Original scientific paper
https://doi.org/10.32676/n.5.1.2
Socially responsible marketing in the business of small and medium-sized enterprises
Ružica Brečić
orcid.org/0000-0003-3327-2187
; Faculty of Economics and Business, University of Zagreb, Zagreb, Croatia
Hrvoje Bradica
orcid.org/0000-0002-1922-8537
; MZLZ – International Zagreb Airport Jsc
Mihovil Anđelinović
orcid.org/0000-0003-2061-0693
; Faculty of Economics and Business, University of Zagreb, Zagreb, Croatia
Abstract
The aim of this study is to determine the size and level of development of socially responsible marketing of small and medium-sized enterprises (SMEs), and to analyse factors that affect the application of such behaviour. 16 in-depth interviews with owners/managers from different activities of SMEs were conducted. Results show that they are acquainted with the concept of socially responsible marketing, but that the application in most companies is still in its infancy. Socially responsible marketing activities are mainly directed towards consumers, employees and the local community, while the secondary stakeholders (suppliers, competition, environment, Government organization and media), are mentioned only by a few of the surveyed SMEs. Companies differ according to the degree of development of socially responsible marketing: a) a minimum correspond to the principles of socially responsible marketing; b) have a special team responsible for devising and implementing activities, and c) their actions founded on the principles of sustainability and follow them in all their decision and action. The most important factors for implementation of socially responsible marketing in SMEs are: vision of the owners / managers of SMEs; company size and activity.
Keywords
socially responsible marketing; small and medium sized enterprises; the manager's/owner's perception; Croatia
Hrčak ID:
231794
URI
Publication date:
30.12.2019.
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