Naslov
Socially Responsible Communication Strategies of Sustainable Development

Autori
Hunjet, Anica ; Vuković, Dijana ; Jurič, Boris

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

Izvornik
Reconciling the Traditional and Contemporary, The New Integrated Communication, Proceedings / Jugo, Damir - Zagreb : Veleučilište Edward Bernays, 2015, 636-648

ISBN
978-953-58317-2-3

Skup
Communication Management forum 2015

Mjesto i datum
Zagreb, Hrvatska, 07.05.2015. - 08.05.2015

Vrsta sudjelovanja
Poster

Vrsta recenzije
Recenziran

Ključne riječi
communication strategies, sustainable development, competitive advantages

Sažetak
The role of communication in socially responsible companies is becoming increasingly important on the dynamic and turbulent market that offers its customers a wide range of products. In the past few years there has been a significant development of ecological awareness in doing business in which the communication with stakeholders plays an important role. Efficient communication demands identifying an adequate business strategy, which will be socially responsible and support sustainable development at the same time. Corporate social responsibility of modern companies reflected in the protection of the environment is an integral part of communication strategies through which clear social responsibility, environment protection and competitive edge is achieved. Strategic management is expected to have a proactive role in the development of corporate social responsibility regarding environment protection in the function of realizing the concept of sustainable development on the one hand, and the increase of competitive advantages on the other. The task of marketing managers is to identify socially responsible strategies, adapt the right socially responsible communication strategies which will satisfy social and economic needs as well as the needs of end consumers who expect increased ecological awareness implemented in the strategies of socially responsible companies.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA