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Information, innovation and sustainability: The missing link?

Special issue call for papers from The Bottom Line

Guest Editors: Dilip S. Mutum, Ezlika M. Ghazali & Lennora Putit

Deadline: 31 March 2019

Sustainability is no longer considered one of the most important NBTs (next big things). It is in fact one of the most important issues currently. From a sustainable marketing perspective, business organisations should contribute to the well-being of the economic, social and environmental systems in which they are embedded, while pursuing shared values with all stakeholders. Whelan & Fink (2016) made a convincing business argument for sustainability, highlighting that embedding sustainability efforts have led to positive impacts on the performance of businesses. According to Davenport (2007) a major component of managing sustainability is having good information. Thus this special issue will explore the links between information, innovation and sustainability. As evidence of the importance of the topic, an article by Nidumolu et al (2009) has been cited around 1756 times while a book by Tidd et al 2005) has been cited 8510 times.

A few papers have covered specific topics on sustainability and the link with innovation. However, as sustainability becomes a key buzz word today, research on this topic is still emerging. As highlighted by Evans et al. (2017), there has been an increase in research interest on business model as well as product innovation and their link to sustainability. This would be the first time that the link between the three areas of information, innovation and sustainability would be explored in one issue. The specific aim of this special issue is to take a serious look at the sustainability of consumer culture in the future and role of information and innovation. For any organization to be more competitive, it needs to also consider new product development or innovation as well as commercialization as necessities to breed further success in business. Developing new products and / or innovating product and moving them into the marketplace efficiently, are very much pertinent towards ensuring sustainability and long term corporate success (Putit et al, 2014). Murray (2013) further found out that there is a parallel path to new product success, much of which occurs after new product commercialization. It also stated that new product development or innovative proficiency continues to significantly influence the market success of new products. 

 It is hoped that the papers submitted to this special issue would have real impact. The papers should examine or recommend how the concepts and techniques could be applied to ‘real world’ sustainable marketing problems. The managerial implications should be of interest to managers who are under pressure to deliver sustainable results - both from a environmental and financial perspective.  The papers submitted for this issue would examine the complex interaction of these three themes/ topics in different contexts.


Submissions can be conceptual or empirical (quantitative or qualitative) in nature. The main criterion for publication is that the submission has original value. Possible topics include, but are not limited to: 

  • Link between innovation and sustainable consumption. 
  • Environmental and sustainable claims in advertising. 
  • Role of marketing communications in sustainable marketing. 
  • Role of marketing communications in affecting innovation. 
  • Emerging trends in sustainable marketing. 
  • Challenges facing companies with regards to sustainable marketing. 
  • How sustainable plans results innovation. 
  • Using information in inspiring people to adopt specific sustainable behaviors.
  • Models of sustainable management

Submission guidelines

In preparing manuscripts, authors are asked to follow the Author Guidelines available on the journal homepage available at

To submit your paper online you must create an author account at then follow the on-screen guidance which takes you through the submission process.

Major Dates
Submissions open: 1st December 2018
Last date for submission of papers: 31st March 2019
Reviews returned: 1st June 2019
Revised papers submitted: 1st September 2019
Final papers due: 1st December 2019

Expected publication of special issue: Early 2020

Please direct any further inquiries to the guest editors, whose full details are given below:

Guest Editor Contact Details

Dr. Dilip S. Mutum
Associate Professor of Marketing
Nottingham University Business School, University of Nottingham Malaysia
Jalan Broga, 43500 Semenyih, Selangor, Malaysia.

Dr. Ezlika M. Ghazali
Senior Lecturer
Department Of Marketing Faculty of Business & Accountancy, University of Malaya, 
50603 Kuala Lumpur, Malaysia.

Dr. Lennora Putit
Senior Lecturer
Centre for Marketing and Entrepreneurship Studies (CfMES), Faculty of Business and Management, Universiti Teknologi MARA
42300 Puncak Alam, Selangor, Malaysia

Evans, S., Vladimirova, D., Holgado, M., Van Fossen, K., Yang, M., Silva, E. A., & Barlow, C. Y. (2017). Business model innovation for sustainability: towards a unified perspective for creation of sustainable business models. Business Strategy and the Environment, 26(5), 597-608.

Millson, M.R.  (2013), Refining the NPD/innovation path to product market success with partial least squares path analysis, International Journal of Innovation Management, 17(2) 

Nidumolu, R., Prahalad, C. K., & Rangaswami, M. R. (2009). Why sustainability is now the key driver of innovation. Harvard business review, 87(9), 56-64.

Putit, L., H Hasan, Suki, A.A. & Shahbodin, F. (2014) Commercialization of University Research Products and Its Outcome on University Performance. International Journal of Business and Management Studies, 3 (1), 483-495.

Tidd, J., Bessant, J., & Pavitt, K. (2005). Managing innovation integrating technological, market and organizational change. John Wiley and Sons Ltd.

Whelan, T., & Fink, C. (2016). The comprehensive business case for sustainability. Harvard Business Review,