Marketing 3.0: From Products to Customers to the Human Spirit

by Philip Kotler

We believe along with Collins and Porras that corporate vision is a result of tying corporate mission and values to the company’s vision of the future.8 The mental model of the future is the corporate vision. We believe that the strongest future trend for corporations, especially in the capital market, is the issue of sustainability. Sustainability is a highly relevant challenge for corporations in creating shareholder value in the long run. But sustainability has two definitions. According to Kunreuther, companies view sustainability as long-term survival of the company in the business world.9 Society, on the other hand, sees sustainability as long-term survival of the environment and social well-being. Companies have not traditionally seen the synergy between those two.