Journal of the Academy of Marketing Science

, Volume 39, Issue 1, pp 71–85

Market-oriented sustainability: a conceptual framework and propositions

  • Victoria L. Crittenden
  • William F. Crittenden
  • Linda K. Ferrell
  • O. C. Ferrell
  • Christopher C. Pinney


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.


Sustainability Market orientation Corporate social responsiblity Marketing strategy Resource-Advantage Theory 


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Copyright information

© Academy of Marketing Science 2010

Authors and Affiliations

  • Victoria L. Crittenden
    • 1
  • William F. Crittenden
    • 2
  • Linda K. Ferrell
    • 3
  • O. C. Ferrell
    • 3
  • Christopher C. Pinney
    • 4
  1. 1.Department of Marketing, Boston CollegeCarroll School of ManagementChestnut HillUSA
  2. 2.College of Business AdministrationNortheastern UniversityBostonUSA
  3. 3.Business EthicsUniversity of New MexicoAlbuquerqueUSA
  4. 4.Research and Policy, Center for Corporate Citizenship, Boston CollegeCarroll School of ManagementChestnut HillUSA

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