The TATA Way: Evolving and Executing Sustainable Business Strategies

As corporate social responsibility is becoming increasingly important in attaining and sustaining competitive advantage, many companies have signed on to pro-environmental and pro-social initiatives. But can such initiatives promote doing good while strengthening a firm’s competitive advantage? Starting with a Tata Workout in 2001, CEOs of the TATA companies have collectively evolved an integrated approach to embedding a sustainability mindset into their systems, people, and processes. In 2007, their efforts culminated in the launch of a Leadership Protocol that promotes both a systemic legacy and personality footprints for the next generation of TATA leaders. The authors discuss how this comprehensive approach for the execution of sustainability strategies can strengthen the connection between corporate social responsibility and global competitiveness.