Istraživanje prakse hrvatskih poduzeća u razvoju i upravljanju markom poslovne usluge

Ćorić, Dubravka Sinčić; Babić, Lucija

doi:10.32910/ep.72.4.4

Cited by 1 publication

(1 citation statement)

References 7 publications

(18 reference statements)

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“…It should be noted that sustainable marketing means practices that insist on environmental responsibility, social responsibility towards all stakeholders, and economic progress. It is also interesting to note that in the business market, a significant part of sustainability is related to efficient management of relations with suppliers and efficient management of resources, which together lead to better organisation, cost reduction and a positive impact on the environment (Sinčić & Ćorić, 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

Green marketing as a determinant of competitive advantages in B2B markets

Jovičić¹,

Ilić²,

Raletić-Jotanović³

2022

Int J Econ Practice & Policy

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Given the fact that in the professional literature on marketing, and especially in the segment of green (environmental) marketing, much more research is done and written about B2C markets, this paper is an attempt to explore procurement motives and behaviour of business customers during the complex purchasing process, on the example of several important thermotechnical devices, on the B2B market in Vojvodina. The research aims to collect relevant data from business customers through direct interviews regarding the impact of environmental performance on the procurement of gas boilers, heat pumps and air conditioners in order to obtain quality and reliable information based on the process, that is, conducted the descriptive statistical analysis, which will enable a better understanding of this complex issue. To collect qualitative data, the method of the unstructured deep interview was used. The results confirmed the research hypotheses and indicated the necessity of green marketing in current business conditions. It is indisputable that soon only organisations focused on green marketing and green marketing channels, that is to say, those which are focused on creating their own optimal relationship between their production, distribution and/or sales process, and environmental protection, will be able to gain a competitive advantage in dynamic business markets and achieve maximum satisfaction of environmentally demanding customers, and thus, in fact, at the same time give their full contribution to the sustainable development of the entire community.

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Section: Literature Reviewmentioning

confidence: 99%