Marketing, profit strategies and sustainability: a challenge for companies in different sectors

Purpose This paper presents an exploratory analysis by studying the relationship between sustainability, marketing, and profit strategies from the perspective of Sustainable Supply Chain Management. Design/methodology/approach The research consists of two steps. The first is a multiple-case study involving six companies across diverse sectors. In this step, open questions and closed questions related to the two strategies (marketing and profit) are presented. In the second step, a survey is conducted across diverse sectors, where multiple-choice questions are asked of interviewees in multiple case studies, presented with yes/no answers and choices from the literature review. There are two kinds of analysis. For the multiple-case study analysis, the researchers used WordStat software version 9 (free) and QDA Miner Lite (free). For survey answers, a comparison was made with the literature review and the confidence interval to analyze the survey data regarding the questions were applied. Findings The results indicate that the social dimension in the Triple Bottom Line is not underrepresented; however, companies face challenges in selling green products through a green marketing strategy and increasing their profits, often being less aggressive in pursuing this latter aim. Research limitations/implications Companies must satisfy multiple and contradictory objectives, maximizing profits while reducing operating costs, minimizing environmental impacts, and maximizing social well-being. Despite the advances already reached by the studies in this subject, they face challenges to reconcile two different strategies (marketing and profit), sometimes opposite to sustainability. Furthermore, after a thorough search and literature analysis, no paper has been found that connects these strategies to sustainability. Practical implications For the companies in the survey, it is feasible to integrate the three dimensions of TBL, aligning profit with marketing strategies that seek environmental and social sustainable goals. These companies need to adopt sustainable practices aiming to reach legitimacy, rather than achieve financial gain. Hence, they should implement more sustainable initiatives and apply sustainable marketing strategies to cultivate customer loyalty. The field research demonstrated that it is possible to align the public and the private sustainable practices and interests in a developing country. Social implications Consumers and buyers could develop more conscious behavior, companies invest in sustainable consumption, production, and safer processes for their workers. Originality/value Companies must satisfy multiple and often contradictory objectives, maximizing profits while minimizing operating costs, reducing environmental impacts, and promoting social well-being. Despite the advances already achieved by studies in this subject, they face challenges in reconciling two different strategies (marketing and profit), which can sometimes be opposite to sustainability. Besides, after a deep search and literature analysis, there is no paper that connects these strategies with sustainability in the manufacturing industry.