Towards Sustainable Marketing: Strategy in Slovak Companies
Despite the growing attention that is being paid to sustainability in the literature, little empirical research has been conducted on developing the link between sustainability and marketing strategy and moreover, only a few empirical studies have investigated this issue in Central and Eastern Europ...
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| Format: | Article |
| Language: | English |
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Editura ASE
2015-08-01
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| Series: | Amfiteatru Economic |
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| Online Access: | http://www.amfiteatrueconomic.ro/ArticolEN.aspx?CodArticol=2435 |
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| author | Juraj Chebeň Drahoslav Lančarič Radovan Savov Marián Tóth Jan Tlučhoř |
| author_facet | Juraj Chebeň Drahoslav Lančarič Radovan Savov Marián Tóth Jan Tlučhoř |
| author_sort | Juraj Chebeň |
| collection | DOAJ |
| description | Despite the growing attention that is being paid to sustainability in the literature, little empirical research has been conducted on developing the link between sustainability and marketing strategy and moreover, only a few empirical studies have investigated this issue in Central and Eastern Europe. The conducted empirical survey examines the relationship between marketing strategy and sustainability from the perspective of enterprises in Slovakia. The authors have used binary logistic regression as an evaluation method. The empirical findings are based on 896 responses from different forms of companies in Slovak Republic. The results show that the legal form of a business organization is a relevant determinant of philosophy of sustainability when organization defines a marketing strategy and implements it into corporate strategy. Based on the results it can also be concluded that the environmental aspect of sustainability is determined by the size of organization and the sector of national economy where a company operates, while the social aspect is mainly determined by the share of foreign capital in the ownership structure of an organisation. This study contributes to the European research that studies the relation between sustainability and the marketing strategy by means of an empirical investigation in business organisations in a transition economy such as Slovakia. |
| format | Article |
| id | doaj-art-69dcc1e11cf24d31ab1a87e5fe97db0d |
| institution | Kabale University |
| issn | 1582-9146 2247-9104 |
| language | English |
| publishDate | 2015-08-01 |
| publisher | Editura ASE |
| record_format | Article |
| series | Amfiteatru Economic |
| spelling | doaj-art-69dcc1e11cf24d31ab1a87e5fe97db0d2025-08-20T03:34:05ZengEditura ASEAmfiteatru Economic1582-91462247-91042015-08-011738855871Towards Sustainable Marketing: Strategy in Slovak CompaniesJuraj Chebeň0Drahoslav Lančarič1Radovan Savov2Marián Tóth 3Jan Tlučhoř 4Metropolitan University Prague, Czech RepublicSlovak University of Agriculture, SlovakiaSlovak University of Agriculture, SlovakiaSlovak University of Agriculture, SlovakiaWestbohemian University Pilsen, Czech RepublicDespite the growing attention that is being paid to sustainability in the literature, little empirical research has been conducted on developing the link between sustainability and marketing strategy and moreover, only a few empirical studies have investigated this issue in Central and Eastern Europe. The conducted empirical survey examines the relationship between marketing strategy and sustainability from the perspective of enterprises in Slovakia. The authors have used binary logistic regression as an evaluation method. The empirical findings are based on 896 responses from different forms of companies in Slovak Republic. The results show that the legal form of a business organization is a relevant determinant of philosophy of sustainability when organization defines a marketing strategy and implements it into corporate strategy. Based on the results it can also be concluded that the environmental aspect of sustainability is determined by the size of organization and the sector of national economy where a company operates, while the social aspect is mainly determined by the share of foreign capital in the ownership structure of an organisation. This study contributes to the European research that studies the relation between sustainability and the marketing strategy by means of an empirical investigation in business organisations in a transition economy such as Slovakia.http://www.amfiteatrueconomic.ro/ArticolEN.aspx?CodArticol=2435sustainabilitysustainable marketingmarketing strategylegal formsize of organizationshare of foreign capitalSlovak Republictransition economyVisegrad countryEurope |
| spellingShingle | Juraj Chebeň Drahoslav Lančarič Radovan Savov Marián Tóth Jan Tlučhoř Towards Sustainable Marketing: Strategy in Slovak Companies Amfiteatru Economic sustainability sustainable marketing marketing strategy legal form size of organization share of foreign capital Slovak Republic transition economy Visegrad country Europe |
| title | Towards Sustainable Marketing: Strategy in Slovak Companies |
| title_full | Towards Sustainable Marketing: Strategy in Slovak Companies |
| title_fullStr | Towards Sustainable Marketing: Strategy in Slovak Companies |
| title_full_unstemmed | Towards Sustainable Marketing: Strategy in Slovak Companies |
| title_short | Towards Sustainable Marketing: Strategy in Slovak Companies |
| title_sort | towards sustainable marketing strategy in slovak companies |
| topic | sustainability sustainable marketing marketing strategy legal form size of organization share of foreign capital Slovak Republic transition economy Visegrad country Europe |
| url | http://www.amfiteatrueconomic.ro/ArticolEN.aspx?CodArticol=2435 |
| work_keys_str_mv | AT jurajcheben towardssustainablemarketingstrategyinslovakcompanies AT drahoslavlancaric towardssustainablemarketingstrategyinslovakcompanies AT radovansavov towardssustainablemarketingstrategyinslovakcompanies AT mariantoth towardssustainablemarketingstrategyinslovakcompanies AT jantluchor towardssustainablemarketingstrategyinslovakcompanies |