Does corporate sustainability performance affect sales performance? Empirical evidence from Indian firms

Owing to the importance of corporate sustainability, companies provide sustainability reports based on various criteria to achieve competitive advantage. However, whether resource allocation for improving corporate sustainability performance (CSP) affects the sales performance of a firm must be dete...

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Bibliographic Details
Published in:Journal of strategic marketing 2024-07, Vol.32 (5), p.622-643
Main Authors: Mal, Hoshiar, Kaushik, Arun Kumar, Varma, Manishkumar
Format: Article
Language:English
Subjects:
Corporate sustainability performance
firm age
firm orientation
firm size
sales performance
Sustainability
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Summary:Owing to the importance of corporate sustainability, companies provide sustainability reports based on various criteria to achieve competitive advantage. However, whether resource allocation for improving corporate sustainability performance (CSP) affects the sales performance of a firm must be determined. This study is performed to understand the effect of CSP on sales performance. Data are obtained online from 302 managerial-level professionals via a primary survey. Structural equation modeling and multigroup moderation analyses are conducted to examine the primary responses of managers in India. The results show that CSP positively affects the sales performance of firms, irrespective of the firm characteristics. This study addresses a significant disparity in the CSP domain, particularly the association between CSP and the sales performance of firms in a developing nation. Additionally, it highlights the slight advantage of new firms over old ones and large firms over small ones. The study concludes with several theoretical and managerial implications, followed by the limitations and directions for future research.
ISSN:0965-254X
1466-4488
DOI:10.1080/0965254X.2023.2290246