@article{popescu2019addressing,
  title = {Addressing Intellectual Capital in the Context of Integrated  Strategy and Performance: Emphasizing the Role of  Companies’ Unique Value Creation Mechanism,  While Targeting Better Organizational Reporting  In Romania: The Case of Green Marketing and  Green Marketing Strategies},
  author = {Cristina Raluca GH. POPESCU},
  year = 2019,
  url = {https://ibimapublishing.com/articles/JMRCS/2019/672821/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = 2019,
  pages = 24,
  doi = 10.5171/2019.672821,
  abstract = {The theme chosen for the scientific research entitled “Addressing intellectual capital in the context of integrated strategy and performance: emphasizing the role of companies’ unique value creation mechanism, while targeting better organizational reporting in Romania – the case of green marketing and green marketing strategies” tackles the subject of intellectual capital in the context of integrated strategy and performance, having the purpose of emphasizing the role of companies’ unique value creation mechanism, while targeting better organizational reporting in Romania, with a case study on green marketing and green marketing strategies. It should be stated that this study’s structure follows a specific pattern, namely: (a.) the introduction section, in which the main elements specific to this paper are stated, as well as the motivation for the present analysis; (b.) the literature review section, in which the specific aspects related to intellectual capital, green intellectual capital, tangible assets, intangible assets, accounting value, investments, effectiveness, efficiency, performance, green performance, excellence, competitive advantage, competitiveness, new economy, economic and financial decline, organizational production processes, and knowledge-based society, green marketing, green marketing strategy are taken into consideration and thoroughly discussed; (c.) the analysis of the necessity of the existence of a strong relationship between “harmonious development” and “sustainable development” - a desideratum of the present age; (d.) the analysis of traditional versus intelligent enterprises, which tackles intellectual capital, extended performance, growth opportunities and growth expectations – the process of value-creation in Romania; (e.) the analysis of a social-ecological-environmental interface and model, with a key interest in obtaining performance by combining intellectual capital with natural capital, reaching excellence by making use of green marketing strategies; (f.) the analysis of human, organizational and relational capital, which highlights the key intellectual capital categories enhancing performance and generating competitive advantage – Romanian organizations’ value creation, focusing, in the same time on the circular economy in Romania: perspectives and challenges; (g.) the analysis of good practice example: “Cris-tim” - a Romanian family owned company; (h.) the results and discussions which stresses the key findings of this work, concentrating on Romanian sustainable businesses - opportunities and threats.},
  keywords = {intellectual capital, green intellectual capital, tangible assets, intangible assets, accounting value, investments, effectiveness, efficiency, performance, green performance, excellence, competitive advantage, competitiveness, new economy, economic and financial decline, organizational production processes, and knowledge-based society, green marketing, green marketing strategy.},
  note = Article ID: 672821
}