The Role of Strategic Management in Addressing Environmental Challenges in Marketing
DOI:
https://doi.org/10.36325/ghjec.v22i2.21521Keywords:
Strategic Management, Environmental Challenges, Marketing Flexibility.Abstract
This research aims to explore how strategic management contributes to addressing environmental challenges in marketing and its role in reducing the risks associated with marketing decisions. The study is based on a problem related to the effectiveness of management strategies in facing and overcoming environmental challenges through enhancing marketing flexibility and sustainable innovation. The research relies on the descriptive analytical inductive approach, through a review of relevant literature in order to understand the relationship between strategic management and environmental challenges in marketing. The results showed that strategic management plays a pivotal role in confronting environmental challenges and achieving a competitive advantage through flexible policies, effective planning, innovation, and digital transformation. The study recommends the necessity of adopting comprehensive environmental strategies and directing resources toward environmental innovation. Enhancing strategic flexibility and involving stakeholders also strengthen the institutions’ ability to adapt and achieve desired outcomes.
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