Given that sustainability is an inevitable tendency to a company's long-term goal, integrated sustainable actions within a company's strategies are likely to become a source of competitive advantages (Bansal’s, 2005). According to the Australian Council for Superannuation Investors, 83% of the ASX 200 disclosed their reports on corporate responsibility (ACSI 2012), showing that almost listed companies in Australia are now undertaking in some patterns of voluntary strategy in relation to sustainability. In this context, WML could enhance its competitive advantage by setting its strategy towards sustainability. However, implementing sustainability into actions is not facile since it seems to be lack of connections between green practices and …show more content…
Strategic map in one hand provides a coherent strategic story and in other hand communicates that story within the organization. The Strategy Map is also a logical map which shows a cause-effect linkage among multiple objectives from bottom to top. It helps to answer the question that if there is an improvement in an objective at a lower level, it will lead to an enhancement to an objective in the next level. Hence, strategic map will help WML illustrate the linkage amid its strategic objectives and delineate the sustainability objectives into company profitability.
In order to outline its strategic map, firstly, WML is required to define its strategic themes and then strategic objectives. As the fact that WML uses bamboo material for producing its surfboards whereas its competitors use plastic, WML should focus on the differentiated strategy by embracing its green practices such as environmental-friendly product, EHS working condition in order to enhance their corporate value and branding image to its power stakeholder. Subsequently, WML will be capable of communicating its strategic objectives by the strategic map as