Growing competence for sustainability management : a case study on marketing and communication professionals managing corporate sustainability

Abstract

This thesis explores the competence development of marketing and communication professionals who have taken on a sustainability management role within subsidiaries of [Industrial Group], an international business development group. Using an emergent case study approach and four qualitative interviews, the research examines the interplay between competence, assets, and context in sustainability management. It identifies key competences for sustainability management, such as contextual knowledge, systems thinking, collaboration, critical thinking, professional ethics, and future orientation, while emphasizing the importance of meta-competences and collective competences. The findings suggest that MarCom professionals are well-equipped for sustainability management as there are similarities and overlaps in the competences of both activities. Further, communication workflows can become more efficient by integrating MarCom professionals in strategically important tasks within the organization, since this facilitates sensemaking and verification from the MarCom professional’s perspective. The study concludes that the challenges and opportunities of informal competence development are strongly related to organizational support and external pressures, rather than being dependent on the individual’s traits and abilities. As a consequence, the study proposes that sustainability management success necessitates organizational resources, leadership commitment, and external stakeholder engagement. The thesis contributes to understanding sustainability management as a contextual and collaborative organizational activity rather than a traditional profession.