The process through which systems biologically existing remain in harmony with each other throughout years is known as sustainability. The concept of sustainability is referred to as being capable enough for enduring and surviving within an environment in consideration with the future (Willard, 2005). The context of international business, management of sustainability is related to the incorporation of environmental, economic and social factors within the decisions of business. It includes lying emphasis on the future, long term objectives and goals for the business instead of just creating a focus on the short term benefits by compromising with the future. However, a sustainable marketing strategy does not refer to be compromising or sacrificing with the bottom line of the business (Peattie, 2010). In consideration with the long term benefits, it has been seen that businesses which initiated sustainability within their strategies were proved to be highly profitable in comparison with those businesses which did not initiate sustainability. This is because by making marketing strategies sustainable, it becomes easier to make adjustments within the global market and trends that keep occurring.
Sustainability of strategies must be maintained in consideration with the impact these strategies may have on the environment (Peattie, 2009). It must be ensured by all businesses that these strategies should be having a positive impact on the society and environment.
Importance: of sustainability lies in the fact that each of the decisions taken and every action made in the present will have an impact over the future. Sound decisions need to be made for the generation tomorrow so that the choices are available for them also.