Exploring the Generic Understanding of Managing Sustainability

The intensive use of resources and the environmental impacts associated with the growth of the world's population have made it clear that the traditional twentieth-century way of doing business is not enough for a sustainable future. Thus, businesses are forced to make a transition towards new forms of management, adapted to the reality of the global - social, political, economic, ecological and technological - context, which is becoming more and more unpredictable and raises more challenges than it did a decade ago. Thus, stakeholders expect and demand improved products and services, made with a low negative impact on the environment and society. The requirements end up being applied not only to every facet of the business, but also to its partners. Overall, changing the way we do business today is undoubtedly not only complex, but also exciting for many managers who need to integrate sustainable development and sustainability into their strategic approach. In addition, a new sense of responsibility is developing for future generations as the effects of resource overexploitation and pollution increase. The sense of responsibility also evolves in the relationship between stakeholders and companies, which is why the latter are moving towards adapting their own strategic orientation. me one of the starting points for sustainable development. Under these circumstances, the question arises on how managers are supposed to integrate sustainability into their strategies. Consequently, this paper aims to explore the understanding of managing sustainability and provide a generic clarification for it.