slo vak university of technology in bratislava
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SLO VAK UNIVERSITY OF TECHNOLOGY IN BRATISLAVA FACULTY OF MATERIALS SCIENCE AND TECHNOLOGY IN TRNAVA Institute of Industrial Engineering, Management and Quality. - PowerPoint PPT PresentationTRANSCRIPT
SLOVAK UNIVERSITY OF TECHNOLOGY IN BRATISLAVAFACULTY OF MATERIALS SCIENCE AND TECHNOLOGY IN TRNAVA
Institute of Industrial Engineering, Management and Quality
SUSTAINABLE MARKETING AS AN INSTRUMENT OF DEVELOPING A POSITIVE IMAGE OF INDUSTRIAL ENTERPRISES IN SLOVAKIA IN THE CONTEXT OF STRATEGY SUSTAINABLE CORPORATE SOCIAL
RESPONSIBILITY
Michaela TOKÁROVÁ, Gabriela HRDINOVÁ, Peter SAKÁL
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This paper was supported by the Slovak Research and Development Agency under the contract No. LPP-0384-09: “Concept HCS model 3E vs. Concept Corporate Social Responsibility (CSR).” The paper is
also a part of approved KEGA project No. 037STU-4/2012 “Implementation of the subject “Corporate Social Responsibility
Entrepreneurship” into the study programme Industrial management in the second degree at MTF STU Trnava”.
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LAYOUT
3. RECOMMENDATION FOR CREATING THE MODEL OF SUSTAINABLE ENTERPRISE
4. RECOMMENDATIONS FOR CREATING A SUSTAINABLE MARKETING STRATEGY
1. INTRODUCTION
5. CONCLUSION
2. SUSTAINABLE MARKETING AND ITS ROLE IN INDUSTRIAL ENTERPRISE
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“Development that meets the needs of today whilst not affecting the ability of future generations to meet their own needs” Brundtland Commission Report
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1. INTRODUCTION
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2. SUSTAINABLE MARKETING AND ITS ROLE IN INDUSTRIAL ENTERPRISE
CO-MAT-TECH 2012
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Applying the concept of sustainable marketing for the enterprise mean:
• new trade opportunities,• motivated and productive employees,• better relations with the environment and
stakeholders,• cost saving,
• responsibility for the environment,
• quality of products and services,• the profitability of the company.
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3. RECOMMENDATION FOR CREATING THE MODEL OF SUSTAINABLE ENTERPRISE
CO-MAT-TECH 2012
TRNAVA, 11 - 12 October 2012
We propose to establish the basic aspects of sustainable enterprise, which are the following principles and values of sustainability:• customers,• operations,• employees,• corporate culture,• social impacts on the environment,• continuous improvement and innovation.
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3. RECOMMENDATION FOR CREATING THE MODEL OF SUSTAINABLE ENTERPRISE
CO-MAT-TECH 2012
TRNAVA, 11 - 12 October 2012
The model of sustainable enterprise provides the following benefits:
• supports new and innovative way to lead and manage the organization,
• provides new insight into the way organizations work in business,
•provides benefits for all parties involved in the long run - employees,
suppliers, customers,
• improving the motivation that each member provides a share of future
enterprise success.
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4. RECOMMENDATIONS FOR CREATING A SUSTAINABLE MARKETING STRATEGY
.
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Actively engaging with
target customers
Integrate your employees into sustainability
Use technology
Sustainable marketing strategy
Create a sustainable
brand position
Maintain your focus
Think long term Strategic level
•Which customers groups?
•Which products & services?
•What kind of positioning?
•When? (Timing)
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5. CONCLUSION
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TRNAVA, 11 - 12 October 2012
For future sustainability are important new types of relationships with stakeholders, higher levels of innovation and collaboration. If you want a business organization to survive and prosper, so will need to be able to identify the tidal wave of sustainability.
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REFERENCES
1. Responsible Business - European eLearning Module.[online][cit. 2012-08-27]. Dostupný na internete <:http://eacea.ec.europa.eu/llp/project_reports /documents/erasmus/multilateral_action_2008/eras_ecdem_142741_rebel.pdf>
2. ROSELL, J. A Multi – Stakeholder perspective on Sustainable Marketing. Oulu University: Press, 2009. 162 strán. ISBN 978- 951-42-9223-1
3. http://www.thecqi.org/Documents/community/DEM/MoSO%20brochure.pdf4. CHARTER, M., PEATTIE, K., OTTMAN, J., POLONSKY, J. Marketing and sustainability.[online][cit.2011-
11 18].Dostupný na internete http://cfsd.org.uk/smart-know-net/smart-know-net.pdf5. http://publview.stuba.sk/view_publ.php?dv=1&kd=-2&roh=- 1&a=96326&nz_typ=16. .http://publview.stuba.sk/view_publ.php?dv=1&kd=-2&a=69744&x=97. .http://publview.stuba.sk/view_publ.php?dv=1&kd=-2&a=29765&x=98. .www.scss.sk.9. http://www.scss.sk/index.php?categoryid=1& p2_articleid=1410. .VYSEKALOVÁ J., MIKEŠ J. Image a firemní identita. Praha: Grada Publishing, 2009, 192 strán. ISBN 978-
80-247-2790-511. http://www.sustainablemarketing.com.au/content/7-Building-Blocks-of-a-Sustainable-Marketing-framework-
Report
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