ABSTRACT
This chapter focuses on how companies can avoid irresponsible advantage, which provides competitiveness without responsibility, and responsible non-advantage: that is, much responsibility but a lack of competitiveness to stay viable. It outlines how to prepare for developing responsible competitive advantage responsible competitive advantage that is, achieving high competitiveness with high responsibility through compliance and co-creation of new ways to increase sustainability. The chapter also focuses on the preparatory aspects of embedding corporate sustainability (CS) and business responsibility. Embedding CS can be applied to develop blueprints and implementation of sustainability initiatives in headquarters and organisational networks. In practice, leading companies are developing, as a genuine strategic concern, their capabilities in these areas as they seek a deeper and more lasting embedding of CS and responsibility within the company. The pioneers and leaders in CS and strategic issues management are making some more noticeable value gains by embedding CS issues into their strategic management and operational management activities.
