Marketing sostenible y su efectividad en el incremento del nivel de competitividad en empresas del sector comercial de Guayaquil

Abstract

Sustainable marketing has become increasingly important as organizations recognize as a necessity the adoption of practices with a high positive impact on the environment while at the same time perceiving and granting a high social value. All this change stems from the interest and pressure that consumers exert on entities by demanding goods and services with high ethical and responsible standards, as well as the prevalence of a demanding regulatory framework for the development of more transparent and socially responsible activities. On the other hand, sustainability efforts in marketing are not limited only to large companies, but also benefit small and medium-sized enterprises (SMEs), which can increase their competitiveness by differentiating themselves through the implementation of sustainable practices and corporate social responsibility. The research aims to generate empirical evidence on the effects of sustainable marketing on the level of competitiveness of business enterprises. In economic terms, the research will provide relevant information on effective sustainability strategies that contribute to the development of competitive advantages. From a microeconomic point of view, an increase in customer loyalty and a minimization of long-term costs will be observed, while from a macroeconomic point of view, sustainable strategies will contribute to a more resilient and responsible activity that will enable the attraction of new customers.