مقاله انگلیسی رایگان در مورد نقش محیط پایدار در عملکرد و استراتژی بازاریابی صادرات – اسپرینگر 2017

In recent years, one of the issues that companies have been faced with for being accepted in the markets, especially foreign markets is sustainability. Also, by reviewing the recent studies, it is quite evident that sustainability has become one of the most important issues of the effectiveness of marketing strategies of the companies (Leonidou et al. 2013a, b). In the meantime, Leonidou et al. (2013a, b) have stated in their research that sustainability of the company’s marketing strategies has emerged due to changes in climate, population and environmental problems. In this regard, Chabowski et al. (2011) also stated that due to the changes, public concerns have increased worldwide, hence the company’s activities in relation to sustainability issues are examined by consumers, stakeholders and even the staff. Governments, and mostly the governments of developed countries at higher levels, have also imposed standards and regulations in connection with sustainability issues for companies. Therefore, companies and particularly Managers decision-makers have made special concentration on adopting sustainability in their strategies, for sales and achieving higher profits. Azmat and Samaratunge (2009) examined the sustainability approaches in marketing strategies of companies. They showed that companies should direct their business activities and development toward a path that the whole organization can have the lowest risk for nonrenewable resources and preserving them for posterity. Therefore, given the circumstances, companies, like citizens of the community, must accept social and environmental responsibilities in relation to the issues and consequences of their actions and behavior (Schmeltz 2014; Kumar et al. 2012). Of course, this is not known as the cost or limitation, but creates a special purpose for companies and can be considered as a competitive advantage. To explain more, it not only respects the customers but also leads to long-term communication with them (Kumar et al. 2012). In this regard, Lenssen and van Wassenhove (2012) have also argued that the management of sustainability marketing strategies has helped the organizations to gain a source of innovation, opportunities and competitive advantages. Thus, by applying these marketing strategies, companies have achieved superior performance.