incorporation of an economic rationale into management. Azad et al. (2018) concentrate on Bangladesh's big pharmaceutical firms and their competence in process patent operations rather than product patents. Nino-Amezquita et al. (2017) look at the Indian pharmaceutical sector, which is extremely fragmented and lacks generic-based R&D activity. Menzel et al. (2010) undertake a study of firms' annual and sustainability reports, as well as changes in their resource and financial performance. Holistic approaches to sustainability. Corporate sustainability, which has its roots in a global framework, is defined as "meeting the needs of a firm's direct and indirect stakeholders (such as shareholders, employees, clients, pressure groups, communities, etc.) without jeopardizing its ability to meet the needs of future stakeholders as well" (Dyllick and Hockerts, 2002). In the pharmaceutical business, Leonard and Schneider (2004) take a comprehensive approach to sustainability that considers not just profits but also people and the environment. They propose that integrated sustainability initiatives and business goals be aligned so that sustainability initiatives in all aspects e.g., environmental, social, and economic e are assessed, appraised, and managed in the same way that conventional business drivers are. Chaturvedi et al. (2017) explore how pharmaceutical firms balance environmental sustainability with societal economic and social well-being. Corporate sustainability may also be improved by forming strategic relationships with non-profit groups to ensure that sustainable efforts are effective (Hansen et al., 2010). Notes References Marketing strategy Marketing