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Wikipedia defines sustainability as “the capacity to endure.” In this paper, we propose a conceptual framework to provide a basis for a theory of firm sustainability. Our framework is premised on three fundamental assumptions: 1) Firm sustainability is a function of value creation (+), value capture (+), and value erosion (−) in served markets, 2) Value creation, value capture, and value erosion are dynamic, related, and interdependent processes 3) a theory of firm sustainability is interdisciplinary. Value is the cornerstone of modern market analysis. Hence our framework is rooted in three interrelated, yet distinct processes that comprise the foundation of all business activity: value creation, value capture, and value erosion. A firm’s capacity to sustain is determined by its ability to create value, capture value, and counter value erosion in its served markets. In this paper, we meld research streams from marketing, organizational theory, and strategic management to forge an understanding of value and initiate a broader discussion and research on firm sustainability.

This study adopts a consumer perspective and explores investors' noneconomic goals. This approach shifts the focus from the investment vehicle and its performance to the investor and her/his investing goals. We explore the influence of religiosity, environmental attitude, materialism, collectivism, risk tolerance, and social investing efficacy on investors' noneconomic goals. We find that social investing efficacy mediates the relationships between the aforementioned variables and noneconomic goals. Implications for managerial practice are discussed. Copyright © 2009 John Wiley & Sons, Ltd.

More and more communities have instituted recycling programs and consumer recycling is no longer a new fad; it is here to stay. However, consumer commitment to recycling and participation rates have leveled off. Whereas lack of access to recycling facilities was cited as a key inhibitor to participation in the early days of recycling, that is generally not the case anymore. Thus there is an imperative to revisit consumer recycling by focusing on behavioral issues that reflect today's context. In this study we review the past literature and propose a comprehensive model of consumer recycling. We identify two intervention mechanisms – incentives or information – that are believed to increase recycling participation. We, then, describe a longitudinal field experiment to evaluate the relative merits of these intervention programs. We conclude that either intervention program is effective, although informational programs appear to have more long-term effects than incentive programs. We also create a new measure of social class, one that includes other influential actors' characteristics, and show its relationship to recycling attitudes and behaviors. Copyright © 2007 John Wiley & Sons, Ltd.

The current paradigm of business pedagogy has come under additional scrutiny for its inability to link socially responsible behavior by firms to their performance in ways that students find meaning...

We discuss the reasons why this call for papers was issued and describe the process of selecting the three articles presented in this special section. We argue that maximizing stakeholder welfare and not just consumption maybe a new goal for marketing that will be consistent with emerging societal trends. Three articles on volunteerism, price assurances, and direct-to-consumer advertising result from our call and are presented in this section. This introduction is an overview of the three articles.