This study examines whether corporate social responsibility (CSR) contributes to sustainable competitive advantage in Latvian small and
medium-size enterprises (SMEs), and whether perceived implementation barriers reduce that effect. The study draws on a cross-sectional
survey sample of 729 SMEs operating in 14 industries. The analysis uses hierarchical ordinary least squares moderation models with meancentred variables and HC3 heteroskedasticity-robust standard errors, controlling for firm size, firm age, and industry. Five item-level moderation models were estimated to assess specific barriers. The results indicate a positive association between CSR engagement and sustainable competitive advantage. However, the expected weakening effect of implementation barriers is not supported. The overall interaction was not significant, and the barrier-specific effects lacked robustness. The findings suggest that perceived implementation barriers should be understood as contextual challenges and boundary conditions, rather than as fixed constraints on CSR-related competitive advantage. Future research should test these relationships with longitudinal, broader regional and multi-respondent designs.
Due to growing environmental concerns, green marketing has become increasingly important in meeting consumer demand and improving a brand’s image and reputation. Green marketing follows the same principles as traditional marketing, but focuses on using eco-friendly materials, production methods, packaging, pricing, distribution channels, and promotion. By incorporating green marketing into a branding strategy, companies can benefit by creating a solid brand image and strengthening their position in a highly competitive market. This paper is based on a review of literature, and aims to summarise and classify extant research on green marketing. The paper reviews green marketing as a new way of creating a sustainable competitive advantage. The literature review establishes the difference between traditional competitive advantage and sustainable competitive advantage. Finally, it introduces a conceptual framework for the development of sustainable competitive advantage, including relationship marketing, green marketing, and the components of traditional competitive advantage.