Innovative Marketing Strategies in the Competitive Economic Environment in Sustainable Development Goals (SDGs): A Case Study of Top Glove Manufacturers in Malaysia

Abstract

Objective: The aim is to identify the key marketing strategies implemented by the manufacturers to achieve growth and sustainable development goals (SDGs) market leadership by glove-producing companies in Malaysia in the highly competitive global marketplace. Theoretical Framework: This paper contributes to the existing literature on the marketing strategies practiced in the manufacturing industries, mainly focusing on the glove manufacturing industry in Malaysia, which ranks as the global supplier of hand gloves in the industrial and medical categories. Taken in total, this work provides a refined appreciation of marketing and innovation’s relationship within a particular sector, and it does so by examining how those Malaysian glove makers who contest global markets leverage creativity in their marketing strategies in response to supply chain interruptions, approving bodies, and shifts in international buying trends. Methodology: Following a case study approach, this study focuses on large glove manufacturers in Malaysia; Top Glove is a crucial player. Hence, secondary sources will be adopted during the data collection stage. Perceptual data is also gathered from workers of key executives, marketing managers, and other industry professionals, which gives a picture of these business entities' marketing campaigns and strategic decision-making procedures. Industry journals, company reports, and market study papers validate secondary data. Results and Discussion: This study reveals that policymakers, manufacturing businesses, and marketing scholars can learn about the necessity of niche-based policies and friendly legal environments to boost innovation and competitiveness within manufacturing industries. It provides recommendations on creating a favorable climate for employing innovative marketing strategies and the possible enlargement of home-based businesses internationally. Originality/Value: Based on the findings and insights gathered from the research on innovative marketing strategies in the competitive global economic environment, particularly focusing on the case study of top glove manufacturers in Malaysia, several recommendations can be proposed to guide businesses in enhancing their marketing approaches and organizational performance