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Business sustainability through successful integration of marketing and operations
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Gupta, Suraksha, Rudd, John M. and Lee, Nick (2014) Business sustainability through successful integration of marketing and operations. Industrial Marketing Management, 43 (1). pp. 3-5. doi:10.1016/j.indmarman.2013.10.004 ISSN 0019-8501.
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Official URL: http://dx.doi.org/10.1016/j.indmarman.2013.10.004
Abstract
Business sustainability is central to the strategic decision making processes of every modern organisations as it helps managers to manage risks that fall within the scope of their business practices (Olson et al., 2005, Peteraf, 1993, Porter, 1991 and Tonelli et al., 2013). Also, commitment of an organisation towards sustainability reflects in the scope of activities its managers perform to fulfil their business related obligations and requires consideration of specific issues related to sustainability by them (Ratnayake, 2012, Sagebien and Whellams, 2010 and Spence and Perrini, 2009). While researchers have generally explored the favourable and unfavourable impact of sustainability initiatives on performance of a business (Frey, 2001, Gupta and Kumar, 2012 and Thomas, 2004), practising managers have expressed concerns regarding the management of complex and possibly competing basic requirements of sustainability i.e. care for environment, economic stability and social consciousness. This is so because, pursuing sustainability agenda through only one of its different facets has not resulted into great benefits for their organisation (Mancebo, 2013). Researchers have recommended a simultaneous focus on all the aspects of sustainability with synchronised adoption of sustainability initiatives by different domains of a business (Seliger et al., 2008 and Thai, 2008). Academic knowledge in this area also suggests that economic stability and social consciousness together, creates shareholder value (Collins, Lawrence, Pavlovich, & Ryan, 2007) and incorporation of care for the environment, with the other two, broadens the scope of sustainability to create greater value for stakeholders (Lloyd-Walker & Walker, 2011). Individually, economic stability relates to sensitivity towards sales, profit margins, taxes, working capital and assets (Huang & Rust, 2011); environmental consciousness emphasises on minimisation of waste, recycling of natural resources, reduction of material used, consumption of energy and prevention of pollution (Glavič & Lukman, 2007) and social consciousness focuses on impact of activities of a firm on advantages it receives such as reputation in a competitive marketplace (Carroll & Shabana, 2010).
| Item Type: | Journal Article | ||||
|---|---|---|---|---|---|
| Alternative Title: | Special issue on integrating marketing and operations for business sustainability | ||||
| Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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| Journal or Publication Title: | Industrial Marketing Management | ||||
| Publisher: | Elsevier Inc. | ||||
| ISSN: | 0019-8501 | ||||
| Official Date: | January 2014 | ||||
| Dates: |
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| Volume: | 43 | ||||
| Number: | 1 | ||||
| Page Range: | pp. 3-5 | ||||
| DOI: | 10.1016/j.indmarman.2013.10.004 | ||||
| Status: | Peer Reviewed | ||||
| Publication Status: | Published | ||||
| Access rights to Published version: | Restricted or Subscription Access |
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