Biswas, Aindrila
Effect of Strategic Marketing on Sustainable Business Performance :A Study of Pharmaceutical Industries in India - Vol.53(1), Jan-Mar - Bengaluru Indian journal of pharmaceutical education and research 2019 - 21-27p.
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.
PHARMACEUTICS
Effect of Strategic Marketing on Sustainable Business Performance :A Study of Pharmaceutical Industries in India - Vol.53(1), Jan-Mar - Bengaluru Indian journal of pharmaceutical education and research 2019 - 21-27p.
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.
PHARMACEUTICS