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Iterative Sustainable Practices Fosters Conglomeration in a First-Generation Entrepreneur an Analysis of KPR Group Using Integrative Justice Model

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Issue Abstract

Abstract 

Amidst a highly competitive market, sustainability practices in marketing are vital for business owners looking in new areas, competing against established companies, and guarantee sustainable business growth over the long term. This research examines the ways in which these entrepreneurs implement sustainable marketing practices employing an Integrative Justice Model (IJM) as a conceptual framework. Through one case study on KPR Mills, the researcher examines the existence of sustainable marketing practices in a first-generation portfolio business. The study moved in the ways in which concepts like fairness stakeholder dignity, mutual valuation, as well as long-term social well-being are integrated in marketing plans. The analysis shows that sustainable strategies helps entrepreneurs build trust relationships with customers in addition of having advantage in competition. These practices ultimately aid in sustained growth of the business and the development of the institution in to a multi-faceted portfolio entrepreneur in conglomerate business.

Keywords:  Sustainable Marketing, Integrative Justice Model, First-Generation Portfolio Entrepreneur, Long-Term Sustainability.

Author Information
R.Soniya Doctoral Research Scholar, Department of Management Studies, G. Magesh Kuttalam Assistant Professor, Department of Management Studies Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli, TamilNadu, India.
Issue No
3
Volume No
12
Issue Publish Date
05 Mar 2026
Issue Pages
104-116

Issue References

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