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Sustainable value creation in global marketing decisions: a systematic PRISMA review of PROMETHEE applications

Research Article

Authors: Theodore Tarnanidis, Jason Papathanasiou, Bertrand Mareschal, Maro Vlachopoulou, Vijaya Kittu Manda & Bruno Sousa

DOI: https://doi.org/10.1057/s41270-026-00486-y

Journal Name: Journal of Marketing Analytics; ISSN: Electronic ISSN: 2050-3326; Print ISSN: 2050-3318

Publisher: SpringerNature

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Publication Date: May 29, 2026

Pages: 26 pages

Abstract: The decision-making process for global marketing is becoming more complex, as it entails balancing economic performance with environmental and social sustainability across diverse international markets. The focus of this study is sustainability-oriented and green marketing decisions, as it reviews and analyzes, using bibliometric methods and PROMETHEE-based applications, marketing research published between 2015 and 2025. In accordance with the PRISMA 2020 guidelines, 42 peer-reviewed articles were analyzed using transparent, reproducible methods. The findings indicate a substantial use of PROMETHEE in selecting markets, developing products and services, planning channels and retail locations, pricing, and benchmarking customer satisfaction. Importantly, the study finds that sustainability is an integral part of marketing decision-making rather than a separate research stream, revealing that sustainability criteria are often applied implicitly, despite limited explicit framing in green marketing theory. The results suggest that hybrid decision-support approaches are increasingly being integrated, highlighting PROMETHEE's potential to support the evaluation of sustainability-related trade-offs and to identify research gaps.

Keywords: Global marketing systems, Marketing decision-making, Macromarketing, PROMETHEE, Multi-criteria decision analysis, Sustainability trade-offs, PRISMA systematic review, Value-based decision support

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