The role of biodiversity in delivering crucial ecosystem services need to fast become an area of international priority. Despite massive international efforts, the world is failing at conserving its biodiversity, with estimates of 30% of species on earth going extinct within the next 40 years (Baronsky, 2011). Part of the problem is the research implementation gap that exists in conservation science. This gap is exhibited by the fact that 94% of academic conservation research does not have a practical application (Knight, 2008). Practitioners of conservation who could put the science into practice do not read the research, and collaboration between academics and conservation practitioners is rare. This causes a communication breakdown and general inefficiency in the discipline of conservation science. Furthermore, the economic value of conservation is not effectively communicated to those with the ability to effect large scale change. However, by using the language of commerce and business efficiency, conservation scientists would be better equipped to communicate the commercial value of conservation aims. This paper investigates if commercial communication strategies such as Web 2.0, motivation theory and organizational commitment, which are currently used in the marketing discipline to improve communication and strategy implementation, can be applied to the conservation discipline. Through the analysis of literature across multiple disciplines‟, a series of strong and practically implementable recommendations are given to reduce the research implementation gap in conservation science and increase biodiversity.

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Commercialising conservation
Selling out or increasing efficiency?

Veronica Harwood -Stevenson   Otago Univeristy

The role of biodiversity in delivering crucial ecosystem services need to fast become an area of international priority. Despite massive international efforts, the world is failing at conserving its biodiversity, with estimates of 30% of species on earth going extinct within the next 40 years (Baronsky, 2011). Part of the problem is the research implementation gap that exists in conservation science. This gap is exhibited by the fact that 94% of academic conservation research does not have a practical application (Knight, 2008). Practitioners of conservation who could put the science into practice do not read the research, and collaboration between academics and conservation practitioners is rare. This causes a communication breakdown and general inefficiency in the discipline of conservation science. Furthermore, the economic value of conservation is not effectively communicated to those with the ability to effect large scale change. However, by using the language of commerce and business efficiency, conservation scientists would be better equipped to communicate the commercial value of conservation aims. This paper investigates if commercial communication strategies such as Web 2.0, motivation theory and organizational commitment, which are currently used in the marketing discipline to improve communication and strategy implementation, can be applied to the conservation discipline. Through the analysis of literature across multiple disciplines‟, a series of strong and practically implementable recommendations are given to reduce the research implementation gap in conservation science and increase biodiversity.

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