"From Dirt to Shirt": Australian Cotton Conferences Driving Industry Transformation
Although the literature identifies various benefits of business events, more work is required to investigate the ways in which such outcomes are achieved and how they fit into a whole of industry ecosystem. In this study, we apply the concept of sustainable business models to explore
elements and mechanisms of how values combining economic, social, and environmental stakeholder benefits are proposed, created, delivered, and captured through conferences. To study these nuances, we analyze the case of the Australian cotton industry conferences. Our findings suggest that
mechanisms of building industry community, forming a social platform, and managing sustainability solutions were core conference elements that led to desired industry changes. The study contributes to business events literature by delineating a means of achieving industry outcomes as a result
of organizing industry conferences. The article proposes a business model specifically reflective of the Australian cotton industry conferences.
Keywords: BUSINESS EVENTS; COTTON INDUSTRY; INDUSTRY CONFERENCE; SUSTAINABLE BUSINESS MODEL
Document Type: Research Article
Affiliations: UTS Business School, University of Technology Sydney, Ultimo, NSW, Australia
Publication date: 23 June 2022
This article was made available online on 24 January 2022 as a Fast Track article with title: "‘From Dirt to Shirt’: Australian Cotton Conferences Driving Industry Transformation".
- Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a large-scale generator of tourism. The field encompasses meetings, conventions, festivals, expositions, sport and other special events. Event management is also of considerable importance to government agencies and not-for-profit organizations in a pursuit of a variety of goals, including fund-raising, the fostering of causes, and community development.
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