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Sustainable competitiveness is essential for the initial survival and long-term success of a company. Looking at competitiveness through the lens of sustainability, business success is not measured solely by profitability and market share, but by consumer satisfaction and loyalty. Meeting consumer expectations effectively attracts attention, creates long-term demand, and thus market survival and success. In order to examine the perception of new entrepreneurs about the basic determinants of sustainable competitiveness, a combined qualitative and quantitative research methodology was used. The research is based on the assumption that new entrepreneurs in Bosnia and Herzegovina during the critical first three years of business focus on quantitative factors and indicators of market success, while neglecting consumer satisfaction and loyalty as fundamental determinants of the marketing concept. Quantitative research was conducted using a questionnaire that surveyed 156 owners and/or managers of new business ventures in Bosnia and Herzegovina. 12 in-depth interviews with the owners of new entrepreneurial ventures were also conducted to ensure a deeper understanding of the meaning of the data collected by the questionnaire. The presented research results can help when providing appropriate advisory and educational services to novice entrepreneurs in the territory of Bosnia and Herzegovina.

Das Verfolgen von ethischen Werten im Marketing muss keinen Widerspruch zum ökonomischen Erfolg eines Unternehmens darstellen. Gerade der starke Kostendruck in der Logistikbranche erfordert für die strategische Ausrichtung von Logistikunternehmen Differenzierungskriterien, die sich von einer reinen Kostenorientierung abwenden. Fairness als ein ethischer Wert, ergänzt um ökologische und soziale Gesichtspunkte, die sowohl nach außen auf die Kunden und die Öffentlichkeit als auch nach innen auf die Mitarbeiter wirken, stellen die Eckpunkte eines ethischen Marketings dar. Die Rückbesinnung auf die Werte des ehrbaren Kaufmanns und damit eine ethische Ausrichtung der Marketingkonzeption eines Unternehmens ermöglichen eine Bindung des Kunden und damit die Realisierung von ethischen und ökonomischen Zielen. The pursuit of ethical values in marketing doesn't need to be a contradiction to economic success. Fairness, ecological and social aspects are important cornerstones of ethical marketing. The alignment of a marketing conception with ethical values leads to a value-based behavior towards employees, customers and business partners. This helps to build and maintain lasting relationships and thus the realization of ethical and economic targets. Keywords: ökonomischer erfolg, marketingkonzeption, logistikbranche, logistik

On assiste depuis quelques années à un développement de travaux de natures diverses autour de la notion d'ambiance. D'abord apparue du côté de la recherche en sciences humaines, elle est actuellement massivement réinvestie par les sciences techniques, et est prête à devenir un pur objet de marketing ou de stratégie politique dans certains milieux de l'ameublement - domestique ou urbain ! Quant à l'architecte ou à l'urbaniste, il ne cesse, par le simple fait de projeter ou de construire, de manipuler, de casser ou de créer des "ambiances" - de sorte qu'il n'est guère étonnant que cette notion fluctuante pénètre la sphère de son vocabulaire ordinaire.

Dans la logique du continuum « Corporate Governance – gouvernance au sens « large », l'argumentation de ce texte sera la suivante : - L'évaluation du développement d'organisations « intermédiaires » entre l'Etat et l'entreprise, - L'examen du contenu possible d'une conception large de la gouvernance, - Le statut des rapports qu'elle établit avec la société civile, - A titre d'étude de cas, le commentaire du Livre Blanc de la gouvernance de l'Union Européenne, - Une analyse des conséquences politiques d'une conception « large » de la gouvernance.

Dans la logique du continuum « Corporate Governance – gouvernance au sens « large », l'argumentation de ce texte sera la suivante : - L'évaluation du développement d'organisations « intermédiaires » entre l'Etat et l'entreprise, - L'examen du contenu possible d'une conception large de la gouvernance, - Le statut des rapports qu'elle établit avec la société civile, - A titre d'étude de cas, le commentaire du Livre Blanc de la gouvernance de l'Union Européenne, - Une analyse des conséquences politiques d'une conception « large » de la gouvernance.

Purpose
– This paper aims to explore collective cognitive structures in business networks by analyzing the coherency of network pictures in a service development network.


Design/methodology/approach
– The authors use the network pictures construct as a tool to analyze collective cognitive structures in a service development network. The studied case and unit of analysis is a focal network developing a consumer mobile TV service.


Findings
– Based on the empirical evidence, the authors found that individuals' cognitive structures vary extensively in the studied focal network. In addition, collective cognitive structures in intra- and inter-organizational settings differ, and thus should be distinguished.


Research limitations/implications
– The research findings are based on a single case study. This study is one of the first attempts to apply network pictures as a research device in industrial marketing. The concept of network conception is put forward, distinguishing intra- and inter-organizational levels of collective cognition.


Practical implications
– The employed conceptual tool is proposed for application also when forming a business network, where it is important to make all actors' (i.e. persons and companies) perspectives on the emerging focal business network visible.


Originality/value
– To study the focal network-level collective cognitive structures further, the authors propose the concept of network conception to represent the phenomenon. The present study contributes to the research on collective cognitive structures in industrial marketing by extending understanding on individual- and organizational-level cognitions to a focal network-level collective cognition.

This article seeks to problematize and de-reify the phenomenon of marketing work by means of subjecting it to a social-phenomenological gaze. Drawing upon a discourse-analytical understanding of the productive nature of language, the interaction at a meeting between an advertising agency and a client is interpreted and discussed. This micro-event is moreover interpreted in relation to the particular socio-cultural milieu, here referred to as `the narrative archipelago', wherein marketing practitioners have to navigate. It is argued that a social conception of the phenomenon of `marketing work' is not only a prerequisite for carrying out marketing tasks; it is also one of the outcomes of marketing practice. In other words, marketing work is contingent upon as well as generative of the social and discursive accomplishment of a notion of `marketing work'.

This commentary addresses recent debates in marketing research on the elusiveness of the notion of value, with the aim of starting a dialogue on the possibility of developing a comprehensive and culturally informed understanding of value and value creation processes. First, we provide an overview of the predominant uses of value in marketing and consumer research literature and discuss them in relation to three abstract conceptions of value. We show the interconnectedness of these value types in market and consumption contexts. Next, we suggest possible avenues that have their foundations in the notion of field, practice theory, and markets as networks approaches, in order to conceptualize complexity in value and value creation processes.

It is possible to apply the marketing conception also by managing and developing towns. Marketing as a scientific discipline has started to apply in specific conditions of managing of the public sector in 1980s. The interest in this discipline in the conditions of the Slovak Republic - young and accession country which is being prepared for the entry to the European structures - has been caused particularly by two facts: transformation of proprietary relations and democratization of control processes. In the first part of the papers the presentation concentrate on the theoretical approaches to the possibility of using the marketing instruments in conditions of the towns, causes of the origin of the marketing of towns, its specific items and barriers, opinion development on the marketing of towns and the process of marketing of towns itself with its significant phases: phase of analysis of the environment, marketing strategy creation, its implementation and control. We also stress the role of the specific instruments of marketing mix possibly used right in the sphere of marketing of towns - people, physical evidence, processes and partnership which widen the traditional conception of the four elements of the marketing mix (4 P) - product, price, place and promotion used by the town as a support of its offer. The marketing of towns uses practically the same instruments as for example the company marketing. Use of marketing conception in the conditions of towns can contribute to the better analysis of the needs of the inhabitants or the visitors of the towns to find the way of how to satisfy them better. It also helps to find ways how to locate some products of the town on the market and how to supply with them the certain groups. Very important in this case is the segmentation of the towns themselves as well as the customers (market). The segmentation of the town closely relates to the creation of the market positioning of the town. The positioning of the town means the place, which the certain town has been taken in imaginations of its customers in comparison with another competing towns. It reflects the image of the town, which is a part of unique and difference of the certain town and its offer. Among the marketing mix of the town the specific place belongs to the product, which is much more different and specific than the product in the classic conception. The important part of the marketing of the town is a marketing plan and a marketing strategy. The marketing plan should be connected to the spatial plan of the town - it should contribute to it. The marketing strategy means to find the way of filling the aims stated in the plan. The specific item of the marketing strategy of the town is the numerous subjects, which are taken into account by formulating the strategy. In conditions of the Slovak municipality, application of marketing in comparison with the EU countries is insufficient. In the second part of the papers presentation present the topical state of applying marketing from the endogenous and exogenous points of view in 123 Slovak towns on the base of the results of their research, which will take part in February - April 2003 within the form of the case study. They also define the most frequent barriers in applying the marketing instruments and the creation of the marketing strategy within the practice of the Slovak towns.

Marketing thinkers identify concepts of relationship, interaction, and network as useful. Edgar Crane (1972) saw interaction as essential to buyer-seller decision-making. David Ford, Kristian Möller, and Håkan Håkansson followed with explanations of how marketing operates. Christian Grönroos expanded the horizon with 'interactive marketing'. Evert Gummesson saw interaction as "active contact" and all marketing as relationships and interaction in networks. The Relationship Marketing field flourished – at least for a time. Whilst many proponents of "interactive communication" and "social interaction" do not see the interaction concept as problematic, they focus attention on practices. I choose to re-examine both 'interaction' and 'communication', and to relate these concepts to the concepts of society and the social process we call "marketing". The discussion proceeds from the general perspective of humans living among others, to the specific situation of marketing in society. I examine the concept of 'interaction', and consider social interaction as exchange –a dialogical view of human communication. The patterning of social interaction in markets as distinct from bureaucracies, solidarity groupings, and co-operative collectives is examined. An alternative sociological analysis of the social is compared with that of the social psychology tradition. Communication is discussed as a mode of interaction, to reveal monologic (technical) and dialogic (humanitarian) conceptions of communication prevalent in the marketing field. Within the context of an 'Interaction Society', marketing is explained as a complex dynamic adaptive interaction system, revealing a conversational nature. It is proposed that interaction directs and co-ordinates, but also co-creates – 'interactional work' has innovative capacity.

... an important resource for brand managers, product development teams, and marketing scientists who need to understand the analytic methods to designing new products. Thank you, Rosanna for this effective and up-to-date new product development text. We recommend it to students, managers, and analysts interested in successfully developing new products.-Professor John Hauser and Professor Glen Urban, MIT Sloan School of Management.

Purpose
– The purpose of this paper is the justification of a new conception of the marketing of works. The paper supports this new conception of the marketing of goods, works, and services instead of the existing conception of the marketing of goods and services. The paper also introduces new concepts of hybrid offerings.


Design/methodology/approach
– The paper develops hypotheses on the basis of a hypothetical-deductive method, the application of analysis and synthesis for justification of the proposed concepts, and interviews with top marketing managers of shipyards to substantiate the necessity of marketing of works.


Findings
– Marketing of works is a new line of marketing activity and a source of new hybrid offerings. A widened marketing of goods, works, and services must replace the existing marketing of goods and services, which does not apply completely in the sale of works. The main difference between works and services is an ability to change the market value of objects. "Goods+works" and "works+services" are the new particular hybrid offerings and "goods+works+services" is the new general hybrid offering.


Practical implications
– Marketing of works plays a key role in many branches of industry, including house building, airplane production, the repair of vessels, the reclamation of land, and so on. Works are elements of the new hybrid offerings and the new marketing of goods, works, and services.


Originality/value
– Initially, the new marketing of works appeared as a part of the marketing of industrial services. Conceptions of the marketing of works and the marketing of goods, works, and services are new results that develop the existing marketing of goods and services. The particular hybrid offerings "goods+works" and "works+services" and the general hybrid offering "goods+works+services" are also new results.

Debido a los cambios que se realizan en el entorno, hoy las empresas se enfrentan a grandes desafíos: transformación política, tratados comerciales, alianzas estratégicas y cambios tecnológicos, que afectan la competitividad y el desarrollo de productos o servicios con el fin de lograr los propósitos organizacionales. Es por esto por lo que las empresas ven en el marketing la oportunidad de diseñar, ejecutar y controlar un plan para influir en los procesos de intercambio con los consumidores, con lo que buscan aumentar las probabilidades de que tengan pensamientos y sentimientos favorables hacia los productos, los servicios y las marcas que estemos desarrollando. Sin embargo, es un proceso metódico y cauteloso, y para poder tomar las mejores decisiones es fundamental conocer los aspectos claves en el inicio de la planeación. Tal es la razón por la que en el presente escrito lograremos comprender la naturaleza y concepción actual del marketing, identificar los principales elementos del proceso del análisis y diagnóstico del mercado —de vital importancia para la planeación de los objetivos— para finalmente desarrollar una comprensión práctica al aplicar los conceptos a un estudio de caso. ; Due to the changes that are made in the environment, companies today face great challenges: political transformation, trade agreements, strategic alliances and technological changes, which affect competitiveness and the development of products or services in order to achieve the purposes organizational. This is why companies see in marketing the opportunity to design, execute and control a plan to influence the exchange processes with consumers, thereby seeking to increase the likelihood of having favorable thoughts and feelings towards products, the services and brands that we are developing. However, it is a methodical and cautious process, and to be able to make the best decisions it is essential to know the key aspects at the beginning of the planning. Such is the reason why in this paper we will be able to understand the current nature and conception of marketing, identify the main elements of the market analysis and diagnosis process - of vital importance for planning objectives - to finally develop a practical understanding when applying the concepts to a case study. ; Universitaria Agustiniana