Sustainable lean marketing orientation a study across public banks private banks and post offices

Abstract

This study explores sustainable lean marketing orientation within northern India s financial services sector, focusing on public and private sector banks and post offices. It examines the relationships among sustainable lean marketing orientation, corporate reputation, sustainable competitive advantage, and performance. Utilizing a mixed methods approach grounded in dynamic capability theory, the research integrates 36 qualitative interviews with managers and quantitative analysis of data from 480 senior and middle management employees, analyzed using SPSS and Smart PLS software. The study introduces Organization Learning Capability (OLC) and Perceived Corporate Reputation (PERCREP) as novel constructs. Of the ten hypotheses tested, nine were empirically validated. The findings provide strategic insights into how sustainable lean marketing orientation impacts competitive advantage and corporate reputation, contributing valuable knowledge for decision-making within the financial services industry. newline