Employees as Internal Stakeholders in the Concept of Sustainable Marketing – A Comparative Analysis of European and Asian Market
Employees as Internal Stakeholders in the Concept of Sustainable Marketing – A Comparative Analysis of European and Asian Market

Summary/Abstract: Corporate sustainability has captured the attention of much of the world over the last few years. The idea of sustainability refers to all spheres of the company’ activity, including marketing strategy. Before the company starts addressing sustainable marketing activities to external stakeholders effectively it needs to address them to its employees first. The reasons for that are two-fold. First, employees play a key role in the process of implementation of sustainable marketing strategies and programmes to external stakeholders, and thus they determine their effectiveness. Second, their sustainable behaviours performed in every-day work show that the company truly cares about sustainable development, and sustainable activities are not perceived as just cheap promotional, short-term actions. In this paper we assume that culture may differentiate employees’ attitude towards sustainable marketing activities addressed to them and thus may differentiate sustainable marketing activities undertaken by company managers.

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