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The Green Engine of Growth: Unraveling the impact of ESG, green marketing, R&D investments and sustainable innovation on business expansion

Mavrea Anna

Πλήρης Εγγραφή

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Περίληψη

The pursuit of sustainable development has become an integral part of contemporary business strategies, as organizations recognize the importance of environmental, social, and governance (ESG) practices in fostering long-term growth. This master thesis aims to unravel the impact of ESG, green marketing, research, and development (R&D) investments, and sustainable innovation on business expansion. By exploring the interplay between these key factors, this study seeks to provide valuable insights into how organizations can leverage sustainable practices to drive their growth and competitiveness in the market. The research methodology employed in this study includes a quantitative analysis. A questionnaire survey will be administered to a diverse sample of companies operating in various industries, ranging from small enterprises to large multinational corporations. The questionnaire will focus on gathering data related to the implementation of ESG practices, the adoption of green marketing strategies, the allocation of R&D investments towards sustainability initiatives, and the impact of sustainable innovation on business expansion. The data collected through the questionnaire will be analyzed using statistical techniques to examine the relationships between ESG, green marketing, R&D investments, sustainable innovation, and business expansion. The findings of this research have the potential to contribute significantly to the existing body of knowledge on sustainable business practices. The results will shed light on the extent to which ESG practices, green marketing strategies, R&D investments, and sustainable innovation positively influence business expansion. Moreover, the study will identify specific drivers and barriers that organizations encounter when implementing sustainable practices, offering valuable recommendations for enhancing their effectiveness and impact on growth.

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