Effect of Strategic Marketing on Sustainable Business Performance–A Study of Pharmaceutical Industries in India
Aindrila Biswas1★★ Corresponding author
- 1Assistant Professor, Kabi Jagadram Roy Government General Degree College, Mejia, West Bengal, INDIA.
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Aindrila Biswas
Assistant Professor, Kabi Jagadram Roy Government General Degree College, Mejia, West Bengal, INDIA.
Received: 21-03-2018; Revised: 14-08-2018; Accepted: 22-10-2018.
Volume 53, Issue 1 · pp. 21–27 · PUBLISHED 2019 · 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.
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Biswas, A. (2019). Effect of Strategic Marketing on Sustainable Business Performance–A Study of Pharmaceutical Industries in India. Indian Journal of Pharmaceutical Education and Research, 53(1), 21–27. https://doi.org/10.5530/ijper.53.1.4