Chapter 13: Foundation of Strategic Sustainability Marketing

After reading this chapter, you will be able to:

In the current dynamic global business environment, the importance of sustainable business practices is growing tremendously with more and more number of consumers willing to pay extra for sustainable goods. Due to the unprecedented rise in the global sustainability issues, market drivers of sustainability – i.e. the stakeholders compel firms to design their strategies and operational procedures in a way to reduce the negative effects of their operations on the society and ecology (Feng, Zhao, & Su, 2014; Ling, 2019; Schrettle, Hinz, Rathje, & Friedli, 2014). Although several firms produce their sustainability reports, the true incorporation of sustainability into the firm's core business strategies and practices is highly dependent on the ability of the firm to develop organizational learning (Kloot, 1997; Siebenhüner & Arnold, 2007).