Sustainability for Competitive Advantage: Strategic Approaches and Firm Performance

In today’s world, sustainability is imperative for any business strategy that supports companies in improving performance and maintaining their competitive advantage. In this context, this chapter examines how businesses in the Middle East and North Africa (MENA) region are adopting sustainability practices to meet these goals. It begins with an analysis of current sustainability practices in the region, followed by a detailed exploration of strategic approaches to implementation. The practical impacts of these strategies on firm performance are illustrated through case studies of Masdar City in the UAE, Saudi Aramco in Saudi Arabia, and the Office Chérifien des Phosphates (OCP) Group in Morocco. These cases provide useful lessons for the successful implementation of sustainability in business. The chapter adds a new dimension to the literature by combining theory with practical policy relevance, specifically for the MENA region. This study also highlights the importance of embedding sustainability into the core business strategy because doing so has the potential to drive innovation, reduce costs, enhance stakeholder relations, and reduce environmental impacts. It ends with actionable suggestions to aid businesses in integrating sustainability into their strategic planning. Finally, it highlights how sustainability can drive competitive advantage for the company and the MENA region more broadly, such as achieving net-zero emissions and fostering sustainable growth in the MENA region.