Regional Formation and Development Studies

The article reflects on the attitude, understanding and knowledge on sustainable marketing, as well as the essence of sustainable marketing,the strategy of its practical use and the concept of development. As a result of research, definitions of sustainable developmentand sustainable marketing and a model of concept of motivation of its use at a company were developed and the strategy of practicaluse of a sustainable marketing and the motivation of use at Latvian companies was ascertained, confirming the initially advancedhypotheses. In order to fulfil the purpose and objectives, the authors used the following quantitative and qualitative methods ofeconomic research: polls, comparisons, grouping. The study is based on scientific papers published by Latvian and foreign scholars,general and special literature, periodicals. The authors performed an assessment, market research, comparative analysis, arrangedan expert examination and used the computer software MS Excel for the analysis and processing of data. The article is based on theresults of the author’s research in 2013. The authors used examination and monitoring in their research.

The main aim of the research is to reveal the philosophical foundations of the concept of sustainable development. The scope of this research includes an analysis of the philosophical meaning of the concept of sustainable development, focusing on the revealing of the synergy of metaphysical, ethical and ecological parameters of this concept. To give a deeper understanding about different opinions and approaches to sustainable development, there will be an interpretation of some theoretical perspective both about sustainable development and also about different philosophical theories and how they are related sustainable development. The concept of sustainable development is not only concerned with the well-being of people but also of the world where human live, therefore the concept of sustainable development can be understood as holistic philosophy that includes classical philosophical prospects as well as harmonizes and integrates the activities of economic, sociopolitical and ecological system. Therefore, in this article are raised concrete tasks: to analyze the literature and reveal the philosophical context of the formation of the concept of sustainable development; to analyze classical ethical philosophical theories and argue their significance for the concept of sustainable development; to analyze a holistic philosophical approach and to argue its significance for the concept of sustainable development.

In this article there are being analyzed the natural and social economic structures of Lithuanian coastal strip. The research is based on survey about the hindrances and proposed suggestions for sustainable development. There are presented authors’ results about geographic profile of Lithuania’s coastal region, degree of exploitation and processes of spatial planning, suggestions for improvement of sustainable development of coastal strip. There are distinguished the types of bad examples as institutional, projects related, shortage of financial issues, private housing and the types of good examples as legislative, institutional, projects related, NGOs related for exploitation and sustainable development of coastal strip.

Financial disturbances can be costly. In particular, systemic events in financial markets, such as banking crises, often affect the whole society in a deeply traumatising way. Consequently, it is important to anticipate risks of such adverse development so as to try to prevent that kind of disaster and ensure financial stability. Author of this paper analyses fragility of financial system of Latvia to the fluctuations in global economy and changes in direction of international capital flows by creating complex financial system stability index. Results have proven that dynamics of every developed sub-index show unique economic processes defining Latvian financial system’s stability. Secondly, sub-indices analysis allows to determine that Latvian financial vulnerability began to worsen in 2005, however, Latvian financial stability downward movement started in 2002, that in its turn shows the necessity for Latvian economic policy makers to get more actively involved in preventing growing risks of economy. Latvian financial system stability index established in this working paper and its accompanying methodology can be further used in follow-up research and Latvian financial stability index improvement.

Consumers are willing to buy more from companies that share their values and principles. Increasingly and rapidly consumer values are shifting towards sustainable development. This rapid shift in values has created the need for marketing communications to become anchored in appropriate sustainable marketing principles. So, it follows that appropriate sustainability marketing creates higher and longer value-based relationships with consumers. The article analyses consumer values and principles related to sustainability and its linkage with integrated marketing communications. Even though the marketing of sustainability is a heavily covered topic by scholars, it is still perceived as an alternative or “niche” solution for certain consumer segments. Considering this information, the aim of this article is to uncover the mainstream consumer values and principles and identify how they are reflected in the mainstream brands’ marketing communications. The study is based on the analysis of general and special literature, scientific papers and periodicals published by Lithuanian and foreign scholars. The retail food sector was chosen for the study due to its significant contribution to the economy. Content analysis of the sector’s integrated marketing communications was conducted. Yet the analysis of food retailers operating in Lithuania shows that consumer values and principles are only partially reflected. The biggest gap is that no brand appears to position itself as a market leader in sustainability or focuses on sustainability development within the organization. This gap shows opportunities as well as lack of commitment from the industry.