Factors Influencing Sustainable Marketing Strategic Orientation in Team Resilience and Absorptive Capacity (A Case Study of Knowledge-Based Firms)

Abstract

The main objective of the present study is to design a model of the factors influencing sustainable marketing strategic orientation in team resilience and absorptive capacity. To achieve this aim, the research employs a mixed-method approach, combining qualitative grounded theory and quantitative structural equation modeling for data analysis. Two types of questionnaires were used for data collection: an unstructured qualitative questionnaire and a structured quantitative questionnaire. The statistical population of this study consists of business experts and scholars, including university professors in fields related to management, marketing, entrepreneurship, and innovation, as well as managers of knowledge-based companies at operational, middle, and senior levels active in the financial sector, along with senior managers of knowledge-based enterprises located in science and technology parks in Tehran. Based on the results, a model was developed comprising four main dimensions: contextual factors, intervening factors, team resilience, and absorptive capacity. The findings indicate that contextual factors (β = 0.360, P = 0.00) and intervening factors (β = 0.246, P = 0.00), along with absorptive capacity (β = 0.354, P = 0.00), exert a direct and significant effect on enhancing sustainable marketing strategic orientation and team resilience (β = 0.448, P = 0.00). These findings are fully consistent with previous studies.

Finally, it can be stated that the contextual and interfering factors in the strategic orientation of sustainable marketing relying on absorption capacity and team resilience have not been considered in previous research.

This model can guide managers and senior strategic planners of knowledge-based businesses and companies in planning strategic direction to strengthen team absorption capacity and resilience.

Therefore, the main purpose of this study is to design a model of factors affecting the strategic orientation of sustainable marketing in team resilience and absorptive capacity in knowledge-based companies. This capacity includes the organization's ability to acquire, absorb, transfer, and

The application of new knowledge is important, and the results show that organizations with higher levels of absorptive capacity are better able to integrate green ideas and technologies into their marketing activities. Components such as the acceptance of innovation, the organization's ability to learn from environmental changes, and adapt to market conditions are key factors in improving absorptive capacity. This

The findings indicate that absorptive capacity not only helps transfer sustainable knowledge from the environment, but also accelerates the institutionalization of sustainable behaviors in teams. As a result, increasing absorptive capacity makes sustainable marketing orientation have a more effective impact on team resilience and strengthens the learning, innovation, and adaptation cycle in the organization.

Components such as the team's ability to deal with crises, crisis management, and intra-team coordination play a key role in strengthening this resilience. The results show that when the organization uses sustainable approaches to marketing and decision-making, team members experience greater cohesion, continuous learning, and adaptability to environmental changes.

In addition, an efficient team structure and continuous organizational learning enable teams to not only survive in crisis situations but also exploit crises to improve their performance. In

Ultimately, it can be said that team resilience in this framework is a practical consequence of the organization's sustainable orientations and a symbol of collective adaptive capacity in the face of environmental uncertainties.