Time has witnessed the different phases of marketing strategy. Out of which, sustainability is the key issue which has emerged in marketing strategy over the time. In earlier phase of 1970s, ecological issues have emerged as a new paradigm in marketing strategy. Then in next decade, social issues picked up the lime light and emerged along with ecology. Reassessment of the issues resulted in evolution of green or environmental issues in marketing strategy and now the sustainability in marketing strategy has become the focus of attention of the researchers. Therefore, the objectives of this paper are, first, to review and understand concepts of marketing strategy and sustainability, secondly, to discuss evolution of sustainability in marketing strategy and lastly, to discuss the future of sustainability marketing strategy

The present study reviews the extant literature available on the emerging area of Sustainability Marketing Strategy (SMS), which hopefully, will prove to be a springboard for the future research. Tracing the origin of the concept of SMS, a detailed discussion on historic developments in the field is taken up with the help of definitions and pictorial representation of various related concepts followed by a survey of wide range of available databases from 1996 to 2011. After a rigorous search of numerous journals, those research papers exploring the field adequately have been selected. The selected papers are then classified according to various criteria for the purpose of comprehensive review of literature. Finally, after analyzing current status of research in the field of SMS, a probable agenda for future research has been formulated, which may serve as a useful guideline for the future investigators, as significant contribution need to be made in the area of SMS.

Purpose: The purpose of this paper is to examine how consumer-brand relationships affect brand loyalty and word of mouth when mediated by brand trust considering online brand communities on social media platforms.Design/methodology/approach: A conceptual model is developed, depicting the impact of customer-brand relationships on brand loyalty and word of mouth via brand trust. The conceptual model is validated using partial least squares structural equation modeling and data for which are collected online through a structured questionnaire from a sample of 131 brand community members in North Capital Region of India.Findings: Findings of the present study revealed that brand trust partially mediated between the involvement and commitment variables of customer-brand relationships, and brand loyalty and word of mouth. However, the link between satisfaction variable of customer-brand relationships, and brand loyalty and word of mouth via brand trust was found insignificant.Originality/value: The present study provides novel insight to understand consumer-brand relationships on social media platforms.

The potential of artificial intelligence capabilities (AIC) extends beyond fostering both explorative and exploitative innovations; it may also enhance the overall performance of organizations. Despite this, the interplay between AIC, and research and development performance (RDP) remains unexplored. This research aims to fill this gap by investigating the influence of AIC on RDP, considering both explorative and exploitative innovations (EXO and EXI). Additionally, the study examines the potential moderating role of environmental dynamism (ED) in shaping the relationship between AIC and the two types of innovations, ultimately impacting the enhancement of RDP in organizations. To achieve this, a conceptual model was developed based on existing literature and subsequently validated using the PLS-SEM. The research gathered 289 responses from a diverse group of industry professionals. The findings of this study contribute both theoretically and practically by shedding light on the pivotal role played by AI capabilities, exploration, and exploitative innovation in improving the R&D performance of organizations. Understanding these dynamics will provide valuable insights for organizations seeking to leverage AI for strategic advancement in their R&D endeavors.

Purpose: This study aims to examine whether export competitiveness (EC) in the two groups of the Indian textile industry i.e. “textiles” and “textile products” group differ. Design/methodology/approach: The study examines how exchange rate (ER), real effective exchange rate (REER) and EC of both the groups are related in the long run over the period 1991-1992 to 2018-2019 using Granger causality test and Johansen and Juselius co-integration test. Findings: The study confirms that EC is a challenge that needs to be addressed to sustain in the international market, as the volatile trend can be found for EC in both groups. The econometric framework shedding light on both groups of the textile industry suggest that select determinants have different relationships with the EC for two groups. The findings of the Granger causality test reveal that the presence of unidirectional causality running from ER to EC in the case of both the groups. Also, the select variables are found to be co-integrated in the long run. However, in the case of REER, no causality is found running from REER to EC. Originality/value: ER is a vital determinant of EC and exporters can sustain competitiveness in global markets by reducing their profit mark-up in the face of an appreciating currency.