Business enterprises exist in a world that is fiercely competitive, tied with huge global uncertainties. They always encounter increasing pressure on prices and margins. Hence, irrespective of their domain of operations and industry, businesses are naturally concerned about their growth, specifically sustained profitable growth, in today’s world. Marketing is a key business function to market and lead a business towards sustained profitable growth but the problem is it lacks a systems perspective in its operations, strategy, and practice. Further, given the confluence and systemic interactions of various economic, digital, and competitive forces; the challenge for different business functions—including marketing—increases tremendously. In this context, it is important for business enterprises to have a systems perspective to find their ways to growth that will be sustained. This calls for a holistic approach to assimilate and steer the business functions in any enterprise. The present conceptual paper focuses on an important business function for sustained growth in a holistic way and presents a systems model, called ‘Value Based Business Approach (VBBA)-marketing’, which has potential to guide and steer companies and business enterprises to create a path for their sustained profitable growth.
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