How do ESG pillars impact firms' marketing performance? A configurational analysis in the pharmaceutical sector
This study is the first to employ configurational analysis to investigate combinations of ESG pillars that lead firms to achieve higher levels of marketing performance. In this pioneering approach, using a fuzzy-set qualitative comparative analysis (fs-QCA) and data from the largest European listed companies belonging to the pharmaceutical industry in the year 2019, our results identify two different causal configurations that lead to higher marketing performance.