Convergence of Strategic Leadership, Quality Management and CSR in Marketing Management

Abstract

The purpose of this article is to substantiate the theoretical and practical foundations of the convergence of leadership, quality management, and corporate social responsibility (CSR) within the marketing management system to build consumer trust and enhance a company’s sales performance in the context of business digitalization. The methodological basis of the study is a systems approach, which allowed for the consideration of leadership, quality management, and CSR as interrelated components of marketing management. The study employs methods of analysis and synthesis, generalization, comparative analysis, logical modeling, and tabular generalization to identify the interrelationships between leadership, the quality management system, CSR, consumer trust, and sales performance. The method of logical modeling was applied to develop the author’s conceptual model of the convergence of strategic leadership, quality management, and CSR within an enterprise’s marketing management system.

The study’s findings indicate that the integration of managerial, quality-oriented, and socially responsible approaches contributes to the development of a customer-centric corporate culture, strengthens consumer trust, and enhances customer loyalty and sales performance. The study examined the impact of leadership, quality management, CSR, and digital communications on the creation of a positive customer experience and the effectiveness of marketing activities. Strategic directions for integrating the principles of leadership, quality management, and CSR into the enterprise’s marketing management system are proposed.

Conclusions. The convergence of leadership, quality management, and CSR leads to increased consumer trust, a stronger brand reputation, and improved sales performance. The practical implementation of an integrated approach contributes to enhancing the company’s competitiveness, developing long-term relationships with customers, and ensuring business sustainability. The practical significance of the results lies in the possibility of using the proposed strategic directions to improve marketing management and increase sales performance.