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Ecological Imperative Of Modern Marketing In The Context Of Digital Society

100%
Mazurenko V., Krykun V.
MIND Journal
|
2021
|
issue 11
EN
The article examines the theoretical and methodological substantiation of the environmental imperative formation and its impact on the marketing concept transformation in the context of business globalization of the digital society. The periodization of the main trends and stages of the societal marketing of interaction is shown, the modern tendency of a mass shift in marketing towards the greening of business and the ecological positioning of goods and services, the development of environmentally oriented consumers segment in the context of social responsibility of business formation is emphasized. The essential characteristics of environmental marketing are revealed, approaches to its classification, based on the goals of the tasks of economic entities, are structured, which makes it possible to fully reveal the essence of the environmental imperative of modern societal marketing of interaction. Environmental marketing tools, which are aimed at creating competitive advantages, as well as promoting environmental initiatives were specified and structured.
2
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Firma jako wartość dla przedsiębiorcy

86%
Kamosiński S.
Annales. Etyka w Życiu Gospodarczym
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2019
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vol. 22
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issue 2
85-100
EN
In this paper I propose to show a problem that at first sight seems clear, and thus “non-scientific”; however, after a closer look at the source material, it proves to be an important factor for contemporary entrepreneurs conducting business activities. The scientific issue is encapsulated in a concise statement: the company as a value for the entrepreneur. In order to develop the presented thesis, one must point to the fact that a company that has been established by an entrepreneur has a particular value for him, both in the material sense (its valuation on the market), and in an immaterial sense (as a symbolic value). It seems that the symbolic value greatly exceeds the material value, if we consider the entrepreneur’s perspective. Analysis of the value of a company throughout the research allows us to perceive it as the actual fulfillment of an entrepreneur’s life plans, as a workplace and a family value (frequently called the family gem). The enterprise, which is at the same time a brand, is very often the entrepreneur’s brand certificate. The social involvement of the entrepreneur and the formation of an integrated, loyal team of employees are also values in themselves. Considering the non-material value, the enterprise allows the entrepreneur and the employees to meet their needs of self-realization and appreciation. The paper was prepared based on an analysis of answers entrepreneurs gave to specialist periodicals and popular dailies. In addition, I have used my own research, conducted in 2017, among entrepreneurs who represent the small and medium enterprise sector located in towns and villages.
3

Odpowiedzialność w prowadzeniu działalności gospodarczej

86%
Borawska A.
Roczniki Ekonomii i Zarządzania
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2011
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vol. 3(39)
321-329
EN
Economy may not be governed by its own laws. Managers must feel obliged to act according to the binding ethical norms. The ethics of business requires that entrepreneurs observe the
4
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Promowanie działań cause marketinguw Internecie – ujęcie modelowe

72%
Dejnaka A.
Zeszyty Naukowe Wyższej Szkoły Bankowej we Wrocławiu
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2013
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issue 1(33)
25-45
PL
Dynamika rozwoju Internetu oraz zmiany społeczne wymogły na organizacjach non-profit dostosowanie swoich działań do wirtualnej przestrzeni. W artykule zaprezentowany został model działań promocyjnych cause marketingu w Internecie na podstawie analizy wyników badań jakościowych.
EN
Intensive firms and nonprofit organizations on the Internet medium can currently be seen on the market, which is a direct result of social changes: the development of Web 2.0 and the information society. Technological revolution, development of the Internet and knowledge-based society have become important agents of change in companies. Non-profit organizations and business companies working together for the benefit of society often provide information about the progress of cooperation, the results of social campaigns and results of operations on the Internet. Therefore, appropriate, in light of the intensive development of the Internet and the growth of its importance in society, is to learn as it is now in virtual space (in particular through promotion of activities on the website) is as non-profit collaboration between organizations and business firms. The article presents an analysis of promotional activities on the ground cause marketing websites used by companies working together business and nonprofits. It offers a preliminary model of cause marketing to promote the Internet in accordance with the new trends of Web 2.0.
5
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Social responsibility of business in economic innovative development

58%
Gumennaia A.
Organizacja i Zarządzanie : kwartalnik naukowy
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2010
|
vol. nr 1
49-65
EN
The purpose of this article is to research the existent state of social responsibility of Ukrainian business and its prospects, taking into account the innovative way of development of the Ukrainian economy. The Authoress presents the need and the necessity of social and legal responsibility of companies' operation towards the citizens and the state as a whole. In the paper the theoretical background of the issue was presented with the wide range of definitions and explanations of social responsibility of business as well as the researchers that examine that problem in the Ukraine and abroad. The paper underlines the need of innovative development of Ukrainian economy and submits the reasons for which it can not be reached in the same way as in more developed countries. The Authoress suggests that not only technological and infrastructural changes are needed, although they are very important, but the set of cultural, educational, communication and socio-economic processes must be implemented. In the final chapter of the paper the Authoress depicts a modern approach to social responsibility of business in Ukraine and gives numerous examples of the engagement of particular companies and the state in social responsibility activities.
PL
Celem niniejszego artykułu jest zbadanie aktualnego stanu społecznej odpowiedzialności przedsiębiorstw działających na Ukrainie oraz jej perspektyw na przyszłość, z uwzględnieniem innowacyjnego rozwoju ukraińskiej gospodarki. Autorka przedstawia potrzebę i konieczność społecznej i prawnej odpowiedzialności w działalności przedsiębiorstw w stosunku do obywateli i państwa jako całości. Artykuł prezentuje teoretyczny zarys problematyki z podaniem szerokiej gamy definicji i wyjaśnień czym jest społeczna odpowiedzialność przedsiębiorstw, a także naukowców, którzy zajmują się jej badaniem zarówno na Ukrainie jak i za granicą. W artykule podkreśla się potrzebę innowacyjnego rozwoju ukraińskiej gospodarki. Podaje się także powody, dla których rozwój ten nie może zostać osiągnięty w podobny sposób jak odbywa się to w państwach bardziej rozwiniętych. Autorka sugeruje, że wymagane są zmiany nie tylko w sferze technologii i infrastruktury, choć te także są bardzo ważne, ale musi zaistnieć wiele procesów w sferze kultury, edukacji, komunikacji oraz w sferze socjo-ekonomicznej. W ostatniej części artykułu autorka obrazuje nowoczesne podejście do kwestii społecznej odpowiedzialności przedsiębiorstw działających na Ukrainie i podaje liczne przykłady zaangażowania poszczególnych przedsiębiorstw oraz państwa w działania na rzecz społecznej odpowiedzialności.
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