Transformational marketing: From demand creation to demand stewardship

Transformational marketing: From demand creation to demand stewardship Part of a new four-part series, this introductory article explores how the functional levels of business must transform to implement sustainable strategic management. In our previous series, we argued that business education was at the crossroads. We made the case for sustainable strategic management, demonstrated flourishing circularity, and traced the shape of the polycrisis demanding response. The transformation we called for is not cosmetic, and it cannot be achieved by technique alone. It requires a deeper shift in how business leaders perceive reality – a shift in consciousness. This series takes up the parallel work: showing what transformation looks like in the firm’s functional architecture once that shift has begun.