Vienna (Austria), 26 January 2012

Dr. Nadya Zhexembayeva, Coca-Cola Chair of Sustainable Development at IEDC-Bled School of Management, spoke about the the challenges of embedded sustainability at the 32nd Controller’s Day in Austria that brought together over 240 finance and controlling professionals, this year titled “Doing well by doing good – Strategies for Sustainable Business Success”.

Dr. Zhexembayeva clearly explained the meaning of sustainability, stressing that a major shift has been made from the ‘sustainability as a moral option’ to the ‘sustainability as an inescapable business reality’ that is embedded into each stage of the value chain. Companies face declining resources, while at the same time consumers’ requirements are ever higher, thus on the product and service level they need to provide superior solutions that are both environmentally friendly as well as innovative and smart.