“Sustainable Market Orientation: A New Approach to Managing Marketing Strategy”, by Robert W. Mitchell, Ben Wooliscroft, and James Higham, all of the University of Otago, Dunedin, New Zealand, was the most frequently read article in the Journal of Macromarketing in 2010. Ben Wooliscroft has provided a brief reflection on the article:
This paper and Rob Mitchell’s doctoral research arose from a growing frustration with conceptual models of business orientation and business success being, almost, entirely economically focussed. There is evidence of those conceptual models leading to business decisions with little regard for societal and ecological imperatives.
The conceptualisation of SMO is designed to provide a corporate strategic management framework for considering firms asfull citizens, rather than solely economic citizens.