Abstract:In this work we focused on summarizing the principles of green marketing and the concepts related to it. The aim of this contribution was to prove the relationship between the implementation of green marketing principles and sustainable competitive company position on the market. In order to prove the relationship between the implementation of green marketing principles and the competitive market position of companies, we used a multiple regression method to reveal the relationship, despite many variables. This was preceded by a factor analysis that helped us to select the main factors of influence. In order to meet this goal, we have drawn from the surveys conducted by PwC (Bratislava, Slovakia), the Automobile Industry Association and the Slovak Automobile Institute to identify key factors and future expected development in the auto industry supplier segment and our marketing research, conducted from December 2015 to February 2016. Based on the results of marketing surveys, research responses and the study of available resources, we concluded that there is no comprehensive green marketing implementation model linking environmental consumer behavior with a link to the company's marketing strategy. The contribution could help the Automotive Industry Union to present requirements to the government and help create incentives for the alternative vehicle market, and our findings could be incorporated into the creation of companies' strategy.

Online marketing communication covers a wide area and thus promotes an extensive reach of advertising to a broad audience. Hotels can achieve certain goals through online communication, mainly an increase of hotel awareness; an improvement of their image; and an increase in the level of customer satisfaction and trust, or brand loyalty. Measurement of the effectiveness of communication tools in the online environment is still a challenge, whether in the academic world or in the business world, mainly due to the complexity of this process. The main objective of this paper is to propose a methodology for implementing an indicator suitable for the evaluation of the effectiveness of online communication activities in the Slovak hotel industry. It uses analysis of the current usage of online marketing communication activities from the perspective of hotel service providers. The methodology should be applicable to support decision-making and actively support the sustainable development of hotels. In order to achieve the objective of the paper, the authors conducted a marketing survey focused on online marketing communication by Slovakian hotels to determine their use and to map the current state or methods of evaluating their effectiveness. Results of the research suggest that hotels in Slovakia perceive evaluating marketing communications online as being important, regardless of the size, length of operation, budget, and class of the hotel. They prefer financial metrics because they are a de facto manifestation of the traditional approach towards investment evaluation. The results also showed that return on investment is the most common metric for evaluating the investments of online communication activities, and that respondents expressed the highest level of confidence in this metric as well. In line with the results, we have proposed return on investment (ROI) as the most appropriate metric applicable in evaluation of the effectiveness of online communication tools.

This article analyzes the attitudes of consumers towards the purchase of private label products, considering their needs and requirements, the type of purchased product, reasons for the purchase, as well as demographic characteristics of the respondents. The main aim of the research is to determine the factors and variables that significantly influence and shape the consumer's perception and attitude towards the purchase of private label products. The perception of private label products by Slovak consumers was studied empirically, focused on three hypotheses: (1) if the type of purchased product affects the consumer's attitude towards private label products; (2) if the consumer's attitude is influenced by the reasons for the purchase; and (3) if the attitudes of consumers to private label products are determined by demographic determinants. The study of consumer preferences is of great importance in the context of the competitive ability of branding. The greatest contribution of the study is the determination of which types of private label products are purchased by consumers, considering their family status, and that the consumers' perceptions of private label products are determined by the consumer's age, income and family status, as well as by the reasons for their purchase. The research results can be used in the retail trade when planning strategies for private label products, focusing on the specific requirements and needs of individual consumer groups, accepting their demographic differences.

Risks are a very important part of the business environment. If risks are managed well, they can provide a higher level of competitiveness and sustainability advantages for a company. The first step towards successful risk management is an identification of risks. The aim of this article is to create a risk profile for (small and medium-sized enterprises) SMEs in V4 countries (Czech Republic, Slovakia, Poland, Hungary), compare them to each other and then compare the results with those for Serbia. The data were collected during an extensive research project organized by Tomas Bata University in Zlín in 2017 and 2018. In total 2110 answers of SMEs were analyzed. For the verification of hypotheses, a 5-point Likert scale, Multiple Correspondence Analysis (MCA) and Multiple Factors Analysis (MFA) and ANOVA were used. The level of legal, security, personnel and operational risks is statistically higher in Serbia than in V4 countries, and the lowest level is in Slovakia. Some significant differences among the exposure to risk according to economic sectors were identified.

Research background: Bankruptcy shouldn´t be considered only as negative phenomena although its impact is for companies in most cases more than devastating. This change of point of view is invoked by the needs of contemporary socio-economic evolution. If society wants to reach sustainable development, the bankruptcy should be perceived as an immanent part of normal cyclical economic development. Moreover, if the view of bankruptcy is changed in a positive way, it can be a stimulus for innovations, investment and global welfare. But it is not possible without an  increase in the effectiveness of national and international bankruptcy law.Purpose of the article: The goal of this study is to analyse the position of a creditor in the case of a debtor´s bankruptcy on the basis of comparative law in the Slovak Republic de lege ferenda. It is because we assume that continuous attention should be given to the issue of the creditor’s position with regard to a debtor´s bankruptcy to achieve sustainable economic development.Methods: The potential consideration de lege ferenda should be based not only on performed legal analysis, but also on performed economic analysis. So, selected countries have been evaluated according to specific economic and legal indicators. We used the interdisciplinary approach based on selection analysis and legal comparative analysis applied to international comparison of the status of creditor and the effectiveness of bankruptcy law from his point of view.Findings & Value added: The applied approach has led us to the detection of the most important insolvency laws, specifically the insolvency laws of the United States and Austria. These legislations were further applied in the context of consideration de lege ferenda over the position of a creditor in the case of a debtor´s bankruptcy in the Slovak Republic.