The first evidence of this endorsement is the recently concluded online simulation competition called Mousetrap, which was conducted by IIM-A in association with the developer Tycoon Systems and Microsoft to kick-start the 11th summit, called Confluence’09.

Mousetrap, which uses the IndustryMasters simulation, is a virtual competition in which students form teams of three, start production businesses and steer them to growth. In short, the participants in the competition become virtual entrepreneurs.

Designed to be compatible with Confluence’09’s theme of “Survive, Sustain, Succeed”, the competition judged the contenders through environmentally sound parameters that included paperless administration, clean production (of goods) and procurement (of raw materials), waste and water recycling.

Each sustainability parameter brought quarterly recurring costs and resulted in tax benefits for the virtual companies. But these investments created maximum benefits. This year’s winning team was from IIM-Indore, which started online businesses in what are traditionally regarded as highly polluting sectors like energy production from coal, gasoline and natural gas.

“Even in the real world of business, being environment-friendly is definitely a parameter of being a sustainable business,” said Ameya Mahadeshwar, the event coordinator for Mousetrap.

“Another parameter is social inclusiveness (businesses which benefit the society at large). It was not possible to include this aspect in the simulation, but it will be a large part of the summit when Confluence’09 begins on the 27th (of November).”

M Arun, secretary of IIM-A’s media cell for Confluence’09, said it was “only a matter of time” before businesses that incorporate these two parameters into their strategies emerge as major successes. “You cannot look at just the profit a company makes. You also have to look at the environment friendliness and social inclusiveness. It is becoming a trend, and you don’t want your company to not follow these parameters if you want it to succeed and be sustainable.”