ABSTRACT
This chapter discusses the relationship between sustainable business practice and achieving a competitive advantage. Competitive advantage is the term used when a firm creates a means of securing some form of superiority, such as profitability or market share, over its competitors through offering its customers greater value. Knowledge management is a systematic process supporting the development of individual, group, and organizational learning. Good communication can effectively enhance the significance, credibility, and legitimacy of sustainability change management processes. Knowledge creation, as well as knowledge management, is key to securing competitive advantage in a sustainable economy as all organizations are confronted by similar risks and uncertainties for which there are few historic precedents. Green marketing refers to a range of promotional activities that are increasingly being influenced by changes in consumer attitudes towards the environment and reflect a firm’s commitment to sustainability.
