Hodnocení konkurenceschopnosti podniku v podmínkách udržitelného rozvoje metodou marketingového auditu


Hodnocení konkurenceschopnosti podniku v podmínkách udržitelného rozvoje metodou marketingového auditu

Jméno a příjmení autora:

Marcela Kožená

Rok:
2003
Číslo:
2
Klíčová slova:
konkurenční schopnost podniku, konkurenční strategie, udržitelný rozvoj, návrh metodiky pro hodnocení konkurenceschopnosti podniku
DOI (& full text):
Anotace:
The Evaluation of the Enterprise Competitive Ability by the Marketing Audit Method in the Conditions of Sustainable Development Environmental protection is one of global problems of the world…více
The Evaluation of the Enterprise Competitive Ability by the Marketing Audit Method in the Conditions of Sustainable Development
Environmental protection is one of global problems of the world society in this age. The Czech republic has to respect more strict environmental standards with regard to presupposed entrance in European union. Environmental protection should be realized on the enterprise level where many of the harmful pollutants are produced. There are many methods for competitive ability of enterprise evaluation contemporary but without environmental aspects. The main aim of this article is project of the methodology for evaluation of the enterprise competitive ability by respecting the strategy of the sustainable development. There was used for evaluation enterprise strategy by respecting the strategy of the sustainable development marketing audit methodology in which were defined key factors, weights and intervals for evaluation of the enterprise competitive ability.

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