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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.
Stephen Henderson (2011) studied this question.