Abstract
In Plateau State, the integration of sustainability into marketing strategies among SMEs is vital for fostering long-term business success and environmental stewardship. This study draws upon the Stakeholder Theory to understand the complex web of relationships and expectations businesses navigate, and the Triple Bottom Line Theory to support the operationalization of sustainability in business practices. The research aims to explore how SMEs in Plateau State can effectively incorporate sustainable practices into their marketing strategies to achieve environmental, social, and economic benefits. Objectives include identifying key sustainable marketing practices, assessing their impact on business performance, and recommending actionable strategies for SMEs. Hypotheses focus on the positive relationship between sustainable marketing practices and business performance. Employing a positivist methodology, the study analyzes data from 526 SMEs using regression analysis to identify patterns and impacts. Findings reveal that SMEs adopting sustainable marketing strategies experience enhanced brand reputation, customer loyalty, and operational efficiencies. Recommendations emphasize the importance of stakeholder engagement, transparent communication, and innovative sustainable practices for SMEs to thrive sustainably
Published Version
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More From: International Journal of Advances in Engineering and Management
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