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