We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.

Environmental Sustainability Innovations, Sustainability Stakeholders and the Triple Bottom Line
Environmental sustainability innovations, sustainability stakeholders and the triple bottom line
Rajan Varadarajan
Abstract

Issues relating to economic, environmental and social sustainability are the focus of a growing body of research in a number of academic disciplines, including marketing, and are among the major issues of concern for decision-makers in for-profit and not-for-profit organizations, and governmental and non-governmental organizations. Environmental sustainability oriented innovations and marketing are among the major instruments of societal efforts at various levels (e.g., nation states, industries and firms) towards achieving sustainability in renewable resources and slowing the rate of unsustainability in non-renewable resources. The triple bottom line (TBL) philosophy espouses the concurrent pursuit of economic, environmental and social sustainability (profit, ...

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