Redefining horizons : the multifaceted concept of sustainability management and marketing

In the contemporary business environment, the concept of sustainability has brought a comprehensive approach of management that integrates economic, social, and environmental objectives. This transformative process has compelled businesses to reevaluate their operational strategies and adopt practices that ensure long-term ecological balance and social equity while achieving economic gains. The need for sustainability in business management is not just a response to regulatory demands or environmental concerns; it is a strategic imperative driven by market forces, consumer expectations, and the undeniable impacts of global challenges on corporate operations. The structure of this thesis is designed to provide a holistic view of how sustainability is interwoven into the fabric of modern business practices, exploring its implications, challenges, and benefits across various dimensions. It begins with an overview of sustainability in the management field, highlighting the challenges and scenarios that businesses face today, diving till to marketing challenges, unveiling new understandings and proposing new approaches and strategies. A historical perspective follows, tracing the evolution of sustainability concepts from mere environmental considerations to complex, multifaceted strategies that balance multiple stakeholder interests. Furthermore, the significance of sustainability in the modern management landscape is discussed, underscoring its importance as a core aspect of strategic decision-making in contemporary business practices. Exploring further, the research focuses on sustainability marketing, starting with its definition and key principles. It addresses the shift from traditional marketing to green marketing and elaborates on the evolution and impact of these practices. The section also examines the societal roles and responsibilities embraced by businesses in promoting sustainability through marketing efforts, illustrating how these initiatives extend beyond corporate boundaries to influence broader societal values and behaviors. This part of the study reviews how sustainability is embedded in organizational frameworks, influencing everything from resource allocation to product development and supply chain management. It also presents state-of-the-art best practices in sustainability management, showcasing leading examples and case studies of companies that have successfully integrated these practices. Finally, the research investigates the interplay between marketing and management in driving sustainability within corporate strategies. This section identifies the synergies and potential conflicts between sustainability and traditional business models, exploring how marketing can significantly influence and propel sustainability agendas within firms. It also discusses current market-driven sustainability challenges and trends, providing insights into how businesses can leverage these dynamics for competitive advantage. Through this comprehensive examination, the thesis aims to provide valuable insights and frameworks that can aid both marketing academics and practitioners in navigating the complex terrain of sustainability, ensuring that their strategies not only contribute to environmental and social welfare but also enhance economic viability and stakeholder value.