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Journal of the Academy of Marketing Science
Erschienen in: Journal of the Academy of Marketing Science 1/2011

01.02.2011

Market-oriented sustainability: a conceptual framework and propositions

verfasst von: Victoria L. Crittenden, William F. Crittenden, Linda K. Ferrell, O. C. Ferrell, Christopher C. Pinney

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 1/2011

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Abstract

Utilizing Resource-Advantage Theory as the underlying theoretical foundation and drawing on literature from a variety of disciplines, we develop a market-oriented sustainability framework. By incorporating sustainability into market orientation, the goal of strategic alignment of sustainability with marketing strategies is achieved to create a competitive advantage. Three constructs identified in the model are DNA, stakeholder involvement, and performance management. These three constructs are the drivers of sustainability. DNA is used as an extended metaphor to clarify and illustrate the workings of an organization and how sustainability may be implemented. This construct includes core ideology, dynamic capabilities, and societal engagement. The firm’s DNA is communicated to both internal and external stakeholders, and stakeholders’ concerns should be an influence on strategic marketing planning. Performance management is the third major construct in the model and includes corporate social performance and corporate financial performance metrics. Within the model explication, we offer propositions to support market-oriented sustainability research and provide directions for sustainability theory, research, and practice.
Vorheriger Artikel The structure of sustainability research in marketing, 1958–2008: a basis for future research opportunities
Nächster Artikel Toward a “theoretical toolbox” for sustainability research in marketing

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Metadaten
Titel
Market-oriented sustainability: a conceptual framework and propositions
verfasst von
Victoria L. Crittenden
William F. Crittenden
Linda K. Ferrell
O. C. Ferrell
Christopher C. Pinney
Publikationsdatum
01.02.2011
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 1/2011
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-010-0217-2

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