УСТОЙЧИВОТО РАЗВИТИЕ КАТО КОНКУРЕНТНО ПРЕДИМСТВО НА МЕЖДУНАРОДНИТЕ КОМПАНИИ В УСЛОВИЯ НА ГЛОБАЛНА НЕСИГУРНОСТ
SUSTAINABILITY AS A COMPETITIVE ADVENTAGE OF THE INTERNATIONAL COMPANIES IN CLOBAL UNCERTAINTY CONTEXT

Summary/Abstract: This article examines the role of sustainability as a strategic advantage for international companies operating in an increasingly uncertain global environment. The analysis highlights the evolving nature of risks faced by international enterprises, emphasizing the necessity for resilient and adaptable strategies. Through case studies of Unilever and Microsoft, the paper demonstrates how embedding sustainability into core operations enhances supply chain resilience, fosters innovation, improves stakeholder trust, and supports long-term competitive position. Sustainability is no longer merely a voluntary corporate responsibility but a fundamental strategic capability crucial for long-term success in the dynamic landscape of international business.

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