Economic and Marketing Determinants of Sustainable Development Based on the EСG Approach

Abstract

The article examines the economic and marketing determinants of enterprise sustainable development within the context of the integrative EСG approach, which combines economic (E), marketing/client-oriented (С), and managerial (G) components into a unified analytical system. The relevance of the study is driven by increasing turbulence in the external environment, transformation of market mechanisms, digitalization of the economy, and the need to develop new approaches to ensuring the long-term resilience of socioeconomic systems. It is substantiated that traditional models of sustainable development, which consider economic and marketing factors in isolation, fail to provide sufficient analytical depth and do not fully capture the effects of their interaction. The study develops a system of key determinants of sustainable development, encompassing resource efficiency, innovation potential, financial stability, client orientation, brand capital, digital consumer interaction, strategic management, and organizational flexibility. It is found that the synergistic interaction of these factors determines the level of enterprise resilience under conditions of a volatile external environment. An integral model for assessing sustainable development is proposed, represented as a weighted additive function S = αE + βС + γG, where the weighting coefficients reflect the relative significance of each group of determinants and may vary depending on industry specifics and the stage of the enterprise life cycle. Additionally, a synergy coefficient is introduced to evaluate the effect of interaction among system components and to identify the added value generated through their integration. The proposed approaches enable both quantitative and qualitative assessment of sustainable development, providing its interpretation through a system of gradations and analytical indicators. The scientific novelty lies in enhancing the conception of sustainable development through the integration of economic and marketing determinants within the ECG framework, developing an adaptive evaluation model with variable weighting coefficients, and introducing a tool for measuring the synergistic effect. The results obtained expand theoretical understanding of the nature of sustainable development and create a foundation for further research in the field of strategic management and enterprise economics.