Post on 16-Jan-2016
description
transcript
PROCESS MANAGEMENT AND SYSTEM THINKING AS A STARTING POINT OF THE SUSTAINABLE MARKETING WITHIN THE CONTEXT OF SUSTAINABLE CORPORATE
SOCIAL RESPONSIBILITY
Michaela TOKÁROVÁ, Gabriela HRDINOVÁ, Peter SAKÁL
SLOVAK UNIVERSITY OF TECHNOLOGY IN BRATISLAVAFACULTY OF MATERIALS SCIENCE AND TECHNOLOGY IN TRNAVA
Institute of Industrial Engineering, Management and Quality
This paper was supported by the Slovak Research and Development Agency under the contract No. LPP-0384-09:
“Concept HCS model 3E vs. Concept Corporate Social Responsibility (CSR).” The paper is also a part of approved KEGA project No. 037STU-4/2012 “Implementation of the
subject “Corporate Social Responsibility Entrepreneurship” into the study programme Industrial management in the second
degree at MTF STU Trnava”.
LAYOUT
1. INTRODUCTION
2. SYSTEM THINKING – JOURNEY FOR SUSTAINABLE CORPORATE SOCIAL RESPONSIBILITY
3. PROCESS MANAGEMENT AND SUSTAINABLE MARKETING
4. RECOMMENDATIONS FOR CREATION MANAGEMENT PROCESS IN ACCORDANCE WITH THE REQUIREMENTS SCSR
5. RECOMMENDATIONS FOR CREATING A SUSTAINABLE MARKETING STRATEGY
6. CONCLUSION
Economic
Environmental Social
Sustainable
Bearable
EquitableViable
“Development that meets the needs of today whilst not affecting the ability of future generations to meet their own needs” Brundtland Commission Report
Enterprise sustainability is often defined by the concept of triple bottom line, which
enterprises manage their financial, social and environmental risks, responsibilities
and opportunities
SYSTEM THINKING – JOURNEY FOR SUSTAINABLE CORPORATE SOCIAL RESPONSIBILITY
Process management
Management Systems
Development
People skills development & culture
Learning and change
Sustainable Supply
programme
CG Code
Auditor competence programme
Sector Specific
programme
Stakeholder
Health and safety
programme
SC
SR
Sustainable reporting
SYSTEM THINKING – JOURNEY FOR SUSTAINABLE CORPORATE SOCIAL RESPONSIBILITY
creation of conditions for change of thinking
of employees in the direction of
identification the aims of the enterprise
setting up an effective corporate governance
process optimization towards of higher quality, efficiency
and organizational
dynamics.
The advantages of creating a system journey of thinking are:
3. PROCESS MANAGEMENT AND SUSTAINABLE MARKETING
According to Belz, sustainable marketing goes beyond the
traditional marketing thinking.
If traditional marketing is generally meeting the needs of
customers and construction profitable customer relationships,
sustainable marketing is defined as building and maintaining
sustainable relationships with customers, not only for social and
environmental protection.
This means that it social and environmental value. In other
words, sustainable marketing aims to create: customer value, social
value and environmental value.
4. RECOMMENDATIONS FOR CREATION MANAGEMENT PROCESS IN ACCORDANCE WITH THE REQUIREMENTS SCSR
The organization shall:identify the processes needed for a CSR/CG management system and their application throughout the enterprise,
determine the sequence and interaction of these processes,
determine criteria and methods needed to ensure that both the operation and control of these processes are effective,
ensure the availability of resources and information necessary to support the operation and monitoring of these processes,
monitor, measure and analyse these processes,
implement the actions necessary to achieve planned results and continual improvement of these processes.
5. RECOMMENDATIONS FOR CREATING A SUSTAINABLE MARKETING STRATEGY
Actively engaging with
target customers
Integrate your employees into sustainability
Use technology
Sustainable marketing strategy
Create a sustainable
brand position
Maintain your focus
Think long term Strategic level
Which customers groups?
Which products & services?
What kind of positioning?
When? (Timing)
6. CONCLUSION
For future sustainability are important new types of relationships with
stakeholders, higher levels of innovation and collaboration. If you want a
business organization to survive and prosper, so will need to be able to identify
the tidal wave of sustainability.
References: FRAJTOVÁ – MICHALÍKOVÁ, K. Efektívne procesné riadenie v podmienkach globalizácie. [online] [cit. 2012-09-5]. Dostupný na internete <http://www.logistickymonitor.sk/en/images/prispevky/procesne-riadenie.pdf>Corporate Social Responsibility communication from a network perspective [online] [cit.2012-09-5]. Dostupný na internete < http://mdh.diva-portal.org/smash/record.jsf?pid=diva2:542017>http://www.pinnacleassoc.com/documents/a896017be3fed1915415108d1d01b2faFinding_the_Balance.pdfResponsible Business - European eLearning Module.[online][cit. 2012-08-27]. Dostupný na internete <:http://eacea.ec.europa.eu/llp/project_reports /documents/erasmus/multilateral_action_2008/eras_ecdem_142741_rebel.pdf>ROSELL, J. A Multi – Stakeholder perspective on Sustainable Marketing. Oulu University: Press, 2009. 162 strán. ISBN 978- 951-42-9223-1http://www.thecqi.org/Documents/community/DEM/MoSO%20brochure.pdfCHARTER, M., PEATTIE, K., OTTMAN, J., POLONSKY, J. Marketing and sustainability.[online][cit.2011-11-18]. Dostupný na internete <http://cfsd.org.uk/smart-know-net/smart-know-net.pdf>http://publview.stuba.sk/view_publ.php?dv=1&kd=-2&roh=- 1&a=96326&nz_typ=1http://publview.stuba.sk/view_publ.php?dv=1&kd=-2&a=69744&x=9http://publview.stuba.sk/view_publ.php?dv=1&kd=-2&a=29765&x=9www.scss.sk.http://www.scss.sk/index.php?categoryid=1& p2_articleid=14VYSEKALOVÁ J., MIKEŠ J. Image a firemní identita. Praha: Grada Publishing, 2009, 192 strán. ISBN 978-80-247-2790-5http://www.sustainablemarketing.com.au/content/7-Building-Blocks-of-a-Sustainable-Marketing-framework-Report
THANK YOU
FOR YOUR ATTENTION
michaela.tokarova@stuba.sk, gabriela.hrdinova@stuba.sk,
peter.sakal@stuba.sk