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SUSTAINABILITY:AREWEALL
TALKINGABOUTTHESAMETHING?
RicardoZagalloCamargo
page 30
Synthesisof questions raisedat the
conferences andpanelsduring the IV
InternationalAdministrationand
MarketingSymposiumheldat the
School inOctober 2009on the
subject of Internationalisation&
Sustainability.The text covers, primarily,
the relationshipbetween sustainability
anddevelopment, aswell as thenotion
of citizenshippresent in sustainable
proposals. Fromdiscussions that took
placeduringdifferentmomentsof the
event, the followingquestions were
raised: perceptionof sustainabilityas a
guide inpromoting innovationand
thegenerationof values incompanies;
thecomplexity inapplying sustainable
practices throughout aproductivechain;
thebondsbetween sustainabilityand
certificationprocesses that establish
regulations in international business
forums; and the importanceof an
ethical attitude indeveloping
responsibleglobal leaders.
SUSTAINABILITY,THEPRINCIPLE
OFLOGICANDCOHERENCE
MarilenaLino
deAlmeidaLavorato
page36
Theword ‘sustainability’ has
conquered somuch space incorporate
discussions that it runs the riskof
becomingcommonplacedue to
excessiveuse. In reality, theword
bringsback thewell-knownprinciple
of logicandcoherence socommon in
thepreservationof lifeand thegood
relationshipbetweenmanandhis
environment,whether natural or social.
However, now thisperceptionhas
acquiredan intrinsicoutlook, in
recognitionof its social and
environmental importance, inaddition
toeconomic factors.There isnodoubt
that, in its essence, sustainability is a
humanconsumptiondesire.What,
however, keeps renewing itself
constantly isboth the individual’s
and society’sunderstandingand
interpretationofwhat thismeans and
its importance.Theprincipleof logic
andcoherencebetweendiscussionand
practice is, therefore, vital.
DESIREDDURABILITY:HOWTO
TRANSFORMMARKETING INTHE
ERAOFSUSTAINABILITY
ValériaCafé
page42
Theconsumer has improved.Now, in
addition toquestioning theactivities
andpracticesof companies, heknows
the importanceof consuming less and
better.Observehowcompanies in
Europeare innovating tomeet the
needsof thisdemandingconsumer,
by revising theentire lifecycleof a
product, including thepossibilityof
transforming it intoan innovative
service.Onemust not overlookwhat
NGOs are talkingabout companies
whichdonot practicewhat they
preachandhow this influencesnew
communication regulations for
sustaineddevelopment inFrance.
Wealsohave to take intoaccount
howcompanies are rethinking their
marketingpracticesbyoffering their
customers auniqueexperienceandnot
just aproduct and, in thisway, inducing
them todisseminate this experience to
other consumers –bywordofmouth..
THEENVIRONMENTHAS
REACHEDTHEMARKET
AmyraEl Khalili
page. 54
Whendealingwith theenvironment,
wecannot treat this fundamental right
as though itwereaproduct negotiated
throughcontracts andpredetermined
rulesbehindcloseddoors.On the
contrary, suchnegotiationsmust take
placeopenlyandcollectivelywith
society. If societydoesnot agree, no
socio-environmental project canbe
accomplished.
Analysing themarketingoutline,
criticising theoperational structureof
international agreements, and funding
process, doesnot signifycondemning
the strugglesof environmental and
human rightsmovements to failure, but
point out their possible faults. Fewcan
criticise thismechanismbecause,
generally, thosewhounderstandall
about project engineeringdonot
understand thefinancialmarket, and
those familiarwith thefinancialmarket,
haveno ideaas towhat environment
management is all about.
WARSANDCLIMATICCHANGES
HeniOzi Cukier
page. 60
Theconsequencesof climatic
changeswill affect our planet
inmanyways. However, very
little attentionhas been given to
the consequences of relegating
