Do Multinational Enterprises (MNEs) implement managerial strategies oriented towards Sustainable Development (SD) to respond to an essentially marketing issue? The article answers this question by show- ing that the commitment to SD implies an evolution of the marketing par- adigm towards some more responsible marketing. More precisely, this commitment implies a vision of marketing in terms of competences, focus- ing mainly on the translation of SD values into customer benefits that might bring a lasting competitive advantage. It presupposes a genuine integration into the companies’ marketing strategies and implies that an essential boundary is set, satisfying customers and maintaining and improving the balance of the quality-price-services ratio in the commercial offer on the market.