| 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 |
| 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. |
| Author Keywords |
Sustainability in performance; Strategic market orientation; Strategic innovation orientation; Environmental downturn; Economic performance |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Science Citation Index Expanded (SCI-EXPANDED) |
| EID |
WOS:000454953300004 |
| WoS Category |
Education, Scientific Disciplines; Pharmacology & Pharmacy |
| Research Area |
Education & Educational Research; Pharmacology & Pharmacy |
| PDF |
http://www.ijper.org/sites/default/files/IndJPhaEdRes_53_1_21.pdf
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