Abstract
Studies have repeatedly illustrated how institutions struggle to implement sustainable development models, even when their formal claims indicate strict adoption of principles of sustainable development (Sean Markey, 2010). Relevance of innovative and feasible projects for sustainable development is escalating rapidly among the business community (Brower, 2011). The efforts of many organizations to recognize sustainable development principles as an important community vision is encouraging, but only very few of them have proved themselves in successfully translating their goals into actionable strategies (Sean Markey, 2010). Extra Weave Pvt. Ltd, a small and medium enterprise (SME) in Allapuzha district of the state of Kerala, India, stands out from the crowd in its remarkable achievements in sustainability, overcoming initial challenges and issues in implementation of a sound sustainability development model. This article is a case study of the implementation issues of sustainable development practices at Extra Weave Pvt. Ltd. The study focuses on how communication plays a role in the implementation of sustainable development practices in Extra Weave. The study also discusses how soft system methodology (SSM) was used to identify the issues in implementation and facilitate for appropriate solutions.
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