Sustainability of Britt Coffee
Sustainability is a huge word in business today. It is an admirable goal for business to make promises to lower their carbon footprint. Yet, it is the businesses that take this mission and align it with strategic financial goals that illustrate the theories of the late Peter Drucker in action. Drucker believed that without taking care of its operations first, there is no way a business could really be socially responsible in any other meaningful way. Thus, for modern businesses to be successful in their sustainability strategies, they must also be successful in their strategic operational strategies. The health of the business always comes first, according to Drucker, and then the health of their social responsibility and sustainability efforts will come after. This can be seen in the strategy of Britt Coffee, a company that in many ways combines its effort to gain a competitive advantage and practice more sustainable operating practices all in the same strategies.
Peter Drucker was definitely ahead of his time. His theories on social responsibility are still widely being accepted and sued within the business world today. Essentially, "Drucker called for a healthy balance -- between short-term needs and long-term sustainability; between profitability and other obligations; between the specific mission of individual organizations and the common good; between freedom and responsibility" (The Drucker Institute, 2014). Companies must balance their own health along with their ethical practices aimed at improving the external world around them. If a company goes out of this balance, greed may make them unethical, or overcompensation for social programs might actually take away from their competitive abilities. Thus, "Drucker believed that the first 'social responsibility' of business is to make a profit sufficient to cover future operational costs" (Stallone, 2010). Without operating at a healthy pace, a business will fail. That is ultimately...
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