Sustainable Business

The last post I previously discussed dealt with several important issues. I addressed many key areas that are mentioned in “Communication in Responsible Business: Strategies, Concepts, and Cases (Kindle Locations 289-292). Business Expert Press. Kindle Edition.’’ Like: 1) What is a Responsible Business?  2) What are the ways for a business to be considered responsible? 3) And lastly is Mack Trucks communicating this information on a good way? As evident from the reading on the text, the company has been succeeding in these three points and has even called upon me to ponder into great curiosity. Is Mack Trucks a Sustainable Business? And does the company’s word reflect its actions?

The answer is yes for both questions. To be considered a S.B. according to the book any company must have a positive or neutral environmental footprint, and at the same token be economically viable or profitable.  However, it’s simply not enough to just  be a SB, a company must be a RB and have Responsible Management.

For this to occur, management must define the company’s vision and communicate it to fellow stakeholders. Then, a company must implement and support the transformation from a RB to a SB and share the message about what the company is doing in order to become a SB. A company must always be clear and articulate with its motive communicate, otherwise it will not have the stakeholders support and will eventually lose the vantage of being a SB.

It is crucial to transmit the vision that represents how a company is a SB. Mack, for instance is a SB because the stakeholder can  have access to   information about what the long term goals are for the company. Mack’s words are reflective of the actions of the company and this is why it is such a great business. Communication and marketing process are crucial to the welfare of a company since these two areas allow companies to act on intelligence instead of blindness.

Mack can also be considered a High Balanced company because of its  sustainable performance and communication. The company has strong   communication about social and environmental actions. The Mack website says enough about the values and moral of the company. On the website, you can find important information like info adapted for its stakeholders, messages with transparency and based on real studies and with complete content.

Getting the trust and goodwill of it’s clients is important for big companies and Mack has developed a trust relationship amongst its fellow men. Mack’s stakeholders are crucial for company’s development and growing.  For this reason, communication and marketing have to be effective, using different channels without leaving gaps or different messages to company’s stakeholders. Through analyzing the company’s website and how it communicates to different audiences, I have learned so much on how companies work to become effective business. Regular consumers, media, investors and employees, all have their own pages on the website so they can receive and send information to Mack Trucks making the company a two-way line of communication. This two-way is a crucial in order to gain the stakeholders goodwill and trust.

In closure, I think it can be stated without about   that Mack Trucks is a SB and is transmitting the message in a good way to its stakeholders. In the next post that I will discuss about ethics, integrated marketing and other points of communication in responsible business, I’ll be sure to use Mack Trucks as example to convey the topics I encountered.