4.3 Integrated Development as Part of the Business Strategy
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Fig. 4.2 Integrated management system for the continuous improvement of business performance
regarding the three guiding principles of integrated development. (I) Normative level (corporate
principles); (II) Strategic level (long term goals); (III) Operational level (instructions for operational implementation)
4.3.3.1 Normative Level (I)
At the normative level, integrated development is first anchored into corporate
principles through creation of a mission statement for the protection of human
health and the environment. Values are defined and declared that the company
then upholds for itself and also for its stakeholder groups (e.g. customers and
suppliers, employees, investors, the public, etc.). This normative level represents
a commitment from top management to apply integrated development and, in doing
so, to include all employees, to cooperate with customers and suppliers, and to
maintain open communication with the public.
4.3.3.2 Strategic Level (II)
At the strategic level, the mission statement is translated into long-term goals for
the company’s values, business units, markets, and technologies. Strategic goals can
include, for example, the achievement of: