IMPACT MECHANISMS OF INDUSTRIAL MARKETING ON CORPORATE SUSTAINABLE DEVELOPMENT

Abstract

Introduction. The relationship between industrial marketing management and corporate sustainable development represents one of the most critical yet underexplored areas in contemporary business scholarship. While theoretical foundations connecting marketing to sustainability have been extensively analyzed, a significant gap persists regarding how marketing practices translate into measurable sustainability outcomes.

Purpose. This article aims to articulate nine distinct impact mechanisms through which industrial marketing contributes to corporate sustainable development and to construct a comprehensive indicator framework for their measurement.

Materials and Methods. The study employs theoretical analysis drawing upon established scholarly works in marketing management, corporate social responsibility, innovation theory, and sustainability measurement. A mechanism-based analytical approach is used to identify and articulate the pathways through which industrial marketing influences sustainability performance, supplemented by indicator construction across environmental, economic, social, and governance dimensions.

Results. Nine distinct impact mechanisms are identified: market orientation, social responsibility, innovation-driven contribution, brand building, consumer education, product innovation, ethical management, value communication, and long-term planning. An integrated indicator framework encompassing environmental, economic, social, governance, and industry-specific dimensions is constructed. Key findings reveal that marketing-driven sustainability operates through multiple interconnected pathways, from direct influences such as sustainable product development and green marketing communication to indirect effects including brand equity enhancement and stakeholder trust building.

Perspectives. Future research should include empirical validation of mechanism operation in specific industries, investigation of mechanism interactions, and longitudinal study of industrial marketing-sustainability evolution. The framework requires testing across diverse industry contexts, particularly in B2B markets and industrial supply chains of technological corporations.