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This article analyzes what drives companies to implement sustainable practices in business. A description of how sustainability affects business shall give an exemplified picture of sustainable corporate behavior. The term ‘sustainability’ is described. The approach of the three dimensions of sustainability shall serve as a basic understanding to evaluate the possibilities of an implementation of sustainability in business. The concepts of environmental management, sustainable management and Corporate Social Responsibility are described. The meaning of the driver ‘ethical responsibility’ in business is analyzed as a framework for Corporate Social Responsibility. This can be implemented in business through a code of ethics, for example. Studies and current findings confirm that Corporate Social Responsibility has become an evolving trend and is of growing importance in business today. Conclusively, the driver ‘ethical responsibility’ was found to motivate companies towards sustainable business practices.
The effective use of digital technology and disruptive innovations are increasingly shaping the way companies survive in today’s markets. Consequently, the need for German Small and Medium Enterprises (SMEs) to perform a digital transformation, which implies the creation of a new business model through sophisticated technologies, is gaining significance for succeeding in the digital age. While most German SMEs have already accomplished a digitization of their collaboration and communication,a profound digital transformation is still imminent for the majority. Based on the investigation of existing literature on the subject, this paper demonstrates the suitability of design thinking methods to develop strategic thrust for a digital transformation. The key potential of design thinking is rooted in its ability to creatively solve problems and reinforce skills needed to address dynamic environments. An exemplary result of using design thinking to develop strategic thrust is presented with the fictional business model GreenCube. The concept aims to assist German SMEs in performing a digital transformation by simplifying the incorporation of sophisticated digital technologies and providing opportunities for networking and thus integrating into an ecosystem. Despite their potential, design thinking activities involve several challenges including the incongruence of pre-defined specifications and designed concepts, the gap between a focus on time-reduction and a focus on experimentation, and the lack of measurability of design thinking gains. Nevertheless, the nature of businesses’internal and external environment is becoming ever more fast-paced, making the ability to manage change increasingly critical for German SMEs to establish competitive advantage.