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Sustainability Marketing Strategy: An Analysis of Recent Literature

Author

Listed:
  • Vinod Kumar

    (Vinod Kumar (corresponding author) is Research Scholar, Department of Management Studies, Indian Institute of Technology, Roorkee, Uttarakhand–247667, India. E-mail: vkmehta.iitr@gmail.com)

  • Zillur Rahman

    (Zillur Rahman is Associate Professor, Department of Management Studies, Indian Institute of Technology, Roorkee, Uttarakhand–247667, India. E-mail: yusuffdm@iitr.ernet.in)

  • A.A. Kazmi

    (A.A. Kazmi is Associate Professor, Department of Civil Engineering, Indian Institute of Technology, Roorkee, Uttarakhand–247667, India. E-mail: kazmifce@iitr.ernet.in)

Abstract

The present study reviews the extant literature available on the emerging area of Sustainability Marketing Strategy (SMS), which hopefully, will prove to be a springboard for the future research. Tracing the origin of the concept of SMS, a detailed discussion on historic developments in the field is taken up with the help of definitions and pictorial representation of various related concepts followed by a survey of wide range of available databases from 1996 to 2011. After a rigorous search of numerous journals, those research papers exploring the field adequately have been selected. The selected papers are then classified according to various criteria for the purpose of comprehensive review of literature. Finally, after analyzing current status of research in the field of SMS, a probable agenda for future research has been formulated, which may serve as a useful guideline for the future investigators, as significant contribution need to be made in the area of SMS.

Suggested Citation

  • Vinod Kumar & Zillur Rahman & A.A. Kazmi, 2013. "Sustainability Marketing Strategy: An Analysis of Recent Literature," Global Business Review, International Management Institute, vol. 14(4), pages 601-625, December.
    • Handle: RePEc:sae:globus:v:14:y:2013:i:4:p:601-625
    DOI: 10.1177/0972150913501598
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    References listed on IDEAS

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    Cited by:

    1. Daniel Adrian Gardan & Ionel Dumitru & Iuliana Petronela Gardan & Irina Elena Andronie & Cristian Uta & Mihai Andronie, 2019. "Integrating the Principles of Green Marketing by Using Big Data. Good Practices," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 21(50), pages 258-258, February.
    2. repec:aud:audfin:v:21:y:2019:i:50:p:258 is not listed on IDEAS
    3. Matthew B. Lunde, 2018. "Sustainability in marketing: a systematic review unifying 20 years of theoretical and substantive contributions (1997–2016)," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 85-110, December.
    4. Karin Tollin & Lars Bech Christensen, 2019. "Sustainability Marketing Commitment: Empirical Insights About Its Drivers at the Corporate and Functional Level of Marketing," Journal of Business Ethics, Springer, vol. 156(4), pages 1165-1185, June.

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