The Role of Sustainable Marketing Strategies in Enhancing Strategic Performance

Abstract

  This study seeks to examine The Role of Sustainable Marketing Strategies through (Customer-oriented marketing, Customer value marketing, Innovative marketing, Mission-driven marketing, and Social marketing) in Enhancing Strategic Performance through (Financial Perspective, Customer Perspective, Internal Processes Perspective, and Learning and Growth Perspective). To accomplish these objectives, a conceptual framework was developed to clarify the interrelationships among the variables. Additionally, two hypotheses were formulated and empirically tested. The research was conducted on managers working in Tourism Companies in Erbil city. Data were collected through an electronically distributed questionnaire, yielding 96 valid responses that constituted the study sample. The study adopted a descriptive-analytical methodology and employed a range of statistical techniques using SPSS V.24 and AMOS V.24 to analyze the data. The findings revealed the presence of statistically significant correlations, as well as a meaningful positive impact of Sustainable Marketing Strategies in Enhancing Strategic Performance. Based on these results, the study proposed several recommendations, most notably the application of sustainable marketing strategies in tourism companies should be strengthened, and their dimensions adapted to their operational reality, as they represent modern marketing approaches that aim to protect the environment, conserve natural resources for future generations, manage customer relationships, and achieve societal well-being, which ultimately leads to organizational excellence.