This dissertation consists of three chapters that focus on corporate sustainability and its implications on firm performance and growth. Chapter I investigates the relationship between corporate sustainability (CS) and firm performance and finds that this relationship remains fragmented and inconclusive even after decades of research. To reconcile these mixed findings, the essay focuses on analyzing the contingency factors (i.e., moderators and mediators) using a systematic review approach, which may be the underlying cause of the varied results. In addition, it complements the systematic review with a machine learning approach (topic modeling) to better understand and reconcile the heterogeneity of the CS–firm performance link across studies. Chapter II determines whether and when sustainable product innovations contribute to firm market value. It draws on the marketing literature on sustainability and uses product benefit claims and description information to develop a typology for categorizing sustainable products. In addition, it uses natural language processing methods to complement and help refine the classification. A conceptual model and hypotheses are developed and empirically tested that link sustainable product innovations to firm performance. Further, it observes market-based assets such as sustainable innovation ability, product innovativeness, and branding strategies that moderate this relationship. Additional conjoint analyses are used to validate the categorization of sustainable product types. It also provides evidence of the similarities between consumer and investor preferences for sustainable benefits in product innovations. Chapter III decomposes the sales growth of sustainable product innovations to determine if they are sources of primary and secondary demand. Using a time-varying vector autoregressive model with exogenous variables (VAR-X), it decomposes the base sales of sustainable product introductions into its constituent sources of growth. This model allows managers to estimate each of the effects of primary (new growth) and secondary (cannibalization and brand switching) demand growth which helps calculate the net demand for sustainable new products entering the market. Further, it shows how different demand sources from sustainable new products vary over time and discusses the managerial implications for both the focal brand and competitors.