In a process of creative destruction -as Schumpeter called it- new Enterprises rise and are destroyed permanently on and around the economic battlefield Internet. The economic impact of web based applications and services offered by enterprises all over the world changes not only our business environment, but our society at the grass-root level. In the 1990s supported by enduring growth and prosperity many marketers supposed changing rules for these new ways of doing business. Employees influence is eroding due to the fact that companies all over the world are measured by shareholder value. Today, after the turnaround and probably overleaped the low point of recession we can assume that the important drivers of measuring business success has not been changed. Revenue and profit is still the goal and judgement criteria of success. But what about environment? Why should the success of any business in the future be measured in growth and not for instance in terms of environmental compatibility. In a world of growing world population, emerging economies and millions of people ambitious to gain western living standards we can not longer afford ongoing economic growth but satisfying living conditions for all mankind. So why business success should not be measured in the attainment of specific environmental goals to sustain the basis of our own existence. In this context the social and human value and norms have to and are changing. So the changing rules are not done by business or due to the emerging internet technologies but to a change in society which is fostered by technological revolution. In this matter we will have a closer look at the concept of sustainability. How could this concept be adopted by the evolving Network Society? What are the threats and the chances for our life, nature and future? In this paper I will try to describe, analyse and conclude the major driving forces concerning sustainability in Network Society. I will start with descriptions of the status quo in research about sustainability and societal change, before analysing the most important actors and concluding what impact those simultaneous processes have on environmental concerns. The Conclusions should offer the reader a specific tendency, into which direction the Network Society will lead us concerning environmental tasks, problems and solutions.
Table of Contents
1 Introduction
2 Evolution of Sustainability
3 Network Society; a brief overview
4 Fostering Sustainable Development
4.1 Internet Deployment and Usage
4.2 Non Governmental Organisations
4.3 Formation of a New Environmental Consciousness
5 Hindering Sustainable Development
5.1 Lack of Control
5.2 Unimpeded exhausted cultivation
6 eEnterprise
7 Conclusions
Objectives and Topics
This paper examines the complex intersection of the emerging Network Society and the challenges of achieving global sustainability. It analyzes how technological advancements and new forms of social interaction simultaneously facilitate and hinder environmental progress, ultimately seeking to determine the trajectory of environmental responsibility in an increasingly interconnected economic landscape.
- The evolution and definition of sustainable development.
- The impact of Internet deployment on global information exchange.
- The role of non-governmental organizations (NGOs) in mobilizing environmental action.
- The influence of corporate power and the lack of governmental control on sustainable regulations.
- The economic theory of external effects in the context of eEnterprise.
Excerpt from the Book
4.2 Non Governmental Organisations
Thousands of NGOs are fighting globally (see also here or here), regionally or locally against environmental devastation, depletion of resources, biodiversity and extinction of species. The degree of professionalism is broad, it vary from lose mergers of committed people to structured, skilled and professionally led organisations. The usability of the Internet allows effective communication and organisation even if there are few members who share common values. Due to these differences in size online presence of NGOs differs. Most offers topic relevant information, newsletter and timetables for their campaigns. Some use community structures like (expert-) chats, guest books, discussion groups and email communication platforms. Combined this tools and the availability of information through this channels should be foster mobilisation speed and support environmental concerns.
A colourful example of the power and influence of NGOs was the Brent Spar incident in 1995. Shell was planning (and legally authorised) to sink the former loading buoy Brent Spar in the North Atlantic. After intervention by Greenpeace the social and commercial pressure (Shell stations in Germany were boycotted and even attacked) on Shell was too high and they abandon from the deep sea disposal and were actually deconstructing the platform for four times more money. Grant Jordan (and many others) points out in his paper about the “Indirect causes and effects in policy change: The Brent Spar case” that the environmental disposal would at least have as much advantages for the local ecosystem as disadvantages. In consequence the Greenpeace success was more backed by populistic press releases and the supporting crowd of activists and followers then to hard scientific facts. This shows the degree of mobilisation and influence of NGOs. If Shell could not handle a conflict with Greenpeace, who could? This development will be facilitated through the Internet mobilisation and information possibilities.
Summary of Chapters
1 Introduction: This chapter outlines the context of modern business in the era of the Internet and introduces the research question regarding the compatibility of economic growth and environmental sustainability.
2 Evolution of Sustainability: This section provides a historical overview of the sustainability movement, highlighting the importance of the Brundtland Commission Report.
3 Network Society; a brief overview: This chapter explores Manuel Castells’ concept of the Network Society and how new technological affordances are reshaping social interactions and individual behavior.
4 Fostering Sustainable Development: This chapter analyzes positive drivers for sustainability, focusing on internet connectivity, the mobilization power of NGOs, and the shift toward a new environmental consciousness.
5 Hindering Sustainable Development: This section investigates obstacles to sustainability, specifically addressing the diminishing control of governments and the opportunistic exploitation of resources.
6 eEnterprise: This chapter applies the theory of external effects to business operations, arguing that companies must integrate sustainable goals to maintain trust and relevance in the eyes of the consumer.
7 Conclusions: The final chapter synthesizes the competing tendencies within the Network Society and emphasizes the necessity for society to adapt to environmental challenges for the sake of human survival.
Keywords
Sustainability, Network Society, eEnterprise, Environmental Consciousness, NGOs, Internet Deployment, External Effects, Globalization, Economic Growth, Corporate Influence, Social Change, Environmental Protection, Biodiversity, Technology, Digital Communication.
Frequently Asked Questions
What is the core focus of this publication?
The paper explores the relationship between the modern "Network Society" and the requirements for sustainable development, specifically how digital transformation influences environmental outcomes.
What are the primary themes discussed?
The main themes include the evolution of sustainable development, the power of NGOs in the digital age, the role of internet infrastructure, corporate influence, and economic theories regarding externalities.
What is the primary research goal?
The goal is to determine whether the mechanisms of the Network Society act as a catalyst or a hindrance to global environmental sustainability.
Which scientific methodologies are employed?
The author uses a qualitative, analytical approach, synthesizing existing social and economic literature, including theories by Manuel Castells and the concept of external effects, to evaluate current developments.
What does the main body cover?
The main body breaks down the factors that foster sustainability (such as internet connectivity and NGO mobilization) against factors that hinder it (such as the loss of governmental control and short-sighted profit-seeking).
How would you summarize the key terms?
The work is defined by the tension between technological advancement and environmental preservation, using concepts like "Network Society," "NGO influence," and "external effects" as pillars of the analysis.
What role does the "Brent Spar" case play in the analysis?
It serves as a key case study to demonstrate the significant mobilization power of NGOs and the impact of public pressure on corporate decision-making in a networked environment.
How does the author view the future of environmental regulation?
The author argues that while technological acceleration is a challenge, it also empowers the individual. The author concludes that society must take responsibility for regulating this new environment to ensure long-term survival.
- Quote paper
- Florian Michaelsen (Author), 2004, Sustainability in Network Society, Munich, GRIN Verlag, https://www.grin.com/document/38595
