Metrics

  • citations in SCIndeks: 0
  • citations in CrossRef:0
  • citations in Google Scholar:[]
  • visits in previous 30 days:1
  • full-text downloads in 30 days:0

Contents

article: 5 from 8  
Back back to result list
2013, vol. 10, iss. 3, pp. 123-138
Entrepreneurial marketing as a function of sustainable development
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

emaildjurdjicazrnic@gmail.com
Keywords: entrepreneurial marketing; sustainability; development
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.
References
*** (2013) Sustainable development, decent work and green jobs - fifth item on the agenda. Geneva: ILO
Bäckbrö, J. (2006) Entrepreneurial marketing: Innovative value creation. Jönköping, Masters thesis
Bessant, J., Tidd, J. (2007) Innovation and entrepreneurship. Chichester: John Wiley & Sons
Bjerke, B., Claes, H.M. (2002) Entrepreneurial marketing: The growth of small firms in the new economic era. Gloucestershire: Edward Elgar Publishing Limited
Bosma, N., Levie, J. (2009) Global entrepreneurship monitor: 2010 global report. United states: Babson College
Chan, K.W., Mauborgne, R. (2005) Blue ocean strategy: How to create uncontested market space and make the competition irrelevant. Boston: Harvard Business School Publishing
Daly, H.E. (1996) Beyond growth: The economics of sustainable development. Boston: Beacon Press
Geels, F.W. (2002) Technological transitions as evolutionary reconfiguration processes: a multi-level perspective and a case-study. Research Policy, 31(8-9): 1257-1274
Grant, J. (2008) Green marketing. Strategic Direction, 24(6): 25-27
Hitchcock, D., Willard, M. (2009) The business guide to sustainablity. Earthsan
Klofsten, M. (1997) Managing of the early development processes in technology-based firms. in: Jones-Evans D., Klofsten M. [ed.] Technology, innovation and enterprise: The European experience, London: MacMillan
Kraus, S., Harms, R., Fink, M. (2009) Entrepreneurial marketing: Moving beyond marketing in new ventures. Int. J. Entrepreneurship and Innovation Management, Special Issue, Inderscience Enterprises Ltd., Netherlands
Lee, J.S., Chia-Jung, H. (2010) A research in relating entrepreneurship, marketing capability, innovative capability and sustained competitive advantage. in: 2010 EABR & ETLC Conference Proceedings Dublin, Ireland
Morris, M.H., Schindehutte, M., la Forge, R.W. (2002) Entrepreneurial marketing: A construct for integrating emerging entrepreneurship and marketing perspectives. Journal of Marketing Theory and Practice, 10 (4), 1-19
OECD (2005) Oslo Manual: Gwidelines for Collecting and Interpreting Innovation Data. Paris: Economic Co-operation and Development and Eurostat, Manual
Papadopoulos, I., Karagouni, G., Trigkas, M., Platogianni, E. (2010) Green marketing: The case of Greece in certified and sustainably managed timber products. EuroMed Journal of Business, 5(2): 166-190
Patzelt, H., Shepherd, D.A. (2011) Recognizing Opportunities for Sustainable Development. Entrepreneurship Theory and Practice, 35(4): 631-652
Porter, M., van der Linde, C. (1995) Green and competitive: Ending the stalemate. Harvard Business Review, Sep-Oct, 73 (5), 120-134
Stamatović, M., Zakić, N. (2010) Effects of the global economic crisis on small and medium enterprises in Serbia. Serbian Journal of Management, vol. 5, br. 1, str. 151-162
Vemic, M.B., Stamatovic, M.Lj. (2010) Značaj privatnih investitora u finansiranju ruralnog preduzetništva u Srbiji. Megatrend revija, 7(1): 263-276
World Economic Forum (2012) The global competitiveness report (2012-2013). Geneva: World Economic Forum
Wüstenhagen, R., Hamschmidt, J., Sharma, S., Strarik, M. (2008) Sustainable innovation and entrepreneurship. Cheltenham-Northampton: Edward Elgar Publishing
Zakić, N., Stamatović, M., Stevović, S. (2012) Necessity of entrepreneurship education: A research among entrepreneurs and potential entrepreneurs in Serbia. African Journal of Business Management, 6 (9): 3173-3180
 

About

article language: Serbian
document type: Original Scientific Paper
published in SCIndeks: 23/12/2013

Related records