The New Sustainability Edge: Redefining Business from Startups to Industry Leaders

Sustainability has become a buzzword in business, politics, and academia--but are we truly making a difference? Are today's corporations and entrepreneurs prioritizing long- term sustainability, or is it merely a marketing stunt?

A sustainable strategy is no longer optional--it's essential. The time has come to rethink how we do business. It is not just to survive, but to lead with purpose. The traditional business model is under threat and more fragile than ever. It's time to transform profit-driven enterprises into purpose-led social businesses--aligning profitability with meaning, for both people and the planet. This is not merely about a balance sheet of profit and loss--it goes much deeper.

This book challenges conventional approaches to sustainability and redefines what it means to create lasting impact. Featuring insights from 30 world-class academics, researchers, and business leaders, this essential guide explores how businesses can move beyond profit-driven models to embrace sustainability as a core strategy for success.

Key themes include:
- Redefining sustainability for a changing world
- The intersection of people, planet, and profit
- Emerging business models for a sustainable future
- Practical strategies to drive real change

With 19 thought-provoking chapters covering diverse industries-- from branding and tourism to social business and customer-centricity -- this book equips students, entrepreneurs, and business leaders with the tools to build a more sustainable and profitable future. Packed with real-world case studies and expert perspectives, it offers a roadmap for shaping a world that prioritizes both prosperity and planetary well-being.

Contributors:

Professor Philip Kotler, Professor Russell Belk, Professor Annamma Joy, Vijaya Kumar Murty, Khalid Hasan, Professor Douglas Schofield, Professor Janet Ward Schofield, Dr. Lena Cavusoglu, Dr. Deniz Atik, Professor Linden R. Brown, Dr. Alexander H. Hay, Professor Neil Seeman, Yasmin Glanville, Dr. Chris L. Brown, Dr. Nilam Bedi, Dr. Sugeeth Patabendige, Dr. Chathuri Senarath, Nicolai Broby Eckert, Dr. Zahra Shakeri, Professor Shafiqur Rahman, Professor Ramesh Shrestha, Dr. Faisal Wali, Dr. Tanvir Ahmed, Dr. Ahmed Ferdous, Dr. Amlan Haque, Professor Farid Ahammad Sobhani, Professor Rishi Bhardwaj, Sukarmina Singh Shankar, Munir M. Merali, Piyush Mathur

Philip Kotler is widely regarded as the "Father of Modern Marketing" and is an acclaimed author, consultant, and professor emeritus at the Kellogg School of Management, Northwestern University. His groundbreaking work has shaped contemporary marketing practices, introducing concepts like the marketing mix, social marketing, and societal marketing. Kotler has authored over 100 books, including Marketing Management, Brand Activism, Entrepreneurial Marketing, Transformative Marketing, Winning at Innovation, Regeneration, and Wicked Problems, influencing businesses and educators worldwide. His recent work explores economic justice, capitalism, and the role of marketing in driving social change. He developed the concepts of "prosumers," "atmospherics," and "societal marketing."

Dr. Khalid Hasan is an accomplished marketer and CEO of ResInt Canada, specializing in sustainability, global business strategy, and market research. With over 35 years of experience spanning South Asia and Canada, he has led major research projects for organizations such as the World Bank, USAID, UNICEF, the U.S. Department of State, Global Affairs Canada, and various Fortune 500 companies. A Harvard-trained strategist, he co-authored Strategic Marketing Management in Asia and Marketing Practices in Developing Economy, and collaborated with Philip Kotler on Essentials of Modern Marketing. Passionate about economic development, he actively contributes to Rotary International initiatives and marketing education globally.