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ARBE6312 Sustainable Development
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ARBE6312 Sustainable Development
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Course Code: ARBE6312
University: The University Of Newcastle
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Country: Australia
Questions:
The chosen hotel organization is Accor hotel As a sustainability consultant You need to write a report to the management of the chosen hotel organization. The aim of the report is to help the management understand how well they currently implement sustainability into the organization strategy and then recommend how the organization can progress this. You should be building a logical narrative with the focus strong persuasive style. So that’s means you are doing a report actually all about. The aim is for our organization to become a sustaining organization. You will make recommendation that progress the organization towards this most effectively. Think about what specific drivers are that motivate the management of the organization in becoming more sustainable business. Remember what the reasons why some corporation are going sustainable are. Based on the reason why corporation go to becoming sustainable then you will actually do recommendation on what you think they will do for best them to be sustainable.
Two main parts
Critical analyze within the organization is in the dunphy model and then make a recommendation how they will sustainable. slides: current position in dunphys model ( you say where are they, are they in the efficiency or proactivity, and then how they were able to leverage the strength you could say they are in the proactivity level because these are there strength. how are they going to make good use on their strength to overcome there weaknesses.
Answers:
Introduction:
The report is prepared to gain an understanding of the implementation of sustainability strategy into the chosen organization for the purpose of analysis. Accor hotel is the multinational hospitality company headquartered in Paris that manages, owns and franchise resort, hotels and vacation properties. Effectiveness of current sustainability strategies or sustainability program of organization is critically evaluated using Dunphy model. Any proactivity or efficiency of organization in implementation of its sustainability strategies has been analyzed that helps in determining the proactivity level (Barnett et al. 2015). Such analysis would help in determining strength and weakness of sustainability programs and accordingly making the recommendations. The reason organization is implementing practices of green management for enhancing reputation of firms. Green management have provided wide variety of benefits in terms of increased employee’s recognition, optimistic image of organization, reduced cost and making positive contribution to environment.
Discussion:
Critical analysis of Accor hotel using Dunphy model:
Sustainability development of Accor hotel is critically evaluated by the application of Dunphy model which outlines six developmental phases for evaluating the current habits and commitment of organization towards ecological and human sustainability. All such phases are distinct steps taken by organization for driving itself toward sustainability. Such phases are rejection, non responsiveness, compliance, strategic proactivity, efficiency and sustaining corporation (Rogge and Reichardt 2016).
Sustainability phase model:
(Source: Baumgartner and Rauter 2017)
The sustainable development has been placed at the top list of properties by Accor hotels and has made a commitment to communities and planet. Accor group has entered into a new phase of sustainable development that helps in generating values that are shared by everyone by reaffirming its approach to responsible development. A sustainable development programme named PLANET 21 intensifies and accelerates the commitment of group to sustainable development and thereby transforming into a decisive competitive advantage for partners and brands of Accor hotels (Accorhotels.group 2018). Furthermore, sustainability program of company intends to create company that is more inclusive with transparent equality and creating more opportunities for woman.
In addition to this, the environment and social responsibility of group will be factored more into the strategic decisions of group over the next five years.
Driving the change towards sustainability:
(Source: accorhotels.group 2018)
The commitments looking of group at 2020 is to implement well being and health at work program and increase the index of employee engagement in each country of operations. It also intends to increase the perception of employees concerning high level of corporate social responsibility engagement. Stepping into sustainable development is further directed to enhance the experience of customers. The commitment of group is to deploy ethical risk management and corporate social responsibility process. Furthermore, the main focus of group is to serve balanced and healthy meals by supporting the framing sector towards the more local business model and high quality produce. Equal efforts are taken by the group in renovating existing buildings and development of carbon neutral buildings by designing the path of energy transition (Ioppolo et al. 2016).
Under PLANET 21 programme, the efforts of group are to reduce wastage of food by performing of audit of volume of waste food. It requires auditors to weigh the products that are thrown away from kitchen. Moreover, practice of eating healthy food is promoted by the application of charter on sustainable foods in restaurants through short circuits and eco friendly supply chain and thereby enhancing social performance. Some examples that depicts hotel efforts to embark on transition of energy involves designing of infrastructure that is energy efficient by way of double gazing, tile roofs, heat recovery systems, energy efficient energy conditions (greenhotelier.org 2018).
From the above explained strategies and programmes of sustainability development by Accor hotel, it can be inferred that organization is currently in efficiency phase. It is so because Accor hotel make use of environmental policies to increase efficiencies and have management involved in creating awareness of importance of sustainability. This particular step incorporates sustainability into core business strategy of organization. Nevertheless, Accor hotel is on the path of reaching into strategic procativity phase as the organization is seeing sustainability into the strategic decision and core business strategy of company. Leaders of company intend to make sustainable business by advancing strategies of human resource with healthier and environmentally safe products (Galpin et al. 2015).
Recommendations based on Dunphy model analysis:
The commitment of Accord hotel towards sustainable development should be motivated by long term maximization of corporate profits that is in the self interest of company. There should be development of an effective management framework for sustainable development that helps in addressing governance and decision making. Moreover, sustainability development concepts should be integrated into the control system, business planning and management information. Governance is considered increasingly important because of growing accountability of senior management and corporation as a whole. For identification of sustainable management practices, a meaningful approach to stakeholder analysis should be developed. Such analysis would help management in incorporating expectations of stakeholders into the policy statement of organization by revealing conflicting expectations. The sustainable development objectives should be consistent with business strategies along with comparing financial and competitive strategies against such targets. In order to become a sustaining corporation, organization should have advanced human resource policies that would actively promote social and ecological values to society and industry (Barnett et al. 2015). Hence, the descriptions of staffs and managers should also incorporate statements of environmental responsibilities.
Conclusion:
The above analysis of sustainable development efforts of Accor hotel using Dunphy model of sustainable development elucidates the fact that organization is currently in the phase of efficiency where it is acting as value creators in such development and is on the verge of entering into strategic procativity phase. The commitment of 2020 plan reflects the efforts of organization in becoming strategically proactive that helps in providing competitive advantage. However, it is required by Accor hotel to make further improvements in their sustainability development programs by incorporating environmental practices into the work profiles of human resources along with actively promoting ecological and social values.
References
Accorhotels.group. (2018). AccorHotels company profile. [online] Available at: https://www.accorhotels.group/en/group [Accessed 6 Aug. 2018].
Barnett, M.L., Darnall, N. and Husted, B.W., 2015. Sustainability strategy in constrained economic times. Long Range Planning, 48(2), pp.63-68.
Baumgartner, R.J. and Rauter, R., 2017. Strategic perspectives of corporate sustainability management to develop a sustainable organization. Journal of Cleaner Production, 140, pp.81-92.
Galpin, T., Whitttington, J.L. and Bell, G., 2015. Is your sustainability strategy sustainable? Creating a culture of sustainability. Corporate Governance, 15(1), pp.1-17.
Ioppolo, G., Cucurachi, S., Salomone, R., Saija, G. and Shi, L., 2016. Sustainable local development and environmental governance: A strategic planning experience. Sustainability, 8(2), p.180.
O’Neill, S., Tuppen, H., Tuppen, H., Tuppen, H., O’Neill, S. and O’Neill, S. (2018). Accor sets high sustainability targets for 2020 | Green Hotelier. [online] Greenhotelier.org. Available at:
https://www.greenhotelier.org/our-news/industry-news/accor-sets-high-sustainability-targets-for-2020/ [Accessed 6 Aug. 2018].
Press.accorhotels.group. (2018). Commitments to 2020 | Accor Planet 21 – Presskit. [online] Available at: https://press.accorhotels.group/planet21-presskit/commitments-to-2020/ [Accessed 6 Aug. 2018].
Rogge, K.S. and Reichardt, K., 2016. Policy mixes for sustainability transitions: An extended concept and framework for analysis. Research Policy, 45(8), pp.1620-1635.
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