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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… Click to show full 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.
Journal Title: Indian Journal of Pharmaceutical Education and Research
Year Published: 2019
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