The development of competitive advantage through sustainable event management

Abstract

Purpose: Whilst the debate rages between progressive and destructive considerations of economic development, this paper aims to develop thinking around the sustainable event and its contribution to competitive advantage. Design/methodology/approach: The paper defines the sustainable event and considers different position that might be adopted by private and public sector organisations when addressing the triple bottom line of sustainable development. Findings: Cost leadership strategies are unlikely to work and the event organiser must address competitive advantage via differentiation and focus strategies. Practical implications: Event managers must gain a better understanding of the motivations of their audience in relation to sustainability and work towards clearer means to demonstrate that their event meets these sustainable development needs. Originality/value: The intention being that if event organisers can see a competitive advantage in the sustainable event, their contribution to sustainable development will be increased. © Emerald Group Publishing Limited