relationship between the model of sustainable leadership and
positive psychological capital development. A leader being
aware and responsible of the actions toward others leads in
an authentic way and creates an impact on the confidence of
people to perform. Thus, a positive psychological state of
development is created in an organization, which leads to an
increase in self-efficacy and optimism in people for the
attainment of present and future goals of sustainability.
Employees and even consumers develop trust in their own
actions and in the leadership structure of the market. The
ethical principle of leadership connects all the components
of the market and fulfills the goal of the Model of Sustainable Marketing.
4 Conclusions and Recommendations
The analysis presented in this paper suggests that in developed markets, the implementation of the sustainability theory underlying MSM has a significant impact on business.
Both academics and business representatives point out that
companies seeking to build a lasting foundation of success in
the face of the challenges of the global market should be
based on responsible actions. MSM consists of creating
formal solutions, comprising of a system of sustainable
management, based on the assumption of a triple bottom
line.
The key to the effective implementation of corporate sustainability is the example set by top management, as most
employees follow the standards of their leaders. The commitment of employees involved in executing the corporate
responsibility concept is a guarantee of the success of any
implemented strategy because employees are the ones who
will practice it in their day-to-day accountabilities.
In addition, it is important to implement a lasting, open, and
active dialogue with all stakeholders, but particularly, with
clients, ensuring the successful creation of positive relationships, which are the cornerstone of the company’s success. At
the root of such a dialogue on responsibility, there is a strong
brand that offers promise, verbalizes what one might expect
from a given enterprise, and predicts what might be expected
of those involved in providing value to buyers.
By analyzing situations in developed markets, it has been
shown that customers engage in the idea of social responsibility when they see that businesses and their employees
sincerely and genuinely believe in everything the brand
symbolizes and are committed to creating value. Dialogue is
a tool for engaging all stakeholders in the organization’s
activities—to meet their needs, educate and learn from them,
allowing the company to translate acquired knowledge into
products and services, as well as internal processes. Customer engagement is crucial for the development of sustainable consumption, where consumers consciously
undertake a variety of social activities, building trust-based
social capital and cooperation, bonding and engaging,
thereby giving the company a significant competitive
advantage.
Thus, the resulting trust not only becomes the foundation
of human relations in the relationship between the client and
the organization, but it also influences the opportunities for
social development and the building of successful global
development for future generations.
The limitations of the present study exist in the implementation of the model. To overcome this restriction, the
author’s future research will be focused on application of the
model on control and experimental groups and observing the
implications of the MSM and its link to positive psychological development. The scope of this study was limited to
the analysis of data clarifying the concept of the model
specified in the research. However, cognitive influences
toward the positive behavior of employees are also critical to
understand the positive psychological development. Consequently, future research should incorporate both cognitive
behavior approach and positive psychology of the mindfulness approach to study the implications of the MSM on both
employees and consumers. We believe the amplifying effects
of sustainable process (authentic leadership, brand positioning, and popularization of responsible consumption) can
serve as antecedents to positive psychological development
(need of people, increasing efficiency of society, and
enhancing the quality of life) and thus, result in the reinforcement of desirable behavior. A cognitive framework of
awareness through inducing mindfulness concepts and analyzing the developed schema might provide a fruitful
structure of future research.
Thus, future research may also take into consideration the
aspect of mindfulness by the positioning of the sustainable
brand and popularization of responsible consumption under
the umbrella of authentic leadership to build the cognitive
aspects of positive psychological capital (PsyCap). On the
other hand, researchers may also study the already developed schema of society and then test the given model in the
organizational setting to induce mindfulness to the existing
schema and then attempt to introduce behavioral change. We
predict the outcome of such experimentation would result in
the expansion of responsible leadership and in turn.
288
M. Seretny and D. Gaur
positive psychological capital development. A leader being
aware and responsible of the actions toward others leads in
an authentic way and creates an impact on the confidence of
people to perform. Thus, a positive psychological state of
development is created in an organization, which leads to an
increase in self-efficacy and optimism in people for the
attainment of present and future goals of sustainability.
Employees and even consumers develop trust in their own
actions and in the leadership structure of the market. The
ethical principle of leadership connects all the components
of the market and fulfills the goal of the Model of Sustainable Marketing.
4 Conclusions and Recommendations
The analysis presented in this paper suggests that in developed markets, the implementation of the sustainability theory underlying MSM has a significant impact on business.
Both academics and business representatives point out that
companies seeking to build a lasting foundation of success in
the face of the challenges of the global market should be
based on responsible actions. MSM consists of creating
formal solutions, comprising of a system of sustainable
management, based on the assumption of a triple bottom
line.
The key to the effective implementation of corporate sustainability is the example set by top management, as most
employees follow the standards of their leaders. The commitment of employees involved in executing the corporate
responsibility concept is a guarantee of the success of any
implemented strategy because employees are the ones who
will practice it in their day-to-day accountabilities.
In addition, it is important to implement a lasting, open, and
active dialogue with all stakeholders, but particularly, with
clients, ensuring the successful creation of positive relationships, which are the cornerstone of the company’s success. At
the root of such a dialogue on responsibility, there is a strong
brand that offers promise, verbalizes what one might expect
from a given enterprise, and predicts what might be expected
of those involved in providing value to buyers.
By analyzing situations in developed markets, it has been
shown that customers engage in the idea of social responsibility when they see that businesses and their employees
sincerely and genuinely believe in everything the brand
symbolizes and are committed to creating value. Dialogue is
a tool for engaging all stakeholders in the organization’s
activities—to meet their needs, educate and learn from them,
allowing the company to translate acquired knowledge into
products and services, as well as internal processes. Customer engagement is crucial for the development of sustainable consumption, where consumers consciously
undertake a variety of social activities, building trust-based
social capital and cooperation, bonding and engaging,
thereby giving the company a significant competitive
advantage.
Thus, the resulting trust not only becomes the foundation
of human relations in the relationship between the client and
the organization, but it also influences the opportunities for
social development and the building of successful global
development for future generations.
The limitations of the present study exist in the implementation of the model. To overcome this restriction, the
author’s future research will be focused on application of the
model on control and experimental groups and observing the
implications of the MSM and its link to positive psychological development. The scope of this study was limited to
the analysis of data clarifying the concept of the model
specified in the research. However, cognitive influences
toward the positive behavior of employees are also critical to
understand the positive psychological development. Consequently, future research should incorporate both cognitive
behavior approach and positive psychology of the mindfulness approach to study the implications of the MSM on both
employees and consumers. We believe the amplifying effects
of sustainable process (authentic leadership, brand positioning, and popularization of responsible consumption) can
serve as antecedents to positive psychological development
(need of people, increasing efficiency of society, and
enhancing the quality of life) and thus, result in the reinforcement of desirable behavior. A cognitive framework of
awareness through inducing mindfulness concepts and analyzing the developed schema might provide a fruitful
structure of future research.
Thus, future research may also take into consideration the
aspect of mindfulness by the positioning of the sustainable
brand and popularization of responsible consumption under
the umbrella of authentic leadership to build the cognitive
aspects of positive psychological capital (PsyCap). On the
other hand, researchers may also study the already developed schema of society and then test the given model in the
organizational setting to induce mindfulness to the existing
schema and then attempt to introduce behavioral change. We
predict the outcome of such experimentation would result in
the expansion of responsible leadership and in turn.
288
M. Seretny and D. Gaur