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Michaela TOKÁROVÁ, Gabriela HRDINOVÁ, Peter SAKÁL

SLO VAK UNIVERSITY OF TECHNOLOGY IN BRATISLAVA FACULTY OF MATERIALS SCIENCE AND TECHNOLOGY IN TRNAVA Institute of Industrial Engineering, Management and Quality.

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Michaela TOKÁROVÁ, Gabriela HRDINOVÁ, Peter SAKÁL

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  1. SLOVAKUNIVERSITY OF TECHNOLOGY IN BRATISLAVA FACULTY OF MATERIALS SCIENCE AND TECHNOLOGY IN TRNAVA Institute of Industrial Engineering, Management and Quality PROCESS MANAGEMENT AND SYSTEM THINKING AS A STARTING POINT OF THE SUSTAINABLE MARKETING WITHIN THE CONTEXT OF SUSTAINABLE CORPORATE SOCIAL RESPONSIBILITY Michaela TOKÁROVÁ, Gabriela HRDINOVÁ, Peter SAKÁL

  2. 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”.

  3. LAYOUT 1. INTRODUCTION 2.SYSTEM THINKING – JOURNEY FOR SUSTAINABLE CORPORATE SOCIAL RESPONSIBILITY 3. PROCESSMANAGEMENT ANDSUSTAINABLE MARKETING 4. RECOMMENDATIONSFORCREATIONMANAGEMENT PROCESSIN ACCORDANCEWITHTHEREQUIREMENTSSCSR 5. RECOMMENDATIONS FOR CREATING A SUSTAINABLE MARKETING STRATEGY 6.CONCLUSION

  4. “Development that meets the needs of today whilst not affecting the ability of future generations to meet their own needs” Brundtland Commission Report Enterprise sustainability is often defined by the concept of triple bottom line, which enterprises manage their financial, social and environmental risks, responsibilities and opportunities

  5. SYSTEM THINKING – JOURNEY FOR SUSTAINABLE CORPORATE SOCIAL RESPONSIBILITY

  6. SYSTEM THINKING – JOURNEY FOR SUSTAINABLE CORPORATE SOCIAL RESPONSIBILITY

  7. 3. PROCESSMANAGEMENT ANDSUSTAINABLE MARKETING According to Belz, sustainable marketing goes beyond the traditional marketing thinking. If traditional marketing is generally meeting the needs of customers and construction profitable customer relationships, sustainable marketing is defined as building and maintaining sustainable relationships with customers, not only for social and environmental protection. This means that it social and environmental value. In other words, sustainable marketing aims to create: customer value, social value and environmental value.

  8. 4. RECOMMENDATIONSFORCREATIONMANAGEMENT PROCESSIN ACCORDANCEWITHTHEREQUIREMENTSSCSR The organization shall: • identify the processes needed for a CSR/CG management system and their application throughout the enterprise, • determine the sequence and interaction of these processes, • determine criteria and methods needed to ensure that both the operation and control of these processes are effective, • ensure the availability of resources and information necessary to support the operation and monitoring of these processes, • monitor, measure and analyse these processes, • implement the actions necessary to achieve planned results and continual improvement of these processes.

  9. 5. RECOMMENDATIONS FOR CREATING A SUSTAINABLE MARKETING STRATEGY • Strategic level • Which customers groups? • Which products & services? • What kind of positioning? • When? (Timing)

  10. 6.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.

  11. References: FRAJTOVÁ – MICHALÍKOVÁ, K. Efektívne procesné riadenie v podmienkach globalizácie. [online] [cit. 2012-09-5]. Dostupný na internete <http://www.logistickymonitor.sk/en/images/prispevky/procesne-riadenie.pdf> CorporateSocialResponsibilitycommunicationfrom a networkperspective [online] [cit.2012-09-5]. Dostupný na internete <http://mdh.diva-portal.org/smash/record.jsf?pid=diva2:542017> http://www.pinnacleassoc.com/documents/a896017be3fed1915415108d1d01b2faFinding_the_Balance.pdf ResponsibleBusiness - EuropeaneLearning 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> Rosell, J.A Multi – Stakeholderperspective on Sustainable Marketing. OuluUniversity: Press, 2009. 162 strán. ISBN 978- 951-42-9223-1 http://www.thecqi.org/Documents/community/DEM/MoSO%20brochure.pdf 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.pdf> http://publview.stuba.sk/view_publ.php?dv=1&kd=-2&roh=- 1&a=96326&nz_typ=1 http://publview.stuba.sk/view_publ.php?dv=1&kd=-2&a=69744&x=9 http://publview.stuba.sk/view_publ.php?dv=1&kd=-2&a=29765&x=9 www.scss.sk. http://www.scss.sk/index.php?categoryid=1& p2_articleid=14 Vysekalová J., Mikeš J.Image a firemní identita. Praha: GradaPublishing, 2009, 192 strán. ISBN 978-80-247-2790-5 http://www.sustainablemarketing.com.au/content/7-Building-Blocks-of-a-Sustainable-Marketing-framework-Report

  12. THANK YOU FOR YOUR ATTENTION michaela.tokarova@stuba.sk, gabriela.hrdinova@stuba.sk, peter.sakal@stuba.sk

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