A qualitative study on sustainable marketing and strategy applied to creation of value according to SDG’s 2030

The main purpose of this research is to highlight the role of sustainable marketing and strategy as business disciplines, oriented to develop solid strategies aimed at meeting the corporate objectives and the Sustainable Development Goals (SDGs) 2030 of the United Nations. This work, in its initial stages, is focusing on documenting the experiences of entrepreneurs and organizations from various industries in Baja California, Mexico, such as medical, maquila, transportation, electronics, electro domestics, restaurants, quality, entrepreneurship, among other relevant local industries. With this, it ca n be implied that sustainable precepts, according to SDGs 2030, are a parameter of certainty that companies and the private sector can take advantage to rethink their traditional objectives and generate strategies focused on sustainable development. And it is in this balance where the efforts of those companies defined or conceptualized as sustainable are mainly concentrated. To visualize how the companies participating in the study plan to integrate their objectives and strategies into the 2030 Sustainable Development Goals (UN), a qualitative study (focus group session) with 11 participants of different industries and corporate concepts is presented with its results. Participants are part of an academic course (Sustainable Business), which is aimed to improve conscience and value of sustainable precepts applied to business. The main results of the focus group establish the testimony of participants, who enhance the strategic planning elements of their companies and their business objectives that can be matched with the United Nations (UN) SDGs 2030. Also, results show the application of these objectives to create innovative strategies of business and marketing with a sustainable approach and orientation.