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2019, vol. 50, br. 1, str. 24-31
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Implementiranje koncepta održivog maketinga kao uslov opstanka kompanija na globalnom tržištu
Implementation of sustainable marketing concept in a company as a prerequisite to survive on global market
Sažetak
Savremena ekonomija, zasnovana na znanju i oličena u krupnom kapitalu i moćnim korporacijama, sposobnim da nameću svoje interese i uticaje širom sveta, razvija se u pravcu ukrupnjavanja, ujedinjavanja i rađanja novih oblika kolonijalizma i dominacije. Pojava novih tehnologija, novih proizvoda i tržišta, novi su izazovi kompanijama koje su prinuđene da preispituju marketing pristupe i prilagođavaju strategije zahtevima nestabilnog poslovnog okruženja. Održivi razvoj u globalnoj "ekonomiji planiranog zastarevanja proizvoda" pretpostavlja preispitivanje etičkih i ekoloških principa kao i kretanje ka održivosti orijentisanoj na potrošače. Novi pristup polazi od potrošača i njegove brige za sebe, zajednicu i prirodu. Cilj ovog rada je, da se na bazi sistematizacije i analize naučnih saznanja iz relevatne naučne literature i savremene poslovne prakse, dokaže da u globalnoj ekonomiji perspektiva kompanija u sve većoj meri zavisi od njihove sposobnosti da inoviraju svoje marketing pristupe i odgovore na zahteve potrošača, društva i prirode. Kako bi došli do takvog dokaza, autori rada analiziraju: karakteristike globalne ekonomije, odnose između društvene odgovornosti kompanija i globalizacije, misiju održivog razvoja u globalnoj ekonomiji i ulogu odgovorne potrošnje.
Abstract
Modern economy, based on knowledge and embodied in large capital and powerful corporations capable of imposing their interests and influences throughout the world, is evolving towards the consolidation, unification and birth of new forms of colonialism and domination. The emergence of new technologies, new products and markets is a new challenge for companies that are forced to question their marketing approaches and adjust strategies in the unstable business environment. Sustainable development in the global "economy of planned product obsolescence* presupposes the review of ethical and environmental principles as well as a shift towards consumer-oriented sustainability. The new approach starts from the consumer and his concern for himself, the community and nature. The aim of this paper is to prove, based on the systematization and analysis of scientific knowledge from relevant scientific literature and contemporary business practice, that in the global economy, companies' perspectives increasingly depend on their ability to innovate in their marketing approaches and responses to consumer, society and nature demands. In order to reach such evidence, the authors analyze the characteristics of the global economy, the relationships between corporate social responsibility and globalization, the mission of sustainable development in the global economy and the role of responsible consumption.
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