Capability development for sustainable marketing: A theoretical framework

Q1 Business, Management and Accounting

AMS Review Pub Date : 2025-03-13 DOI:10.1007/s13162-025-00299-9

Sreedhar Madhavaram, Abhishek Nirjar

引用次数: 0

Abstract

Sustainable marketing requires firms to proactively build, create, and develop specific capabilities. Given the scant theorizing on how firms develop capabilities for sustainable marketing effectiveness, this research systematically reviews research on (i) sustainable marketing and (ii) capabilities for sustainability and sustainable marketing. Specifically, on the foundations of resource-advantage theory of competition, resource-based view (RBV), capabilities-based view (CBV), dynamic capabilities view (DCV), and research on capability building, creation, and development, we review 115 articles (out of 658 results from initial search) from marketing and management journals to develop a theoretical framework of capability development for sustainable marketing. We conclude with a discussion of the implications of the theoretical framework for sustainable marketing theory and a research agenda that also includes a call for developing adaptive marketing and market-shaping capabilities.

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可持续营销的能力发展：一个理论框架

可持续营销要求企业主动建立、创造和发展特定的能力。鉴于缺乏关于企业如何发展可持续营销有效性能力的理论，本研究系统地回顾了(i)可持续营销和（ii）可持续性和可持续营销能力的研究。具体而言，我们在资源优势竞争理论、资源基础观（RBV）、能力基础观（CBV）、动态能力观（DCV）和能力建设、创造与发展研究的基础上，回顾了市场营销与管理期刊上的115篇文章（初始检索结果为658篇），构建了可持续营销能力发展的理论框架。最后，我们讨论了可持续营销理论和研究议程的理论框架的含义，其中还包括对发展适应性营销和市场塑造能力的呼吁。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

AMS Review Business, Management and Accounting-Marketing

CiteScore

14.60

自引率

0.00%

发文量

期刊介绍： The AMS Review is positioned to be the premier journal in marketing that focuses exclusively on conceptual contributions across all sub-disciplines of marketing. It publishes articles that advance the development of market and marketing theory.The AMS Review is receptive to different philosophical perspectives and levels of analysis that range from micro to macro. Especially welcome are manuscripts that integrate research and theory from non-marketing disciplines such as management, sociology, economics, psychology, geography, anthropology, or other social sciences. Examples of suitable manuscripts include those incorporating conceptual and organizing frameworks or models, those extending, comparing, or critically evaluating existing theories, and those suggesting new or innovative theories. Comprehensive and integrative syntheses of research literatures (including quantitative and qualitative meta-analyses) are encouraged, as are paradigm-shifting manuscripts.Manuscripts that focus on purely descriptive literature reviews, proselytize research methods or techniques, or report empirical research findings will not be considered for publication. The AMS Review does not publish manuscripts focusing on practitioner advice or marketing education.