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The Impact of Corporate Sustainability Strategies on the Financial Performance of Romanian Companies in the Context of Green Marketing

机译:绿色营销背景下企业可持续发展战略对罗马尼亚公司财务绩效的影响

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摘要

The current research paper aims at making a comprehensive analysis of the current green marketing initiatives adopted by the top performing Romanian companies, in order to understand the determinant factors that influence their green approach and to evaluate the impact of the sustainability strategies implemented on their financial performance. The research of business sustainability strategies in 31 top performing companies in Romania is conducted by analyzing their green marketing initiatives, the ability to communicate online current and past Corporate Sustainability (CS) actions (substantive action) and their future commitments towards green marketing (symbolic action). The authors also analyzed the impact of companiesu2019 dimensions on their green performance and commitment, substantiating that the size of a company is a significant influential factor. The analysis of the impact of substantive and symbolic action on the financial performance of the companies shows that there is not a significant correlation between these indicators.
机译:当前的研究论文旨在对表现最佳的罗马尼亚公司采取的当前绿色营销举措进行全面分析,以了解影响其绿色方法的决定性因素并评估实施可持续性战略对其财务绩效的影响。 。通过分析罗马尼亚的31家表现最佳的公司的业务可持续性战略,分析了其绿色营销举措,在线交流当前和过去的公司可持续性(CS)行动(实质性行动)的能力以及他们对绿色营销的未来承诺(象征性行动) )。作者还分析了公司规模对绿色绩效和承诺的影响,证实了公司规模是一个重要的影响因素。对实质性和象征性行动对公司财务业绩的影响的分析表明,这些指标之间没有显着相关性。

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