About this Chapter
Strategic Industry Research (SIR) can inform education and action for sustainability as it plays a vital role in communication, stakeholder engagement, and management when organizations grapple with economic, ecological, and social issues. Jack Harris demonstrates how an understanding of the social forces, economic environment, and industry trends in which an organization operates inform sustainability practices for businesses at all scales and sizes. This understanding is a core skill for Communication and Business professionals and a foundational aspect of competitive strategy for non-profit, for-profit, and public sector organizations. Students put into practice multi-level thinking, systems theories, and explore social innovation. Strategic Industry Research is also an important tool for linking actions across the U.N. Sustainable Development Goals. In a case study based on a craft barrel-making business in the Hudson Valley, New York, US, Business and Communication university students use SIR as it encompasses both classic strategic management and communication analysis to understand an organization’s overall messaging and communication framework and strategies. Communication around environmental, social and economic sustainability issues is not separate from the strategic management of the firm; it is central to robust and ethical engagement with both internal and external stakeholders.
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