SLOVAK UNIVERSITY OF TECHNOLOGY IN BRATISLAVA FACULTY 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

2 2/11 This paper was supported by the Slovak Research and Development Agency under the contract No. LPP : “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”.

3 3/11 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

4 “Development that meets the needs of today whilst not affecting the ability of future generations to meet their own needs” Brundtland Commission Report 4/11 1. INTRODUCTION

5 5/11 2. SUSTAINABLE MARKETING AND ITS ROLE IN INDUSTRIAL ENTERPRISE 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.

6 6/11 3. RECOMMENDATION FOR CREATING THE MODEL OF SUSTAINABLE ENTERPRISE 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.

7 7/11. 3.RECOMMENDATION FOR CREATING THE MODEL OF SUSTAINABLE ENTERPRISE 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.

8 8/11 4. RECOMMENDATIONS FOR CREATING A SUSTAINABLE MARKETING STRATEGY. Strategic level Which customers groups? Which products & services? What kind of positioning? When? (Timing)

9 9/11 5. CONCLUSION 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.

10 10/11 REFERENCES 1. Responsible Business - European eLearning Module.[online][cit ]. Dostupný na internete /documents/erasmus/multilateral_action_2008/eras_ecdem_142741_rebel.pdf 2.ROSELL, J. A Multi – Stakeholder perspective on Sustainable Marketing. Oulu University: Press, strán. ISBN CHARTER, M., PEATTIE, K., OTTMAN, J., POLONSKY, J. Marketing and sustainability.[online][cit ].Dostupný na internete &a=96326&nz_typ=1http://publview.stuba.sk/view_publ.php?dv=1&kd=-2&roh=- 1&a=96326&nz_typ= p2_articleid=14http:// p2_articleid= VYSEKALOVÁ J., MIKEŠ J. Image a firemní identita. Praha: Grada Publishing, 2009, 192 strán. ISBN Reporthttp:// Report

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