Sustainable development and the Triple Bottom Line integrated sustainability concept focus on the choices between the imperatives of economic efficiency, social development and environmental sustainability. Corporate governance is being imposed by stakeholders and corporate social responsibility is indicated as being the most important socio-environmental demand being made on contemporary leaders. The influence of idealism and realism on, and the reasons for failure of, solid waste reduction projects in terms of sustainability is the foundation of the theories postulated in this research. It is the objective of this research to identify the motivational factors, with special reference to developing countries, of social capital, including management processes leadership and people management, that will augment solid waste reduction projects that are lethargic at starting, or deteriorating, to achieve sustainability. The methodology is to review the literature available to identify the augmenting (motivational) factors, and use analytical philosophical and empirical research to test formulated constructs using hypotheses. The criterion for the research sample is to obtain the opinions of environmental specialists in South Africa using a questionnaire. The technique employed is multivariate data analysis to identify the type of interdependent relationships, including cluster and multidimensional scaling analyses. Hypothesis testing, in this research, leads to the conclusion that additional motivational factors are needed to support the economic imperatives to make the process sustainable. `Reality' is statistically significantly different to `idealistic'. The inference is that for solid waste reduction projects to succeed leaders from government and the private sector are required, through the use of legislation and taking into consideration the value of waste, to instil economic incentives. According to this research, personal values and belief systems have little to contribute to the process of sustainability. The outcome of this research provides a strategy-benchmarking-model that leaders can use to target and prioritise their efforts in respect of achieving success with waste projects. The contribution it makes to the knowledge base of the subject and responsible leadership is contained in its summation of the augmenting factors required, their relative importance, and the lessening of the complexity of approach to these projects. / Graduate School of Business Leadership / D.B.L.

Le Nazioni Unite hanno espresso la necessità che aziende e consumatori si orientino ad una maggiore sostenibilità. Questa tesi parte da tale constatazione e analizza l’impatto che la sostenibilità ha sulle strategie aziendali, sull’orientamento all’innovazione di prodotto e processo e, infine, sulle relazioni che si sviluppano nella filiera produttiva. Inoltre, viene analizzata la relazione tra le strategie di marketing e le scelte di consumo sostenibili. Vengono analizzate, innanzitutto, due aziende di moda. L’analisi qualitativa mira a definire cosa sia per loro la sostenibilità, in che modo questa le metta alla prova e cosa possa garantire il successo duraturo di una strategia sostenibile. Viene successivamente analizzato un campione di 1104 intervistati per comprendere come le aziende di moda dovrebbero comunicare il loro impegno nella sostenibilità, attraverso mezzi di comunicazione specifici e ben definiti, soprattutto a quei consumatori che sono propensi - ma non del tutto convinti - ad acquistare abbigliamento sostenibile. Infine, viene analizzato un campione di 99 aziende vinicole a cui è stato sottoposto un questionario per capire se esiste una relazione tra la collaborazione tra i partner lungo la filiera produttiva e la performance sostenibile dell’impresa. I risultati evidenziano i fattori che orientano le strategie sostenibili delle aziende vinicole e della moda, e il comportamento dei consumatori. Vengono evidenziate soluzioni pratiche che possano accompagnare le aziende verso un crescente orientamento alla sostenibilità. / This doctoral thesis aims at shedding light on the United Nations’ call-to-action for producers and consumers who, jointly, have to contribute to sustainable development. The aim is to investigate the impact of sustainability on companies’ strategies by exploring their orientation towards process and product innovation, and the consequent business relationships that develop along the supply chain. Furthermore, the thesis seeks to investigate the role of some marketing strategies and the consumers’ sustainable attitudes. Two fashion companies are analyzed to explore what sustainability is for them and how they are challenged by sustainability concerns. Propositions are formulated that can help companies define long-term and effective sustainability-oriented strategies. A sample of 1104 respondents is then analyzed to understand how sustainability-oriented fashion companies should communicate their commitment, through specific and well defined communication tools, to those consumers who are positively disposed towards sustainable clothing but are still afraid of these “new” products. Lastly, a sample of 99 wine companies is analyzed. They were asked to answer a questionnaire whose purpose is to understand if there is a relationship between collaboration among partners along the supply chain and sustainable performance. Results allow for a better understanding of the factors driving sustainable strategies of fashion and wine companies, and consumer behavior. Practical solutions are highlighted.