The aim of this paper is to study the language of sustainability in a business context. Based on information excerpted from two Scandinavian firm web sites a closer examination of reasoning and arguing concerning sustainability and the societal role of business is performed. The interpretation of the information given on these web sites is inspired by an approach referred to as rhetorical. The focal point is language in action and the impact and constitutive meaning of language in this ongoing discourse about sustainability.
Marketing Contributions To Democratization and Socioeconomic Development, 2000, p. 72-87