Published Paper Details:

In the 21st century, sustainability has transcended its identity as a peripheral social concern to become a cornerstone of corporate strategy. This paper explores how sustainability can be embedded into the core of business models, enhancing both competitive advantage and societal well-being. Drawing upon the Sustainable Value Integration Framework (SVIF), it analyses how global organisations such as Unilever, Patagonia, and the Tata Group have operationalised sustainability as a strategic driver of innovation and resilience. The findings reveal that firms integrating environmental, social, and governance (ESG) principles into their strategic DNA achieve measurable gains in operational efficiency, stakeholder trust, and long-term profitability. The paper concludes with pragmatic recommendations for embedding sustainability within strategic planning processes to future-proof enterprises in an era of rapid environmental and socio-economic transformation.