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Capability development for sustainable marketing: A theoretical framework

Sreedhar Madhavaram & Abhishek Nirjar

AMS Review2025https://doi.org/10.1007/s13162-025-00299-9article
AJG 2ABDC B
Weight
0.46

Abstract

Sustainable marketing requires firms to proactively build, create, and develop specific capabilities. Given the scant theorizing on how firms develop capabilities for sustainable marketing effectiveness, this research systematically reviews research on (i) sustainable marketing and (ii) capabilities for sustainability and sustainable marketing. Specifically, on the foundations of resource-advantage theory of competition, resource-based view (RBV), capabilities-based view (CBV), dynamic capabilities view (DCV), and research on capability building, creation, and development, we review 115 articles (out of 658 results from initial search) from marketing and management journals to develop a theoretical framework of capability development for sustainable marketing. We conclude with a discussion of the implications of the theoretical framework for sustainable marketing theory and a research agenda that also includes a call for developing adaptive marketing and market-shaping capabilities.

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https://doi.org/https://doi.org/10.1007/s13162-025-00299-9

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@article{sreedhar2025,
  title        = {{Capability development for sustainable marketing: A theoretical framework}},
  author       = {Sreedhar Madhavaram & Abhishek Nirjar},
  journal      = {AMS Review},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1007/s13162-025-00299-9},
}

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Capability development for sustainable marketing: A theoretical framework

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Evidence weight

0.46

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.37 × 0.4 = 0.15
M · momentum0.60 × 0.15 = 0.09
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.