Effect of Strategic Marketing on Sustainable Business Performance–A Study of Pharmaceutical Industries in India

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.