20.500.12556/DKUM-74836 Trajnostno poslovanje kot mednarodna marketinška strategija Sustainable business as an international marketing strategy Trenutni vzorci za merjenje rasti gospodarstva niso v koraku z modernim svetom. Bruto domači proizvod se uporablja kot edino merilo gospodarskega razvoja, vendar kot nam okolje in družba prikazujeta, takšno merilo ni dovolj. V diplomskem projektu obravnavamo problematiko trajnostnega poslovanja podjetja, ter kako trajnostno poslovanje vključiti v organizacijo za doseganje boljših učinkov na mednarodnih trgih. Tako kot v obravnavanih podjetjih (Petrol, Lek), kot tudi v vseh ostalih organizacijah postaja načelo trajnostnega razvoja vse pomembnejše področje. Kupci in odjemalci so vedno bolj ozaveščeni in pozorni na vpliv, ki ga podjetje ustvari v okolju. Podjetja, ki niso okoljsko in družbeno odgovorna oz. ne kažejo svojega trajnostnega poslovanja pa zelo hitro izgubijo svoje potrošnike. V drugem delu diplomskega projekta je bil namen raziskati, na kakšne možne načine obravnavani podjetji udejanjata trajnostno poslovanje. Pri tem smo analizirali in navajali podatke iz Petrolovega trajnostnega poročila 2018 in Lekovega trajnostnega poročila 2017. Posebej smo se osredotočili na okoljski, družbeni in ekonomski vidik. Velik poudarek v diplomskem projektu smo dali področju trajnostnega razvoja, trajnostnega poslovanja in analizi na primeru Petrola in Leka. Current patterns for measuring economic growth are out of step with the modern world. Gross domestic product is used as the sole measure of economic development, but as the environment and society show us, such a criterion is not enough. The diploma project deals with the issue of sustainable business operations and how to integrate sustainable business into the organization to achieve better effects in international markets. As in the companies under consideration (Petrol, Lek), as in all other organizations, the principle of sustainable development is becoming an increasingly important area. Customers and customers are becoming more aware and attentive to the environmental impact of the business. Companies that are not environmentally and socially responsible or they do not show their sustainable business very quickly losing their consumers. In the second part of the diploma project, the aim was to explore how the companies in question are able to achieve sustainable business. In doing so, we analyzed and cited data from the Petrol Sustainability Report 2018 and the Lek Sustainability Report 2017. We focused specifically on the environmental, social and economic aspects. Much emphasis in the diploma project was given to the area of sustainable development, sustainable business and analysis in the case of Petrol and Lek. trajnostno poslovanje trajnostni razvoj mednarodni marketing marketinške strategije vpliv na okolje sustainable business sustainable development international marketing marketing strategies environmental impact true true false [J. Stajnko] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2019-09-09 16:25:24 2019-10-29 12:09:46 2022-08-09 09:37:10 2019-12-10 08:12:15 2019 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.5 13430556 URN:SI:UM:DK:4ZLU0JER VS_Stajnko_Jan_2019.pdf VS_Stajnko_Jan_2019.pdf 1 4102C7BF7FCC0CA373EB7254220912A3 1a62f93f1441814e6c2e609695d3bc155460e8506c0292d06e3d1d4518c738ed f5f83f2b-7c10-11eb-bb7a-00155d0001ca 20.500.12556/dkum/82896d4f-521c-4cd6-8fb6-f5ccbefaad10 https://dk.um.si/Dokument.php?lang=slv&id=137842 Ekonomsko-poslovna fakulteta 0 0 0