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Sustainable Market Orientation (SMO) is a business approach that integrates environmental and social responsibility with traditional marketing strategies. The concept revolves around balancing commercial interests with the need for sustainable practices, in response to increasing consommateur^[1] and corporate awareness of environmental concerns. SMO includes principles of sustainable management to achieve market competitiveness while minimizing environmental impact. It emphasizes the importance of integrating environmental intelligence into operational systems and taking into consideration corporate social, economic, and environmental responsibilities. The goal of SMO is to provide a framework for profitable marketing that is also socially and environmentally responsible. The approach has seen increased adoption across various sectors, including tourism, forestry, and agriculture, and plays a critical role in sustainability efforts. Evaluation of SMO involves using market orientation and sustainable development indicators to assess commitment to sustainable practices.

Définitions des termes

1. ↑ consommateur. Un consommateur, en termes simples, est un individu qui achète des biens ou des services pour son usage personnel et non pour la revente ou à des fins commerciales. Il joue un rôle important dans l'économie, car sa demande de produits incite les fabricants à produire. Cette dynamique influence les processus de production, de distribution et de consommation. Les consommateurs ont également certains droits, établis par le président John F. Kennedy, qui comprennent la sécurité, l'information, le choix, le recours et la représentation. Ces droits les protègent des produits dangereux et des pratiques déloyales. À l'ère du numérique, les consommateurs se transforment en "prosommateurs", participant activement à la création des produits. Le comportement des consommateurs a donc un impact profond sur les stratégies de marketing, conduisant à un marketing personnalisé et à une personnalisation de masse.

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Glossaire

Orientation durable du marché (Wikipedia)

Traditionally, market orientation (MO) focuses on microenvironment and the functional management of an organisation. However, contemporary organisations have widened their focus to incorporate more roles, functions and emphasis on the macro environment. Firms have been concerned with short run success and often not taken into account the long-run ecological, social and economic effects from their activities. Despite growth in the MO concept, there is still a need to reconceptualise the concept with a greater emphasis on external factors that influence a firm.

Orientation durable du marché (SMO) combines the principles of MO with a macro marketing systems management approach, a stakeholder approach to integrated corporate social responsibility and marketing strategy, and the use of the sustainability management concept. SMO will serve to move corporate management beyond the micro economic and functional management prescribed by MO and provide a more comprehensive, stakeholder based approach. Mitchell et al. believe an avenue for the reformulation of MO to create SMO lies in the synthesis of MO, macromarketing, corporate social responsibility (CSR), and sustainable development management concepts.

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