Degree

Master of Business Administration

Faculty / School

School of Business Studies (SBS)

Advisor

Ms. Rakshanda Mustafa, Scholar in Residence, Department of Marketing

Project Coordinator (Internal)

Adnan Ahmed

Project Coordinator (External)

Asif Butt - Sales Director - GIPA F&B Givaudan

Client

Givaudan

Project Type

MBA Research Project

Keywords

Sustainability Strategy, Competitive Advantage, ESG (Environmental, Social, Governance), Sustainable Sourcing, Innovation and Sustainability, Stakeholder Trust, Localization Strategy, Consumer Perception, Strategic Management

Abstract / Summary

This study examines how sustainability can be leveraged as a strategic driver of competitive advantage, using Givaudan International SA as a case study, with a specific focus on its implications for the Pakistani market. Moving beyond traditional views of sustainability as a compliance or philanthropic activity, the research positions it as a core strategic capability that enhances innovation, operational efficiency, stakeholder trust, and long-term resilience. Using a qualitative case study approach, supported by interviews and focus group discussions, the research highlights that sustainability positively influences brand credibility, emotional engagement, and market positioning. Consumers associate sustainable practices with trust, authenticity, and long-term value, which can strengthen competitive positioning, particularly in business-to-business relationships. The report concludes that sustainability can deliver sustainable competitive advantage when embedded across the value chain, communicated transparently, and aligned with local market dynamics. Strategic recommendations emphasize improving sustainability communication, strengthening local sourcing systems, leveraging innovation, addressing cost barriers, enhancing certifications, and positioning sustainability as a long-term strategic competence rather than a cost centre.

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Available for download on Tuesday, June 20, 2028

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