Lietuvos mėsos perdirbimo įmonių konkurencingumo didinimas, taikant ekologinės rinkodaros koncepciją

Pastaruoju metu pastebimas didėjantis organizacijų aktyvumas jų santykių su aplinka gerinimo veiklos srityje. Galima daryti prielaidą, jog ši tendencija bus stabili, kadangi ją sąlygoja veiksniai, susiję su organizacijų konkurencingumu. Darniosios plėtros nuostatų realizacija, būtent „teršėjas moka" nuostata, netrukus taps esmine verslo plėtojimo determinante, siejančia organizacijos konkurencingumą su jos realizuojamų procesų pasekmėmis. Ši nuostata neapsiriboja tik aplinkos naudojimo ir baudų mokėjimo už normų nesilaikymą sąnaudomis, - kaskart dažniau organizacijos dėl taršos praranda realizacijos rinkas. Didėjantis ekologinis pirkėjų sąmoningumas tampa įtakos šaltiniu organizacijoms, ieškančioms naujų rinkos pozicijų sustiprinimo būdų. Straipsnyje autorės analizuoja ekologinės rinkodaros koncepcijos realizacijos svarbą didinant mėsos perdirbimo įmonių konkurencingumąThe results of the conducted research indicate that the formation of competitiveness is relevant for Lithuanian meat processing companies. Lithuanian meat processing companies as well as companies from other sectors function in a rapidly changing environment, where acquirement of new competitive advantages becomes a crucial factor in the rivalry and guarantees the survival in the market place. The Ecological Marketing concept determines 1he fields, where companies can search for sources that form competitive advantages. It outlines the ways and methods how an organization should perform, talcing the environmental protection and sociai-ethical context, relations with the society and other parties concerned into account. The objective of the research is formation of the means that increase rationality of decisions while applying ecological marketing concept for increasing the competitiveness of Lithuanian meat producing companies. The summarized results of the research indicate the positive attitude of respondents (83.3%) towards environment protection. It allows to make the assumption, that ecology is an important factor in the activity of Lithuanian meat processing companies. 61.12% of respondents apply the attitude of ecological marketing concept in their activities. The distribution of me research results according to the fields where ecological marketing concept is being used, is the following: the bigger part (55.02%) of companies applies the ecological aspects in the process of distribution of their product to customers and 36.05% of respondents apply them to creating of new products and manufacturing. Comparably small percentage of companies (9.0%) uses the ecological aspect in advertising. The competitive advantages of companies are determined by exclusiveness of their products (38.53%) and satisfaction of customers needs (33.0%). The smallest number of respondents indicate reduction of expenses (6.27%)Vytauto Didžiojo universitetasŽemės ūkio akademij