DBL Group: balancing the sustainability journey

Learning outcomes After completing this case study, students should be able to describe how an organization manages diversified businesses in an emerging economy and explain how it implements unique sustainability initiatives aligned with the Sustainable Development Goals (SDGs) to enhance accountability; assess the necessity for continuous and comprehensive transformation across different organizational areas to promote long-term sustainability, innovation and competitiveness; and analyze the organization’s strategic responses to transformation challenges and develop recommendations for fostering sustainable growth in emerging market contexts. Case overview/synopsis With a strong presence in garments and textiles, Bangladesh’s Dulal Brothers Limited (DBL) Group emerged as a diversified conglomerate with ceramic tiles, pharmaceuticals, dredging and information and communication technology businesses. With the SDG pioneer award in hand, the DBL Group realized that their accountability toward sustainability needed to be accelerated. DBL Group established and followed a five-pillar sustainability strategy, the Sustainability 5.0 model. The model comprised five pillars: people, process, product, community and the environment. However, the model faced some shortcomings in leading the DBL Group to the next level of sustainability. As Mohammed Zahidullah, the chief sustainability officer of DBL Group, delved into each pillar of this model, he found himself in a crucial dilemma. Could the DBL Group truly become a model of sustainability in Bangladesh and other emerging markets using the existing Sustainability 5.0 model? What steps could it take to improve the model, ensure accountability and maintain processes that promoted greater sustainability? Complexity academic level This case study is well-suited for sustainability management, corporate strategy and business transformation courses, particularly within MBA and undergraduate business programs. Supplementary material Teaching notes are available for educators only. Subject code CSS11: Strategy.