Naslov
Application of Sustainability Marketing Practice Among Croatian Top Brands

Autori
Palić, Mirko ; Bedek, Andrea

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
5th International Conference: An Enterprise Odyssey: From Crisis to Prosperity – Challenges for Government and Business - Conference Proceedings / Galetić, L., Spremić, M., Ivanov, M. - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2010, 1143-1456

ISBN
978-953-6025-33-6

Skup
5th International Conference: An Enterprise Odyssey: From Crisis to Prosperity – Challenges for Government and Business

Mjesto i datum
Opatija, Hrvatska, 26.05.2010. - 29.05.2010

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
sustainability marketing; Croatia; sustainability branding; marketing

Sažetak
The concept of sustainability and sustainable development has evoked widespread interests and concerns both in business and among academicians. Marketing being a central business discipline and furthermore probably the discipline that is most preoccupied with the linkage between the firm and the environment in which the firm is embedded, including natural and other non-renewable resources, should be the core origin and the central aspect of firm’s focus on sustainability. An increase in a company’s level of sustainability is linked with application of new technologies and innovations in business processes, as well as with marketing and creation of partner relationship with consumers. Sustainable production must now be connected with a sustainable consumption and therefore sustainable marketing has a critical role in leveraging the company’s sustainability credentials to build brand equity. The importance of shifting marketing strategy toward sustainable marketing is a result of a global changes in recent decade that have led to the radical changes in consumer behavior, and predictions that in a future consumers will be increasingly sensitive toward ecological, social, ethical and other sustainable issues. In the year 2050 the estimated global population will reach 9 billion people and degradation of ecosystem caused by the contemporary “überconsumer” lifestyle which is neglecting the resource limitations of the planet is already reaching 60%. Combined with 60% of GDP that is accounted for consumer spending, i.e. on personal products and services, implementation of sustainable marketing is no longer an option, it is a demand that might prove to be an important source of competitive advantage in a very near future. The goal of this paper is to through the means of conducted empirical research provide an insight to the degree of which the top brands and their producers on Croatian market apply specific elements of sustainable marketing. The paper also examines the ways in which marketing practices can become more sustainable as this is an industry issue of key importance and one which all organizations, large and small must tackle if they want to thrive and successfully develop value for their stakeholders in the future.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA