Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/168958
Authors: 
Hapenciuc, Cristian Valentin
Pînzaru, Florina
Vatamanescu, Elena-Madalina
Stanciu, Pavel
Year of Publication: 
2015
Citation: 
[Journal:] Amfiteatru Economic Journal [ISSN:] 2247-9104 [Volume:] 17 [Year:] 2015 [Issue:] 40 [Pages:] 938-954
Abstract: 
Over the past years, the issue of sustainable entrepreneurship has coagulated multiple research interests due to the fact that it integrates three main pillars, namely human resource management (people) and the concerns for planet protection and for the economic effectiveness sustained by profit. The rapid social and economic transformations have imposed the assumption of an integrative perspective, especially to the organizations oriented to ensure their viability on the market and industry. Hereby, researchers believe that such an approach should be indicative of start-ups which should advance feasible solutions to market imperfections through innovative products and services and through effective marketing models. Against this backdrop, the present paper aims to investigate the correlations between sustainable entrepreneurship and the marketing types articulated by the Contemporary Marketing Practices (CMP) research program, relying on a questionnaire-based survey conducted with 104 start-up entrepreneurs in Romania. As the findings show, the discussed marketing types often discretionary correlate in practice with the most important dimension of sustainability that is people.
Subjects: 
Sustainable entrepreneurship
Contemporary Marketing Practices
Start-ups
People - environment - profit
Entrepreneurial marketing
JEL: 
M31
Q56
Creative Commons License: 
http://creativecommons.org/licenses/by/4.0/
Document Type: 
Article

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