THE MODERN MANAGEMENT THEORY OF BUSINESS SUSTAINABILITY

Abstract

Business sustainability is a concept of resource-based theory of the firm. This theory explores the structure of its assets, its key capabilities, sustainable competitive advantage, differentiation and profitability. Due to differentiation there exists value-based management as an integrated accrued consumer solution, as an effective proposition of post-industrial value by a sustainable firm. The new pull-economy of a sustainable business gradually supplements and displaces push- microeconomy. Consumer is in the center of sustainable business organization, and customer relationship management is an important part of effective anti-crisis business strategy.

Keywords

• most important stakeholders
• customer-oriented company
• consumer loyalty
• pull economy
• consumers
• resource-based theory of the firm
• sustainable competitive advantage