This study examines the role of market orientation, privacy, and stakeholder theory in enhancing the effectiveness of current sustainability efforts for managing bushfire risks by proposing a novel conceptual framework entitled ‘Stakeholder Repositioning Strategy (SRS).’ Adopting a case study approach, we describe the SRS framework as a driving force behind shifting the Australian Indigenous community’s present position from a marginal (minimal effort) to a dominant position (key player) in bushfire mitigation. We build our framework based on the Johnson and Mendelow matrices and advocate for a sustainable solution utilizing Indigenous cultural burning practices to better manage bushfire crises, Australian ecology, communities, and the economy. The paper supports the need for Indigenous communities to proactively consult with government agencies to incorporate Indigenous knowledge into national bushfire management policies