SOCIAL RESPONSIBILITY AND AACSB

SOCIAL RESPONSIBILITY AND

How ISO 14000

AACSB

ACCREDITATION STANDARDS:

CAN INTEGRATE ENVIRONMENTAL ISSUES INTO THE

MARKETING CURRICULUM Linda S. Munilla, Linda M. Bleicken and Morgan P. Miles "For corporations, the key issue is to understand the relationship of wealth to risk. Risks are a by-product of producing wealth. In the current post-industrial society... the risks are greater, more harmful, geographically more pervasive, longer term, and more difficult to measure" Shrivastava (1996, p. 8). "When the Chernobyl nuclear power plant disaster spread radioactive clouds across much of the northern reaches of Scandinavia, cesium-137 particles were absorbed by the lichens carpeting Lapland. The area's Saami people depend on reindeer meat for food, and the reindeer feed on lichens. After Chernobyl, more than 70,000 reindeer had to be killed and the meat discarded because it was too radioactive to eat" Miller (1996, p. 429).

Introduction Numerous eco-disasters of the past two decades, such as the Exxon Valdez oil spill, the Three Mile Island nuclear power plant crisis and Union Carbide's Bhopal disaster, have all focused public awareness on the interrelationship between business and the environment and have helped alter the public's environmental values. The 1986 Chernobyl nuclear power plant catastrophe, which exposed approximately four million northern Europeans, Russians and LJkrainians to health hazards, demonstrated that the detrimental impacts of a major ecological event do notrespectnational boarders (Miller 19%). The interrelationship between business and the environment has many facets. Currently, businesses are facing the implications of the Kyoto Protocol mandate for "developed countries to reduce emissions of greenhouse gases (GHGs) on average by 5.2% below 1990 levels by the years 2008-2012; (d)eveloping countries have no new obligations" (Malin 1998, p 33). If adopted, the Kyoto Protocol will have tremendous implications for U.S. commerce, both in terms of manufacturing and trading. For example, the Kyoto Protocol greenhouse gas emission standards for developed countries may help shift the manufacturing base of multinational corporations from the developed world to the developing world.

LINDA S. MUNILLA is Professor of Marketing and Director of the Office of Publications and Faculty Research Services in the College of Business Administration, Georgia Southem University, Statesboro, GA. LINDA M. BLEICKEN is Acting Provost and Associate Professor of Management at Georgia Southem University, Statesboro, GA. MORGAN P. MILES is Professor of Marketing at Georgia Southem University, Statesboro, GA.

Negative corporate environmental "events" have clearly demonstrated the need for corporations to become more interested in environmental policy. In fact, recent research suggests that a corporation's environmental performance is significantly related to its financial performance and affects shareholder wealth (Cohen, Fenn and Naimon 1995; Hamilton 1995; Klassen and McLaughlin 1996; Cormier and Magnan 1997). For example, Cohen, Fenn and Naimon (1995) found that the better environmental performers in the S&P 500 enjoyed a significantly higher risk adjusted rate of return than firms with poorer environmental performance. In addition, Hamilton (1995) found that a firm's market value was negatively impacted by the public announcement of its TRI data (U.S. EPA's Toxic Release Inventory). Commerce has, to some extent, begun to respond to increased levels of criticism from investor groups and other stakeholders by adopting various levels of a corporate social responsiveness perspective (Graves and Waddock 1994; CarroU 1996; Hoffman 1996; Waddock and Graves 1997). Carroll (1979) suggests that a corporation's social performance is a function of (1) the categories of sodal responsibilities facing the corporation; (2) the corporation's orientation toward sodal responsiveness; and (3) the stakeholder issues involved. Issues of critical importance are related to how a corporation responds to stakeholder concems pertaining to corporate sodal responsibility, global business and the natural environment. Institutional money managers are utilizing environmental and sodal responsibility criteria as "screens" to select well managed corporations in which to invest (Graves and Waddock 1994; Waddock and Graves 1997). Marketing Education Revieiv, Volume 8, Number 3 (Fall 1998).

Marketing Education Review

As part of the total quality management movement, some firms have begun adopting a total quality environmental management orientation, suggesting that products that adversely impact the environment cannot be considered high quality products (Miles and Russell 1997). One way businesses are responding to this new level of global "environmental activism" is by adopting environmental management systems such as the Intemational Organization for Standardization's environmental management system, ISO 14000 (Tibor and Feldman 1996; Miles and Russell 1997; Miles, Munilla and Russell 1997). Several models of corporate response to environmental issues have emerged. These models range from reactive "coping strategies" to innovative attempts to redefine the business paradigm and reshape the relationship of commerce and how it relates to the ecosystem. The most proactive corporate response to sodal and cultural changes is the notion of ecologically sustainable organizations (Starik and Rands 1995). Ecologically sustainable organizations challenge the more traditional neoclassical, microeconomic-based theory of thefirmby suggesting that profits, or shareholder wealth maximization, must be constrained by ecologically sustainable corporate behavior. Hawken (1993, p. 139) defines sustainability as an economic equilibrium where current consumption does not diminish the environment's ability to "provide for future generations." This behavior must be congruent not only with sodety and its values, technology, culture, political realities and regulations, but also, at a more fundamental level, with the ecosystem itself. A sustainable corporation explidtly considers future generations of stakeholders—long-term equity owners, future employees and future community dtizens—in its dedsion-making process by attempting to make decisions that leave future stakeholders in a better position. This proactive perspective toward corporate environmental policy can be found in many successful firms that are attempting to position themselves for the next century. For example, Magretta (1997) reports that Robert Shapiro, Monsanto's CEO, is directing Monsanto to move toward environmental sustainability as a corporate growth and survival strategy. Hart (1995, p. 986) proposes a new "theory of competitive advantage based upon the firm's relationship to the natural environment." Hart's (1997, p. 76) natural resources-based theory suggests that a majority of the "responsibility for ensuring a sustainable world falls largely on the shoulders of the world's enterprise." With corporations becoming dramatically more involved with environmental issues and adopting sustainability as a core strategy, Hasan (1993, p. 10) asks, "Are business

schools up to meeting the green challenge?" Hasan (1993, p. 9) suggests that, "The green challenge to business and management is urgent and clear: articulate, develop, and deliver environmental education for managers as an essential tool for a sustainable world economy and sodety." For business education in general, and marketing in particular, the concept of global environmental awareness and the sustainable corporation means a reinterpretation of functional, dedsionmaking ideologies.

Purpose The purpose of the present study is to illustrate that the infusion of ISO 14000 standards into the marketing curriculum is a meaningful way to expose marketing students to the importance of global environmental/ sustainability issues in business dedsion making and is also an effective strategy for meeting AACSB standards.

The Role of AACSB Accreditation Standards The American Assembly of Collegiate Schools of Business (AACSB) is the dominate accrediting body for both graduate and undergraduate business schools in the U.S. and Canada. Currently, 335 leading graduate and undergraduate programs are accredited by AACSB and 138 programs are seeking acceptance in 1999 (AACSB 1997). What is the motivation to seek AACSB accreditation? According to top administrators, AACSB accreditation enhances a school's (1) curriculum, (2) image, (3) funding and (4) faculty (Andrews, Roe, Tate and Yallapragada 1994). In 1991, as a response to increased soda! and business concerns pertaining to corporate behavior, AACSB developed new standards for accreditation. The standards related to cuniculum content explidtly state that " . . . coverage should include ethical and global issues, the influence of political, sodal, legal and regulatory, environmental and technological issues ..." (AACSB 1994/1995, p. 17). The new standards also advocate a "cross-functional approach to learrung marketing" that will require marketing educators " . . . to help students learn marketing in the context of the entire firm ..." (Brown 1993, p. 11). Whether institutions are seeking initial accreditation or reaffirmation of accreditation, explidt curriculum coverage of ethical, regulatory and environmental issues is critical. Fortunately, there have been numerous advocates for the inclusion of course coverage on ethical business practices and sodally responsible behavior (Bunke 1988; Brackner 1992; Solberg, Strong and McGuire 1995), but U.S. business schools "have been slow to pick up the green gauntlet" (Hasan 1993, p. 15). 58

Fall 1998

The Integration of Environmental Issues into Marketing Education

The Marketing Curriculum Pharr and Morris (1997, p. 33) propose that uruversity-level marketing instruction is evolving to a "fourthgeneration marketing curriculum, incorporating recommendations inspired by the AACSB guidelines." Marketing departments are designing curriculums to "prepare students for 'imaginative and responsible dtizenship and leadership roles in business and sodety—domestic and worldwide'" (AACSB 1994/95; Pharr and Morris 1997, p. 33). Lamont and Friedman (1997) suggest that AACSB and marketing departments are attempting to respond to global competition by redesigning the marketing curriculum. Marketing as a disdpline has traditionally considered sodal and environmental issues to be of importance. As early as 1975, Shuptrine and Osmanski suggested that marketing must be concerned with environmental issues and practices as they relate to marketing. Amdt (1978) later noted that the practice of marketing has evolved into a social process that must explidtly consider its impact on both the environment and sodety. Ecologically sustainable organizations may be operationalized through the adoption of "enviropreneurial marketing strategies" which include (1) ecologically appropriate innovations; (2) corporate sodcil performance metrics; and (3) an orientation toward sustainable business (Varadarajan 1992; Menon and Menon 1997). Robin and Reidenbach (1987) even proposed that sodal responsibility and ethics be explidtly integrated into strategic marketing planning and implementation. Recently, Koch (1997) suggested a "transformed marketing curriculum" with relationships and ethics as foundations. The marketing curriculum has enjoyed a tradition of being an integrative disdpline, bringing into the classroom consideration of the explicit and implidt needs of both the customer and sodety, including the need for ethical and sodally responsible business practices and a clean, sustainable environment. The infusion of ISO 14000 into a business school's marketing courses can potentially (1) meet AACSB accreditation standards, (2) address the emerging business demand to hire environmentally aware employees and (3) enhance the business school's reputation as an educational innovator. Many college and university marketing departments are now integrating environmental and global issues into existing courses or they are offering new courses covering topics such as sodal issues in business, environmental marketing and global marketing.

Buchholz (1993), in a description of how Loyola University of New Orleans integrated environmental coverage into the business cuniculum, suggests that there are three categories of environmental issues that should be considered in course work: (1) global, (2) traditional and (3) local. Global issues have intemational implications and, typically, include climate change issues resulting from corporate activities, habitat destruction and deforestation, among others. Traditional issues may include topics such as water and air pollution, federal and state E.P.A. regulations and new innovations such as E.P.A.'s Project XL's minimum impact manufacturing systems. Local or regional issues should apply to the envirorunental problems fadng the immediate service area of the university;forexample, ground water contamination or hazardous waste management. Unfortunately, without an established multi-course framework, faculty who attempt to integrate environmental issues into existing marketing courses may simply be "adding on" the topic rather than incorporating what should be viewed as a critical area of coverage. At the authors' institution, in an attempt to incorporate these issues, a separate course on environmental marketing has been offered as an upper-division, business elective. While the course has been quite popular with the students and College of Business Administration advisory coundl members, it has become obvious that one course is simply inadequate to instill a sodal and environmental framework for students to use in marketing dedsion making. Starik (1993, p. 58) proposes that "natural environment issues and information" be incorporated into various business courses, particularly courses which address the "physical and cultural contexts within which all businesses operate." Marketing as a disdpline, spedfically in its role of serving as the integrative function of business, pertains to how business relates to both the customer and sodety. Hence, marketing provides a logical and effecfive framework by which business schools may integrate corporate responses to environmental issues.

ISO 14OOO's Relationship to Marketing Courses ISO 14000 is a voluntary, global set of environmental management system (EMS) standards designed and administered by the Intemational Organisation for Standardization (ISO). ISO 9000, the more familiar stan-

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Marketing Education Review Table One A Description of the iS014000 Series of Environmentai iUlanagement System Standards^ Component Standard^ 14001

14010

14020 14031

14040 14060

DescriptiorP Environmental Management System (EMS) specifications include a formal environmental policy statement indicating the corporation's commitment to compliance, prevention/minimization of pollution, and continued improvement. Environmental Auditing requirements include general principles, audit procedures, qualification requirements of auditors and environmental site assessments. Environmental auditing is designed to assess conformance of the EMS to ISO 14000 standards. Environmental labeling requirements including principles, claims, verification procedures, terms, use of symbols and criteria. Environmental Performance Evaluation of the organization focusing on environmental performance indicators such as TRIs, improvements in energy utilization, reduction in effluents, hazardous waste reduction, or the reduction in packaging. Life Cycle Assessment of the environmental impacts of the product's design, procurement, production, distribution, consumption and disposition. Environmentai Aspects in Product Standards.

^Adapted from Miles, Munllla, and Russell (1997) 'Adapted from Tibor and Feldman (1996)

dards for total quality management (TQM), has been adopted by many firms worldwide. Black (1997, p. 242) suggests that ISO 9000 and ISO 14000 are quite congruent and many of the elements of ISO 9000 "provide opportunities to enhance the EMS." ISO 14000's major dimensions include (1) an environmental management system (EMS); (2) environmental performance evaluation (EPE); (3) environmental auditing; (4) life-cycle assessment (LCA); (5) environmental labeling; and (6) environmental aspects in product standards (Tibor and Feldman 1996). Table One provides a brief description of the six major components of the ISO 14000 standards. Sissell (1995) reported the results from an Arthur D. Little study of 115 major corporations that found that over sixty percent responded that the adoption of ISO 14000 standards was a critical success factor. Miles, MuruUa and Russell (1997, p. 365), in an analysis of the impact of ISO 14000 on marketing, suggested that "ISO 14000 will become a necessary condition for firms trading in both domestic and global markets." In addition. Miles, Munilla and Russell (1997) suggest that ISO 14000 will dramatically impact "components of the marketing mix" including how products are designed, produced, distributed, labeled, promoted, sold and ultimately disposed and recycled. ISO 14000 systematically integrates environmental, regulatory and ethical dedsion making into a system of global standards for environmental management. As such, ISO 14000 pro-

vides a framework for marketing educators to cover environmental, regulatory, ethical and global issues, and to demonstrate how they relate. Table Two provides a summary of how ISO 14000 provides topical coverage in the areas of ethics, global issues and environmental issues.

Integrating ISO 14000 into the Marketing Curriculum Marketing may naturally be the appropriate discipline in which to introduce the concept of environmental standards into the business curriculum. Environmental issues, as they relate to consumers, culture, values, advertising, packaging, lifecycle analysis and environmental design, should be briefly integrated throughout the prindples of a marketing course. Environmental labeling, FTC guidelines and green promotional appeals should be discussed in detail as part of the advertising/promotion class, while lifecycle assessment, environmental product standards and environmental auditing should be incorporated in the environmental management system discussion and made a core part of the marketing management course. A capstone strategy class is positioned to best cover the environmental performance evaluation elements through a case study or business simulation. Table Three provides a summary of how ISO 14000 might be integrated into a typical marketing curriculum. 60

Fall 1998 Table Two AACSB Required Content Coverage by ISO 14000 Context Function Ethical

Environmental

Global

Coverage by ISO 14000 Standards* The underlying philosophy of the ISO 14000 standards suggests a stakeholder theory approach to management, with management attempting to balance the needs and objectives of all stakeholders in an ethical and responsible manner. For example, from the perspective of longterm risi< management, sometimes organizations must invest in environmental systems even though the investment will reduce short-term returns. ISO 14000 is concerned with the environmental impact of a product from its design to its ultimate disposition. Even environmental labeling and promotion are explicitly considered in the ISO 14020 set of standards. ISO 14000 is a global and universal set of standards that has been embraced in Europe, Asia, and North America. Japanese companies have even pre-empted other multinationals by obtaining "provisional ISO 14000 certification" so that they can continue to market their products worldwide.'' Due to the global nature of modern business, environmental standards (as TQM standards) must be international in nature and explicitly consider cross-cultural issues.

^Adapted from Tibor and Feldman (1996) 'Nashima (1997)

Table Three ISO 14000 Element and Traditional Marketing Course Coverage Traditional Course

ISO 14000 Element

Prindples of Marketing

General overview of ISO 14000 and the EMS.

Advertising

Environmental Labeling, ISO 14020.

Marketing Management

EMS ISO 14001, LCA ISO 14040, Environmental Product Standards ISO 14060.

customers, competitors, stakeholders and supply chain. Students were also required to determine how the SBU created competitive advantage through value, quality, differentiation strategies and environmental strategies. Students who used ISO 14000 as a framework for this research found that ISO 14000 prindples helped bring together quality, value, intemational issues and environmental performance. Table Four provides a summary of how ISO 14000 has been integrated into the marketing management course. ISO 14000 has also been integrated into the MBA strategic marketing class utilizing the Miles, Munilla

Experience With Implementation The authors integrated ISO 14000 into two marketing courses at two different universities in a large southern state. ISO 14000 was first introduced into a capstone course, marketing management, during a discussion of macro and micro marketing issues. Early in the term, ISO 14000 was also found to be the ideal platform for discussion of current sodal and cultural issues, stakeholder demands for more consideration of the environment, and the development of laws and global trade standards. One of the major components of that marketing management class was the completion of a strategic assessment of the macro and task environments of a corporate SBU. Internet and online data services such as the

and Russell (1997) Industrial Marketing Management ar-

ticle entitled, "What Industrial Marketers Should Understand About ISO 14000." In the MBA seminar, ISO 14000 is used as a framework for discussion of the intemational regulatory environment and appropriate

SEC's Edgar, ABI-lnform, Hoover's and Lexis-Nexis were

used to discern how the SBU was interacting with its 61

Marketing Education Review Tabie Four An iiiustrative Exampie of how iS014000 has been integrated into a Typicai iUiaritetIng iManagement Ciass Marketing Management Topic

Integration Strategy

Marketing's Role in Society, Sociai iVIarketing, Micro & Macro Marketing

Use IS014000 to iiiustrate how macro issues have become important in marketing management. Discuss how the marketing concept may be expanded to include the sociai marketing concept; how environmentai iabeiing must be consistent; and how iife cycle assessments must be integrated into the planning and impiementation of the marketing mix.

Marketing and TQM

Discuss how iSO 14000 is related to the TQM based ISQ 9000 management system. Use NEC corporation's information that suggests that environmental performance is a criticai component of overall quality and that ISQ 9000/14000 joint registration is a path to competitive advantage.

The Marketing Environment

Utilize speakers, field trips, or films to illustrate how environmental issues are becoming more important to consumers, the public, policy makers, employees and supply chain members.

Product and Product Deveiopment

Discuss Life Cycle Assessment and Design for the Environment. Bring out issues concerning how the product is produced, consumed and ultimately disposed.

Promotion

Illustrate environmentai labeling standards with real advertisement examples, and the FTC's green labeling guidelines.

environmental behaviors. In addition, ISO 14000 also served as a platform for discussing how corporate sodal responsibility has become a new criterion for investors. The authors' have also developed and taught an upper-division marketing elective on environmental marketing using Tibor and Feldman's (1997) Implementing ISO 14000, Ottman's (1998) Green Marketing trade book, the International Organization for Standardization homepage, the GEMI homepage, the E.P.A. homepage, corporate speakers and Held trips. Students were required to consider the total impact of ISO 14000 adoption on an organization. The utilization of the ISO 14000 framework in this course helped demonstrate that environmental issues are not contained in one area of a corporation, but are pervasive throughout the organization. ISO 14000 and other environmental components will also be integrated into the strategic management capstone class through the study of firms that have adopted or are considering adoption of ISO 14000. This will help integrate the sodal, intemational and environmental dimensions with stakeholder management and competitive advantage. Three fundamental techniques have been utilized to truly integrate the importance of environmental, sodal and intemational issues into marketing classes: (1) adoption of a reader such as Tibor and Feldman's (1996); (2) a 62

requirement for students to write term papers that indude how environmental strategies such as the adoption of ISO 14000 can enhance stakeholder relationships and become a path to competitive advantage; and (3) utilization of speakers from industry to discuss the costs and benefits of ISO 14000 adoption and to explain why a superior environmental reputation is quickly becoming necessary to function in the consumer and capital markets. There are also organizations which can be utilized as sources of help for faculty members who wish to integrate ISO 14000 and environmental issues into courses: (1) National Pollution Prevention Center; (2) the World Resources Institute; (3) ISO; (4) the U.S. EPA; and (5) the corporate sponsored Global Environmental Management Initiative. A list of contacts, with intemet addresses, and a bibliography are provided in Table Five.

Summary Sodal concem about the environment has forced businesses to respond with a variety of programs and environmental management systems. Currently, however, only ISO 14000 has the potential for emerging as the universal worldwide standard for environmental management. As businesses begin to adopt ISO 14000, it is important for marketing educators to expose students

Fall 1998

Tabie Five Seiected Resources to integrate iSO 14000 into the Mariceting Curricuium Organizations Global Environmental Management Initiative, 818 Connecticut Ave, NW, Washington, DC, 20006; 202-2967449; www.gemi.org. GEMI publishes a TQEM primerthat illustrates how TQM and environmental issues are integrated. In addition, GEMI member companies have provided speakers to classes to discuss ISQ 14000 and environmental strategy issues. International Organization for Standardization: The body that designed and manages ISQ 9000 and ISQ 14000. URL is: http://www.iso.ch/. ISQ Qnline provides information on ISQ 14000 standards and how they were developed and applied. National Pollution Prevention Center for Higher Education, University of Michigan, Dana Building, 430 East UniversityAve., Ann Arbor, Ml 48109-1115; 734-764-1412; URL is: http://www.umich.edu/~nppcpub/. The NPPC publishes a wealth of information for educators interested in integrating environmental issues, TQEM and pollution prevention strategies into marketing, accounting, strategy, operations and finance courses at the undergraduate and graduate levels. Worid Resources Institute, 1709 New York Ave., N.W., Washington, D.C. 20006; 202-662-2502; URL is: www.wri.org. WRI provides information for educators on the homepage, with newsletters, and through a series of free outstanding Bell workshops on business education and the environment. US EPA, Environmental Protection Agency, 401 M Street, SW, Washington, DC 20460; 202-260-2090; URL is: http://www.epa.gov. The US EPA homepage offers case study information on sustainable corporations in its Project XL section, provides environmental information for small and medium sized firms, and information on grants and program opportunities available for both businesses and academics.

Books CERES (1990), The 1990 Guide to the Vaidez Principles, The Social Investment Forum: Boston, MA. Coddington, W. (1993), Environmental Marketing: Positive Strategies for Researching the Green Consumer, New York: McGraw-Hill. Frause, B. and J. Colehour (1994), The Environmental Marketing Imperative, Chicago: Probus Publishing. Global Environmental Management Initiative (1994), Finding Cost-Effective Pollution Prevention Initiatives: Incorporating Environmental Costs into Business Decision Making: A Primer, Washington: GEMI. Hawken, Paul (1993), The Ecology of Commerce: A Declaration of Sustainabiiity, New York: Harper Business, 139. Qttman, J.A. (1993; 1998), Green Marketing, Lincolnwood, IL: NTC Business Books. Shrivastava, Paul (1996), Greening Business: Profiting the Corporation and the Environment, Cincinnati: Thomson Executive Press. Tibor, T. and I. Feldman (1996), ISO 14000: A Guide to the New Environmental Standards, Chicago: Irwin Professional Publishing. and

(1997), Implementing ISO 14000, Chicago: Irwin, pp 241-259.

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Marketing Education Reirieiv Table Five Selected Resources to Integrate ISO 14000 into the Marketing Currlculum(contlnued) Articles Buchholz, Rogene A. (1993), T h e Environmental Imperative in International Business Education," Journal of Teaching in International Business, 5(1/2), 141-173. Cohen, Mark A., Scott A. Fenn and Jonathan Naimon (1995), Environmental and Financial Performance: Are They Related?, April, Washington D.C: Investor Responsibility Research Center, Inc. Hasan, S.M. Jameel (1993), T h e Greening of Business Schools," Journal of Teaching in International Business, 5(1/2), 9-18. Miles, Morgan P. and Gregory R. Russell (1997), "ISO 14000 Total Ouality Management: The Integration of Environmental Marketing, Total Ouality Management, and Corporate Environmental Policy," Journal of Ouality Management, 2(1), 151-168. _, Linda S. Munilla and Gregory Russell (1997), "Marketing and Environmental Registration/Certification: What Industrial Marketers Should Understand About ISO 14000," Industrial Marketing Management, 26(4), 363-370. Roper Organization (1993), Conservation Leads the Environmental Debate: The Emergence of A more Pragmatic Public, New York: Roper Organization.

to its philosophy, costs and benefits and the implementation process. In addition, the incorporation of ISO 14000 into the marketing curriculum would demonstrate that the institution is attempting to comply with AASCB accreditation standards, which require coverage of spedfic topics such as global and environmental issues. Finally, an understanding of ISO 14000 and the role of sodal and environmental responsibility will enhance a student's opportunities for career success.

References AACSB (1994/1995), Achieving Quality and Continuous Improvement Through Self-Evaluation and Peer Revieiv; StandardsforAccreditation, Business Administration and Accounting, St Louis: AACSB, 17. AACSB (1997), "Accreditation Progress Spotlights Areas for Further Refinement," AACSB Newslitie, 24(4), 16-17. Andrews, Donald R., Charles W. Roe, Uday S. Tate and Rammohan Yallapragada (1994), "Perceptions of Business School Deans: An Analysis of AACSB Accreditation Guidelines," Mid-Ameiican Jounml of Business, 9(1), 25- 30. Amdt, Johan (1978), "How Broad Should the Marketing Concept be?" jourml of hAarketing, 22(1), 101-103. Black, Ron (1997), "ISO 14000/ISO 9000: Integration, Conformity Assessment, and Auditing Skills," in Tom Tibor and Ira Feldman, eds. Implementing ISO 14000, Chicago: Irwin, pp 241-259. Brackner, James W. (1992), "Consensus Values Should be Taught," Management Accountant, (August), 19. Brown, Richard D. (1993), "New AACSB Standards Will Bring Major Changes to Marketing Departments," Marketing Educator, 12(4),1,11. Buchholz, Rogene A. (1993), "The Environmental Imperative in International Business Education," Journal of Teaching in Interitational Business, 5(1/2), 141-173.

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Bunke, Harvey C. (1988), "Should We Teach Business Ethics?" Business Horizons, 2-8. Carroll, Archie B. (1979), "A three-dimensional Conceptual Model of Corporate Social Performance," Academy of Management Review, 4(4), 497-503. (1996), Ethics and Stakeholder Management, Cincinnati: Southwestern Publishing. Cohen, Mark A., Scott A. Fenn and Jonathan Naimon (1995), Environmental and Financial Performance: Are They Related?, April, Washington D.C: Investor Responsibility Research Center, Inc. Cormier, Denis and Michel Magnan (1997), "Investors' Assessment of Implicit Environmental Liabilities: An Empirical Investigation," Jourml of Accounting and Public Policy, 16,215-241. Graves, Samuel B. and Sandra A. Waddock (1994), "Institutional Owners and Corporate Social Performance," Academy of Management Journal, 37(4), 1034-1046. Global Environmental Management Initiative (1994), Finding Cost-Effective Pollution Prevention Initiatives: Incorporating Environmental Costs into Business Decision Making: A Primer, Washington: GEMI. Hamilton, James T. (1995), Pollution as News: Media and Stock Market Reactions to the Toxic Release Inventory Data, Joumal of Environmental Economics and Management, 28, 98-113. Hart, Stuart L. (1995), "A Natural-Resource-Based View of the Firm," Academy of Mamgement Revieiv, 20(4), 986-1014. (1997), "Beyond Greening: Strategiesfora Sustainable World," Harvard Busitiess Revieiv, (January-February), 66- 76. Hasan, S.M. Jameel (1993), "The Greening of Business Schools," Jounml of Teaching in Intenmtioiml Business, 5(1/2), 9-18. Hawken, Paul (1993), The Ecology of Commerce: A Declaration of Sustaiimbility, Harf)er Business: New York, 139. Hoffman, Andrew J. (1996), "Trends in Corporate Environmentalism: The Chemical and Petroleum Industries, 1960-1993," Society and Natural Resources, 9, 47-64. International Chamber of Commerce (1990), 77ie Business Charter for Sustaimble Development, Paris: The Intemational Chamber of Commerce.

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Pharr, Steven and Linda J. Morris (1997), "The Fourth-Generation Klassen, Robert and Curtis P. McLaughlin (19%), "The Impact of Marketing Curriculum: Meeting AACSB's Guidelines," Joumal Environmental Management on Firm Performance," Mamgeof Marketing Education, Fall, 31- 43. ment Science, 42(8), 1199-1213. Robin, Donald P. and R. Eric Reidenbach (1987), "Social ResponsibilKoch, Adam J. (1997), "Marketing Curriculum: Designing Its New ity, Ethics, and Marketing Strategy: Closing the Gap Between Logic and Structure,' Jourml of Marketing Education, (Fall), 2-16. Concept and Application,' Joumal of Marketing, 51(1), 44-58. Lamont, Lawrence M. and Ken Friedman (1997), "Meeting the ChalShrivastava, Paul (1996), Greening Business: Profiting the Corporation lenges to Undergraduate Marketing Education," Jourml of Marand the Environment, Cincinnati: Thomson Executive Press. keting Educatmn, (Fall), 17-30. Shuptrine, F. Kelly and Frank A. Osmanski (1975), "Marketing's Magretta, Joan (1997), Growth Through Global Sustainabiiity: An Changing Role: Expanding or Contracting?" Joumal of MarketInterview with Monsanto's CEO, Robert B. Shapiro," Harvard ing, 39(2), 58-66, Business Review, January-February, 78-90. Sissell, Kara (1995), "Survey: High Regard for ISO 14000,' Chemical Malin, Clement B. (1998), "The Kyoto Protocol: A Business PerspecWeek, 157(17), 42. tive," Oil and Gas Jourml, 96(3), 33-35. Solberg, Joseph, Kelly C Strong, and Charles McGuire Jr (1995), "LivMenon, Ajay and Anil Menon (1997), "Enviropreneurial Marketing ing (Not Leaming) Ethics," Jounml of Business Ethics, 14(1), 71-81. Strategy: The Emergence of Corporate Environmentalism as Starik, Mark (1993), "Six Not-So-Simple Things Intemational BusiMarketing Strategy,' Jounml of Marketing, 61 (January), 51-67. ness Academics Can Do to Save the Earth," Joumal of Teaching in MUes, Morgan P. and Gregory R. Russell (1997), "ISO 14000 Total Intermtioml Business, 5(1/2), 47-61. Quality Management: The Integration of Environmental Marand Gordon P. Rands (1995), "Weaving an Integrated keting, Total Quality Management, and Corporate EnvironmenWeb: Multilevel and Multisystem Perspectives of Ecologically tal Policy," Jourml of Quality Mamgement, 2(1), 151-168. Sustainable Organizations," Academy ofManagement Review, 20(4), , Linda S. Munilla and Gregory Russell (1997), "Mar908-935. keting and Environmental Registration/Certification: What InTibor, T. and I. Feldman (1996), ISO 14000: A Guide to theNew Environdustrial Marketers Should Understand About ISO 14000," Inmental Standards, Chicago, Illinois: Irwin Professional Publishing. dustrial Marketing Mamgement, 26(4), 363-370. Miller, G. Tyler (19%), Living in the Enviwnment: Principles, Comiections,Varadarajan, P. Rajan (1992), "Marketing Contribution to Strategy: The View from a Different Looking Glass," Jourml of the Acadand Solutions, Belmont, CA: Wadsworth Publishing Company. emy of Marketing Science, 20(Fall), 323-43. Nashima, Mitsuko (1997), "ISO 14000 Growing into the Green Law of the Corporate Jungle," Japan Times Weekly Intenmtioiml Waddock, Sandra A. and Samuel B. Graves (1997), "The Corporate Social Performance-Financial Performance Link," Strategic ManEdition, 37(5), p. 13. agement Jounmt, 18(4), 303-319. Ottman, J.A. (1993; 1998), Green Marketing, Lincolnwood, IL: NTC Business Books.

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