ABSTRACT
This chapter presents the future of sustainable marketing and explores the challenge raised above as to whether sustainable marketing is truly sustainable. It examines the business case as the ultimate arbiter for determining policy. The chapter discusses the implications of both these trends for sustainability practices in marketing and sales, and indicate some wider implications for supply chains in general. Implementing sustainable marketing frequently requires collaboration with supply chain partners. Firms embrace sustainable business practices along a continuum anchored at one end by conforming to social norms and, at the other end, by transforming the manner in which they do business. Environmental and social management and sustainable development require companies to acquire knowledge that is not ordinarily found within one single firm. Most management theorists would argue that decision-making under uncertainty defines all management activities. Therefore, expected-value decision-making using probability theory and cashflow discounting with appropriate risk adjustments remains valid in the context of sustainable marketing.
