Preprint Article Version 1 This version is not peer-reviewed

Challenges Companies Encounter When Delivering Sustainable Solutions: Research Conducted in the United Arab Emirates

Version 1 : Received: 8 October 2019 / Approved: 9 October 2019 / Online: 9 October 2019 (11:20:24 CEST)

How to cite: Seretny, M.; Cazorla Milla, A.; Azeem, M.; Gaur, D.; Jones, D.; Ben Abdallah Moalla, R.; Mataruna-Dos-Santos, L.J. Challenges Companies Encounter When Delivering Sustainable Solutions: Research Conducted in the United Arab Emirates. Preprints 2019, 2019100106 (doi: 10.20944/preprints201910.0106.v1). Seretny, M.; Cazorla Milla, A.; Azeem, M.; Gaur, D.; Jones, D.; Ben Abdallah Moalla, R.; Mataruna-Dos-Santos, L.J. Challenges Companies Encounter When Delivering Sustainable Solutions: Research Conducted in the United Arab Emirates. Preprints 2019, 2019100106 (doi: 10.20944/preprints201910.0106.v1).

Abstract

The purpose of this article is to draw attention to the challenges faced by business organizations implementing sustainable solutions in the United Arab Emirates (UAE) and the wider Gulf Coast Countries (GCC) region. To this end, our study examines an academic theory supporting the implementation of responsible solutions to the market. Ultimately, the authors hope to inspire the reader to consider what he or she can do to ameliorate the existing challenges encountered by sustainable businesses. The analysis presented in this article implies that in recent markets, the implementation of the sustainability theory is essential for further development. The research project contributes to the increase of knowledge about corporate and organizational challenges related to running a responsible business, as well as challenges related to the application of environmental, social and economic aspects of sustainable business practices. The research is currently limited to conceptual analysis, literature review and a survey conducted during the Sustainability Week 2019 in Abu Dhabi, United Arab Emirates. Nevertheless, this is the first stage of the research project conducted by the research team in cooperation with enterprises that implement responsible solutions in many global markets, and in UAE market. The scope of the first stage of the study was limited to the analysis of data clarifying the concept of the model specified in the research. To prove the validity of the model it will be implemented and tested in cooperation with organizations participating in the research.

Subject Areas

sustainability; sustainable development; sustainable marketing

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