Análisis estratégico de sostenibilidad en la producción de adornos navideños artesanales. Caso de estudio

Abstract

Strategic sustainability in companies, marked by financial transparency and commitment to development, influences their results and relations with society. In the context of environmental awareness, companies face demands from diverse stakeholders, from investors to ethical consumers. The article “Strategic Analysis of Sustainability in the Production of Handmade Christmas Decorations. A Case Study” is based on theories such as Marketing Mix, Sustainable Innovation, Stakeholders, Resources and Capabilities, and Corporate Social Responsibility. Its positivist and quantitative methodological approach addresses sustainability in producing handcrafted Christmas decorations. The objectives include understanding strategic sustainability, tracing applied theories, applying validated instruments, and presenting results. The article aims to analyze strategic sustainability in the production of handmade Christmas decorations, identifying its relationship with increased sales, which means, whether strategic sustainability explains the increase in sales. The research demonstrates that sales of handmade Christmas decorations increase through the marketing mix and sustainable innovation. Keywords: handicrafts, strategies, innovation, marketing, sustainability.