Non-Financial Measures While One Would Essay

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It supports innovativeness and flexibility, but at the same time attempts to ensure profitability in the long run." (Bhimani 2003:250)

The idea of the bottom line must also be changed to incorporate non-financial measures as well, otherwise this cultural change would be futile. Thus the concept of a 'Triple Bottom Line' has been created with three areas of responsibility: corporate, social and environmental, otherwise known as the three P's: People, Planet and Profit.

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This has been alternately termed corporate responsibility or sustainability reporting and "many of those companies vie for industry, national, and international honors, such as the Dow Jones Sustainability Index, awarded to the world's most sustainable firms by industry sector." (Colbert and Kurucz, 2007, p. 21)

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