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Triple Bottom Line Performance in Post Covid B2B Marketing

  • Research
  • Covid Special Series, Marketing, Sales and Communication, Sustainable Development and CSR

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The Triple Bottom Line (TBL) concept emphasizes that business success should not be measured solely by financial performance. It includes social and environmental impacts alongside profit. Additionally, dynamic capabilities help firms adapt to rapid environmental changes and enhance sustainability performance. Previous studies have shown that TBL initiatives can also improve sustainability performance. However, no research has investigated how dynamic abilities and TBL initiatives jointly impact B2B firms’ sustainability performance in the post-COVID-19 period. This study aims to examine the implications of dynamic capabilities on TBL performance, particularly from a B2B marketing perspective. By developing and validating a conceptual research model, it contributes to the literature related to dynamic capability view, TBL, and sustainability.

https://www.sciencedirect.com/science/article/pii/S0019850123001955

Mots clés
  • B2B marketing, Dynamic capability, Sustainability performance, Triple bottom line

Auteur.e(s)

CHAUDHURI Ranjan
Full professor
EMLV

Institution(s)

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