: Background: In responsible research and innovation (RRI), innovation is seen as a way in which humankind finds solutions for societal issues. However, studies on commercial innovation show that firms respond in a different manner and at a different speed to the same societal issue. This study investigates what role organizational motives play in the product innovation processes of firms when aiming for socially responsible outcomes. Methods: This multiple-case study investigates the motives of food firms for healthier product innovation by (...) interviewing firms about the organizational motives behind product reformulation and innovation. Results: This study highlights the importance of having both instrumental and moral motives in the innovation process when aiming for socially responsible outcomes, and how both these motives interact and contribute to responsible innovation in industry. Furthermore, the study results question the nature of relational motives as a separate category from the other two categories of motives, as suggested by corporate social responsibility (CSR) scholars. Conclusions: If commercial innovation needs to contribute to solutions for societal issues, the importance of moral motives has to be stressed without annihilating the instrumental objectives of firms. Both motives contribute to the success factors of responsible product innovation in industry. (shrink)

This article introduces the Normative Representativeness Requirement (NRR) on any moral objection to a decentralized, profit-oriented system of political economy. I develop and defend the NRR and then show why the most important recent critique of the profit system—which I call The Moderate Critique (developed by, for instance, Elizabeth Anderson)—fails to meet the NRR. This article also defends the radical claim that no objection to the profit system itself, rather than just key aspects or salient instances of (...) it, succeeds in meeting the NRR. Critics of the profit system should not seek an alternative to the profit system, but, at most, an alternative within it. (shrink)

The purpose of this paper is to provide a holistic examination of local food entrepreneurs (LFE) across the local food system (LFS) of a specific U.S. geographic region, including the drivers and barriers to their success. Over the past few decades, there has been a surge in entrepreneurs becoming involved in the LFS which includes the production (farming and manufacturing), distribution, and retail of local ag-related products and services. The LFS is complex and entrepreneurs operating within the system are often (...) met with steep barriers of entry and have trouble maintaining long-term success. Through recorded semi-structured interviews of LFEs (producers, processors, and purveyors) in the Missouri Ozark region, data was gathered and coded according to grounded theory methodologies. From the data collection, 24 emergent themes were identified using thematic clustering. These were further consolidated into eight categorical themes (strategy, skills development, financially sustainable model, differentiation drivers, operational drivers, external drivers, internal constraints, and external constraints) and three over-riding themes (approach, drivers, and barriers). This cross-sectional approach in examining entrepreneurs across the value chain in an LFS provides new insights into the unique entrepreneurial mindset of LFEs. (shrink)

The aim of this paper is to investigate among a group of non-profit organizations: a) the effect of ethical leadership on volunteers’ satisfaction, affective organizational commitment and intention to stay in the same organization; b) the role played by job satisfaction as a mediator in the relationship between ethical leadership and volunteers’ intentions to stay in the same organization, as well as between ethical leadership and affective commitment. An anonymous questionnaire was individually administered to 198 Italian volunteers of different (...) non-profit organizations. The questionnaire contained the Ethical Leadership Scale, the Volunteers Satisfaction Index, the Affective organization Scale, as well as questions regarding the participants’ age, sex, type of work, level of education, length of their volunteer works, intention to volunteer in the following months in the same organization. The construct as well the effects of EL on volunteers is approached in light of the Social Exchange Theory and the Social Learning Theory. Structural equation models were used to test hypothesized relationships. The results confirm the role of mediation of volunteer satisfaction in the relationships between the variables studied. In particular, ethical leadership was found to be positively associated both with volunteers’ intention of staying and with their affective commitment. In the first case this relationship is fully explained by the mediation of the volunteers’ satisfaction, while the latter is explained by both direct and indirect factors. To the authors’ knowledge, this the first attempt to understand the role played by ethical leadership on volunteers’ behavior and, more in general, in the management of non-profit organizations. Findings are relevant both for practitioners and managers of non-profit organization, since they suggest the relevance of the perception of ethical leadership by volunteers, as well as for scholars, since they further deepen the knowledge on EL and its effects on the followers. Limits of the study: the questionnaire was administered only among a group of non-statistical sample of volunteers. Furthermore, the study reached only volunteers from Italian non-profit organization. (shrink)

Public officials rely on performance data that are self-reported by organizations to evaluate progress on a wide range of prosocial outcomes. Policies that require public disclosure of performance in health care are thought to enable patients to select high-quality providers, which in turn may spur quality improvements as providers seek to protect their reputation or increase economic returns. Drawing on institutional theory that examines how conflicting institutional pressures influence organizational decisions, we theorize how profit orientation may mediate the response (...) of health care providers to disclosure mandates in a public health crisis. We focus on measures of data quality—completeness and accuracy—in self-reported data on COVID-19 status and outcomes generated by thousands of long-term care facilities. Using pooled regressions and a difference-in-differences style design, we find that overall, for-profit and not-for-profit facilities report similarly complete data but that for-profit facilities report less accurate data than their not-for-profit counterparts. Our results suggest that it may be important to incentivize each dimension of data quality separately to address differential institutional pressures that affect reporting practices. (shrink)

Background Research using data from medical care promises to advance medical science and improve healthcare. Academia is not the only sector that expects such research to be of great benefit. The research-based health industry is also interested in so-called ‘real-world’ health data to develop new drugs, medical technologies or data-based health applications. While access to medical data is handled very differently in different countries, and some empirical data suggest people are uncomfortable with the idea of companies accessing health information, this (...) paper aims to advance the ethical debate about secondary use of medical data generated in the public healthcare sector by for-profit companies for medical research (ReuseForPro). Methods We first clarify some basic concepts and our ethical-normative approach, then discuss and ethically evaluate potential claims and interests of relevant stakeholders: patients as data subjects in the public healthcare system, for-profit companies, the public, and physicians and their healthcare institutions. Finally, we address the tensions between legitimate claims of different stakeholders in order to suggest conditions that might ensure ethically sound ReuseForPro. Results We conclude that there are good reasons to grant for-profit companies access to medical data if they meet certain conditions: among others they need to respect patients’ informational rights and their actions need to be compatible with the public’s interest in health benefit from ReuseForPro. (shrink)

Publishers are signing transformative agreements with different research institutions and funding bodies across the world. These agreements establish that the institution or funder makes a block payment in exchange for an annual quota of OA papers allowing their affiliated authors to publish OA in an agreed list of journals, at no extra cost to the individual author. This is a step towards the transformation of these journals into a Gold (commercial) Open Access regime. In January 2023, the members of the (...) OA working group contacted the editors of the 27 journals listed as relevant for the field of philosophy of science on the website of the Philosophy of Science Association. We asked the editors-in-chief two questions: 1) Did your publishers discuss any plans to transition to gold open access exclusively with you? If so, how would it work? 2) If the publishers did contact you regarding this matter, what is your view on the project? We collected 22 answers. The executive summary is: 10 of the 27 journals have started the transition to Gold Open Access, although many editors are not aware of this shift, but they wouldn’t support it, and many are actively against it. (shrink)

Critical evaluations of the current movement of corporate social responsibility commodification have neglected an important question: How do CSR professionals manage the tensions resulting from the search for both profit and social responsibility? This article addresses this question by analyzing the discourse of CSR consultants with the aim of understanding how they deal with such tensions through identity work. Our findings suggest that people who claim, or who are ascribed, paradoxical professional identities may engage in ‘paradoxical identity mitigation’ – (...) a process whereby the concomitant and paradoxical use of linguistic strategies is aimed at simultaneously embracing and distancing oneself from contradictory identity demands. In uncovering how CSR professionals discursively manage the tensions engendered by CSR commodification, our results also advance current knowledge of CSR by shedding light on the underlying processes whereby new ‘hybrid’ identities are constituted and mobilized by actors to make sense of their professional activities. (shrink)

The theorisation of fraud has largely been developed in the for-profit sector, and the paper extends this to the not-for-profit sector. Motivated by social control theory, we adopt a qualitative approach to assess the views of key charity stakeholders (social control agents) of charities registered with the Charity Commission for England and Wales about fraud. We find that stakeholders, especially donors and beneficiaries, are often reluctant to label ‘fraud’ as a threat to the sector. This reflects ‘trusting indifference’, (...) a value embedded in the sector that brings more harm than good to the sector in terms of wrongdoing, by hampering effective social control. Adapting existing theories of fraud to charities, we propose a ‘fraud tower’ with three layers: the social layer (trusting indifference), organisational layer (opportunity), and individual layer (fraudsters-opportunity seekers). (shrink)

This systematic review synthesises the available evidence regarding the European understanding of workplace spirituality (definitions), the importance of spirituality and religion (evidence) as well as spiritual leadership (meaning and practice) in for-profitorganizations. The search for eligible studies was conducted in OPAC Plus, SCOPUS, Science Direct, JSTOR, EBSCO, and Google Scholar from 2007/01 to 2017/07. Three independent scholars extracted the data. Twenty studies were included (two mixed-methods, eight quantitative, ten qualitative) for the final quality assessment. A study quality assessment and thematic (...) analysis was conducted. This review gives suggestions for study quality improvement and reporting. Thematically, two different approaches to religion and spirituality (R/S) were detected: a) work has a spiritual dimension and b) religious and spiritual orientation as “spiritual capital”. Studies demonstrated positive effect on job satisfaction, health, commitment, company productivity and sustainability; Christian leadership does not address personal religious orientation; the spiritual dimension may lead to a change of perspective; workplace spirituality may exploit people for profit-oriented business goals; non-white Muslims experience discrimination. This systematic review provides robust evidence and findings for evidence-informed policymaking and encourages a more rigorous research in this field of study. (shrink)

Servant leadership and other ethical and moral approaches to leadership have been criticized for focusing on followers to the potential detriment of other stakeholders, specifically shareholders. With individual data collected from 485 respondents nested in 55 similar stores in a single company, within a large metropolitan area in France, we tested a multilevel model whereby servant leadership relates positively to business-unit performance measured by profit growth—a key indicator for shareholders—through the mediation of employee flourishing and revenue growth. With financial (...) performance data collected approximately 15 months after servant leadership was measured, results supported the hypothesized relationships. At the individual level, this study also showed the association of servant leadership and employee flourishing to be negatively moderated by individual perceptions of power distance orientation: the weaker the power distance orientation, the stronger the influence of servant leadership on employee flourishing. Improving on prior studies that relied on data aggregated at the group level and proximal indicators of performance, this multilevel study sheds light on how servant leadership, a prominent form of ethically conscious leadership, may resolve the fundamental tension leaders face vis-à-vis the potentially diverging interests of their stakeholders. (shrink)

Faced with the disenchantment and disengagement expressed by their employees, business leaders are considering ways of incorporating more benevolence into managerial practices. Nevertheless, ‘benevolence’—care and concern for the well-being of others—has not yet been studied in an organizational profit-focused context. In this paper, we seek to investigate the emergence and practice of benevolence with an eye on profit and performance. We begin by investigating the main ethical approaches to benevolence—virtue ethical, utilitarian, and deontological. Then, based on an empirical (...) study, we identify two distinct types of benevolence. On the one hand, formal benevolence is defined and monitored by the organizational processes and actions of leaders; it is understood by all concerned to be bounded by organizational performance. On the other hand, informal benevolence exists at the margin of these processes, in interpersonal and discretionary relationships. We set out to analyze these two types of benevolence and the complementarity between them. We also discuss to what extent they can be managed, teasing out some implications for managers and some potential avenues for further research. (shrink)

Islamic financing instruments can be categorised into profit and loss/risk sharing and non‐participatory instruments. Although profit and loss sharing instruments such as musharakah are widely accepted as the ideal form of Islamic financing, prior studies suggest that alternative instruments such as murabahah are preferred by Islamic banks. Nevertheless, prior studies did not explore factors that influence the use of Islamic financing among non‐financial firms. Our study fills this gap and contributes new knowledge in several ways. First, we find (...) no evidence of widespread use of Islamic financing instruments across non‐financial firms. This is because the instruments are mostly used by less profitable firms with higher leverage (i.e. risky firms). Second, we find that profit and loss sharing instruments are hardly used, whilst the use of murabahah is dominant. Consistent with the prediction of moral‐hazard‐risk avoidance theory, further analysis suggests that users with a lower asset base (to serve as collateral) are associated with murabahah financing. Third, we present a critical discourse on the contentious nature of murabahah as practised. The economic significance and ethical issues associated with murabahah as practised should trigger serious efforts to steer Islamic corporate financing towards risk‐sharing more than the controversial rent‐seeking practice. (shrink)

The COVID-19 pandemic has revealed the vulnerability of the US generic drug supply chain to foreign production. Many policies have been proposed to mitigate this vulnerability. In this article, we argue that nonprofit drug manufacturers have the potential to make important contributions.

This case study discusses the economic, legal, and ethical considerations for conducting clinical trials in a controversial context. In 2010, pharmaceutical giant Roche received a shame award by the Swiss non-governmental organization Berne Declaration and Greenpeace for conducting clinical trials with organs taken from executed prisoners in China. The company respected local regulations and industry ethical standards. However, medical associations condemned organs from executed prisoners on moral grounds. Human rights organizations demanded that Roche ended its clinical trials in China immediately. (...) Students are expected to review the economic and ethical issues regarding the outsourcing of clinical trials to controversial human rights contexts, and discuss how to make business decisions when there are conflicts between making profit and ethical considerations. Was Roche complicit in the human rights violations that were related to its clinical trials? Future patients might benefit from these clinical trials. Do profit and the greater good, in general, trump morals? (shrink)

This study investigates the processes involved in the shaping of a society's economic ethos. The discussion of ethics and economics has a very long history across multiple disciplines. The founder of modern economics, Adam Smith, likewise had a keen interest in this topic. However, with the development of economic science, scholarly assessment has shifted toward positive analysis while normative analysis has been left mainly to philosophers. By utilizing the newly developed morality of profit-making scale, the authors sought to understand (...) how respondents' economic ethical worldview shifts over time. Specifically, we theorized that the news media's copious negative coverage of the gasoline price crisis of 2006 would significandy impact individuals' MPM worldview. The results show that respondents' explicit attitudes toward MPM were significantly impacted. However, respondents' more deeply held, implicit economic ethical worldview was only slightly impacted. The authors argue that only patient, long-term explanation and argumentation can permanently affect a society's economic ethos. Implications and future research directions for business researchers are oudined. (shrink)

This paper engages television comedy to critique the ethical values that are amenable to neoliberal capitalism. First, I explore the co-optation and containment of feminism as a collective social change movement by postfeminist and neoliberal cultures. I show how self-reliance and resilience become legible as classed, raced, and gendered values packaged for feminine, neoliberal women. Next, I address the specific challenges that neoliberal biopower poses for ethical values as they have been traditionally understood. I then argue that comedy is a (...) particularly effective medium through which to consider the generation of resistant values that can support feminist collectivity. I develop a provisional protocol for engaging ambivalent media and read two scenes from TV comedies focused on the femininity of class-aspiring or class-privileged women. This critically exposes what kinds of values might counter the co-optation of self-reliance and resilience. I conclude that cultural performances of femininity not only codify neoliberal values, they also are a resource for generating resistant feminist values inasmuch as they present intentionally frivolous modes of living. Within such a culture frivolousness becomes viable as a mode of everyday ethical commitment that can disrupt the negative impact of neoliberal biopower. (shrink)

This study investigates how board size and occupational background of directors differentially influence social performance in for-profit and non-profit organizations. Using data from California hospitals, we develop a quantitative measure of social performance and provide the following empirical evidence. First, board size is negatively (positively) associated with social performance in for-profit (non-profit) hospitals. Second, the presence of government officials on the board is negatively (positively) related to social performance in for-profit (non-profit) hospitals. Third, representation (...) of physicians on the board is positively associated with social performance in for-profit hospitals, whereas their presence is not significantly related to social performance in non-profit hospitals. Our findings highlight the different effects of governance mechanisms on social performance in for-profit and non-profit organizations. (shrink)

The theoretic structure of Marxian economy was elaborated to provide an understanding of the laws of the motion of capitalism. The motion of capitalism, however, is nothing but the process of economic development under conditions of multiple centers of investment-decisions. It becomes, then, an interesting question to ask how much of the theoretic structure of Marx applies to the problems of economic development in general and how much is limited to those aspects alone which follow from the theoretically contingent condition (...) of decentralized investment-decisions. It will not, therefore, be the primary purpose of this paper to examine the adequacy of the conceptual structure of Marxian economic thought, or even its relative advantages or disadvantages over the more widely accepted school, following the inquiries of Walras, Menger, Jevons, and others; but, rather, to assume the general framework of Marxian theory and attempt to seek an answer within its limits. (shrink)

This paper will show that if we take conventional ethics seriously, then there is no moral justification for business profits. To show this, we explore three conventional ethical theories, namely Christian ethics, Kantian ethics and Utilitarian ethics. Since they essentially reject self-interest, they also reject the essence of business: the profit motive. To illustrate the relationship, we will concretize how the anti-egoist perspective expresses itself in business and business ethics. In business, we look at what many businesses regard as (...) proof of their virtue. In business ethics, we look at what many business ethicists say about the relationship between morality and self-interest and, thus, the profit motive. Ultimately, we will argue that conventional ethics can, at most, only justify the means of business, but not the end of business. (shrink)

The pursuit of shareholder wealth is not a contractual obligation of management, and therefore not a perfect duty. It is an imperfect duty that has practical limits that result from its tradeoffs with other imperfect duties of due diligence. These imperfect duties of managerial due diligence are illustrated here through explanations of basic financial decisions: capital budgeting (the selection of long-term projects of the firm), capital structure (the selection of finance sources), and liquidity management. The ethical foundations of these imperfect (...) duties of due diligence are drawn from Rawls’ criteria for “competent moral judges” and “considered moral judgements.” These are shown to depend on the imperfect duties to gather and utilize relevant knowledge as explained in Chapters “The Moral Construction Process and Duties” and “Moral Virtues and Ethical Decisions”. (shrink)

This paper chronicles the motivations of key social actors, operating within their situational constraints, who had influence over the development of the world’s first corporations by using the ideologies of nationalism and social responsibility to gain greater insight into organizational response modes.

AbstractDeveloped from meaningful work and business ethics, we investigate the motivational effect of meaningful work on paid staff (not volunteers) with a “shortage” of ethical employment practices situated in the Not-for-Profit sector. We tested the traditional notion of meaningful work by nature and by line manager support (under its business-like practices) to compensate for the “sacrifice” (low pay and job stress caused by poor employment terms) of front line staff working alongside professional managers paid the market rate. Using a (...) mixed-method case study, we employed SEM modelling to analyse a staff survey of 125 valid responses and administrative records of staff resignation, alongside interviews. The results show that meaningful work by nature and by line manager support are positively and significantly associated with job satisfaction but neither has a significant effect on staff resignation action. There is no empirical evidence to support the compensating effect of meaningful work by nature; meaningful work by line manager support has a stronger effect only through reduced job stress, rather than compensating for the low pay, in preventing resignation. The qualitative analysis reveals that continued low pay and using precarious employment contracts have evoked the questioning of ethics of employment practices in this sector. We discuss the implications and suggest further areas of research. (shrink)

This paper examines ethical considerations relating to the current role of financial incentives in policing and punishment in the USA, focusing on the two methods of punishment most popular in the USA: fines and forfeitures and incarceration. It examines how financial incentives motivate much of our penal system, including how and when laws are enforced; discusses relevant ethical considerations and concerns connected with our current practices; proposes a theoretical solution for addressing these problems that involves realigning existing incentives to better (...) serve the interests of justice; and considers how that theoretical solution can be applied in practice. While there are no easy solutions to resolving many of the current ethical problems related to policing and punishment, this paper will argue that some of our current practices, practices that many people believe are morally problematic, not only are not problematic, but also can point us toward more effective and efficient policy solutions in other areas. (shrink)

This commentary highlights the scientific history of the NIH-Moderna COVID-19 vaccine and corroborates Sarpatwari’s theme of private capture of value created by the public. The commentary also identifies missteps by the Trump and Biden Administrations and offers policy recommendations: better contracts with and incentives for pharmaceutical manufacturers and a not-for-profit “public option” for pharmaceutical development.

Der Aufsatz untersucht das Verhältnis zwischen ethischen Ideen und wirtschaftlichen Interessen beim Einsatz von Künstlicher Intelligenz (KI) im Zeitungsjournalismus aus einer wirtschaftssoziologischen Perspektive. Inspiriert von Max Weber wird handlungstheoretisch analysiert, wie ethische Vorstellungen in Verbindung mit ökonomischen Anreizen den KI-Einsatz beeinflussen. Dabei wird eine Position eingenommen, wonach Ideen-Interessen-Konstellationen empirisch und werturteilsfrei zu erfassen sind, da darüber Entwicklungen in Wirtschaft und Gesellschaft erklärt werden können. Für den von der Digitalisierung stark betroffenen Zeitungsmarkt wird gezeigt, dass viele Zeitungen trotz ökonomischer Anreize zur (...) Kosteneinsparung auf Transparenz setzen und mögliche Informationsasymmetrien beim KI-Einsatz nicht ausnutzen. Das Zusammengehen von spezifischen ethischen Ideen und wirtschaftlichen Interessen trägt zur Erklärung des Einsatzes von KI sowie einer stabilen Marktstruktur bei. (shrink)

David Wootton has written an engaging book about the emergence of the theory that all human action is self-interested and that believes societies should be structured in ways that satisfy our “insa...

Economic sanctions are a primary tool the US government and international organizations use to promote human rights abroad, yet they have proven to be largely ineffective and harmful to civilians. There is accumulating evidence that this paradox may be explained by the expressive purposes of sanctions and domestic politics. This article further explores these explanations by examining human rights sanction policy debates. Specifically, I analyzed 27 US Congressional hearings on human rights policy toward China. I argue that moral pressure enabled (...) support for human rights sanctions, high costs fueled opposition to them, and discussions of effectiveness were marginal to the debate. The findings contribute to past studies by identifying the psychological and sociological mechanisms by which legislators circumvent arguments of sanction ineffectiveness and harmfulness and delineating the role of business, human rights, and ethnic interest groups in enabling and constraining support for human rights sanctions. (shrink)

The purpose of this article is to provide viewpoints and discussion of a variety of potentially problematic aspects and mechanisms regarding academic publishing in relation to economical and ethical issues. Starting with the establishment of wide-scale internet access in the beginning of the 21st century, a considerable increase of plagiarism and more sophisticated forms of academic fraud, expanded infrastructure of academic publication channels and forms, combined with strong tendencies of concentration in terms of research disciplines and outlets have now led (...) to certain undesirable developments. Next to the general business model operating according to these parameters, the purpose, reliability and authenticity of circulated rankings and grading systems of academic publishers as well as citation indexes will be critically discussed in relation to new open access possibilities that start to question the outdated structures of the established system. (shrink)

This article provides a critical analysis of the evolution and impact of hospital-sponsored women's health centers. Using original data gathered from interviews, participant observation, and content analysis of documents and brochures, the authors describe the development of four models of hospital-sponsored women's health centers and illustrate three specific mechanisms of the co-optation process. They show how many elements of feminist health care were used for the purpose of marketing and revenue production rather than for empowering women and transforming the delivery (...) of care. Following Stratigaki's notion of negative countereffect, the authors show how the key feminist concepts of women-centered care and empowerment ended up contradicting their original meaning and purpose. Rather than being the subject of care, women became the object of treatment and revenue production. (shrink)

The core of business ethics literature is based upon the stakeholder theory of the firm. The normative function of this theory is to internalise the concept of social responsibility into the definition of the firm (the firm as a social contract) and into the managerial practice (participative management, social and ethical audit). But why should we introduce this business ethics approach into the field of the non-profit sector, which by its origin and mission has already a strong social dimension? (...) Is there a genuine dilemma of social responsibility in non-profjt institutions? The first part of the paper will give a more theoretical answer to this question. The second part will illustrate the relevance of the business ethics approach by presenting an empirical application of the stakeholer theory in the Belgian-Flemish non-profit sector. (shrink)

Marketing dynamics, as it is known today, have been evolving based on the mutual contribution of marketing academics and practitioners. The diverse customer and non-customer stakeholder groups of a brand collectively consist of its overall marketing dynamics. Therefore, it is imperative for marketers to understand the current and latent needs of their customers and non-customer stakeholders to prolifically and responsively influence their overall marketing dynamics.The customers and other stakeholders of a brand are now more concerned about a brand’s societal and (...) environmental performance than ever before. Thus, sustainable marketing (i.e., contributing back to society and/or the environment through a profit-making venture) is not philanthropy but a necessity for brands to survive and prosper in contemporary markets. The socio-economic and ecological concerns in a market that could be addressed by a brand need to be considered in the brand’s marketing policy and strategy, so that the market-specific socio-economic and ecological value contribution of the brand could underpin the brand’s commercial competitive advantage, as well as make a profit.In these contexts, this chapter focuses on the views of reflective marketing academics and practitioners from a historical context to sequentially clarify the evolution and ongoing transformation in our past, present, and future (embryonic) marketing dynamics. The discussion here adopts a strategic viewpoint to help marketers develop their marketing orientation on different government and non-government stakeholders (including customers), with an aim to understand stakeholder-specific current and latent needs. The analysis of such needs includes the economic, social, and environmental interests, expectations, and distresses of the involved stakeholders, who have an influence on marketers’ overall value network. The chapter has a comprehensive discussion on how sustainable marketers can identify and analyze their customer and non-customer stakeholders’ economic, social, and environmental needs to create stakeholder value to contribute to people (society) and planet (ecology) of a market that is served by them, while making a profit.The chapter clarifies the application of established and embryonic marketing principles in a simplified manner and shares practical case examples that demonstrate how sustainable marketers create value for their societal, environmental, and commercial stakeholders. Finally, the chapter clarifies how sustainable marketing principles can help marketers to create value for the global sustainable development goals, based on a profit-making venture. (shrink)