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Tuesday, 3 January 2012

Marketing and Sustainability

Marketing and Sustainability
11 January, 2-5 
Royal Holloway
Windsor Building 1-05
all welcome

Pierre McDonagh, Dublin City University 
Ray Benton, Loyola University Chicago
Gretchen Larsen, King's College 
Alan Bradshaw, Royal Holloway

This one day mini-conference marks the visit of MBA students from Loyola University Chicago and addresses a wide range of issues relating to marketing and sustainability. The topics shall be as follows:

Keynote Address - Pierre McDonagh
The Context for Sustainable Communication in 2012
This presentation will explore McDonagh’s work on Sustainable Communication as part of understanding organizations from an ecological point of view following what Giddens (1991) called the ‘prevailing order’ or what Kilbourne McDonagh and Prothero (1997) framed as Milbrath's Dominant Social Paradigm. Recently, there has been a notable business engagement with sustainability and it has been referred to in the Harvard Business Review as the current megatrend in business (Lubin and Esty 2010). At the same time much has been made of a business case in favour of sustainable consumption & production. This research seminar will reflect on the research synergies such a swing presents for the next ten years and outlines structural, training and recruitment challenges for organizations and how we think about them.

Ray Benton
On Myths, Models and Metaphors
Although most schools of business do not behave as though it were so, they are actually engaged in training the managers of tomorrow and not the managers of today.  To make things worse, most schools of business in fact educate for yesterday, not even for today.  This is, in part, because the discussions are filled with the issues on which leading schools of thought differ but take place in an intellectual atmosphere determined by the views on which they agree.  Given that it is generally acknowledged that our economic train has become derailed, it is not time to put the train back on the racks and to stoke up the engine, but to consider if we really want (or even wanted) to go where the train was taking us.  Since it is easier to change direction when momentum has flagged, it is now time to reconsider where it is that we want the train to take us.  To do that we need to expose and open for serious discussion and debate the unthinkingly accepted views that determine the intellectual atmosphere in which all other discussions take place. 

Gretchen Larsen
Small is Beautiful: Degrowth Logic in Contemporary Consumption
In this talk, we will explore degrowth as a radical approach to addressing the issue of sustainability. Expressions of degrowth logic in contemporary consumption practice are discussed, which in turn raise some interesting issues for marketing management.

Alan Bradshaw
Sustainability and Capital
In this presentation I shall explore the paradox of capital sustainability that insists upon compound growth whilst simultaneously expecting production and consumption to achieve sustainability. By exploring various critical frameworks, I wish to argue that the idea of sustainability exists in a state of appropriation, a pseudo-discourse and a lie that capitalism likes to tell itself.

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