Sustainable Marketing Strategy and Marketing Success: Empirical Evidence from ISO 14001 Certified Manufacturing Businesses in Thailand

Abstract

The purpose of this research is to examine how sustainable marketing strategy, which includes technology daptation orientation, product innovativeness implementation, social responsibility concentration, and environmental process development, has an effect on marketing success. In addition, this research tests the impact of four antecedents (top management vision, firm resource readiness, and competitive force) on sustainable marketing strategy. The model is empirically tested using data collected from a mail survey of 208 ISO 14001 certified manufacturing businesses located throughout Thailand, and using a questionnaire as an instrument. The statistics used for analyzing data were correlation analysis and Structural equation modeling.

The results of the study are described as follows. First, the result found that product innovativeness implementation has a positive effect on product creativity. Moreover, technology adaptation orientation and social responsibility concentration have a positive effect on customer acceptance. Thus, technology adaptation orientation and environmental process development have a positive effect on marketing success. Second, the findings show that product creativity and customer acceptance impact on marketing success. Third, the results indicate that top-management vision, firm resources readiness, and competitive force partially antecedent the interaction between technology adaptation orientation, product innovativeness implementation, social responsibility concentration, and environmental process development. In addition, the study outcome shows that the model of the study fits and is consistent with the empirical results. The findings uniquely contribute to the research on sustainable marketing strategy by providing the relationships among sustainable marketing strategy, consequences, and its antecedents. Furthermore, the findings can help managers, particularly in ISO 14001 certified manufacturing business to understand how their firms can achieve marketing success over their competitors.