Degree Name

Doctor of Philosophy


School of Management, Operations and Marketing


The present rate and extent of the Southeast Asia region's economic expansion, social disintegration, and environmental destruction necessitate additional academic research and industry action. The importance of exploring the Marketing function in the pursuit of sustainable development (SD) by the private sector has called for the discipline’s innovative ideas to address pressure from stakeholders not only on firms’ economic, but also social and environmental performance. Emerging economies, such as Vietnam, present dilemmas since rapid mass economic development aimed at lifting standards of living creates serious threats to social imbalance and environmental health. Although businesses in Vietnam have been increasingly recognising their role in contributing to SD, little is known about the driving forces of sustainability initiatives in Vietnamese manufacturing firms, and how they integrate sustainability practices from the marketing’s viewpoint via its ten controllable elements designed for the purpose of achieving SD- the Sustainability Marketing Mix (SMM) which is an extension of the classic ‘4Ps’. The research aims to have a novel and timely contribution to the literature of the Marketing discipline and assist managers to improve their sustainability performance.



Unless otherwise indicated, the views expressed in this thesis are those of the author and do not necessarily represent the views of the University of Wollongong.