The concept of NJFP draws heavily on the outcomes defined and measured through triple bottom line reporting - demanding that a company's responsibility be to stakeholders rather than shareholders. In this case, 'stakeholders' refers to anyone who is influenced, either directly or indirectly, by the actions of the company. According to the stakeholder theory, the business entity should be used as a vehicle for coordinating stakeholder interests in a sustainable manner, instead of maximising shareholder(owner) profit. "People, Planet and Profit" are used to succinctly describe the triple bottom lines and the goal of sustainability.
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