Sustainable Practices in Operations and Marketing Management: A Review of Emerging Insights

Abstract

Sustainability has become a strategic imperative for organisations worldwide, urging firms to integrate environmental, social, and economic considerations into both operational and marketing practices. This review synthesises recent literature on sustainable operations management (OM) and marketing management (MM), highlighting emerging trends, integration opportunities, and challenges. The study explores drivers, enablers, and barriers to sustainability adoption and proposes a conceptual framework linking sustainable operational practices to marketing outcomes. Empirical examples illustrate how companies achieve competitive advantage, enhance brand reputation, and foster long-term organisational resilience through integrated sustainable strategies.