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Introduction
Human society has expectations for behavior that becomes its shared culture. The implicit social norms get communicated to generations at an early age and have a strong influence on the behavior up to adulthood. These social norms govern the culture. They are therefore implicit or explicit regulations an individual segment has for morally acceptable behaviors, beliefs and values of its members. For instance, people’s view of the norms significantly influences the behavior. Implicit social norms get stated openly, but one discovers them the moment they disobey. The implicit moral rules are laws people conform to in the society, and usually these laws make a living as a group more comfortable.

Brushing My Teeth at the Table in the Restaurant
Brushing of teeth is usually what many people get surprised when they see it. Almost every facet of people condemns this behavior and mostly and they usually never think that it can get done in public places like the restaurant. This type of behavior gets observed as awkwardness or complete lack of reasoning. In many situations it occurs it attracts attention as well as a surprise to those around the norm violator. The society, therefore, does not expect a person to brush his or her teeth in the public restaurant places.

Reason for Choosing Brushing Teeth at the Table of the Restaurant
While I was looking for glue on norm to violate, my thinking ran to a less risky rule to violate. I discovered the idea to brush the teeth at the restaurant table. In many public places and all people get discouraged from brushing teeth at the table public places or in the meal time. It is again unethical in government offices. The significant reason to choose this norm to violate was that it did not posses rough responses like getting beaten and; therefore, I was sure that I was not risking to get injured through people’s reactions. My other reason for adopting this type of norm violation as my study topic was that the public totally does not expect mature people to do it.

I wanted to violate it at the restaurant table to see how people around me react since the act was something that a conventional society do not expect anybody to do. My option of violating the norm of brushing the teeth at the restaurant was at luncheon of our graduation day in Villa Park restaurant. I waited until when my college mates were at the table having their delicious lunch. I ate quickly and finished the first one so that I could get their attention. We were over fifty at the table. The rest of my colleagues had gathered with smiling faces of academic transition. Since my plan was to get executed, I was sure and execrated adverse reactions to emanate from them. I was also sure that someone’s appetite would get lost

Reaction before Brushing the Teeth
When the time came for my plan execution, at first, I felt a bit nervous since the new fear that was developing in me would temper with my norm violation. I breathed deeply, stood and pulled my back. My friends at the table were surprised to see me eating in two minutes. Their eyes got focused on my unusualness. I took my tooth passed smeared it on my toothbrush with fingers and started brushing while my friend was eating. At the time of splitting the foam, I felt high since I was aware that every person present got focused on me never focused on me. I felt like day dreaming. I did not imagine I had the valor of doing it publicly.

Reaction of people during and after Brushing the Teeth
My friends and other people around got irritated. They clicked, and while others almost vomited the food they had eaten. My friends threw abuses at me. People stared at me with mouths agape. I could see young ladies silently pointing to each other to see what I was doing. I could see wrinkles of furious faces directed to me. If I were young, I could have faced the music. A small number of my friends broke into laughter. I heard people arguing that I had grown mad. ‘This is the effect of the use of bhang among university students,’ said one old woman who sat at the nearby table. Are you serious? Don’t be stupid, idiot were the words directed to me. It realized that minor norm violation has a discomforting effect on people around.

After violating the norm, I learned that fundamental standards in our society negatively affect those around us. A part of learning that I had ashamed myself, I had also ashamed my friends and other people in the hotel who were celebrating their graduation. I heard the abuses coming from even my closest friends. I hurriedly left the restaurant with my friends avoiding me. They stared at me as if I was the devils incarnate. At this point, I learned lot about social control. I discovered that norms were reinforced through approval while condemned through disapproval. The support promotes behavior and contrary, disapproval like the abuses I received; friends were clicking and people associating me with drugs are ways of behavioral controls in our society.

Lesson Learned about Norms and Social Control
Norm violation leads an indigent public image and the self-image. When a rule gets violated in the society, people react to it in a different manner. Their reactions usually get directed to discouraging the individual acts. For instance, my friend and the old lady in the restaurant reacted negatively to discourage me from such behavior.

Two, our society have control, but on the other hand, there is a group in the society that promotes norm violation through approving socially inappropriate behavior. For my case, some the friends broke into laughter and chanted at me. These kinds of reaction act as negative behavior reinforcement.

The other lesson from this norm violation is that norm violation in most cases does not attract legal penalties but negative social responses. Norms also aim at making those around us comfortable. In conclusion, rules play a critical role in shaping the behavior of the society. Members of the community have the responsibility in social control. Norms are therefore important in the society because they control human relationships. Approval and disapproval are the key controls in the society that promote societal norms that are the foundation of morality.

Introduction
Sustainability involves living mindful of the future, respecting, and embracing life in the present, while caring for the well-being of the generations to follow. Sustainability refers to meeting the needs of the present generation without compromising the ability of the future generation to meet their needs. It involves conserving natural resources and avoiding the waste in operations. Conservation and more efficient use of resources tend to lessen the burden of economic activity on the environment and also helps ensure that the activity can be sustained over time because the resources necessary will not be exhausted. For the last decade, sustainability has become an integral part of doing business in any industry. The social, environmental, and ethical issues are influencing a business decision. The ability to create value from and mitigating the risks associated with the ethical, environmental, and social issues increasingly impacts company reputation, access to capital, markets, and also the shareholder value. In this paper, the focus is on the research topic of building sustainable organization

Analysis of the field
A sustainable organization tends to recognize that the most significant threat to their performance and longevity is the failure to adapting to the changing circumstances. The changes may either occur in the society, environment, or through disruptive technologies or the shifting customer preferences (Jones et al. 2015). Organizational sustainability refers to the ability of the organization to achieve its goals and increase the long-term stakeholder value through integrating social, environmental, and economic opportunities into its strategies. Economists treat sustainability regarding the ways to keep the production system more viable. The ecologists and environmentalists focus on the perpetuation of the environment and its subsystems. On the other hand, sociologists have more concern with the impact on social and cultural systems. According to Wentzel et al. (2012), strong, sustainable development recognizes that different types of capital are interdependent. The capital may include social capital, human resources, economic or financial resources, cultural capital, and natural capital. So as to maintain a strong, sustainable development and equilibrium among the capital stocks, there is a need for careful and considerable choices on how to use each type of capital.

Sustainable development has not been very high on organizational agendas mainly because of the perception that sustainability is expensive to implement. Small enterprises normally lack the physical structure, human capacity, and ideas to integrate sustainability into its plans. Businesses tend to be destroying the world. The social and environmental costs are growing very fast than the benefit of economic growth, which is making us poorer and not richer (Jones et al. 2015). However, there are organizations that are working on changing from the wasteful and destructive practices to the restorative practices, finding competitive advantage, and cutting costs. The way of becoming a sustainable organization tends to be difficult, and it also involves changes to the mindset and innovation.

Building sustainable organizations

Background
Sustainability is becoming a popular topic as the business leaders face hardships with the poor economy. As companies are facing increasing problem when trying to achieve profitability, managers are looking for ways of decreasing costs while they maintain quality products and services. A sustainable organization is one that contributes to sustainable development through delivering simultaneously environmental, economic, and social benefits (Wentzel et al. 2012). There are four inter-related resources in building a sustainable organization. These resources include the organization itself, the environment, its community/society, and its human resources inside and outside the organization (Broadbent et al. 2013). If any one of these resources is not sustainable, then problems for the other three will develop in the long-term. When considering a sustainable organization, if any of the other three resources are not sustainable, neither is the organization (Jones et al. 2015).

The ability to adapt to change is a vital element to the survival of mankind and is a key to success as an organization, community, or corporation. Employees, stakeholders, and citizens should play a part when building a sustainable organization. Sustainable organizations utilize locally appropriate technology and strategies in securing their future ad benefit their locality. According to Broadbent et al. (2013), sustainability is all about operating an organization in an effective and efficient manner. Organizations are starting to shift towards business practices that respect people, planet and profit to remain competitive and also secure respected markets. When focusing on sustainability, it is essential that organizations should measure the resource use and also account for the external costs of services and goods. The benefit of having a sustainable organization is that many of the changes made are beneficial to the environment and health and also helps save money.

There tends to be a growing business interest in building a sustainable organization and increasing research and education interest in the topic of organizational sustainability. Organizations are scrambling to keep up with the fast-paced nature of commerce (Jones et al. 2015). Sustainability is not just a problem of technology or an issue of environmental concern; however, it is an idea that individuals and organization may continue to produce in infinity (Wentzel et al. 2012). Research attention has been focusing on the possible links between profitability and sustainability and also factors that cause organizations to pursue different sustainability strategies. However, there is less known on how to build a sustainable organization. There are various factors that organizations need to consider when building a sustainable organization.

Areas of debate
Leadership role
An important area of concern about this topic is the leadership role in fostering sustainability. There tends to be disagreement that sustainability matters, but the main question is how to implement the sustainability initiative successfully. A common trend in interpreting sustainability implementation is the context of the organizational change. The implementation of a successful sustainability program has organizational culture implications that produce accompanying resistance to change. Hence, an organization that is considering building sustainability potential should be prepared to overcome some of the major barriers such as eccentricities and employee resistance related to the organization-wide culture change. According to Lozano (2012), the internal sustainability goals should fully integrate with the organizational change efforts. It is only through planned organizational change that an organization moves to a sustainable performance. The modern organization usually has different change frameworks to choose from, and it is through successful implementation of the change management process that the organization can address the stakeholder’s needs and develop a long-standing sustainability mentality. According to Banerjee (2012), only output-forced change management process can ensure the success of a sustainability initiative.

Sustainability as challenge for success
While focusing on building a sustainable organization, an area of debate involves the process of sustainability as being a challenge for success. An organization’s contribution to a promising future come from increased positive impact of the business in the society and is achievable if the organization becomes sustainable. So as to assume the challenge, it is necessary that more and more organization should fully integrate themselves the sustainability in their operations and strategies. Sustainability is something that is not easy to achieve. According to Willard (2012), sustainability may be an integral part of the business strategy and operation only if the organization overpass the different challenges in each stage of the process for sustainability and develop new ways to tackle the challenges. Willard (2012), tend to propose five stage process that includes pre-compliance, compliance, beyond compliance, integrated strategy, and the passion and purpose. Compliance is an opportunity arising from the law, but organizations feel pressed to abide by the voluntary codes and legal standards (Farzad & Junker 2015). It tends to be tempting to adhere to the lowest social, economic, and environmental sustainability standard, but those organization is focusing on meeting the most stringent rules and norms gain more time to experiment with technologies, materials, and processes. In this regards, the first-movers tend to yield substantial advantages regarding fostering innovation. There is a lot that organizations need to do so as to ensure true sustainability in the business world.

System theory

The system theory tends to suggest that business sustainability factors are mutually dependent that could provide unexpected results. The system thinking theory originated from the concept that any external or internal action affecting one part of the system causes a reaction or the potential new action in others parts of the system (Dawidowicz, 2012). The system theory tends to form a platform for explaining and predicting any potential conflicts or problems in an organization and how the different parts of an organization interact and affect other parts to influence the outcome. The combination of the system thinking and system theory offer organization with tools to help understand the factors that provide sustainability for their businesses. The system thinking tends to be a dynamic business strategy for integrating and adapting project actions in the ever-changing environment. System theory is essential in understand issues relating to sustainability. Collaboration tends to strengthen relationships in a group, and it entails gather people with diverse expertise who understand parts of the system so as to facilitate a better procedure that may lead to organization success (Parker et al. 2012). When using system theory, it tends to provide flexibility in managing complexity, innovativeness, and the uncertainty in innovation projects more successful.

Impact of industries and technologies
The research topic involves building sustainable organizations. Sustainable organizations will have a positive impact on both technologies and industries. Due to the advancement in information and communication technologies, the industrial production tends to be experiencing a transformation process. Building sustainable organization will positively impact the manufacturing industry. Economically, sustainable organizations tend to encourage healthy businesses and industries with minimal environmental impact on the communities (Lozano 2012). Therefore, so as to maximize on the positive impact, the communities need to work towards attracting and supporting such industries and reducing or eliminate the negative impacts of the existing industries.

Building sustainable organizations also have a great impact on small business. It is essential to understand that the small businesses are a source of employment and providers and also consumers of services and goods that sustain the local economy. The operations of small businesses need to support the local ecology, utilize recycled products and materials, and also minimize the energy use and waste (Farzad & Junker 2015). As a way of maximizing the benefits to the small businesses, it is essential that government should focus more attention on providing small businesses with an opportunity of getting in the business world and provide the necessary resources that will help these organizations be successful in this environment.

Technology will continue changing the social, economic, and cultural fabric of the nations and the world community. However, with careful management, new and the emerging technologies offer enormous opportunities for raising productivity and the living standards for improving health and conserving the natural resources (Lozano 2012). The advances in information technology can help in improving productivity, resource efficiency, energy efficiency, and the organizational structure of the industry (Farzad & Junker 2015). Building sustainable organization will have an impact on the biotechnology, which will also have a major implication for the environment. The products of genetic engineering will dramatically improve the animal and human health. So as to maximize the positive impact, it is necessary that researcher receives the necessary support to help them find new therapies, drugs, and ways for controlling the disease vectors. The energy derived from the plants may increasingly substitute for the non-renewable fossil fuels. As a result of sustainability, biotechnology can also yield cleaner and even more efficient alternatives to the many wasteful processes and the polluting products (Serafeim et al. 2012).

The topic also has a great impact on finance and economics. People from different areas play a role in the future of the local economy. Building a sustainable organization is essential as it has a positive impact on economics and finance. While working together, local non-profit organizations, business leaders, government leaders, and citizens may analyze the resources and needs and guide the economy. There are different ways to maximize the positive impact. Pollution tends to be a form of waste, and it is also a symptom of inefficiency in industrial production. When the industries are recognizing pollution as being a cost, it motivates them to make an investment in improving the processes and products to increase efficiency (Li-Hua & Lu 2013). Thus, they reduce the pollution and waste that they generate while focusing on increasing the economic performance.

Future direction
When focusing on the topic of building a sustainable organization, an area of further research in this topic that can prove beneficial is sustainability in small businesses. Building business sustainability usually makes firms resilient as they tend to be better equipped to adapt to change. Sustainable organization are usually prepared for the future as they understand how their actions affect the natural environment, create long-term financial values, and also see their ties to others and contribute positive social change. There tends to be less research that focuses on sustainability and how it can benefit small business. Sustainability usually has environmental, social, and financial benefits that reinforce each other.

Sustainability tends to be a good choice for companies, society, and the environment. However, small businesses are facing some challenging at start-up and all through the life of the company (Serafeim et al. 2012). The survival of the small businesses continue to be a great problem, and the number of failures tends to exceed the number of new businesses that start every year. Some of the challenges include the high operating cost, barriers to entry, and also a small customer base. With a tight budget, it tends to be very difficult to convince managers to consider pursuing a costly move towards and environmental focus or even a social concern strategy. Successful small businesses tend to create a positive chain effect through helping communities, employees, families, and the government. While small business continues to fail in the business world, there is a need for further research that will help focus on strategies that small business can consider so as to be more sustainable (Li-Hua & Lu 2013). Identifying the factors that ensure the sustainability of small business can provide information that will help small business owners to improve their performance and also reduce the risk of failing. Also, identifying the success factors for the sustainability of small business can benefit every segment of the economy.

The impact of building sustainable organizations
Studying how to build sustainable organizations is of great impact in the field of sustainability. When building a sustainable organization, it is necessary for organizations to understand the benefit that they will achieve. Becoming environment-friendly tend to lower costs because organizations end up reducing the input that they use (Serafeim et al. 2012). Additionally, the process tends to generate additional revenue from the better products or even enables firms to create new business.

The benefit of this topic is that it provides an excellent analysis of building a sustainable organization. With a better understanding of sustainability, we find that companies can now start treating sustainability as innovation’s new frontier. The pursuit of sustainability is starting to transform the competitive landscape that will force firms to change the way they think about technologies, processes, products, and business models (Li-Hua & Lu 2013). When firms start treating sustainability as a goal today, the early movers will develop competencies that rivals will be pressed to match. The contribution of an organization a promising future through sustainability became a reality when sustainability judged as a progressive process that starts with the compliance and continues with sustainable value change and the design of the sustainable services and goods. The process will then end with the development of new business models.

Conclusion

Sustainable growth entails a business model that creates value consistent with the long-term enhancement and preservation of environmental, social, and financial capital. Sustainability in the organization entails the principle of enhancing environmental, societal, and economic systems in which a business operates. In ensuring sustainability, an important aspect is that organizations should measure the resource use and account for the external costs of goods and services. So that an organization can achieve sustainability to the end, it should have a sustainable strategy as the general business strategy. Those organizations that consider a sustainable strategy and practices are usually in a position of driving value through growing revenues regarding new services and products. They reduce costs through eco-efficiency, managing regulatory and operational risks more effective and also building intangible assets such as reputation, brand, and collaborative networks with suppliers, customers, and competitors.