EMPLOYING THE SOSTAC STRATEGY TO IMPROVE SUSTAINABLE MARKETING PERFORMANCE

Abstract

The research aims to diagnose the role of the SOSTAC strategy in achieving sustainable marketing performance. To achieve the research objectives, an electronic form was used and distributed to small virtual companies with virtual marketing activity. The response was received from 100 small-sized companies whose human staff does not exceed five people. The data was analyzed through a package of statistical tools and methods, and the most prominent results were the presence of a strong and significant correlation for the SOSTAC strategy variable and the sustainable marketing performance variable. The research reached a set of recommendations, the most important of which is the possibility of applying them in small companies to measure the impact of the research dimensions and the extent of their application in larger societies.