Main Article Content

To bridge the gap in the sustainability marketing literature, this research aims to identify sustainability marketing strategies (SMS) in companies through their sustainability reports in Mexico. The empirical analysis used data from 47 firms from different sectors listed on the Mexican Stock Exchange (MSE) and from corporations published in the Global Reporting Initiative (GRI) database. Through content analysis and cluster analysis, it was identified that enterprises are adopting SMS, addressing the stakeholders in their value chain: sourcing, production and distribution. However, most of them are at an adoption stage, focusing their efforts on implementing sustainability practices in their sourcing and production activities, leaving distribution as an area of opportunity. This research is based on companies from an emerging economy country, contributing direct data obtained from their published reports as an approach to the phenomenon of sustainability in marketing. Future studies could compare companies from developed and developing countries.

Maria G. Morales-González, Universidad Autónoma de Tamaulipas

Doctoral student, Universidad Autónoma de Tamaulipas, Mexico, Engineer in Business Management, Master in Business Management, Universidad Autónoma de Tamaulipas Cd Victoria, Mexico.

Jannett Ayup-González, Universidad Autónoma de Tamaulipas

Professor-Researcher, Faculty of Commerce and Administration, Universidad Autónoma de Tamaulipas, Bachelor of Business Administration and Management, Doctor of Economics and Business Administration, Universidad de Burgos, Spain.

Pilar A. Huerta-Zavala, Universidad de Burgos

Professor-Researcher, Department of Economics and Business Administration, Universidad de Burgos, Spain, Bachelor of Business Administration and Management, Doctor of Economics and Business Administration, Universidad de Burgos, Spain.

Morales-González, M. G. ., Ayup-González, J. ., & Huerta-Zavala, P. A. . (2022). Sustainability marketing strategies of companies in Mexico . Cuadernos De Administración, 38(72), e2611221.

Alencar Jeunon, B., Barroso Conceição, L., y Abreu Francisco, J., (2013). Análise multivariada de dados no tratamento da informação espacial uma abordagem com análise de agrupamentos. Sistemas, Cibernética e Informática,10(2), 6-12.$/risci/pdfs/CA215JK13.pdf

Ara, H., Leen, J. Y. A., & Hassan, S. H. (2019). GMS for Sustainability Performance in the Apparel Manufacturing Industry: A Conceptual Framework. Vision, 23(2), 170-179.

Bag, S., Wood, L. C., Xu, L., Dhamija, P., & Kayikci, Y. (2020). Big data analytics as an operational excellence approach to enhance sustainable supply chain performance. Resources, Conservation and Recycling, 153, 104559.

Belz, F. M. (2006). Marketing in 21 Century. Business Strategy and the Environment, 15(3), 139-144.

Belz, F. M. & Schmidt‐Riediger, B. (2010). Marketing strategies in the age of sustainable development: evidence from the food industry. Business Strategy and the Environment, 19(7), 401-416. http://doi:10.1002/bse.649

Blome, C., Hollos, D., & Paulraj, A. (2014). Green procurement and green supplier development: antecedents and effects on supplier performance. International Journal of Production Research, 52(1), 32-49.

Bortolini, M., Faccio, M., Ferrari, E., Gamberi, M., & Pilati, F. (2016). Fresh food sustainable distribution: cost, delivery time and carbon footprint three-objective optimization. Journal of Food Engineering, 174, 56-67.

Calu, A., Negrei, C., Calu, D. A. S., & Viorel, A. (2015). Reporting of Non-Financial Performance Indicators‒A Useful Tool for a Sustainable Marketing Strategy. Amfiteatru Economic, 17(40), 977-993.

Carneiro, P. L. S., Malhado, C. H. M., Souza Júnior, A. A. O., Silva, A. G. S., Santos, F. N., Santos, P. F., y Paiva, S. R., 2007. Desenvolvimento ponderal e diversidade fenotípica entre cruzamentos de ovinos Dorper com raças locais. Pesquisa Agropecuária Brasileira 42, 991-998.

Cheben, J., Lancaric, D., Savov, R., Toth, M., & Tluchor, J. (2015). Towards Sustainable Marketing: Strategy in Slovak Companies. Amfiteatru Economic Journal, 17(40), 855-871.

De Moura, G. B. Saroli, L. G. (2021). Sustainable value chain management based on dynamic capabilities in small and medium-sized enterprises (SMEs). The International Journal of Logistics Management, 32(1), 168-189.

Fisk, G. (1973). Criteria for a theory of responsible consumption. Journal of marketing, 37(2), 24-31.

Fraj, E., Martínez, E., & Matute, J. (2011). Green marketing strategy and the firm’s performance: the moderating role of environmental culture. Journal of Strategic Marketing, 19(4), 339-355.

Freeman, R. E. (1999). Divergent stakeholder theory. Academy of Management Review, 24(2), 233-236.

Fuller, D. A. (1999). Sustainable marketing: Managerial-ecological issues (pp. 3-6). Sage Publications.

Ghosal, V. (2015). Business Strategy and Firm Reorganization: Role of Changing Environmental Standards, Sustainable Business Initiatives and Global Market Conditions. Business Strategy and the Environment, 24(2), 123-144.

Huybrechts, D., Derden, A., Van den Abeele, L., Vander Aa, S., & Smets, T. (2017) Best available techniques and the value chain perspective, Journal of Cleaner Production, 174, 847-856 http://10.1088/1755-1315/392/1/012028

Ibarra, M., Medina, C., Valdez, O., y Martínez, B. (2015). El marketing sustentable como estrategia de posicionamiento global en las franquicias mexicanas que operan en la ciudad de Hermosillo, Sonora. Revista Internacional Administración & Finanzas, 8(1).

Izadikhah, M., Saen, R. F. (2020). Ranking sustainable suppliers by context-dependent data envelopment analysis. Annals of Operations Research, 293(2), 607-637.

Jianu, I., Ţurlea, C., & Guşatu, I. (2015). The Reporting and Sustainable Business Marketing. Sustainability, 8(1), 1-12.

Jnr, B. A. (2019). Sustainable value chain practice adoption to improve strategic environmentalism in ICT-based industries. Journal of Global Operations and Strategic Sourcing, 12(3),308-409

Khan, A. S., Salah, B., Zimon, D., Ikram, M., Khan, R., & Pruncu, C. I. (2020). A Sustainable Distribution Design for Multi-Quality Multiple-Cold-Chain Products: An Integrated Inspection Strategies Approach. Energies, 13(24), 6612.

Kimes, P. K., Liu, Y., Neil Hayes, D., & Marron J. S. (2017) Statistical significance for hierarchical clustering. Biometrics, 73(3), 811-821.

Kotler, P., Zaltman, G. (1971). Social marketing: an approach to planned social change. Journal of Marketing, 35(3), 3-12.

Kumar, V., Rahman, Z., Kazmi, A. A., & Goyal, P. (2012). Evolution of sustainability as marketing strategy: Beginning of new era. Procedia-Social and Behavioral Sciences, 37, 482-489.

Kumar, V., Rahman, Z., & Kazmi, A. A. (2013). Sustainability marketing strategy: An analysis of recent literature. Global Business Review, 14(4), 601-625.

Kumar, V., Rahman, Z., & Kazmi, A. A. (2016). Assessing the influence of stakeholders on sustainability marketing strategy of Indian companies. Sage Open, 6(3).

Leonidou, L. C., Fotiadis, T. A., Christodoulides, P., Spyropoulou, S., & Katsikeas, C. S. (2015). Environmentally friendly export business strategy: Its determinants and effects on competitive advantage and performance. International Business Review, 24(5), 798-811.

Liu, S., Xu, J., Shi, X., Li, G., & Liu, D. (2018). Sustainable Distribution Organization Based on the Supply–Demand Coordination in Large Chinese Cities. Sustainability, 10(9), 3042.

Mayett, Y., Popp, J., Sabogal, M., Rodríguez, S., Salomé, E., & Flores, D. (2018). Consumers’ and Retailers’ Attitudes Towards a Mexican Native Species of Aztec Lily as an Ornamental Plant. Sustainability, 10(1), 224.

McCarthy, E. J., Perreault, W. D., & Quester, P. G. (1997). Basic marketing: a managerial approach. McGraw-Hill Companies, Incorporated.

Melovic, B., Cirovic, D., Backovic-Vulic, T., Dudić, B., & Gubinova, K. (2020). Attracting Green Consumers as a Basis for Creating Sustainable Marketing Strategy on the Organic Market—Relevance for Sustainable Agriculture Business Development. Foods, 9(11), 1552.

Mexican Stock Exchange. (2015). Sobre nosotros.

Oniszczuk-Jastrząbek, A., Czermański, E., & Cirella, G. T. (2020). Sustainable supply chain of enterprises: value analysis. Sustainability, 12(1), 419.

Peattie, K., Belz, F. M. (2010). Sustainability marketing—An innovative conception of marketing. Marketing Review St. Gallen, 27(5), 8-15.

Polonsky, M. J. (1994). An introduction to green marketing. Electronic green journal, 1(2).

Porter, M. (2004). Cadena de valor. Editorial CECSA.

Rajeev, A., Pati, R. K., Padhi, S. S., & Govindan, K. (2017). Evolution of sustainability in supply chain management: A literature review. Journal of Cleaner Production, 162, 299-314.

Rudawska, E. (2019). Sustainable marketing strategy in the food and drink industry: a comparative analysis of B2B and B2C SMEs operating in Europe. Journal of Business & Industrial Marketing, 34(4), 875-890

Saravanan, A. P., Mathimani, T., Deviram, G., Rajendran, K., & Pugazhendhi, A. (2018). Biofuel policy in India: A review of policy barriers in sustainable marketing of biofuel, Journal of Cleaner Production, 193, 734-747.

Schmidt-Riediger, B. 2008. Sustainability Marketing in the German Food Processing Industry. Characteristics, Drivers, and Outcome on an Empirical Basis [PhD thesis, Technische Universität München, Munich].

Shelley, M., Krippendorff, K. (1984). Content Analysis: An Introduction to its Methodology. Journal of the American Statistical Association, 79(385), 240.

Sheth, J. N., Parvatiyar, A. (2021). Sustainable Marketing: Market-Driving, Not Market-Driven. Journal of Macromarketing, 41(1).

Siminica, M., Craciun, L., & Dinu, A. (2015). The impact of corporate sustainability strategies on the financial performance of Romanian companies in the context of green marketing. Amfiteatru Economic Journal, 17(40), 994-1010.

Taherdangkoo, M., Ghasemi, K., & Beikpour, M. (2017). The role of the sustainability environment in export marketing strategy and performance: a literature review. Environment, Development and Sustainability, 19(5), 1601-1629.

Taoketao, E., Feng, T., Song, Y., & Nie, Y. (2018). Does sustainability marketing strategy achieve payback profits? A signaling theory perspective. Corporate Social Responsibility and Environmental Management, 25(6), 1039-1049.

Todorovic, V., Maslaric, M., Bojic, S., Jokic, M., Mircetic, D., & Nikolicic, S. (2018). Solutions for More Sustainable Distribution in the Short Food Supply Chains. Sustainability, 10(10), 3481.

Validi, S., Bhattacharya, A., & Byrne, P. J. (2020). An evaluation of three DoE-guided meta-heuristic-based solution methods for a three-echelon sustainable distribution network. Annals of Operations Research, 296(1), 421-469.

Wang, Y., Shi, S., Chen, Y., & Gursoy, D. (2019). An examination of market orientation and environmental marketing strategy: the case of Chinese firms. The Service Industries Journal, 39(15-16), 1046-1071.


Download data is not yet available.