ESG AS A MARKETING STRATEGY: A DISCUSSION FROM THE PERSPECTIVE OF RESOURCE DEPENDENCE THEORY

This study presents a discussion on ESG as a marketing strategy from the perspective of the Resource Dependence Theory. By relating and discussing the main assumptions of the Resource Dependence Theory, this theoretical essay seeks to understand how organizations manage their resources to achieve business success. The study first presents the theoretical concepts separately: marketing strategy, ESG and positioning, and the Resource Dependence Theory, and concludes by addressing the relationships and implications found among them. The main relationships identified indicate that ESG is a resource to generate market positioning. This positioning functions as both a marketing strategy and a key resource for organizational success. The control and evaluation of positioning act as measures to prevent uncertainties and contingencies encountered in the environment.