摘要：U savremenoj ekonomiji zasnovanoj na znanju koju karakterišu brze i turbulentne promene,stečena konkurentska prednost je mnogo više izložena opasnostima u odnosu na ranije periode.Kompanije su prinuđene da stalno kreiraju nove poslovne prilike kako bi odgovorile na izazove koji nastaju pod uticajem brojnih,pre svega,tehnoloških i tržišnih promena.Međutim,mali je broj kompanija sa usklađenom organizacijom istrategijom koje podržavaju zahteve za istraživanjem i kreiranjem održivih poslovnih i marketing strategija.Globalna scena uslovljena razvojem novih tržišta i ekonomija u razvoju zahteva promene u marketing pristupima i prilagođavanje strategija.Ostvarivanje superiornih poslovnih performansi u globalnojsredini vezano je za uvažavanje i prilagođavanje novim izazovima i trendovima.Zahtevi za odgovornijim ponašanjem preduzeća na tržištu i prihvatanje etičkih,moralnih i ekoloških principa su sve izraženiji.Takođe,neophodno je usklađivanje poslovnih i marketing odluka sa ciljevima održivog razvoja i društveno odgovornog poslovanja.Razvoj društvenog odgovornog marketinga je imperativ uspeha privrede i društva.Autori u radu ukazuju na ulogu i značaj inovacija u marketing pristupima i potrebu razvoja društveno odgovornog marketinga u cilju poboljšanja njegovih poslovnih performansi i uspešnijeg pozicioniranja.
其他摘要：In contemporary knowledge-based economy characterized by fast and turbulent changes,the achieved competitive advantage is much more exposed to hazards in contrast to earlier periods.Companies are forced to constantly create new business opportunities in order to respond to the challenges that are generated by the impact of numerous primarily technological and market changes.However,there is a small number of companies,with arranged organization and strategy,that support the requests for the research and creation of sustainable business and marketing strategies.The global scene conditioned by the development of new markets and developing economies requires changes in marketing approaches and strategy adaptation.The realization of superior business performances in global environment is related to the acquirement and adaption to new challenges and trends.The trend that questions the business activity of many companies is the requests for responsible behavior of enterprises in the market and acceptance of ethical,moral and environmental principles.There are more and more evident requests for aligning of business and marketing decisions with the aims of socially responsible business.The development of socially responsible marketing is the imperative of economic and social success.The authors point to the role and importance of innovation in marketing approaches,the need for enhancement of socially responsible marketing with the aim of improving its business performance and successful positioning.
关键词：U savremenoj ekonomiji zasnovanoj na znanju koju karakterišu brze i turbulentne promene,stečena konkurentska prednost je mnogo više izložena opasnostima u odnosu na ranije periode.Kompanije su prinuđene da stalno kreiraju nove poslovne prilike kako bi odgovorile na izazove koji nastaju pod uticajem brojnih,pre svega,tehnoloških i tržišnih promena.Međutim,mali je broj kompanija sa usklađenom organizacijom istrategijom koje podržavaju zahteve za istraživanjem i kreiranjem održivih poslovnih i marketing strategija.Globalna scena uslovljena razvojem novih tržišta i ekonomija u razvoju zahteva promene u marketing pristupima i prilagođavanje strategija.Ostvarivanje superiornih poslovnih performansi u globalnojsredini vezano je za uvažavanje i prilagođavanje novim izazovima i trendovima.Zahtevi za odgovornijim ponašanjem preduzeća na tržištu i prihvatanje etičkih,moralnih i ekoloških principa su sve izraženiji.Takođe,neophodno je usklađivanje poslovnih i marketing odluka sa ciljevima održivog razvoja i društveno odgovornog poslovanja.Razvoj društvenog odgovornog marketinga je imperativ uspeha privrede i društva.Autori u radu ukazuju na ulogu i značaj inovacija u marketing pristupima i potrebu razvoja društveno odgovornog marketinga u cilju poboljšanja njegovih poslovnih performansi i uspešnijeg pozicioniranja.
其他关键词：In contemporary knowledge-based economy characterized by fast and turbulent changes,the achieved competitive advantage is much more exposed to hazards in contrast to earlier periods.Companies are forced to constantly create new business opportunities in order to respond to the challenges that are generated by the impact of numerous primarily technological and market changes.However,there is a small number of companies,with arranged organization and strategy,that support the requests for the research and creation of sustainable business and marketing strategies.The global scene conditioned by the development of new markets and developing economies requires changes in marketing approaches and strategy adaptation.The realization of superior business performances in global environment is related to the acquirement and adaption to new challenges and trends.The trend that questions the business activity of many companies is the requests for responsible behavior of enterprises in the market and acceptance of ethical,moral and environmental principles.There are more and more evident requests for aligning of business and marketing decisions with the aims of socially responsible business.The development of socially responsible marketing is the imperative of economic and social success.The authors point to the role and importance of innovation in marketing approaches,the need for enhancement of socially responsible marketing with the aim of improving its business performance and successful positioning.
