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Toward a “theoretical toolbox” for sustainability research in marketing

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Abstract

This paper provides a foundation for future marketing research on sustainability through the application of nine prominent organizational theories. Specifically, we consider the implications for sustainability offered by transaction cost economics, agency theory, institutional theory, population ecology, resource dependence theory, the resource-based view of the firm, upper echelons theory, social network theory, and signaling theory. We consider how each theory can help researchers to better understand the ways that firms engage in sustainable marketing and business practices, and we develop insights that emerge from simultaneous examination of complementary or competing theoretical perspectives.

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Authors and Affiliations

  1. College of Business, Department of Management, Auburn University, 415 W Magnolia Ave, Auburn, AL, 36849, USA

    Brian L. Connelly & David J. Ketchen Jr.

  2. College of Business, Department of Marketing, Colorado State University, Fort Collins, CO, 80523, USA

    Stanley F. Slater

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  1. Brian L. Connelly
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  2. David J. Ketchen Jr.
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Correspondence to David J. Ketchen Jr..

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Connelly, B.L., Ketchen, D.J. & Slater, S.F. Toward a “theoretical toolbox” for sustainability research in marketing. J. of the Acad. Mark. Sci. 39, 86–100 (2011). https://doi.org/10.1007/s11747-010-0199-0

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