engleski

Sustainability marketing in Croatia

Problem: Since its first appearance, the term “sustainability marketing” raises interest among academics and practitioners. Although present for nearly thirty years, it is believed that the practice is still embryonic. In this paper authors firstly present the evolution and theoretical background of the concept of “sustainability marketing”, and then they show the results of the analysis of the level of implementation of sustainable marketing practices in companies operating on the Croatian market. Methodology: In depth interviews have been conducted with marketing managers in companies that were leaders in application of sustainability marketing in Croatia, and their responsibility was implementation of sustainability strategies. Qualitative data were analyzed by the content analysis, triangulation and opinion grouping. Results: The results indicate that managers report strong positive relationship between implementation of sustainability marketing in their companies and its increased competitiveness.

sustainability marketing, competitive advantage, marketing, Croatia

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