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Published on:January 2019
Indian Journal of Pharmaceutical Education and Research, 2019; 53(1):21-27
Original Article | doi:10.5530/ijper.53.1.4

Effect of Strategic Marketing on Sustainable Business Performance–A Study of Pharmaceutical Industries in India


Authors and affiliation (s):

Aindrila Biswas*

Assistant Professor, Kabi Jagadram Roy Government General Degree College, Mejia, West Bengal, INDIA.

Abstract:

Background: Concern over sustainability awakened firms to take responsive strategies and propagate sustainability. The present study tries to enumerate the role of strategic marketing orientation classified as market-orientation and innovation orientation on sustainability in business performance. Materials and Methods: Data was collected using structured questionnaires. The empirical model was tested using structural equation modeling. Results and Conclusion: The results suggest that innovation-orientation has maximum leverage on sustainability in environmental performance and market-orientation has maximum leverage on sustainability in economic performance of pharmaceutical industries.

Key words: Sustainability in performance, Strategic market orientation, Strategic innovation orientation, Environmental downturn, Economic performance.

 

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The Official Journal of Association of Pharmaceutical Teachers of India (APTI)
(Registered under Registration of Societies Act XXI of 1860 No. 122 of 1966-1967, Lucknow)

Indian Journal of Pharmaceutical Education and Research (IJPER) [ISSN-0019-5464] is the official journal of Association of Pharmaceutical Teachers of India (APTI) and is being published since 1967.

DOI HISTORY

IJPER uses reference linking service using Digital Object Identifiers (DOI) by Crossref. Articles from the year 2013 are being assigned DOIs for its permanent URLs