For any company to be able to successfully compete and develop, it is necessary to focus on defining, modelling, implementation and constant improvement of procedures within each stakeholder group on the basis of its own values. Their significant part is made of requirements concerning minimisation of environmental impact. The authors point out that implementation of an effective strategy aimed at balancing the needs of all the interested parties and market requirements by means of implementing procedural approach accounting for environmental values can give rise to a sustainable market success of a business.
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