Sekundarni povzetek: |
In the master's thesis we study sustainable development, social responsibility and the matrix of the marketing mix in its interdependence with the three dimensions of sustainable development or with the concept of Triple Bottom Line. In the theoretical part, we focus mainly on the definitions of sustainable development. We list and describe its global goals, which were adopted in 2015 as Agenda 2030. As an important part of sustainable development, we present all three dimensions of the triple outcome concept. As sustainable development and social responsibility are linked, we also focus on the definitions of social responsibility, its benefits and competitive advantages. We describe the ways in which a company can be socially responsible through the three dimensions of the triple outcome concept, ie. to the society, the environment and the economy. In the theoretical part of the master's thesis, we also study the definitions of marketing and the marketing mix of seven marketing P's, which is presented in the form of a matrix. The theoretical findings of the master's thesis presented in this way are upgraded in the empirical part on the example of the group Domel, d. d., which is known for striving for sustainable development and social responsibility. The most important values that guide the group towards sustainable development and social responsibility are creativity and ambition, responsibility and economy, respect and cooperation, care for customers and employees, and sense of belonging. The Domel group, d. d., follows these values in day-to-day business operations and expresses them in a strong connection with the environment, in caring for its weakest members and in respecting the natural and cultural heritage. By analyzing publicly available data and information obtained with the questionnaire, we tried to determine in what ways and with what activities the Domel Group, d. d., strives for sustainable development and in what ways it demonstrates its social responsibility and concern for the society, the environment and the economy. We designed a marketing mix of seven marketing P's of the Domel group, d. d., and explored how the group uses sustainable development and social responsibility as a marketing approach through the chosen advertising medium. With all of the above, we tried to determine which global goals of sustainable development and which goals of social responsibility, the Domel Group, d. d., follows and what benefits or competitive advantages this brings. In the master's thesis, we also present the Mondragon cooperative as an example of good practice and compare it with the Domel group, d. d. |