Marketing Innovation for Sustainability: Review and Trends in India

Abstract: This study explores how marketing innovations are increasingly aligned with sustainable development goals (SDGs). The review highlights the growing focus on sustainability across business operations and its role in building competitive advantage. A conceptual framework is proposed, showing how sustainability and economic factors influence the impact of marketing on business innovation. The findings suggest that sustainable marketing strategies can create value for both businesses and society, offering cost benefits, market expansion and brand differentiation. This research offers insights for practitioners and scholars to align marketing, innovation and sustainability for long-term business and societal impact.