Abstract:

Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs (WCED, 1987). The aim of the article is to emphasize the need of incorporating the sustainability into the strategic management process. The article is based on information gathered through extensive literature review (research publications, research studies) using internet and research databases. The sustainable strategy must support companies’ goals, creates values not only for company, but also for stakeholders/society without compromising the ability of future generations to meet their own needs.