Adina Ionescu is a doctoral researcher at the Bucharest University of Economic Studies (ASE), Romania, within the Doctoral School of Marketing. Her dissertation examines the extent to which the marketing function assumes an integrative role in embedding sustainability principles within organisational strategy, with particular attention to the mitigating factors and structural impediments that constrain this process. Her scholarly work is positioned at the intersection of sustainability marketing, strategic marketing, and corporate social responsibility (CSR), critically engaging with the theoretical tension between short-term market orientation and the long-term strategic commitment required by sustainable value creation. Anchored in the Triple Bottom Line paradigm — encompassing the simultaneous pursuit of economic viability, social equity, and environmental integrity — her research interrogates how Environmental, Social, and Governance (ESG) criteria are operationalised within marketing strategy, and the degree to which green marketing and social marketing practices constitute authentic expressions of organisational sustainability commitments, rather than instruments of reputational management. A further dimension of her inquiry concerns the role of marketing in mediating organisational responses to climate change, examining how strategic marketing frameworks can be reconfigured to address both the communicative and transformative imperatives of the sustainability transit