Abstract

In the face of global warming, environmental degradation and other social and economic challenges, the dawn of the 21st century has sparked a renewed search for more meaningful ways of defining, gauging and nurturing progress, development and prosperity. Consequently, many leading corporations and municipal organizations now actively embrace the principles of corporate sustainability - a major, ongoing paradigm shift in business strategic thinking. Corporate sustainability seeks to advance the larger goals of social, economic and environmental justice through conservation, advocating that businesses look beyond their immediate profit margins and aspire toward their economic goals with minimum compromise to the ability of future generations to do likewise. The resource-based view (RBV), widely regarded as the touchstone for IT competitive strategy, stresses the importance of sustainable competitiveness primarily through acquiring rare, inimitable and unsubstitutable resources. Can we reconciled RBV-based IT strategy to embrace both interpretations of sustainability? This paper outlines a framework for strategic IT deployment that promotes the attainment of sustainable competitiveness while embracing the broader tenets of corporate sustainability in the new, green economy.

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