This study provides an overview of practical approaches to sustainability and its communication to the public in the business sector. The research presented in this article is focused on perceived sustainability in micro and small enterprises in Slovakia through research of business models used by these enterprises using a qualitative approach. The aim is to provide a general view on this topic and to prepare the basis for a sustainable business model composed of the values of society in micro and small businesses in Slovakia. The research consists of two phases—research in the field of business environment through personal interviews with entrepreneurs (examination of parameters: locality, waste management, ecological components, minimization of waste) and research of consumers’ perceived values within the perception of environmental problems. Businesses perceive the seriousness and necessity of solving the problem. Entrepreneurs from the micro and small segments perceive the high importance of solving elements of sustainability. They mentioned the minimization of waste as the most important element, the highest value on the scale (5) was marked by up to 85% of respondents. From a customer survey, it is possible to assess that almost 86% of respondents in this case feel that global problems are affecting them personally and at the same time more than 62% of them believe that they can influence the offerings of companies through their purchases and support sustainability in the business environment.
The business-making should nowadays focus on sustainability. This is the main aspect of the circular economy. The aim of this article is to analyze how sustainability is perceived in Slovakia. This issue is much less developed in Slovakia in comparison with the situation in other countries. Despite this fact, the companies have already started making effort in this area. The article looks for answers to questions such as: what the situation in relation to sustainability is; what has already been implemented; what is planned for the future; and how the customers will react to the elements of sustainability.
Local companies from different areas that are successful on social networks were chosen for the survey. The aim of the article is to identify the company's corporate values and their impact on the results of marketing communication as well as to find the attributes that are used in such successful companies and to make generalization of them. Several local companies do not invest a lot of money in marketing, but their results on social networks are comparable or even better than the ones of corporations managed by social networking agencies. What is the essence of their success and how it impacts the value of the company? The paper describes perceived value of entrepreneurs from small local companies through quality methods of research – personal interview and theoretical basis in this field. This data allowed to prepare a research, which shows four interest areas of the perceived value in small companies. The companies were selected from Slovakia, from among small and medium companies in local area in May 2019. In the research seventeen companies were involved and the main objective of the research was to gain as much information as possible about companies value and the value perceived by entrepreneurs. For this reason personal interview was used. The research result can bring parameters of perceived value in first step and later can provide a helpful model of managing value and the steps for understanding and creating the value of local company.
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