Public Policy as a Catalyst for Marketing-Driven Innovation: Financial Implications for Sustainable Business Models in Emerging Economies

Abstract

In emerging economies, the pursuit of sustainable business models increasingly intersects with marketing-driven innovation and public policy frameworks. This paper conducts a structured literature review to explore how public policy acts as a catalyst for marketing orientation, fostering innovation that influences financial structures and governance practices. By synthesizing academic research, policy documents, and sectoral reports, the study identifies key mechanisms through which fiscal incentives, regulatory mandates, and sustainability agendas shape strategic alignment between market responsiveness and financial resilience. The review highlights conceptual linkages between innovation, ESG integration, and financial accountability, offering a theoretical framework for future empirical investigation. This paper contributes to the discourse on sustainable business transformation by bridging marketing strategy, innovation dynamics, and public policy in the context of financial governance.