Perspectives on marketing strategy and sustainability

Peattie, Ken and Belz, Frank-Martin 2025. Perspectives on marketing strategy and sustainability. Peattie, Ken ORCID: https://orcid.org/0000-0003-3969-0531, De Angelis, Roberta ORCID: https://orcid.org/0000-0002-8324-454X, Koenig-Lewis, Nicole ORCID: https://orcid.org/0000-0002-3931-6657 and Strong, Carolyn, eds. The Routledge Companion to Marketing & Sustainability, London: Routledge, (10.4324/9781003412397-4)

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Abstract

This chapter explores the different understandings of ‘strategy’ and how they relate to sustainability. Strategy can be understood as operating at different levels within a company, and with different meanings attached to the term. Strategy as understanding relates to a company’s perspective, how it views the world and market, its place within both, and the key stakeholder relationships involved. Sustainability can introduce changes that requires new understanding through market research, related both to external stakeholders and to the internal characteristics and capabilities of a business to understand relevant strengths and weaknesses. Strategy as competition is the most commonly discussed perspective, and one at the heart of sustainability marketing and the prospects for pro-sustainability marketing strategies to enhance, or hinder, competitiveness. Strategy as action widens the perspective beyond companies’ intentional pursuit of competitiveness to consider the range of actions that may be required to shift towards more sustainable forms of production and consumption. Strategy as innovation and strategy as transformation consider the relationship between strategy and change. This can relate to the role that innovative products, processes, materials, business models or consumer behaviours can play in promoting more sustainable production and consumption. It can also relate to the more transformational role that marketing can play in promoting external changes to markets, consumer behaviours or social causes. This chapter concludes by exploring how the pursuit of more sustainable strategies amongst companies may be aided by a shift away from the mechanistic and militaristic metaphors previously used to understand businesses towards more ecological metaphors and thinking.

Item Type:	Book Section
Date Type:	Publication
Status:	Published
Schools:	Schools > Business (Including Economics)
Publisher:	Routledge
ISBN:	9781032535043
Last Modified:	09 Jun 2025 10:45
URI:	https://orca.cardiff.ac.uk/id/eprint/178422

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