Transformation of MSME Marketing Towards Sustainability: Strategies and Implementation

Micro, Small, and Medium Enterprises (MSMEs) serve as a fundamental pillar for both national and global economic development. However, their sustainability is often threatened by limited resources and the use of conventional marketing strategies that fail to adapt to dynamic market environments. This study aims to explore the marketing transformation required to improve the sustainability of MSMEs through strategic frameworks that are both adaptive and context-specific. Using a qualitative research method based on a comprehensive literature review of international scholarly publications, this research identifies critical elements of marketing strategy—including digital adaptation, customer relationship management, and value-based branding—that can be leveraged to enhance MSME competitiveness. The findings suggest that a shift toward integrated and digital marketing approaches, combined with an understanding of local consumer behavior, can significantly increase the resilience and long-term viability of MSMEs. The research provides practical implications for policymakers, business advisors, and MSME owners to reframe marketing practices in a way that aligns with contemporary economic challenges and consumer expectations.