9 Sustainability and Green Marketing
Abstract
In contemporary society, sustainability is a favourable condition for value creation, an element of enhanced competitiveness, and an advantage for companies. The dynamic objective of sustainability aligns with the ultimate goal of value creation and sustainable survival. The concept mentioned above has been increasingly recognized in international instruments as well as in European and national legislation. It has become intertwined with business ethics, forming the foundation of a business world that is not solely driven by the goal of generating wealth, but also by the pursuit of socio-environmental objectives and economic performance. The management’s creativity is called ...
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