Exploring the Impact of Geopolitical Uncertainty on Sustainable Development: Insights from B2B Marketing across Global Economic Blocks

Mohamad Saleh^*
*Correspondence: Mohamad Saleh, Department of Entrepreneurship, Management and Organisation, Hanken School of Economics, Helsinki, Finland, Email:

Introduction

In an era marked by geopolitical tensions and economic policy uncertainty, the role of business-to-business marketing channels in driving sustainable development has come under scrutiny. This short communication article explores recent research findings that delve into the complex interplay between geopolitical dynamics, B2B marketing, and sustainable development within the contexts of the G20, G7, and BRICS blocks. The study employs a novel approach, examining the effects of geopolitical and economic policy uncertainty on sustainable development outcomes via the B2B marketing channel. Utilizing the framework of quantiles via moments approach, the research analyzes data across different quantiles to capture nuanced variations in the relationship between geopolitical tensions and industrial value-added, a key indicator of sustainable development.

Description

The research yields insightful findings that shed light on the differential impact of geopolitical tensions on industrial value-added triggered by B2B marketing across the G20, G7, and BRICS blocks. In the BRICS block, characterized by emerging economies with diverse geopolitical landscapes, the study identifies a negative effect of geopolitical tension on industrial value-added facilitated by B2B marketing efforts. This suggests that heightened geopolitical uncertainty within the BRICS nations adversely affects the ability of B2B marketing initiatives to drive industrial value addition, thereby impeding sustainable development efforts [1].

Conversely, the study reveals a contrasting scenario within the G20 and G7 nations, where geopolitical tensions have no discernible impact on industrial value-added or sustainable development outcomes. Despite being subject to global geopolitical dynamics, the advanced economies within the G20 and G7 blocks appear resilient to the effects of geopolitical uncertainty when facilitated through the B2B marketing channel. This finding underscores the relative stability and robustness of industrial value-added and sustainable development initiatives within these economic blocks [2].

The research highlights the pivotal role of B2B marketing in driving industrial value addition, a crucial component of sustainable development agendas. By augmenting industrial value-added through targeted marketing efforts, businesses can contribute positively to sustainable development goals, fostering economic growth, job creation, and innovation [3]. Moreover, the findings underscore the importance of considering geopolitical dynamics when formulating B2B marketing strategies, particularly in regions characterized by heightened uncertainty such as the BRICS block. By integrating geopolitical risk assessments into marketing planning processes, businesses can mitigate potential challenges and capitalize on emerging opportunities, enhancing their resilience in volatile environments [4,5].

Conclusion

In conclusion, this study provides valuable insights into the intricate relationship between geopolitical uncertainty, B2B marketing, and sustainable development outcomes across global economic blocks. While geopolitical tensions exert a negative influence on industrial value-added in the BRICS block, the resilience of advanced economies within the G20 and G7 suggests a more nuanced landscape of geopolitical risk exposure. Moving forward, future research could explore additional factors influencing the relationship between geopolitical dynamics, B2B marketing, and sustainable development, such as technological innovation, regulatory frameworks, and stakeholder engagement strategies. By deepening our understanding of these dynamics, we can develop more informed strategies to navigate geopolitical uncertainty and drive sustainable development through B2B marketing channels on a global scale.

Acknowledgement

None.

Conflict of Interest

None.

References

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