In response to the external blog by Tobias Webb. I have found his blog to be a great read. This post has caught my attention the most as I have found debates over innovation and sustainability to be very interesting during COMM 101 lectures. Additionally, it was interesting to see how he pieced together valuable information on how CEOs and board members of large organizations are implementing real business models based on sustainability thinking.

The takeaway from this blog post is that businesses nowadays are realizing the importance of sustainability and the key to implementing any sustainability strategy is through the senior management team or through top executive involvement. However companies are still facing financial obstacles such as how they may still remain profitable. While some leading companies have managed to link sustainability, innovation and competitive advantage together, it is fair to note that businesses successfully engaging with NGOs or universities are more likely to embark on ambitious sustainability endeavors, such as investing in renewable energy and pursuing sustainable sourcing. Lastly, with the ever progressing information age, new technology platforms are playing an important role in developing more sustainable business models and as a result harnessing technology enables businesses to generate new ideas and platforms as part of their sustainability objectives.