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Utjecaj perciprianog pritiska interesno-utjecajnih skupina na elemente održive marketinške orijentacije hrvatskih poduzeća

Author

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  • Andrea Lučić

    (Faculty of Economics and Business, University of Zagreb)

Abstract

Primjena orijentacije prema dionicima «nužna je za uspostavljanje i napredak etičkog donošenja odluka u svim marketinškim aktivnostima». Proaktivnost u društvenoj odgovornosti povezana je sa sve većim pritiscima organizacijskih dionika i dionika zajednice. Cilj ovog rada je istražiti održivu marektinšku orijentaciju iz perspektive višestrukih dionika procesa koji nepobitno utječu na oblikovanje strategije i to iz percepcije meandžera o pritisku različitih dionika na oblikovanje strategije. Održiva marketinška orijentacija promatrana je i mjerena kroz njena tri sastavna formativna elementa: strateška integracija, društvena uključenost i etičke sposobnosti. Istovremeno, pratio se percipirani pritisak izdvojenih interesno-utjecajnih skupina: vlasnika, zaposlenika, potrošača, dobavljača, konkurencije, državnih institucija, neprofitnih udruga te Europske Unije. U sklopu kvanitativnog istraživanaj prikupljeno je 172 poduzeća iz populacije 1000 najuspješnihih hrvatskih poduzeća. Rezultati analize upućuju na to da na stratešku integriranost statistički značajno, a pozitivno utječu zakon i zaposlenici, na društvenu uključenost zakon dok na etičke sposobnosti zakon, vlasnici i zaposlenici pozitivno dok nevladine neprofitne organizacije utječu negativno i statistički znčajno.

Suggested Citation

  • Andrea Lučić, 2020. "Utjecaj perciprianog pritiska interesno-utjecajnih skupina na elemente održive marketinške orijentacije hrvatskih poduzeća," EFZG Working Papers Series 2004, Faculty of Economics and Business, University of Zagreb.
    • Handle: RePEc:zag:wpaper:2004
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    More about this item

    Keywords

    Održiva marketinška orijentacija; interesno-utjecajne skupine; održivi marketing; Hrvatska;
    All these keywords.

    JEL classification:

    • C11 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Bayesian Analysis: General
    • C32 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Time-Series Models; Dynamic Quantile Regressions; Dynamic Treatment Effect Models; Diffusion Processes; State Space Models
    • E62 - Macroeconomics and Monetary Economics - - Macroeconomic Policy, Macroeconomic Aspects of Public Finance, and General Outlook - - - Fiscal Policy; Modern Monetary Theory
    • H61 - Public Economics - - National Budget, Deficit, and Debt - - - Budget; Budget Systems

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