The april (2015) special edition of the scientific journal of Long Range Planning is called “Doing more with less? Sustainability strategy in constrained economic times“. The different articles in this special edition all focus on the sustainability behavour of companies in tough times.
One might expect that in tough times there is less focus on sustainability. Based on the articles in the special issue it appears that companies find innovative ways to do more with less and increase firm value without undertaking significant cutbacks on their sustainability strategy. Companies have used their sustainability strategy to maximize strategic value by focussing more on the real customer needs and reduce costs.