Prioritizing Sustainable Marketing Innovation for Pharmaceutical Firms in Indonesia

Abstract

The Indonesian pharmaceutical industry faces increasing pressure to achieve sustainable performance amid regulatory constraints and evolving healthcare demands. This study aims to identify and prioritize strategic dimensions of sustainable marketing innovation using the Fuzzy Analytic Hierarchy Process (Fuzzy AHP). Expert judgments were collected from eight senior professionals across academia, industry, and government through structured online questionnaires and digital interviews. Six innovation dimensions (product, process, organization, price, promotion, and distribution) were evaluated. The analysis produced normalized priority weights, revealing that promotion (0.2384) and process (0.2253) innovations ranked highest, followed by product (0.1790) and price (0.1699), while distribution (0.1202) and organization (0.0672) held lower importance. These results highlight the critical role of ethical promotion, digital engagement, and operational excellence in strengthening competitive and sustainable market performance. A sensitivity analysis confirmed the stability of these rankings across varying fuzzification scales. By integrating the Resource-Based View (RBV) with Fuzzy AHP, this study contributes a reproducible framework for transforming expert knowledge into strategic priorities under uncertainty. The findings offer practical guidance for pharmaceutical firms to allocate innovation resources more effectively and enhance long-term sustainability.