Integration of the circular economy system and its elements into business activities present new business opportunities. Despite the fact that circular economy represents a global trend, most industrial branches are based on the structure of a linear model. A system of circular economy has been gradually gaining ground in the business activities of companies functioning in Slovakia in different industries, including the clothing and textile industry. Transformation to the circular economy will be a necessity resulting from the legislative changes, as well as the pressure of public opinion. Our article focuses on this issue mentioned above. The main goal of the article is to explain the principles of the transition of companies operating in the textile and clothing industry from the linear to the circular economy and their potential for such a change and define the benefits of such a new business strategy for companies in Slovakia. In order for companies to be willing to switch to a circular economy, it is necessary to address the potential of the market and know the opinion of companies in the transition to a circular economy. To determine the market potential, we used ex ante forecasting using Holt's linear exponential smoothing, which showed us the growing trend of revenues in the textile industry, which can be an important factor for companies. In order for the transition to the circular economy to be successful, it is important to know the opinion of companies on the limitations and problems associated with the circular economy. To assess the opinions of companies, we worked with cluster analysis using the centroid method. The cluster analysis pointed to an implementation problem in almost 70% of the companies surveyed. Despite that all companies from the first cluster regard the circular economy as a new business model. However, it will be necessary to create adequate conditions for these companies to make the transition to the circular business models easier or possible. This primarily concerns adequate legislation and business operators' awareness of both positives and negatives connected with the transition to such a business model.
The paper deals with the implementation of marketing in social innovations, types of marketing, and the effects they can bring in the sphere of social innovations. The principalaim of the paper is to explain the possibilities of marketing approach implementation in social innovations and point out some specific areas of marketing which can contribute to more efficient applicability of social innovations and reaching a desirable change with social added value. The authors focused on the sphere of health and the population attitudes to its protection, emphasizing breast carcinoma prevention. The research was implemented on a sample of Slovak women to identify the level of women’s awareness of this issue, whether they are familiar with the methods of protecting their health and whether they use them. This study involved the methods of cluster analysis and binary logistic regression. The research uncovered the facts that are truly alarming from the perspective of societal benefit and women’s health protection. The respondents’ insufficient awareness and low activity in the field of their health protection result in the low level of prevention in this area on the side of women and on the side of medical doctors – specialists, particularly gynecologists. Such a situation includes the women’s insufficient awareness of prevention, low motivation, insufficient accessibility and validity of the needed data and precision, and doctor specialists’ lack of awareness of the possibilities and tools available to improve this area. That is exactly the space allowing for the use of marketing in a whole spectrum of its tools and processes and specific solutions capable of delivering the desired societal change and influencing women’s behavior in the preferred direction. Besides, it is especially effective to implement social marketing and social marketing programs that would mediate necessary information to the receivers and stimulate their motivation towards the desired approach to their health protection. The use of neuromarketing would be beneficial. It would be reflected in the better accuracy of the survey and thus the higher quality of the answers obtained. Based on them, it is subsequently possible to create better-targeted campaigns and strategies of social marketing that would approach the target audience more effectively than in acquiring the information via traditional marketing research methods. The findings would benefit marketing agencies, medical doctors (gynecologists, mammologists), and non-profit organizations actively working in this field.
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