Relationship-Oriented Sustainability Marketing

Guido Grunwald is Professor of Business Administration, Marketing and Market Research in the Faculty of Management, Culture, and Technology at Osnabrück University of Applied Sciences, Lingen, Germany. His research interests center on customer behavior, sustainability and relationship marketing, and, more specifically, stakeholders’ reactions to CSR communication and related corporate crises.Ali Kara is Professor of Marketing at the Pennsylvania State University, York Campus, USA. His research focuses on prediction of consumer decision making and choices based on quantitative modeling, empirical investigations of segmentation in international markets, and sustainability.John E. Spillan is Professor of Management in the College of Business and Economics at The University of North Carolina at Pembroke, USA. His research interests center on crisis management, international marketing, entrepreneurship and international business with specific interest in Latin America and Eastern Europe.

• 1 Fundamentals of Relationship-oriented Sustainability Marketing.- 2 Tensions in Relationship-oriented Sustainability Marketing.- 3 Co-creation of Sustainability in Digitalized Global Value Networks.- 4 Sustainability Sponsorship to build Public Support.- 5 Resilience and Crisis Management through Public-private Partnership for Sustainability.- 6 Stakeholder Impact Assessment in Relationship-oriented Sustainability Marketing.- 7 Challenges and Opportunities in Relationship-oriented Sustainability Marketing.- 8 Trends and Outlook on Relationship-oriented Sustainability Marketing.