Market-Focused Sustainability: Market Orientation Plus!

Journal of the Academy of Marketing Science, Vol. 39, No. 1, 2011

16 Pages Posted: 6 Sep 2010

Date Written: September 3, 2010


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.

Keywords: sustainability, market orientation, stakeholders, corporate social responsibility

JEL Classification: M3, M14, M00

Suggested Citation

Hult, G. Tomas M., Market-Focused Sustainability: Market Orientation Plus! (September 3, 2010). Journal of the Academy of Marketing Science, Vol. 39, No. 1, 2011. Available at SSRN: or

G. Tomas M. Hult (Contact Author)

Michigan State University ( email )

East Lansing, MI 48824-1121
United States

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