The Role of Sustainable Marketing in Improving the Global Performance of Algerian Small and Medium Enterprises
DOI:
https://doi.org/10.35875/w5xan919Keywords:
Economic performance, Environmental performance, Global performance, Small and medium-sized enterprises, Social performance, Sustainable price, Sustainable Marketing mix, Sustainable marketing, Sustainable place, Sustainable product, Sustainable promotionAbstract
Background and Statement of the Problem: Our planet faces numerous environmental challenges, prompting a shift in consumer preferences towards companies that implement sustainable and environmentally conscious practices. In response, many organizations have adopted green marketing strategies to mitigate the negative impact of their products and to foster a positive perception among consumers.
Objectives: This research aims to elucidate the fundamental concept of sustainable marketing and to examine the sustainable marketing mix concerning global performance. The study seeks to highlight how the integration of sustainable marketing practices can influence the overall effectiveness and success of businesses on a global scale.
Methods: A descriptive-analytical approach was employed in this research. To address the research problem, a questionnaire was developed and distributed to 63 small and medium enterprises (SMEs) across various sectors. The collected data were analyzed using statistical tests conducted with SPSS version 25 and Smart PLS software.
Results: The study found a significant statistical relationship between the elements of the sustainable marketing mix and global performance. This suggests that effective implementation of sustainable marketing practices positively influences overall business performance.
Conclusions and Recommendations: Based on the findings, the study recommends that small and medium-sized enterprises (SMEs) incorporate environmental and social considerations into their strategic planning and marketing mix. It is advised that SMEs adopt and integrate sustainable marketing as a key tool to enhance and sustain their performance. This approach is essential for aligning business practices with environmental and social expectations, thereby improving overall global performance, The study also recommends that small and medium-sized enterprises to work on adopting and integrating sustainable marketing as one of the most important tools to achieve and sustain their performance.
