Sustainable Market Orientation: A New Approach to Managing Marketing Strategy

Abstract

Market orientation has been a foundation of corporate marketing strategy since the middle of the last century. There is a need for a broader conceptualization of market orientation and a new corporate marketing model is proposed: sustainable market orientation (SMO). Taking a macromarketing perspective, the new conceptualization proposes the use of three key sustainable development objectives in corporate marketing strategy; economic, social, and ecological sustainability. Corporate benefits from a SMO are discussed, a model for empirical testing is presented, and a range of research opportunities are discussed.

Keywords

macromarketing sustainable market orientation corporate strategy marketing environment

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