The Triple Bottom Line (TBL), introduced by Elkington in 1997, has become a globally

influential approach, emphasizing three critical dimensions for sustainable development:

People, Planet, and Profit (Chabowski et al., 2011; Svensson & Wagner, 2015). The model
addresses long-term strategies for companies transitioning to sustainability, focusing on
environmental quality, social equity, and economic benefits (Elkington, 1998).

Two models illustrate the TBL: the commonly accepted nested spheres model (Venn
diagram) and the alternative overlapping spheres model (Russian doll model) criticized
for its lack of hierarchy representation (Getzner, 1999). The latter, suggesting a broader
environmental system, is considered by some scholars as a stronger sustainability model
(Chapman & Eames, 2007; Hosseinian-Far & Jahankhani, 2015).

The economic dimension (Profit) extends beyond financial metrics, considering societal
impacts. It involves managing core competencies, creating shareholder value, and
adopting marketing orientation (Prahalad & Hamel, 1999; Doyle, 2000; Akroush, 2012).
The social dimension (People) addresses an organization's impact on welfare,
encompassing employees and the community. Corporate Social Responsibility (CSR)
initiatives, including education assistance and fair practices, are central (Engardio, 2007).

The environmental dimension (Planet) focuses on minimizing environmental impact,

energy use, and waste production. Some argue that this dimension is the most critical,
as it underpins economic and social aspects (Porritt, 2007). Additional dimensions, such
as institutional, cultural, ethical, and technological, have been proposed (Dahl, 2012;
Burford et al., 2013; Fiksel, 2003).

Implementation of the TBL requires balancing the three pillars, and sustainability
integration into operations and marketing is crucial for organizational success (Gimenez
et al., 2012). Companies face the challenge of finding this balance (Mota et al., 2015).

Measuring sustainability is vital for accountability, with various indexes and frameworks
developed for private and public organizations (Traverso et al., 2010; Adams et al., 2014).
The Dow Jones Sustainability Stoxx Index, Global Reporting Initiative index, and EDIE’s
Sustainability Leaders Awards are examples. Sustainability assessment is considered
essential, with Integrated Sustainability Assessment (ISA) proposed to optimize
outcomes while considering constraints (Farsi et al., 2017).

In conclusion, the TBL has emerged as a basis for organizational performance and
reputation, with the competitive advantage hinging on innovative green products and
socially responsible strategies (Luo & Bhattacharya, 2006; Maniatis, 2016). Despite
advancements, challenges persist in implementing and assessing sustainability,
emphasizing the imperative nature of sustainability for future growth (Parry, 2018).