INTRODUCTION: THE BUSINESS ENVIRONMENT AND SUSTAINABLE DEVELOPMENT
In the past decade appeared in a commercial for the International Television (CNN) The image of an engineer Shell, which had experience and as he was paraphrasing something: Fossil fuels can no longer be the world's energy source, it is necessary to extract energy from renewable and more friendly to the environment. The engineer continued commenting "Some have called me mad, Hippie, Dreamer, Utopian, but concluded:" Lately, I called SHELL Project Manager. What is mentioned here? Same is the reality of a business that not only cover the world for the next few years, but by the following centuries. Namely, the environmental business.
The reference to environmental businesses approaching us all protection activity promotion, income-generating productive la, recuperación, asesoría y demás acciones que Privilegien al medio ambiente y sus actividades conexas; (2007 o como lo llama Eduardo Moraga), el "negocio de las Exigencias Ambientales ", Jesús Moreno (2007), los denomina" negocios sostenible con éxito. "
El tema de los negocios ambientales Cuando se estudia con mentalidad prospectiva géneros grandes expectativas. Su avance está apalancado en el concepto del Desarrollo Sostenible.
Desarrollo sostenible no es el espectáculo de pobres ahogándose en el mar de la vida. El desarrollo sostenible es aquel que parte de la equidad, la dignidad humana y el respeto por los rights of others and independence of peoples. While this does not exist or at least not Be aware of this, the speech turns out to be futile and hollow. Sustainable development creates the stage for people in villages Independently can live with dignity, with their needs met, that there is no place to assess people by what they have (without individual to reify) but for what they are development where it is used rationally resources, generate high value added, ensuring the existence and future generations Esperanza.
While the people depend on the unilateral decisions of other nations, it continues to be the law of the jungle, and villages, not privileges is Dignity and Respect for the individual is it remotely possible sustainable development, this is an ethical issue in the same proportion that is economically and environmentally. This is a sine quo non, otherwise the people will be able to generate wealth But Sustainable Development.
Sustainable development is one that creates the conditions for living is good, that this development is cyclical, meaning it can be maintained over time, generating social stability, creates a sense of belonging and love for the Existence of Everything This translates into a way to live with dignity while respecting the nature and all its beings, trying to generate the best mayor and added value of a Portion of resources use, feeling that if this is done is betraying the existence of our generation and its successors.
But why so much emphasis was made in Sustainable Development Based on the environmental? Is it because they thought he was already resolved and others wanted only to resolve the environmental? Or maybe it's better to think that a subliminal message accidentally became popular and began a proclamation, which will be the only salvation for poor countries natural potential, namely, bio-businesses embedded in the context of environmental business, ie it emphasized the environmental thinking that permeate this economically.
Sustainable Development in environmental matters is inserted (necessarily) the social, economic and other aspects, is comprehensive and holistic, but the reason why a strong focus on environmental, this is: Feasibility else. Unintentionally define this well, because (the environmental and profits) were the only viable option for future development, Bearing in mind that both developed wanted to ensure its existence in a healthy environment and healthy lifestyles and poor people conditions Adequate life, having sufficient income to live in dignity, won Sustainable Development with Emphasis on environment.
Developing countries have only one plausible alternative and the alternative is sustainable development, because this constitutes our road map to live in the XXI century scenarios, where natural resources considers both sustainable development will be highly valued.
"The leaders of major global corporations agree that the most important challenges they will face during this millennium will be related to environmental sustainability. Likewise, many analysts predict a Resource revolution, where the financial efficiency is not the sole indicator of progress in the nations of the world and the criterion of effectiveness of Sino Economies not be determined by the stock exchanges and currency reserves, the quality of its natural capital " (Gianni Lopez, 2002).
The respect is important to note that the Goods and Services Environmentally Preferable have conquered the market and are here to stay. The International Trade Forum magazine tells us "As soon known to the public, the sector of technologies, products and environmental services in 20 years has reached a size comparable to the aerospace and pharmaceutical industries, with a turnover of about U.S. $ 450.000 million in 2000. In 2010, that figure should be U.S. $ 640.000 million. Of that total more than 15% shall be for the developing and emerging countries. "
course this reference to Sustainable Development as a redemption for poor countries can be conceived solo apply when their effort to build this development is supported by its natural capital and human resource skills, seeking to achieve added value and competitiveness.
Sustainable development is not as easy to reach, even for rich countries. Is Sustainable Development, involving pollution actions generate poverty of other nations, and dependence effects that threaten the existence of other Nations to Hold a development model that makes the rich? "The calculation (Kyoto, 1997) that the average carbon output for each inhabitant of the land should not exceed the 0.4 tonnes per year (figure reached by Hindus). However, production per capita in the United States of America was from 5.4 tons in 1996. "
These conditions bring out a development at the expense of others, in which some win others lose, ie zero-sum development, but sustainable development is fair expectation that our well-being present and future should not exclude the welfare of others, no sea that the condition of poverty, backwardness and poor quality of life of others also affect the environment comes where I live (boomerang) Sustainable development takes into account the Land is a place where they are woven mother-child relationships, and any adverse effect on any of their children is a direct proportional relationship It affects the family and the League.
Sustainable development is contrary to the asymmetric economic and social situation in the world, so reach is so difficult, it would be a paradigm shift in the countries and the world. Few countries are able to give in to these positions, we can cite the case of the Doha Round is an attempt to reach out to international equity in the Trade and Environment, has been repeatedly blocked and boycotted. So there things will "and in that sense, it must establish two positions:
Sustainable development has two dimensions to be measured: a global and local one.
To be consistent with sustainable development, should be changed Becoming rich model for countries and individuals.
The first position is necessary to indicate that a country can not proclaim its development (local) Sustainable Achievement When this development led to the detriment of other countries and negatively affect the social, environmental, cultural and economic development (World ) from Other Countries. But nevertheless, some proclaim their sustainable development and producing skewed rates and convenience to your interest to validate what we believe is sustainable development.
When a country's development, equity privilégié inside and at the same time, aims for the welfare of other countries without affecting negatively their social, economic, cultural and environmental, is there When we talk about Sustainable Development.
But in a world where Darwin After losing the battle with creationists reincarnated on entrepreneurs and leaders of rich countries, it is not possible to speak of justice and equity, and social Darwinism, economic is the religion of Rich Countries' real only in the evolution of species that fit "and adapt Who survive? Of course, those who have the means. Globalization is Darwin's theory applied to "developing" world, and says: There is a struggle for existence, competitive sea (adapt, but disappears), and be competitive Who can participate?, Because those who control the global strategic means of production is what others have no right to exist, by reason of their humanity?, Darwin is in response to the current selection, the species that survive only fit, no matter if you have the right to exist or not, the issue here is not of rights but of existence due to the ability to adapt to the conditions.
Amidst this scenario, the sustainable development discourse appears with a new, more human, sooner or later telling us that Mother Earth will pass the bill for the excesses and inconsistencies that are committed within it, too, want to say that the world is a system, and form a chain, that can not be stronger than its weakest link. Miserablezas that the First World has generated in the fourth and third world, he soon returned to there.
It is very relevant here this comment "Within the first world has already installed a third world homeless destitute sick, elderly and unemployed ... while each Third World country has its own first world privileges and access to culture and portable fast the universe of modernity "(Carlos Fuentes, 1992).
Could it be that the balance will tilt the favor of the emergence of a mayor number of wealthy and rich in all countries of the world?, They simply do not, the trends tell us that every day the wealth is concentrated (Hannibal Ford , 1999).
social
Men not only affect poor countries but on a par with economic globalization, globalization has also come from other components. Export quality components today are: poverty, climate change, drug trafficking, terrorism in all its manifestations, corruption, begging. Development as conceived by the First World has a disease that has broken out and other social ills continue triggering unpredictable dimension.
Men not only affect poor countries but on a par with economic globalization, globalization has also come from other components. Export quality components today are: poverty, climate change, drug trafficking, terrorism in all its manifestations, corruption, begging. Development as conceived by the First World has a disease that has broken out and other social ills continue triggering unpredictable dimension.
came time to sit down for a rethinking of the world and existence. Perhaps not too late to think what we can live in dignity and potential CREATE Harmonies between rich and poor. Negotiations above implies that some encouraging transparency, human dignity and respect for the individual.
The concept of sustainable development should be put to ease the way to get rich is inconsistent with many countries, historically the plundering of resources in various countries, the installation of power structures could distort the economic dynamics of poor countries and one of them favor the rich countries has significantly affected the societies of the third and even the fourth and fifth world, by several degrees of poverty and dependence that degrade their dignity above and make it necessary to require the negotiation of Genetic Resources, Bio-general, is made based on the ethical and environmental factor, ES necessary to impose the ethical imperative of Commerce, Trade Fair in a dynamic that goes beyond a cost-effectiveness uncompromising.
sustainable bio-businesses are the only possible reality that we, the poor people with natural capital, the only opening that leaves the cluster of advanced technology and wealth of the rich countries, to dream of development, the possibility of a dignified and the progress of our peoples, The Grand Challenge is how to find a way to allow us to be players in this new scenario that lies ahead? Since it is a scenario which requires high-flying thinkers, statesman of the future, prospective lovers, statesmen do not think-just-short-term, can distinguish the urgent from the important, entrepreneurs see Success beyond of the everyday sounds of the cash register.
becomes relevant in this prospective, taking as its starting point the argument according to which the future is not written anywhere, you have to create, draw, dream, paint and build from this. The future is not what we hope, is what we do today.
The future is about to do, is multiple and can influence it, no matter where we do, whether the basis of possible or probable, what matters is what actions To achieve desired. Therefore calls attention to what he says Agustín Merello (1973) "... Foresight aims to build the future, antici So the configuration of a desirable future, then that reflects on the future imagined this to be inserted in the real situation better, but to act effectively and guide our growth into the future objectified as Desirable "It proposes that foresight is done then the likely future desirable alternatives for the future.
For Some seem utopian, but in the words of Anatolle France (1924)" Utopia is the beginning of all progress and design a better future. "The realities of today are the utopias of yesterday" (John Paul II). What is utopia? "I also always asked me, 'Cause she's always on the horizon, and if I walk two steps, she is two steps away. And if I go up ten steps, ten steps she stands beyond. What is the use of Utopia? For that served to walk. " (Benedetti, 1997).
There is an atmosphere conducive to the development of bio-businesses and other businesses sosternibles environmentally friendly, the twenty-first century be the century of business friendly environment. Someday all businesses will be due his friendship with the environment, environmental issues and their implications in business and trade relations industrial and commercial and occupies the agendas of universities, governments, NGOs, political groups, film, television, Internet and countless other scenarios where converging from the most humble to the great thinker, scientist NASA. The day will come and stands before us, not ten years after the beginning of the XXI Century and Nobel Peace prize, son Those who place high and alleviate environmental issue concerns the development agenda because it is incorporated That element environment. We are not far from the day when the Nobel economics prize are those that validate theories of environmental business in a changing environment a favor of life and sustainability of the planet.
According to John Doerr "... 2000 million people worldwide have not yet light. Affirms John Doerr (2007) that China has proposed for 2010 Get 15% of its energy from renewable sources. The magnitude of the Opportunity is colossal. Who will provide the technology to reduce the cost of wind or solar, that finally put the reach of most consumers? "
environmental businesses, ie those environmentally friendly, they're here , here to stay, and are a reality, according to Eduardo Remolins "... U.S. venture capitalists invested in 2005, U.S. $ 1.600 billion in clean technology, more than 35% in 2004, is no longer a choice to be profitable or green, you have to be both. "This confirms the basis of the discourse of sustainable development that seeks to implement a Through Environmental Business, namely, business / companies economically viable, socially acceptable and environmentally sustainable. importantly, the official forecast of the company Unisys in the sense that "Standardization of IT (Information Technology), The challenges of Service Access and Requirements "green" will donate the outsourcing in 2008, says Unisys in its predictions based environmental data centers with technology awareness "Green" proliferate across all industries. "
Santiago Vilanova (2004) provides that" in the richest countries, the United States, Japan and Germany, one of the "most important forces of the economy will struggle against Environmental deterioration. Another positive effect of the new Will The expulsion of the movement of poor environmental policies. Large lobbyists automotive, chemical, agribusiness, energy or pharmacist should consider their investment if they want to Properly Evolve. Environmental services eventually Being listed on the Stock Exchange on Wall Street as once it was the actions of corporations more pollutants. "
In this sense this book proposes an alternative approach to current environmental business, potential business, business in germs and provides guidelines for understanding the route will follow the enterprises in the coming years.
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