Towards Sustainable Marketing: Strategy in Slovak Companies
Author:Juraj Chebeň, Drahoslav Lančarič, Radovan Savov, Marián Tóth and Jan Tlučhoř
JEL:M10, M16, M30, M31
DOI:
Keywords:sustainability, sustainable marketing, marketing strategy, legal form, size of
organization, share of foreign capital, Slovak Republic, transition economy, Visegrad
country, Europe.
Abstract:
Despite the growing attention that is being paid to sustainability in the literature, little
empirical research has been conducted on developing the link between sustainability and
marketing strategy and moreover, only a few empirical studies have investigated this issue
in Central and Eastern Europe. The conducted empirical survey examines the relationship
between marketing strategy and sustainability from the perspective of enterprises in
Slovakia. The authors have used binary logistic regression as an evaluation method. The
empirical findings are based on 896 responses from different forms of companies in Slovak
Republic. The results show that the legal form of a business organization is a relevant
determinant of philosophy of sustainability when organization defines a marketing strategy
and implements it into corporate strategy. Based on the results it can also be concluded that
the environmental aspect of sustainability is determined by the size of organization and the
sector of national economy where a company operates, while the social aspect is mainly
determined by the share of foreign capital in the ownership structure of an organisation.
This study contributes to the European research that studies the relation between
sustainability and the marketing strategy by means of an empirical investigation in business
organisations in a transition economy such as Slovakia.