Marketing Strategy Integration as an Organizational Capability for Product Innovation Production Improvement and Sustainable Growth

Integration of new marketing strategies is crucial in today's competitive business environment to increase the growth of a company. Innovations, business growth, and Production Boost remain difficult to attain for organizations while reducing customer dissatisfaction due to poor integration of marketing strategy. This study explores how marketing strategy integration affects production boost. A quantitative cross-sectional design with a survey questionnaire was employed for gathering data from 332 participants, including marketing and production professionals. A purposive sampling technique was used to select the participants. SmartPLS 4 was used to evaluate the proposed conceptual framework, and IBM SPSS Statistics was used for preliminary statistical analysis. The integration of marketing strategies increases product innovation (β = 0.365), which leads to product boost (β = 0.167) and sustainable business growth (β = 0.269). Implementing effective marketing strategies helps organisations better prepare to understand customer preferences and decrease negative customer feedback (β = –0.268). This study provides unique insights into how strengthening the alignment between marketing and production functions can boost production by implementing innovation. The effect of marketing integration provides a comprehensive view to improve organizational value. The marketing strategy integration is a useful organizational competency that boosts innovation, increases operational Production Boost, supports sustainable business expansion, and minimizes negative customer reactions. Thus, marketing strategies, along with product innovation, are crucial for a firm to boost its productivity.