Companies that choose sustainable strategies and practices will be more competitive on the market and will achieve value due to revenues increase by means of new goods and services, reducing costs by using eco-efficiency, eco-innovation, managing operational risks and those derived from more effective regulations. Innovation is a key strategic component of the ongoing process of improving sustainability. Organizations contributing to creating a prosperous future should be the result of full integration of sustainability into its business model and development strategies. Choosing and implementing the most appropriate sustainable development and social responsibility strategies have an important role in providing added value by creating and strengthening sustainable business on several levels: stakeholders, organization and environment.