CREAZIONE DI VALORE SOSTENIBILE: FATTORI CHIAVE PER IL SUCCESSO.

A more sustainable future is achievable only if governments, businesses and consumers will cooperate to create a shared value. Among these actors, businesses play a key role since they own assets that nobody else is able to provide. Conversely, in approaching sustainability issues they face a problem that can be solved only through innovation. Firms indeed often experience a trade-off difficult to be managed: from one side they have to show their involvement in green practices, while on the other side they are expected to provide to investors a good return. If companies focus more on CSR practices they will yield lower financial results as compared to their competitors, while if they focus more on the bottom-line consumers' and governmental concerns would limit the potential of the business. Although the strategic planning for a corporate's sustainable growth is quite variable depending on the kind of industry in which the company operates and its business target, there are some common rules to be adopted in order to better manage the trade-off creating both sustainable and economic value. This research aims to provide the drivers on which each firm should focus in order to obtain the biggest benefits possible from a sustainable growth plan and satisfy each kind of stakeholder. Furthermore, cases that excel for innovation are provided for the sake of showing how multinational corporations found a profitable trade-off through innovation.