Although corporate sustainability usually refers to green business or environmental concerns, from a perspective of growth and stability of business in the market, sustainability is basically the ability to withstand market competition. In view of today’s competitive environment and the increasing number of businesses that fail, it is important to focus on sustainability of business to withstand competition in the market.

In my book, Sustainable Growth in Global Markets: Strategic Choices and Managerial Implications, I explore the factors that sustain businesses in the market despite intense competition and changes in organizational behavior. I discuss the concepts of marketing management in doing business in international destinations, and analyze the abilities of companies to do business in international markets.

In the “market chaos” of today, a company’s ability to be sustainable in the market depends in part on high brand equity and consumer loyalty. This is the phase in which companies strengthen their corporate reputation, build global brands, and gain competitive advantage over the other companies. Sustainable business is largely customer-centric and appeals to mass-market segments.

Furthermore, businesses must have a long-term international expansion strategy to survive. However, it is not easy for any company to break into international markets: businesses need to consider macro- and micro-economic, market competition, technological, and governmental factors, but above all, they must make complex strategic choices when forging and implementing a short-term strategy. The speed of strategy implementation matters in the marketplace today to gain the first mover advantage. But at the same time, only the companies able to make right strategic choice are found fit to do business in the international destinations.

These businesses gain competitive advantage mainly by investing in innovation and technology, driving product differentiation. Such efforts stimulate the consumer preferences and companies that are successful in building technology-led product differentiation and generate consumer preferences take the first mover advantage and emerge as market leaders.

In my book, I also analyzes the success factors of companies in international markets, the role of leadership in international business, and the emerging trends toward building an innovative company.

Although corporate sustainability usually refers to green business or environmental concerns, from a perspective of growth and stability of business in the market, sustainability is basically the ability to withstand market competition. In view of today’s competitive environment and the increasing number of businesses that fail, it is important to focus on sustainability of business to withstand competition in the market.

In my book, Sustainable Growth in Global Markets: Strategic Choices and Managerial Implications, I explore the factors that sustain businesses in the market despite intense competition and changes in organizational behavior. I discuss the concepts of marketing management in doing business in international destinations, and analyze the abilities of companies to do business in international markets.

In the “market chaos” of today, a company’s ability to be sustainable in the market depends in part on high brand equity and consumer loyalty. This is the phase in which companies strengthen their corporate reputation, build global brands, and gain competitive advantage over the other companies. Sustainable business is largely customer-centric and appeals to mass-market segments.

Furthermore, businesses must have a long-term international expansion strategy to survive. However, it is not easy for any company to break into international markets: businesses need to consider macro- and micro-economic, market competition, technological, and governmental factors, but above all, they must make complex strategic choices when forging and implementing a short-term strategy. The speed of strategy implementation matters in the marketplace today to gain the first mover advantage. But at the same time, only the companies able to make right strategic choice are found fit to do business in the international destinations.

These businesses gain competitive advantage mainly by investing in innovation and technology, driving product differentiation. Such efforts stimulate the consumer preferences and companies that are successful in building technology-led product differentiation and generate consumer preferences take the first mover advantage and emerge as market leaders.

In my book, I also analyzes the success factors of companies in international markets, the role of leadership in international business, and the emerging trends toward building an innovative company.