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.

Pioneering Research on Sustainability

Pioneering Research on Sustainability

Pioneering research on sustainability
Omar Rodriguez Vila Sundar Bharadwaj


This paper attempts to link the existing research on sustainability in marketing to the work of Professor Sheth and his colleagues in the domain. It identifies important gaps in the literature that Professor Sheth has filled and the new work that he has pioneered that has become the basis for subsequent research. It highlights the novel contributions of Professor Sheth to the field of sustainability in marketing.

For a long time, scholars have been exploring the relationship between marketing activities and societal needs, resulting in the emergence of a number of concepts in the literature such as cause-related marketing (CRM; Varadarajan and Menon 1988), enviropreneurial marketing (Menon ...

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