The New Sustainability Edge: Redefining Business from Startups to Industry Leaders, Prof. Philip Kotler and Dr Khalid Hasan

Professor Philip Kotler 
USA
Dr Khalid Hasan
ResInt Canada
Canada

A New Perspective on Sustainability: Sustainability has often been a buzzword—talked about, yet insufficiently acted upon. The New Sustainability Edge redefines what sustainability means by blending practical business strategies with urgent global challenges. Rather than staying in the realm of theory, this book offers a roadmap for creating lasting, meaningful impact on people, the planet, and prosperity.
The time has come to rethink how we do business. It is not just to survive, but to lead with purpose. This is not merely about a balance sheet of profit and loss-it goes much deeper for our existence.
Why This Book is Unique: Unlike typical sustainability texts, this book brings together 30 visionary academics and practitioners from across the globe, including Professor Philip Kotler, widely recognized as the Father of Modern Marketing. It also incorporates insights from Nobel Laureate Muhammad Yunus, presenting the concept of “3 Zeros”—Zero poverty, Zero unemployment, Zero carbon—to inspire action and purpose-driven leadership. Across 19 chapters, contributors explore innovative approaches to ESG, DEI, social business, AI for sustainability, and sustainable trade, tourism, branding, customer centricity, and healthcare. Real-world case studies—from Bhutan to Saudi Arabia, Canada to Bangladesh—show how sustainability and profitability can go hand in hand.
From Thinking to Doing: Each chapter presents actionable strategies:

• Transforming business models to integrate environmental, social, and governance (ESG) principles.
• Harnessing consumer behavior to drive demand for sustainable products.
• Innovating with technology to enhance efficiency, transparency, and impact.
• Building purpose-driven organizations that inspire loyalty and attract talent.

Who Will Benefit: This book is designed for anyone seeking both conceptual understanding and hands-on strategies to navigate complex business challenges while contributing to a sustainable future:

• Students in sustainability and business programs.
• Entrepreneurs and Start-ups seeking actionable solutions.
• Business leaders, researchers, and policymakers aiming to implement sustainable strategies.

Why Read This Book Now: The world faces unprecedented environmental, social, and economic challenges—from climate change to inequality and resource scarcity. This book offers a timely perspective on how businesses can act responsibly, innovate strategically, and achieve long-term success.
Takeaway: Sustainability is no longer optional—it’s the defining edge for the future of business. The New Sustainability Edge empowers readers to take a purpose-driven, holistic approach, ensuring businesses don’t just survive but thrive, creating a better world for future generations.