Sustainability for organisational success: how Is Optus joining the dots?

Zak Baillie, Lay Peng Tan, Yvonne A. Breyer, Andrew Buay

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

1 Citation (Scopus)


Singtel Optus Pty Ltd (“Optus”) is an Australian telecommunications company in a highly competitive industry. While expanding its network, value proposition, and achieving superior customer experience is a key driver of market growth, Optus has embedded sustainability across its business as a market differentiator. In Optus, sustainability informs decision-making, the culture of its business, its operations, and its products and services. Optus believes that making sustainability a part of its DNA will establish the foundations for long-term success. This case study outlines four sustainability initiatives Optus is pursuing and how these initiatives are integrated into its daily business. Yet some key challenges face Optus on the way ahead and, as this case study shows, long-term sustainability requires a collaborative, innovative, and holistic approach. This case study was developed based on primary and secondary research about Optus’ sustainability initiatives up till June 2016.
Original languageEnglish
Title of host publicationIndustry and higher education
Subtitle of host publicationcase studies for sustainable futures
EditorsLeigh Wood, Lay Peng Tan, Yvonne A. Breyer, Sally Hawse
Place of PublicationSingapore
Number of pages28
ISBN (Electronic)9789811508745
ISBN (Print)9789811508738
Publication statusPublished - 2020


  • Systems thinking
  • Integrative thinking
  • Strategy
  • Strategic framework


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