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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.

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