The idea of sustainable development links business, environmental and social objectives into one integrated effort aiming to meet a common goal. Due to the influence of current developments in customer behaviour companies revise their business strategies towards more sustainably oriented ways of production, business practices, resource efficiency, waste disposal, building partnerships, communication effectiveness etc. Market with telecommunication services is affected by technology development. Growing demands of customers result in re-evaluation of marketing routine. The main purpose of the research is to identify the change in customers’ approaches and satisfaction with offered products, enterprise processes, and business strategy as a result of implementing Customer Relationship Management in 2014 and subsequently in 2018 with the dependence on socio-demographic characteristics. Customers’ opinions were investigated using a questionnaire. Respondents were selected by direct sampling with contingent valuation. Sample set consisted of 3,282 respondents. Following the results, the fact that there are changes in approaches of customers in investigated areas in terms of gender and age as a result of implementing the Customer Relationship Management can be stated. The customers’ satisfaction with provided services improved. In order to serve the new and constantly evolving needs of the growing number of customers who care about social and environmental issues, the companies are required to permanently monitor their performance on the market and incorporate customer feedback as in input for evaluation of their internal processes. In terms of marketing, positive changes in approach, satisfaction with the quality of provided services and reduced service time were observed. In terms of business strategy, the changes in connection strategy, the effect of customer-driven strategy and services provided by call centres abroad are perceived in positive way. Keywords: sustainability, economical sustainability, marketing, Customer Relationship Management, telecommunication company.

Innovations represent the engine of the business and economic. This is particularly relevant to the traditional sectors such as forestry and forest-based industry that are expected to play an important role in the future steps oriented towards meeting the sustainable development goals. The main aim of this study is to analyse the stakeholders’ perceptions of the innovation trends in the forestry and forest-based sectors by using a Q-methodology. This research addressed three groups of respondents in Slovakia, whose task was to subjectively assess innovative trends in the forestry and forest-based sectors. Based on the results it can be concluded that the innovation trend in the forestry and forest-based sectors will be oriented towards the technological progress focused on the increasing efficiency of wood processing and increasing the usability of waste material as well as the trend of increasing development of innovations in the forest recreation services.

Research background: Globalisation brings both opportunities and challenges. It affects relationships in various areas of business, including the wood processing industry. The EU seeks to make the most of globalisation for citizens and businesses while reducing its negative effects. Green purchasing is one of the tools that helps to eliminate the negative effects of globalisation. To increase the competitiveness in the wood processing industry through green purchasing is not only about reducing the direct environmental impact of business activities but also about bringing social and health as well as economic and political benefits. Green purchasing is intelligent purchasing, which increases the efficiency of procurement of goods and services with the lowest possible negative impact on the environment and thus replaces goods or services that would be purchased by default to perform the same function but with a worse impact on the environment. Purpose of the article: The aim of this paper is to determine the benefits of applying green purchasing in wood processing companies. By identifying the internal and external environment, it is possible to determine the benefits of green purchasing in terms of economic, environmental, political, and social and health aspects. Methods: Using the methods of expert estimation, SWOT analysis and Fuller’s triangle, the paper evaluates the benefits of green purchasing, and defines appropriate measures with possible strategies for its application in the wood processing industry. Findings & Value added: The main economic benefit is the reduced costs, social is the education of employees, and ecological benefit is the protection of forest resources.

This paper is aimed at the definition and description of the process of green purchasing and its application in companies. Green purchasing represents a purchase of environmentally friendly products and services and includes the selection of contractors and the setting of environmental requirements in a contract. In more detail the paper presents approaches and methods used by companies in selecting their suppliers, requirements for implementation of environmental management systems and selection criteria. Additionally, it provides examples of purchase of paper and wood products originating from sustainable resources.

Research background: The global environment influences the behaviour of companies. This concerns the requirements for increasing number of products, product lines, brands, the need for market segmentation, consumer demand, innovations as well as the behaviour of consumers and suppliers including environmentally appropriate purchasing. The forest-based industries must respond to changes from the perspective of the globalization process by appropriate adaptation and, inter alia, to focus on the introduction of environmentally properly procurement. The integration of green purchasing principles into business systems is increasingly mentioned in the process of globalization of economies in connection with the huge potential for gaining a sustainable competitive advantage. Purpose of the article: The aim of the paper is to identify and analyze the factors affecting the implementation of environmentally friendly purchasing in the companies of forest-based sector in Slovakia. Methods: The reasons for implementing responsible practices in supply chains are based either on the stakeholder theory or the assumption that companies have a more proactive approach to implement sustainable purchasing practices as they are aware of the possible benefits. Using a questionnaire survey the companies operating in all sub-sectors of the forest-based industry - wood, pulp and paper and furniture manufacturing, including their suppliers of wood raw material in Slovakia, were questioned with the aim to identify the reasons for implementing sustainable purchasing practices. Findings & Value added: Data obtained are used to identify the factors that are crucial for the introduction of green purchasing in companies in dependence on the specific company characteristics and conditions of the market environment under which companies operate.