Innovative Strategies for Integrating Sustainable Development and Organizational Profitability

Abstract

This study aims to examine innovative strategies for integrating sustainable development and organizational profitability. This research employed a qualitative approach using semi-structured interviews for data collection. Participants included 33 managers, experts, and specialists in sustainable development and organizational management in Tehran, selected through purposive sampling. Data were analyzed using open, axial, and selective coding with NVivo software, and data collection ceased upon reaching theoretical saturation. The results indicated that organizations adopt strategies such as developing sustainable business models, innovating green technologies, and implementing sustainable marketing approaches to integrate sustainability and profitability. However, several challenges, including economic and financial constraints, organizational resistance to sustainability changes, and a lack of supportive incentives, hinder the effective implementation of these strategies. Additionally, organizations that successfully implemented these strategies experienced enhanced productivity, improved brand image, and increased competitive advantage. Integrating sustainable development and organizational profitability presents multiple challenges, yet adopting innovative strategies in business models, green technologies, and sustainable marketing can enhance competitiveness, reduce operational costs, and improve organizational performance. Financial support, managerial mindset shifts, and employee awareness of sustainability's importance can mitigate existing barriers.