Title: Sustainability marketing initiatives during the Syrian conflict: the role of international development projects

Authors: Ashraf M. Attia; Mostafa Shalaby; Rana A. Fakhr; Hibatullah Attia

Addresses: Marketing and Management Department, School of Business, State University of New York at Oswego, Oswego, NY 13126, USA ' Global Development Department, College of Agriculture and Life Sciences, Cornell University, Ithaca, NY 14850, USA ' Marketing and Management Department, School of Business, State University of New York at Oswego, Oswego, NY 13126, USA ' College of Media and Communication, State University of New York at Oswego, Oswego, NY 13126, USA

Abstract: This research addresses sustainability marketing initiatives and the role of international development projects in supporting the most vulnerable segments in the course of the conflict in Syria. The most vulnerable segments in this regard include both IDPs (internally displaced persons) and refugees in Syria and in neighbouring nations such as Turkey, Lebanon and Jordan. This research recognises the sustainability marketing initiatives and the contribution made by international development agencies in adopting and implementing development projects to help and uplift the status of IDPs and refugees during the Syrian conflict.

Keywords: sustainability marketing; sustainability; sustainability management; sustainability development; international development; social responsibility; Syria; Syrian refugees; internally displaced Syrians; refugees; internally displaced; vulnerable segments; Islamic marketing; Muslim world.

DOI: 10.1504/IJIMB.2019.10029050

International Journal of Islamic Marketing and Branding, 2019 Vol.4 No.3/4, pp.296 - 313

Received: 20 Jan 2020
Accepted: 31 Jan 2020

Published online: 04 May 2020 *

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