ABSTRACT

Markets and market environments are changing; so are the operating market conditions in contemporary times. The latter is when a company focuses on social and environmental investments as a marketing strategy. The former reflects the concept of sustainable marketing that an organisation should meet the needs of its present consumers without compromising the ability of future generation to fulfil their own needs. An appropriate orientation will reflect the degree to which an Small and medium-sized enterprise integrates sustainability values within its entrepreneurial culture; a change in traditional marketing orientation to sustainability marketing orientation, or SMO Sustainability marketing embraces a wide array of activities that spans all areas of marketing functions; encompassing how products are produced, communicated and distributed, technology in use, purpose of production, and end user/societal/sustainable concerns. The scope of activities is far-reaching; requiring full commitment and value-driven approach to entrepreneurship.