Mendoza Directory

Faculty & Research

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Jenny Mish

Assistant Professor


Jenny Mish investigates the social and cultural implications of sustainability for marketing strategy. She aims to build a theory of the development of sustainable markets, assuming that markets of the future must be sustainable. Current and recent work examines consumer-consumer influences, triple-bottom line firms, and sustainability-related food product standards. Key findings include stakeholder responsiveness as a source of customer value, and three marketing strategies that are being used to address consumer trust issues related to sustainability.

Mish teaches Principles of Marketing and a new undergraduate course on Marketing and Sustainability. Inspired by her parents' and grandparents' work with cooperatives, she returned to academia to pursue an ideal of an economic system that works for all. Previously, she developed youth programs for non-profit organizations, wrote grants, and operated a resume and consulting business.




  • Principles of Marketing
  • Marketing and Sustainability


"The Nature and Processes of Market Co-Creation in Triple Bottom Line Firms: Leveraging Insights from Consumer Culture Theory and Service Dominant Logic," (with Lisa Peñaloza, ),  Marketing Theory, 11, March, 2011, 9-34.

"Principle-Based Stakeholder Marketing: Insights from Triple-Bottom Line Firms," (with Debra L. Scammon),  Journal of Public Policy and Marketing, 29, April (2nd Quarter/Spring), 2010, 12-26.

"Centralizing and Decentralizing Forces Forces in the Development of Sustainable Markets: A Study of Food Product Standards,"  David Eccles School of Business, University of Utah, August, 2009.

Book Articles and Chapters

Marketing's Contributions to a Sustainable Society, (with Alexandria Miller), Notre Dame on Marketing and the Common Good (2013).

From Green Marketing to Marketing for Environmental Sustainability, (with Debra L. Scammon), Oxford Handbook on Business and the Environment (2011).


Diane Martin, Jenny Mish, John Schouten, "An Integrative Theory of Consumer-Driven Market Emergence."

Jenny Mish, Michelle Barnhart, "Hippies, Hummer Owners, and People Like Me: Stereotyping and the Value-Behavior Gap of Ethical Consumption."