ORGANISATIONAL BEHAVIOUR AS A STRATEGIC DETERMINANT OF SUSTAINABILITY: INTERNAL AND EXTERNAL INDICATORS FOR BUSINESS SUCCESS

This paper examines organisational behaviour (OB) as a key determinant of corporate growth, competitiveness, and sustainability. It distinguishes between internal behaviours driven by leadership, employee motivation, training, wellness, and organisational culture and external behaviours shaped by market forces, government policy, resource availability, and technological change. By analysing internal and external indicators, the study demonstrates how organisations adapt their strategies in response to dynamic environments. It argues that sustainable performance requires a careful balance between employee-focused practices and external responsiveness, positioning organisational behaviour as a central driver of long-term success and resilience.