Sustainability and business-to-business marketing: A framework and implications

Arun Sharma, Gopalkrishnan R. Iyer, Anuj Mehrotra, R. Krishnan

Research output: Contribution to journalArticlepeer-review

180 Scopus citations


Researchers in several business disciplines have convincingly argued that environmentally responsible strategies can contribute to competitive advantage and superior financial performance. While debates on ecological conservation and environmental practices within marketing have raged for over three decades, much of the focus has been on identifying and targeting the environmentally-conscious consumer. Less attention has been given to marketing's role in a green supply chain and its interface with environmentally-friendly manufacturing and operations. We integrate disparate streams of research and develop a broader framework to understand the appropriate role and focus of business-to-business marketing in the supply chain for achieving environmental sustainability objectives. We identify three major strategies - the reduction of surplus supply of products, reduction of reverse supply, and internal marketing - where marketing's role in environmental sustainability is crucial for achieving superior competitive advantage and financial performance.

Original languageEnglish (US)
Pages (from-to)330-341
Number of pages12
JournalIndustrial Marketing Management
Issue number2
StatePublished - Feb 2010


  • Build-to-order
  • Green marketing
  • Recycling
  • Repair
  • Reverse logistics
  • Sustainability

ASJC Scopus subject areas

  • Marketing


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