Skip to main content
SpringerLink
Log in

Developing Sustainability Discourse Skills for Business

  • Chapter
  • First Online:
Industry and Higher Education

Abstract

Marketing has a vital role to play in enabling the success and economic viability of sustainable products, services, and experiences. As a result, “sustainability marketing” has emerged as an interdisciplinary area of knowledge, constructed by social and discursive practices. In this chapter, we apply genre pedagogy, which combines developing knowledge of the disciplinary field with developing language skills to successfully produce written and oral texts, to sustainability marketing as a way to understand these social and discursive practices. After a brief introduction to sustainability marketing and genre pedagogy, we use key aspects of genre to explore the context of sustainability marketing and features of sustainability marketing discourse, followed by a discussion of teaching and learning activities. The teaching notes provides activities for reading a sustainability marketing research article on the adoption of environment-friendly cars. These activities make visible the construction of sustainability marketing knowledge, the authors’ position and the structure of the article. Our aim is to provide specific approaches that can be used to develop skills to read and understand, as well as produce sustainability marketing texts. These skills are essential for university graduates, not only to demonstrate their sustainability knowledge, skills, and attitudes to future employers, but also so they can make innovative contributions to sustainable businesses, organisations, and communities in their careers.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 129.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 169.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 169.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Audebrand LK (2010) Sustainability in strategic management education: the quest for new root definition. Acad Manage Learn Educ 9(3):413–428. Retrieved from http://aom.metapress.com/index/C4672472586P328P.pdf

  • Belz FM, Peattie K (2012) Sustainability marketing: a global perspective, 2nd edn. Wiley, Chichester

    Google Scholar 

  • Borin N, Metcalf L (2010) Integrating sustainability into the marketing curriculum: learning activities that facilitate sustainable marketing practices. J Mark Educ 32(2):140–154

    Article  Google Scholar 

  • Bridges CM, Wilhelm WB (2008) Going beyond green: the “why and how” of integrating sustainability into the marketing curriculum. J Mark Educ 30(1):33–46

    Article  Google Scholar 

  • Chu W, Baumann C, Hamin H, Hoadley S (2018) Adoption of environment-friendly cars: direct vis-à-vis mediated effects of government incentives and consumers’ environmental concern across global car markets’. J Glob Mark 1–10

    Google Scholar 

  • Crittenden VL, Crittenden WF, Ferrell LK, Ferrell OC, Pinney CC (2011) Market-oriented sustainability: a conceptual framework and propositions. J Acad Mark Sci 39(1):71–85

    Article  Google Scholar 

  • Djordjevic A, Cotton DRE (2011) Communicating the sustainability message in higher education institutions. Int J Sustain High Educ 12(4):381–394

    Article  Google Scholar 

  • Dreyfus S, Humphrey S, Mahboob A, Martin JR (2016) Genre pedagogy in higher education: the SLATE Project X. Palgrave Macmillan, New York, NY

    Book  Google Scholar 

  • Fairclough N (1992) Discourse and social change. Polity Press, Cambridge, MA

    Google Scholar 

  • Frisk E, Larson KL (2011) Educating for sustainability: competencies and practices for transformative action. J Sustain Educ 2(1):1–20

    Google Scholar 

  • Gibbons P (2009) English learners, academic literacy, and thinking: learning in the challenge zone. Heinemann, Portsmouth, NH

    Google Scholar 

  • GRI 2018 (2018) GRI standards. Retrieved from https://www.globalreporting.org/standards

  • Hahn T, Scheermesser M (2006) Approaches to corporate sustainability among German companies. Corp Soc Responsib Environ Manage 13(3):150–165

    Article  Google Scholar 

  • Halliday MAK, Matthiessen CMIM (2004) An introduction to functional grammar, 3rd edn. Arnold, London, UK

    Google Scholar 

  • Hoadley S, Wood LN (2013) How to embed discipline-specific discourse: learning through communication. Macquarie University, Sydney. Retrieved from https://staff.mq.edu.au/public/download.jsp?id=106634

  • Humphrey S, Macnaught L (2011) Revisiting joint construction in the tertiary context. Aust J Lang Lit 34(1):98–116

    Google Scholar 

  • International Organization for Standardization (2018) ISO 14000 Environmental management. Retrieved from https://www.iso.org/iso-14001-environmental-management.html

  • Jones P, Clarke-Hill C, Comfort D, Hillier D (2008) Marketing and sustainability. Mark Intell Plann 27(1):103–126

    Google Scholar 

  • Kotler P (2011) Reinventing marketing to manage the environmental imperative. J Mark 75(4):132–135

    Article  Google Scholar 

  • MacDonald S, Oates CJ (2006) Sustainability: consumer perceptions and marketing strategies. Bus Strategy Environ 15(3):157–170

    Article  Google Scholar 

  • McDonagh P, Prothero A (2014) Sustainability marketing research: past, present and future. J Mark Manage 30(11–12):1186–1219

    Article  Google Scholar 

  • McFarlane D, Ogazon A (2011) The challenges of sustainability education. J Multidisc Res 3(3):81–107

    Google Scholar 

  • Morley J (2018) Academic phrasebank. The University of Manchester. Retrieved from http://www.phrasebank.manchester.ac.uk/

  • Nesi H, Gardner S (2012) Genres across the disciplines: student writing in higher education. Cambridge University Press, Cambridge, MA

    Google Scholar 

  • Pine BJ II, Gilmore JH (1998) Welcome to the experience economy. Harv Bus Rev 76(4):97–105

    Google Scholar 

  • Porter ME, Kramer MR (2006) The link between competitive advantage and corporate social responsibility. Harv Bus Rev 84(12):78–92

    Google Scholar 

  • Ralston DA, Holt DH, Terpstra RH, Kai-Cheng Y (1997) The impact of natural culture and economic ideology on managerial work values: a study of the United States, Russia, Japan, and China. J Int Bus Stud 39(1):8–226. https://doi.org/10.1057/palgrave.jibs.8400330

    Article  Google Scholar 

  • Rettie R, Burchell K, Riley D (2012) Normalising green behaviours: a new approach to sustainability marketing. J Mark Manage 28(3–4):420–444

    Article  Google Scholar 

  • Rothery J (1996) Making changes: developing an educational linguistics. In: Hasan R, Williams G (eds) Literacy in society. Longman, London, UK; New York, NY

    Google Scholar 

  • Rundle-Thiele SR, Wymer W (2010) Stand-alone ethics, social responsibility and sustainability course requirements: a snapshot from Australia and New Zealand. J Mark Educ 32(1):5–12

    Article  Google Scholar 

  • Wallace C (1992) Reading. Oxford University Press, Oxford

    Google Scholar 

  • Weber J (2013) Advances in graduate marketing curriculum: paying attention to ethical, social, and sustainability issues. J Mark Educ 35(2):85–94

    Article  Google Scholar 

  • Wiggins P (1993) Assessing student performance: exploring the purpose and limits of testing. Jossey-Bass Publishers, San Francisco, CA

    Google Scholar 

  • Winzar H, Baumann C, Chu W (2018) Brand competitiveness: introducing the customer-based brand value (CBBV)-competitiveness chain. Int J Contemp Hospitality Manage 30(1):637–660

    Article  Google Scholar 

  • Wood LN, Petocz P (2003) Reading statistics. University of Technology Sydney, Sydney, Australia

    Google Scholar 

  • Wood L, McNeill M, Harvey M (2008) How to lead discussions: learning through engagement. Macquarie University. Available at: http://www/mq/edu/au/ltc/pdfs//FBE_Lead_Discussions.pdf

Download references

Author information

Authors and Affiliations

  1. Macquarie University, Sydney, Australia

    Susan Hoadley & Chris Baumann

  2. Seoul National University (SNU), Seoul, South Korea

    Chris Baumann

Authors
  1. Susan Hoadley
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Chris Baumann
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Susan Hoadley .

Editor information

Editors and Affiliations

  1. Macquarie Business School, Macquarie University, Sydney, NSW, Australia

    Leigh Wood

  2. Macquarie Business School, Macquarie University, Sydney, NSW, Australia

    Lay Peng Tan

  3. Macquarie Business School, Macquarie University, Sydney, NSW, Australia

    Yvonne A. Breyer

  4. UTS Business School, University of Technology Sydney, Sydney, NSW, Australia

    Sally Hawse

Rights and permissions

Reprints and permissions

Copyright information

© 2020 Springer Nature Singapore Pte Ltd.

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Hoadley, S., Baumann, C. (2020). Developing Sustainability Discourse Skills for Business. In: Wood, L., Tan, L., Breyer, Y., Hawse, S. (eds) Industry and Higher Education. Springer, Singapore. https://doi.org/10.1007/978-981-15-0874-5_13

Download citation

  • DOI: https://doi.org/10.1007/978-981-15-0874-5_13

  • Published:

  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-15-0873-8

  • Online ISBN: 978-981-15-0874-5

  • eBook Packages: EducationEducation (R0)

Publish with us

Policies and ethics

Search

Navigation