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Journal of the Academy of Marketing Science

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01-02-2011 | Editorial

Market-focused sustainability: market orientation plus!

Author: G. Tomas M. Hult

Published in: Journal of the Academy of Marketing Science | Issue 1/2011

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Abstract

The concept of sustainability is increasingly being addressed theoretically by scholars and practically by managers and policymakers. With this growing focus on sustainability efforts, marketing is in a unique position to elevate its focus from managing relationships with customers to strategically managing a broader set of marketplace issues. Overall, an organization achieves market-based sustainability to the extent that it strategically aligns itself with the market-oriented product needs and wants of customers and the interests of multiple stakeholders concerned about social responsibility issues involving economic, environmental, and social dimensions. To set the stage for marketing’s inquiry into sustainability efforts, I briefly review the concept of sustainability, compare it with corporate social responsibility, bring in stakeholders, argue for the notion of “market orientation plus,” and consider the possibility that the notion of what sustainability encompasses is converging in the marketing literature.

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Title: Market-focused sustainability: market orientation plus!
Author: G. Tomas M. Hult
Publication date: 01-02-2011
Publisher: Springer US
Published in: Journal of the Academy of Marketing Science / Issue 1/2011
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-010-0223-4

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Other articles of this Issue 1/2011

Mindful consumption: a customer-centric approach to sustainability

The structure of sustainability research in marketing, 1958–2008: a basis for future research opportunities

Market-oriented sustainability: a conceptual framework and propositions

Sustainability to support end-to-end value chains: the role of supply chain management

Green marketing strategies: an examination of stakeholders and the opportunities they present

How can corporate social responsibility activities create value for stakeholders? A systematic review