- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
Increasing environmental issues, economic and cultural differences, the regulatory framework and the great attention to social responsibility, have forced companies to face the challenge of sustainability. Thus, the adaption of a proper marketing strategy in order to achieve a sustainable competitive advantage in the market (specially export markets) has become an important principle in accepting companies. In this regard, this study is a systematic literature review, which investigated 102 published articles in international journals between 1964 and 2015. In the literature review, the main focus was on key issues such as sustainability, marketing strategies, financial and market export performance. In this article, at first, the concept of sustainability from different aspects was collected and described. Then, external factors, such as competitive intensity, public concern, regulations, technology, cultural/social, and economic, as well as internal factors, such as managers, employees, stakeholders, affecting sustainability, were studied. Finally, adaption of export marketing strategies in order to achieve sustainability export performance is discussed.
6 Discussion and conclusion
The literature review shows companies by use of their resources and capabilities as well as attention to differences among countries related to the global environmental concerns have been able to adopt sustainability export marketing strategies, which has led to achieving the best export performances (Leonidou et al. 2013a, b). The export companies, by using product differentiation and cost leadership strategies, have developed sustainability export marketing strategies. It should be noted that the results of companies’ sustainability activities could be achieved by creating a competitive advantage. The implementation of sustainability export marketing strategy has facilitated access to the competitive advantage when product differentiation is placed instead of cost leadership. This happens when the cost competitive advantage does not have a positive impact on both market and financial export performances (Leonidou et al. 2015).
Time is an important point that makes companies to consider different strategies. Leonidou et al. (2015) have shown the positive impact of product differentiation advantage on the performance is faster than cost leadership. This is because customers are able to understand the benefits of this distinction quickly and show a positive reaction. In contrast, sustainable investments, such as energy saving and pollution reduction, need more time to achieve improved performance (Shrivastava 1995; Miles and Covin 2000). On the other hand, companies in order to adapt sustainability activities and get their effectiveness need integration within the organization as well as considering the macro-/microenvironmental factors of target market in their sustainability marketing strategy. In the regard, continuous presence of experienced exporting companies has played a crucial role in adaptation of sustainable strategies; therefore, companies had considered different strategies (Hultman et al. 2011).