Research output per year

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Personal profile

Research Interests

  • Corporate, competitive, business and marketing strategies for ecological sustainability.
  • Theoretical, philosophical, psychological and policy developments for business sustainability.
  • Educational and practical implementation of ecological sustainability.
  • A systems/scientific approach to sustainability.
  • Sustainability issues in leadership, strategy, management and marketing.

Teaching Activity

  • BHM 328 Strategic Business Sustainability (15 credit module) (MSc).
  • BHM 341 Strategic Business Sustainability (10 credit module) (MSc).
  • BHM 305 Business Ethics Responsibility & Sustainability (MBA).

I teach Strategic Business Sustainability on the MBA Business, Ethics, Responsibility and Sustainability module, and on the new MSc in Social Responsibility and Sustainability. I also teach Strategic Business Sustainability on some of the other MSc programmes in the Business School.


  • Aston Business School, Aston University, Senior Lecturer in Business Sustainability, 2011-current.  
  • Birmingham Business School, University of Birmingham, Lecturer in Marketing, 2003-2011.
  • Cranfield University, Lecturer in Marketing, 1998-2003.


  • PhD in Marketing (Cranfield), 1992.
  • BSc (Hons) Environmental Sciences (2i) (Plymouth), 1986.

Membership of Professional Bodies

  • Fellow of the Higher Education Academy.
  • Member of the British Academy of Management.
  • Member of the Academy of Management.
  • Member of the International Association of Business in Society.
  • Member of the Aston Business School Social Responsibility and Sustainability Group.
  • Member of the Sustainable Aston Working Group.

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Research Output

Seeing versus Doing: How Businesses Manage Tensions in Pursuit of Sustainability

Joseph, J., Borland, H. M., Orlitzky, M. & Lindgreen, A., 1 Jun 2020, In : Journal of Business Ethics. 164, 2, p. 349–370 22 p.

Research output: Contribution to journalArticle

Open Access
  • Can Business-Oriented Managers Be Effective Leaders for Corporate Sustainability? A Study of Integrative and Instrumental Logics

    Joseph, J., Orlitzky, M., Gurd, B., Borland, H. M. & Lindgreen, A., 1 Feb 2019, In : Business Strategy and the Environment. 28, 2, p. 339-352 14 p.

    Research output: Contribution to journalArticle

    Open Access
  • ECOCENTRIC BUSINESS AND MARKETING: Sustainability, Epistemology, Ecocentric Business and Marketing Strategy: Ideology, Reality and Vision.

    Borland, H. M., Lindgreen, A., Ambrosini, V. & Vanhamme, J., Apr 2019, Intrinsic Capability: Implementing Intrinsic Sustainable Development for an Ecological Civilisation. Birkin, F. & Polesie, T. (eds.). Singapore: World Scientific, p. 27-52 26 p.

    Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)

  • Sustainability and Sustainable Development Strategies in the U.K. Plastic Electronics Industry

    Borland, H. M., Bhatti, Y. & Lindgreen, A., 1 Jul 2019, In : Corporate Social Responsibility and Environmental Management. 26, 4, p. 805-818 14 p.

    Research output: Contribution to journalArticle

  • Business Strategies for Sustainability

    Borland, H. M. (ed.), Lindgreen, A. (ed.), Maon, F. (ed.), Ambrosini, V. (ed.), Palacios Florencio, B. (ed.) & Vanhamme, J. (ed.), 30 Aug 2018, Oxon: Routledge. 424 p.

    Research output: Book/ReportBook

  • Activities

    • 2 Membership of network
    • 1 Examination

    British Academy of Management (External organisation)

    Helen Borland (Chair)

    Sep 2011

    Activity: Membership typesMembership of network

    Academy of Marketing Science (USA) (External organisation)

    Helen Borland (Chair)

    May 2009

    Activity: Membership typesMembership of network