An Exploration of Start-ups’ Sustainable Marketing Orientation (SMO) (CROSBI ID 284938)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Sinčić Ćorić, Dubravka ; Lučić, Andrea ; Brečić, Ružica ; Šević, Aleksandar ; Šević, Željko
engleski
An Exploration of Start-ups’ Sustainable Marketing Orientation (SMO)
In this manuscript, we explore the implementation of sustainable marketing orientation (SMO) within the start-up context. SMO is modelled as a three- dimensional formative construct comprising strategic integration, societal engagement, and ethical capabilities. In addition, in this study, we expand knowledge by extending the SMO literature and building ties between the theory of planned behaviour and sustainable marketing theoretical perspectives, by integrating attitudes, subjective norms, behavioural control of managers, and implementation of SMO in a single model. With the analysis of structural equation modelling, we confirmed the three-dimensional SMO and its contribution to start-ups' profitability. Moreover, we proved that attitudes are marginal, whereas subjective norm and perceived behavioural control are a very strong predictor of SMO. Finally, by using the cluster analysis, we revealed that B2B start-ups have lower levels of strategic integration, societal engagement, and ethical capabilities, as opposed to B2C start-ups.
Sustainable marketing orientation ; Sustainable marketing strategy ; Start-ups ; Theory of planned behaviour ; Performance
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
Podaci o izdanju
91
2020.
176-186
objavljeno
0019-8501
1873-2062
10.1016/j.indmarman.2020.09.002