The role of sustainability environment in export marketing strategy and performance: a literature review

Abstract

Increasing environmental issues, economic and cultural differences, the regulatory framework and the great attention to social responsibility, have forced companies to face the challenge of sustainability. Thus, the adaption of a proper marketing strategy in order to achieve a sustainable competitive advantage in the market (specially export markets) has become an important principle in accepting companies. In this regard, this study is a systematic literature review, which investigated 102 published articles in international journals between 1964 and 2015. In the literature review, the main focus was on key issues such as sustainability, marketing strategies, financial and market export performance. In this article, at first, the concept of sustainability from different aspects was collected and described. Then, external factors, such as competitive intensity, public concern, regulations, technology, cultural/social, and economic, as well as internal factors, such as managers, employees, stakeholders, affecting sustainability, were studied. Finally, adaption of export marketing strategies in order to achieve sustainability export performance is discussed.