Sustainable development is one of the determinants of strategic thinking and current operation of modern companies. Sustainable development is a factor in other words, in which companies come to work. It is an important factor, and having far-reaching repercussions, but it is not the only one. Enterprises should therefore take in its action it into account, adapt to it and benefit from its existence, but that does not mean that this fact can and should be the only determinant of their performance. The determinant of its action should reflect the clusters, especially those operating in rural areas.