| Title | Effect of Strategic Marketing on Sustainable Business Performance-A Study of Pharmaceutical Industries in India |
|---|---|
| ID_Doc | 70230 |
| Authors | Biswas, A |
| Title | Effect of Strategic Marketing on Sustainable Business Performance-A Study of Pharmaceutical Industries in India |
| Year | 2019 |
| Published | Indian Journal Of Pharmaceutical Education And Research, 53, 1 |
| 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. |
| http://www.ijper.org/sites/default/files/IndJPhaEdRes_53_1_21.pdf |
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