Sustainable Marketing Innovation and Competitive Advantage in SMEs: A Conceptual Review from the Resource Capability-Based Perspective

Anni Rahimah; Mukhibatul Hikmah; Arik Prasetya; M. Rizki Pratama; Layyin  Nafisa

doi:10.52423/businessuho.v11i1.120

Authors

Anni Rahimah Business Administration Deparment, Universitas Brawijaya https://orcid.org/0000-0002-2922-4927
Mukhibatul Hikmah Business Administration Department, Faculty of Social and Political Sciences, Universitas Mulawarman, Indonesia
Arik Prasetya Business Administration Department, Faculty of Administrative Science, Universitas Brawijaya, Indonesia
M. Rizki Pratama Public Administration Department, Faculty of Administrative Science, Universitas Brawijaya, Indonesia
Layyin Nafisa Business Administration Department, Faculty of Administrative Science, Universitas Brawijaya, Indonesia1

DOI:

https://doi.org/10.52423/businessuho.v11i1.120

Abstract

Abstract

This research investigates the ways in which marketing practitioners respond to rapid social, economic, and environmental changes driven by economic instability, income inequality, and environmental degradation. By reviewing the marketing literature in the areas of environmental conservation, social development, and economic growth, this study aims to enhance understanding among marketing professionals. This conceptual, literature-based study synthesizes prior research on sustainable marketing and marketing innovation to examine how sustainability-oriented strategies can be aligned with competitive objectives. The study proposes a conceptual framework that positions sustainable marketing innovation as a strategic mechanism for achieving competitive advantage. The findings suggest that integrating sustainability considerations into marketing innovation enables firms to reconfigure their marketing resources and capabilities in response to social, economic, and environmental pressures. This study contributes to the sustainable marketing literature by clarifying the strategic role of sustainable marketing innovation and offering conceptual insights for marketers in designing sustainability-oriented marketing strategies beyond normative commitments.

Author Biography

Anni Rahimah, Business Administration Deparment, Universitas Brawijaya

Dr. Anni Rahimah, Ph.D is senior lecture in the Department of Business Administration, Universitas Brawijaya, Indonesia. Her research interests include ESG, green marketing, sustainability, eco-innovation, brand management, consumer and social responsibility and sustainable tourism. She has published her research in Journal of Retailing and Consumer Services, Journal of Product & Brand Management, Sustainable Production and Consumption, Journal of Consumer Behaviour, Innovation and Development, Cogent Business and Management, etc. Anni Rahimah is corresponding author and can be contacted at: anni@ub.ac.id

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