Sustainable Profits = Social Profits = Maximum Profits

This paper argues in favour of the pursuit of sustainable profits, explaining that in the past profit maximisation has sometimes been at the expense of the businesses' future because of economic, environmental or social impacts.

Sustainable Profits = Social Profits = Maximum Profits

Navendu TripathiMindshare India, Group M

Read more essays on CSR in India and related case studies on the Brands and Sustainability in India page

Can brands maximise profits and be a force for social good?

The word 'maximization' comes with assumptions about space and time, within which the said quantity is maximized. When it comes to 'profits', the time period is usually quarterly or annual or five to ten years, dependent on the business objective and context. The space is usually the confines that define the entity...

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