Towards sustainable organizations through purpose-driven and customer-centric strategies

This study addresses a critical gap in sustainability theories by examining how organizations can strategically achieve sustainability through the adoption of customer-centric and corporate purpose strategies, which are fundamental in marketing and corporate fields. Our approach is underpinned by a rigorous literature review that includes systematic methodology and thorough qualitative analysis, through which we meticulously analyzed 101 selected documents from an initial pool of 559. The findings reveal a discernible trend in the literature, highlighting the significance of customer-centricity and corporate purpose. Key relationships are identified, including their impact on customer preferences, corporate culture, values, organizational performance, and sustainability outcomes. While this research focuses on the integration of customer-centricity and corporate purpose, it calls for further exploration of additional dimensions and variables that influence their relationship with sustainability. This literature review breaks new ground by directly examining the interplay between customer-centricity and corporate purpose, which play pivotal roles in enhancing organizational sustainability. We offer actionable recommendations for organizations aiming to embrace customer-centricity while remaining steadfast in fulfilling their corporate purpose. These recommendations include establishing robust relationships with customers, aligning organizational values with customer expectations, and embedding sustainable practices into corporate strategies to enhance long-term sustainability. Building strong connections with customers, employees, and stakeholders is instrumental in achieving these sustainability objectives, thereby underscoring the pivotal roles of customer-centricity and corporate purpose in enhancing organizational sustainability.