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

Indian Journal of Pharmaceutical Education and Research

  • Aindrila Biswas1Assistant Professor, Kabi Jagadram Roy Government General Degree College, Mejia, West Bengal, INDIA.

Volume 53 Issue 1 Pages 21-27

DOI: 10.5530/ijper.53.1.4

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.

Keywords

  • Sustainability in performance
  • Strategic market orientation
  • Strategic
  • innovation orientation
  • Environmental downturn
  • Economic performance
IJOPP

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