Abstract:
The business case for sustainability is already strong and conducting business as
usual, is no longer an option. Larger companies have already begun incorporating
the Sustainability Development Goals (SDGs) into their corporate objectives,
however, small and medium-size enterprises (SMEs) lag behind in implementing
these sustainable practices. The main purpose of this study is to examine the
relationship between the strategic orientations, market orientation (MO),
entrepreneurial orientation (EO), technology orientation (TO), and learning
orientation (LO) concerning commitment to sustainability. Furthermore, the study
examines management values, and sustainability practices in relation to commitment
to sustainability in SMEs in South Africa. Survey responses from SMEs in Gauteng
province were analysed and agree with the Swedish study concerning the influence
of MO, EO, and sustainability practices in relation to commitment to sustainability,
which implies that companies see both market and entrepreneurial advantages of
sustainability. Furthermore, the results confirm the influence of TO, LO, and
environmental-friendly values among management on commitment to sustainability,
implying that companies see both technology and learning advantages of
sustainability. Different parts of the strategic orientations also influence commitment
to sustainability in South African SMEs. The results also show that LO has a
mediating effect on the relationship between EO, TO and commitment to
sustainability. The implications are that companies can work on sustainability issues
using both internal and external perspectives.
