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Sustainable market orientation
Traditionally market orientation (MO) focuses on microenvironment and the functional management of an organisation. However, contemporary organisations have widened their focus to incorporate more roles, functions and emphasis on the macro environment.〔Elliot, G.R.(1990)The marketing concept- Necessary but sufficient? An environmental view. European Journal of Marketing., 24 , 20-30.〕 Firms have been concerned with short run success and often not taken into account the long-run ecological, social and economic effects from their activities. Despite growth in the MO concept, there is still a need to reconceptualise the concept with a greater emphasis on external factors that influence a firm.〔Mitchell, R.W., Wooliscroft, B., & Higham, J. (2010) Sustainable Market Orientation: A New Approach to Managing Marketing Strategy. Journal of Macromarketing. 30 (2) 160-170〕
Sustainable Market Orientation (SMO) combines the principles of MO with a macro marketing systems management approach, a stakeholder approach to integrated corporate social responsibility and marketing strategy, and the use of the sustainability management concept. SMO will serve to move corporate management beyond the micro economic and functional management prescribed by MO and provide a more comprehensive, stakeholder based approach. Mitchell et al.〔 believe an avenue for the reformulation of MO to create SMO lies in the synthesis of MO, macromarketing, Corporate Social Responsibility (CSR), and sustainable development management concepts.
==Background==
Unsustainable practices using traditional ideas have a number of consequences with detrimental effects to the external environment. Creative Destruction implies destruction is essential for sustained economic growth. Whilst this may be economically beneficial, in many instances it can have overarching negative impacts on the social and ecological environment.〔Tonts, M. & Greive, S. (2002) Commodification and creative destruction in the Australian rural landscape: the case of Bridgetown, Western Australia. Australian Geographical Studies, 40, 58-70.〕 Marshall Berman’s take on Creative Destruction identifies that everything is built to be later torn down.〔Berman, M. 1983. All that is solid melts into air: The experience of modernity, Verso.〕 This capitalistic approach relates to the idea tragedy of the commons. When firms and individuals only think about their own self-interest as opposed to society as a whole, it will result in over exploitation of finite resources with long term consequences.〔Daniels, B. (2007) Emerging Commons and Tragic Institutions. Envtl. L., 37, 515.〕
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