Sustainability that beats the competition is different from sustainability that does not. Some who care very much about sustainability may not care at all about business success. However, they should. If businesses were to see that competitive sustainability leads to financial success, they would take it up and abandon nonsustainable practices
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Hull, C.E. Competitive Sustainability: The Intersection of Sustainability and Business Success. Sustainability 2022, 14, 16420. https://doi.org/10.3390/su142416420
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