ALIGNING MARKETING INNOVATION WITH SUSTAINABLE BUSINESS GOALS: EVIDENCE FROM PT ASTRA OTOPARTS TBK

This research aims to explore the alignment between marketing innovation and sustainable business goals within the context of PT Astra Otoparts Tbk, a leading Indonesian automotive component manufacturer. Amid evolving market dynamics and increasing emphasis on sustainability, businesses are compelled to adopt innovative marketing strategies that not only enhance competitiveness but also support long-term environmental and social objectives. This study employs a qualitative approach with a case study methodology, drawing data from company reports, sustainability disclosures, and expert interviews. The findings reveal that PT Astra Otoparts integrates sustainability into its marketing innovation through green branding, digital transformation, and strategic partnerships focused on responsible sourcing and production. These innovations contribute to reducing environmental impact, improving stakeholder engagement, and enhancing brand equity. Furthermore, the study highlights the role of organizational culture and leadership in fostering a sustainable innovation mindset. The research contributes to the growing literature on sustainable marketing by offering practical insights into how corporations in emerging markets align innovation with sustainability. It also provides recommendations for policy makers and industry leaders to foster innovation ecosystems that support sustainable development.