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2013, vol. 10, iss. 3, pp. 123-138
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Entrepreneurial marketing as a function of sustainable development
Preduzetnički marketing u funkciji održivog razvoja
aUniversity of Business Academy in Novi Sad, Faculty of economics and engineering management bUnion University, Belgrade Banking Academy, Faculty for Banking, Insurance and Finance, Belgrade
email: djurdjicazrnic@gmail.com
Abstract
Modern society is characterized by constant change, and entrepreneurial marketing activities are a prerequisite of successful market activities. Innovation and their market introduction are essential for business success. However, the market can not register the costs of ecosystem degradation. For this reason, the entrepreneurial activities of marketing through innovation and the changes that represent an essential part, is introducing sustainability as one of the imperatives. Economies that are less developed, and lack of business sophistication and innovation, this is the reason they are striving to achieve competitive advantage and business success, without sufficiently paying attention to global problems. The aim of the research is to determine the level of implementation of activities of entrepreneurial marketing and sustainability based on a sample of 433 companies in Serbia. The results showed that the companies mainly regularly conduct entrepreneurial and marketing activities, but funding for these activities are scarce, and about sustainability the companies are not paying much attention. The results did not differ significantly regardless of the size of the company or its main activity. Modern society imposes requirements for the changes that are necessary for business success. Entrepreneurial marketing is a carrier of change in which it is necessary to include sustainability in order to meet the requirements of ecosystems and the future.
Sažetak
Savremeno društvo karakterišu stalne promene, a aktivnosti preduzetničkog marketinga preduslov su uspešne tržišne aktivnosti. Inovacije i njihovo tržišno predstavljanje neophodni su za poslovni uspeh. Međutim, tržište ne može da registruje troškove degradacije ekosistema. Iz tog razloga se u aktivnosti preduzetničkog marketinga kroz inovacije i promene koje predstavljaju njihov sastavni deo, kao imperativ uvodi održivost. Privrede koje su manje razvijene, nemaju dovoljno poslovne sofisticiranosti i inovativnosti, pa iz tog razloga one teže ostvarenju konkurentske prednosti i poslovnog uspeha, bez obraćanja dovoljne pažnje na globalne probleme. Cilj sprovedenog istraživanja bio je da se na uzorku od 433 preduzeća u Srbiji (koja spada u efikasnošću ne inovativno vođene ekonomije) utvrdi stepen sprovođenja aktivnosti preduzetničkog marketinga i održivosti. Rezultati su pokazali da preduzeća uglavnom redovno sprovode preduzetničke i marketinške aktivnosti, međutim sredstva za ove aktivnosti su oskudana, a o održivosti se ne vodi dovoljno računa. Rezultati se značajno ne razlikuju bez obzira na veličinu preduzeća ili delatnost. Savremeno društvo nameće zahteve za promenama koje znače poslovni uspeh, a preduzetnički marketing je nosilac promena u koji je neophodno uključiti održivost, kako bi se ispunili zahtevi ekosistema i budućnosti.
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