Más allá del marketing verde: cómo el liderazgo y la innovación convierten la sostenibilidad en una ventaja competitiva
DOI:
https://doi.org/10.24054/face.v26i1.4449Palabras clave:
marketing verde, liderazgo transformacional verde, innovación verde, crecimiento verde, rendimiento empresarial sostenibleResumen
Este estudio busca analizar cómo el liderazgo transformacional verde, la innovación verde y las estrategias de marketing contribuyen conjuntamente al rendimiento empresarial sostenible en el contexto de la economía verde y sostenible. La investigación aborda el problema de la fragmentación de la literatura sobre sostenibilidad, donde el liderazgo, la innovación y el marketing a menudo se examinan de forma aislada. Esto es relevante debido a la creciente presión sobre las empresas para conciliar la responsabilidad ambiental con la competitividad económica. Metodológicamente, se empleó un enfoque teórico y documental, utilizando una revisión bibliográfica estructurada como método principal. El análisis se basó en artículos académicos indexados en Scopus y Web of Science, así como en informes de organizaciones reconocidas internacionalmente, que abarcan el período comprendido entre 2000 y 2023. Los resultados indican que la creación de valor sostenible en la economía verde depende de la alineación estratégica entre las capacidades de innovación impulsadas por el liderazgo y las estrategias de marketing orientadas al mercado, lo que demuestra que la sostenibilidad se convierte en una fuente de ventaja competitiva cuando se traduce eficazmente en valor de mercado y legitimidad. Además, se identificó que las políticas públicas y los marcos institucionales desempeñan un papel facilitador en el apoyo al crecimiento verde, lo que contribuye a comprender las condiciones bajo las cuales las iniciativas orientadas a la sostenibilidad generan rentabilidad económica a largo plazo. La principal contribución de este estudio reside en la integración del liderazgo transformacional verde, la innovación verde y el marketing dentro de un marco unificado de creación de valor, lo que proporciona perspectivas sobre cómo la sostenibilidad trasciende la legitimidad simbólica para convertirse en un motor de ventaja competitiva. Estos hallazgos tienen implicaciones para gerentes, legisladores y organizaciones que buscan alinear la sostenibilidad con la toma de decisiones estratégicas y ampliar el conocimiento sobre el crecimiento verde y las estrategias empresariales sostenibles
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Derechos de autor 2026 Thel Augusto Monteiro- Antonio Carlos Guadin- Hygino Canhadas Belli- Angela Albu
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
