Market Sensitivity And Corporate Sustainability
Vol.3 Issue 1
The increased attention to the concept of sustainability in recent times, the continuous drive by organizations to achieve sustainability, the challenges of the contemporary business environment occasioned by the continuous change in the tastes and preferences of business stakeholders, demands that contemporary organizations embrace and engage market sensitivity as a strategic tool. This study focused on determining the nexus between market sensitivity and corporate sustainability of quoted deposit money banks in Port Harcourt, using economic viability, social responsiveness and environmental friendliness as measures of corporate sustainability. In the final analyses, the study utilized data collected from twenty-eight (28) respondents consisting of branch managers, marketing managers and other managerial staff working at the regional/branch head offices of the fifteen (15) quoted deposit money banks operating in Port Harcourt through a structured questionnaire. The Simple regression inferential statistical tool served as the test statistics for the study. The study relied on SPSS version 22.0 for all data analyses. The study found that market sensitivity has positive and statistically significant relationship with all the measures of corporate sustainability covered in the study. The study thus concludes that market sensitivity influences corporate sustainability and that corporate sustainability in terms of economic viability, social responsiveness and environmental friendliness depends on how market sensitive quoted deposit money banks are; and recommends that deposit money banks that seek to achieve and maintain corporate sustainability should be sensitive to the issues and dynamics of their market environment by regularly gathering intelligence that will be useful in designing value and contriving strategies that enhances their economic, social and environmental value.
Keywords: Corporate sustainability, market sensitivity, sustainable development, environmental friendliness, social responsiveness, economic viability.
