Marketing capabilities and innovation-based strategies for environmental sustainability: An exploratory investigation of B2B firms

While emerging literature on sustainability shows that environmentally responsible strategies can contribute to competitive advantage and enhanced financial performance, little is known about specific marketing capabilities that lead to sustainable consumption behavior, and whether implementing such...

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Bibliographic Details
Published in:Industrial marketing management 2011-11, Vol.40 (8), p.1305-1318
Main Authors: Mariadoss, Babu John, Tansuhaj, Patriya Silpakit, Mouri, Nacef
Format: Article
Language:English
Subjects:
Alliances
B2B firms
Business to business commerce
Business-to-business firms
Capability theory
Competitive advantage
Environment
Innovation
Innovations
Market strategy
Marketing
Marketing capabilities
Studies
Sustainability
Sustainable development
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Summary:While emerging literature on sustainability shows that environmentally responsible strategies can contribute to competitive advantage and enhanced financial performance, little is known about specific marketing capabilities that lead to sustainable consumption behavior, and whether implementing such strategies leads to firm competitive advantage. Using the case method approach, this study explores marketing-related strategies and practices pertaining to sustainable consumption as reported by leading sustainable firms in the B2B context. We examine case studies of forty seven B2B firms and identify key marketing capabilities that tie to innovation-based sustainability strategies, sustainable consumption behavior and firm performance. We use our findings to develop a conceptual framework linking marketing capabilities to innovation strategies for firm sustainability, sustainable consumption behavior and firm competitive advantage, and put forward propositions for future research. ► Model linking marketing capabilities to innovation strategies for firm sustainability and sustainable consumption behavior. ► Both technical and non-technical innovation strategies lead to sustainable consumption behavior. ► Relationships between marketing capabilities, innovation-based sustainable strategies, and sustainable consumption behavior.
ISSN:0019-8501
1873-2062
DOI:10.1016/j.indmarman.2011.10.006