The Pricing and Retail Strategy of General Motors One of the main goals of General Motors (GM) is to establish sustainability in the market place by creating long-term value. This approach is executed at every level of the company. Sustainability is a value proposition that takes into consideration environmental, social, and economic opportunities and supports the long-term success of the company. Value is created through top-line growth opportunities, bottom-line improvements, and risk mitigation. At this point, the response of the customers will determine the amount of value created.
Strategy
The sustainability strategy of GM aims to create long-term stakeholder value; align corporate policies, positions, and sustainability initiatives; focus efforts on areas of significant impact; and to be executed within every function by every employee. The strategic pillars are focused on four specific areas: 1) Innovation that grow business through new products and services that customers desire while addressing environmental issues and social concerns. 2) Integration that ensures sustainability is embraced throughout GM. 3) Transparency that builds trust and accountability. 4) Employee engagement that encourages a sustainable mindset at GM.
Tollin and Jesper cited that in the area of sustainability as a marketing implement, Lozano and Huisingh (2011) reported that “In the sustainability literature it is pointed out that the evolving view on sustainability (e.g. a holistic, integrated and dynamic view) has a potential to become an influential counterweight to the economic school” (p.628).

Sustainability Report The GM Sustainability Report underscores how the company strives to achieve GM’s vision to design, build, and sell the world’s best vehicles in a responsible manner by aligning sustainability with their business model.