living (Peters, 2002, 218). The growth of the population contributed to the emergence of new technologies, which are dangerous for the environment.
However, today, the food industry tends to develop organic farming to supply organic food products, which are healthy and safe for the environment (McCormick, 1995, 194). Today, the sustainable development has become the main trend in the development of business in the UK. The public supports sustainability because the population grows more and more concerned with the minimization of the negative impact of human activities on the environment (Reiser & Dempsey, 2007, 192).
The existing legislation stimulates the enhancement of sustainable strategies applied by businesses. The government supports environment-friendly, sustainable initiatives. In this regard, regulations and policies in the food industry, where Arla operates are particularly important. The use of environment-friendly, sustainable strategies helps the food industry to decrease its negative impact on the environment and offer customers safe products (Lewis, 1994, 151). In such a situation, the major challenge for the food industry and such companies as Arla is the supply of a larger amount of food to meet growing demand and to maintain the sustainable development because natural resources are limited.
Nevertheless, the sustainable development and introduction of new technologies open new opportunities for the introduction of environment-friendly approaches to businesses operating in the food industry.
