Integration and Communication: A Clear Route to Sustainability?

1. Does sustainability oriented organizational learning shape corporate strategy in ways that have important implication for firms’ survivals? Integration and Communication: A Clear Route to Sustainability? 13th International Conference of the Greening of Industry NetworkCardiff, Wales, UK July 2-5, 2006 Anis Ben BrikSSAV Venice International University SRI University of Leeds

2. Presentation outline • Organizational Learning • Stakeholder orientation • Sustainability oriented learning

3. Questions that matter! • What is the new meaning of organizational learning in the light of CSR? • How can learning contribute to CSR?

4. Learning Orientation • social processes driven by: • collective cultures • management attitudes The learning organization is a template for an organization that continually creates its future by adapting to environmental change (e.g., stakeholder expectation) and proactively shaping its environment

5. LO occurs when organization matches their strategy, structure and culture to their environments (e.g. stakeholders’ expectation) in order to foster their economic, social and ecological value creation Strategy Structure Culture Learning Orientation Sustainability Environment Social Economic

6. Sustainability & learning Stake- holders Quality of Learning Firm Quality of Actions Quality of Knowledge Sustainability

7. Sustainability & learning CSR Firm Learning Stakeholder orientations

8. Sustainability oriented learning Management sustainability oriented learning management is about how to adapt organization to meet the challenges of the present and the future, and how to bring firms the learning opportunities which can bring greater fulfillment to both business value creation and stakeholder expectations.

9. Sustainability oriented learning Management Development St-Portfolio LO Stimulis MO ShO LO StO EO Crises Wake-up calls SOL

10. Stakeholder Portfolio Learning stimulis or trigering events Stakeholder Orientation X X SP at t=1 X X X X X SP at t=2

11. SOL Stakeholder Orientation Sustainability unlearning Sustainability Orinted learning Organizational unlearning Organizational Learning Learning Orientation

12. SOL & Competitive Advantage SOL Sustainability Resources & Capabilities Social Capital Core competences Strategic Innovation Isolating Mechanisms Competitive Advantage

13. Thank you Anis ben brik SSAV Venice International University SRI University of Leeds