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TOWARDS COMPETITIVE ADVANTAGE OF SUSTAINABLE MARKETING: ANALYSIS OF SELECTED CROATIAN FIRMS

Ariana Nefat ; Faculty of Economics and Tourism “Dr. Mijo Mirković”
Kristina Afrić Rakitovac   ORCID icon orcid.org/0000-0003-4336-347X ; Faculty of Economics and Tourism “Dr. Mijo Mirković”

Puni tekst: engleski, pdf (223 KB) str. 499-514 preuzimanja: 844* citiraj
APA 6th Edition
Nefat, A. i Afrić Rakitovac, K. (2013). TOWARDS COMPETITIVE ADVANTAGE OF SUSTAINABLE MARKETING: ANALYSIS OF SELECTED CROATIAN FIRMS. Ekonomska misao i praksa, (2), 499-514. Preuzeto s https://hrcak.srce.hr/112610
MLA 8th Edition
Nefat, Ariana i Kristina Afrić Rakitovac. "TOWARDS COMPETITIVE ADVANTAGE OF SUSTAINABLE MARKETING: ANALYSIS OF SELECTED CROATIAN FIRMS." Ekonomska misao i praksa, vol. , br. 2, 2013, str. 499-514. https://hrcak.srce.hr/112610. Citirano 28.11.2020.
Chicago 17th Edition
Nefat, Ariana i Kristina Afrić Rakitovac. "TOWARDS COMPETITIVE ADVANTAGE OF SUSTAINABLE MARKETING: ANALYSIS OF SELECTED CROATIAN FIRMS." Ekonomska misao i praksa , br. 2 (2013): 499-514. https://hrcak.srce.hr/112610
Harvard
Nefat, A., i Afrić Rakitovac, K. (2013). 'TOWARDS COMPETITIVE ADVANTAGE OF SUSTAINABLE MARKETING: ANALYSIS OF SELECTED CROATIAN FIRMS', Ekonomska misao i praksa, (2), str. 499-514. Preuzeto s: https://hrcak.srce.hr/112610 (Datum pristupa: 28.11.2020.)
Vancouver
Nefat A, Afrić Rakitovac K. TOWARDS COMPETITIVE ADVANTAGE OF SUSTAINABLE MARKETING: ANALYSIS OF SELECTED CROATIAN FIRMS. Ekonomska misao i praksa [Internet]. 2013 [pristupljeno 28.11.2020.];(2):499-514. Dostupno na: https://hrcak.srce.hr/112610
IEEE
A. Nefat i K. Afrić Rakitovac, "TOWARDS COMPETITIVE ADVANTAGE OF SUSTAINABLE MARKETING: ANALYSIS OF SELECTED CROATIAN FIRMS", Ekonomska misao i praksa, vol., br. 2, str. 499-514, 2013. [Online]. Dostupno na: https://hrcak.srce.hr/112610. [Citirano: 28.11.2020.]

Sažetak
Considering the influence of marketing system on the environment, sustainability and sustainable marketing are becoming an imperative of business performance. The aim of the current paper is to present the theoretical background and to determine, on the sample of top ten Croatian socially responsible firms according to the CSR Index, sustainable marketing approaches and strategies that may be useful for achieving competitive advantage. The present survey-based study shows that firms follow certain aspects of sustainability integrated into their vision or mission and everyday activities. The primary factors of competitive advantage refer to human resources and continuous innovations. The strategy of primary importance refers to differentiation. The firms included in this study mostly consider that their socially responsible behaviour improves their relations with stakeholders. It has been concluded that the above-stated firms, through implementing theoretical suppositions of sustainable marketing, have the potential to achieve competitive advantage through all aspects of sustainability.

Ključne riječi
sustainability; sustainable development; social responsibility; sustainable marketing; competitive advanatage; business strategies

Hrčak ID: 112610

URI
https://hrcak.srce.hr/112610

Posjeta: 1.074 *