Abstract
This paper presents an innovative scientific proposal on sustainability in marketing activities combined with the latest trends in psychological research. The analysis is supported by the previous literature, research, and scientific reflections of the authors and implies that in recent markets, the implementation of the sustainability theory underlying the Model of Sustainable Marketing (MSM) has a significant impact on business. This paper links the concept of sustainable marketing to the employees and consumers on one hand and authentic leadership on the other. This establishes a new framework linking the responsibility factor for developing a psychological capital. In addition, the implication of authentic leadership style gives a boost to the development of the psychological capital of employees and responsible consumers. This completes the model of sustainable development. The practical implication of the research lies in fusing the theory of psychological capital that emphasizes building self-efficacy and optimism, with sustainable marketing to enhance performance. The proposed concepts are worthy subject matters on which to conduct future research.
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The Model is the result of scientific inquiry, market experience, and research carried out as part of Marek Seretny’s Ph.D. dissertation presented to the public on October 14, 2014 at the Faculty of Management of the Warsaw University of Technology. The validity of assumptions presented by the Model has been verified in the conducted research. Apart from the public defense of the dissertation, the Model has been repeatedly presented to scientists and business representatives at conferences and seminars both nationally and internationally, where it has received recognition and approval.
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Seretny, M., Gaur, D. (2020). The Model of Sustainable Marketing as a Responsible Approach to Marketing in the Era of Industry 4.0. In: Mateev, M., Nightingale, J. (eds) Sustainable Development and Social Responsibility—Volume 1. Advances in Science, Technology & Innovation. Springer, Cham. https://doi.org/10.1007/978-3-030-32922-8_28
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DOI: https://doi.org/10.1007/978-3-030-32922-8_28
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