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This chapter captures the interrelatedness of sustainable production and consumption, which can be brought together in the concept of sustainable market exchange. The purpose of this chapter is to develop and present a framework of sustainable market exchange, including the key players, factors that influence sustainable behavior and issues that need to be addressed to achieve sustainable market exchange. The framework includes the ecological, economic, and social dimensions, while factors in the framework are classified into three groups: individual, relational, and societal. The sustainability spheres and stakeholders contribute to raising the importance of the phenomenon in the long run. The authors subsequently conduct an exploratory quantitative study to examine the features of the framework which is empirically examined from the perspective of one group of stakeholders that needs to be understood better, that is, consumers. Searching for answers to research questions on how consumers perceive their sustainable behavior, company sustainable behavior, how perceptions of production and consumption are related and what are the differences according to individual factors, the authors demonstrate different emphasis that consumers place on different sustainability dimensions and suggest recommendations for encouraging sustainable market exchange for management and public policy stakeholders.

Although humans are part of nature, the relationship between humans and nature is not well understood, neither in sustainable marketing nor in relationship marketing. Nature is damaged by humans, and a lot of natural resources coming from nature are taken for granted. The services provided by nature are also often taken for granted. However, humans cannot live without these services, but nature can probably survive without humans, especially man-made (artificial) services. The paper aims to offer a frame that allows aligning marketers and academics’ understanding of service with that of sustainability for sustainable marketing.

A literature review of different literature streams, biological, ecological and service literature shows that service is a much broader phenomenon as discussed in the service literature. The paper will show that a fundamental relationship between either humans or humans and nature is service as defined here. Service is understood here as an ongoing process of exchange and change. Service as proposed here is a form of coexistence.

Service will be defined as an ongoing process of exchange and change (transfer and transformation) of resources. This understanding integrates human and natural service without connecting it only to human intentions, wishes or needs as causation for service. The process of service as conceptualized here is in line with the understanding of sustainability, as it is discussed nowadays. Aligning marketers’ understanding of service with that of sustainability gives a new frame for sustainable marketing.

The work may be understood as a step toward a sustainable marketing by framing sustainable processes from a service perspective. The holistic understanding of sustainable marketing offers new chances not only for further research but also for a better (more sustainable) understanding of day-to-day practices.

If humans understand the fundamental relationship with nature, it can help to act in harmony with nature and not against it to improve sustainable development based on a better understanding of human’s relationship with nature.

Mainstream sustainable marketing is sometimes based on a strong anthropocentrism. This paper balances the role of humans toward nature.

It is the first paper in relationship marketing looking at the relationship with nature and uses this view to frame this concept of sustainable marketing.

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

Emerging markets are said to have sustained relatively well in the recent global crisis. There are several factors that help explain this popular view, such as, for example, perceived separation from key international financial centres. Still a lot is to be digested in the crisis aftermath with immediate implications for financial markets and real economy. This chapter offers a unique insight into dynamics within transition economies via an extended blended fiscal–monetary policy rules model with possibility of foreign reserves targeting and foreign currency-denominated debt dynamics. Calibration is based on actual data and is done under various targets and financial risk conditions. Prudent monetary policy and fiscal policy initiatives within current context drive the choice of targets. That may help dampen negative impacts of the crisis and thwart potential currency run. This chapter advances three possible post-crisis scenarios, each with unique solution for reserves, exchange rate, sustainable debt and output levels. Categorizing between net exporters and net importers based on countries' external positions, group-specific results are derived. While both groups are susceptible to exchange-rate risk affected by a multitude of shocks due to their fragile financial system, net importers risk high inflation, but net exporters over-borrowing. This chapter contributes to the literature on global financial crisis, macroeconomic policy, and role of nominal targets and foreign reserves in emerging markets.

The present study investigates the connection between company investments in intellectual capital (IC) and how they translate into financial value. The aim is to test the impact of intangible assets on the firm value and its sustainable growth.

The research employs computation models to determine the sustainable growth rate (SGR) and the firm value (FV), and by using the ordinary least squares (OLS) model through a linear regression assesses the relationship between the dependent variables and expenditures on intangibles like R&D, IT programs and patents. A sample of 42 companies has been selected out of the 78 listed at Bucharest Stock Exchange (BSE), based on the appropriateness of the information disclosed in the financial reports for the period 2016–2019.

The results show that intangibles classified as innovative competences (R&D and Patents) do not have a positive impact on SGR and FV in listed companies from Romania. Moreover, R&D has a negative and significant effect on FV, while IT Programs have a positive and significant impact on FV, but not on the SGR. Variables categorised as economic competencies (Brands, Shares held in associates and jointly controlled entities) and firm structure-specific variables (Leverage, Firm Performance) seem to have a significant effect on SGR and FV. Shares held in associates and jointly controlled entities is the variable that can have the biggest impact when it comes to FV for companies listed at BSE.

Due to non-disclosure of specific information by some companies, or lack of investments in intangibles the sample had to be reduced and does not cover all listed companies.

Companies listed on the Regulated Market from the Bucharest Stock Exchange should maintain their scale of liabilities at a reasonable level when financing intangible assets in order to ensure corporate long-term and sustainable development. Also, these companies should maintain awareness about the importance of intangible assets and invest more in specific sub-components, in order to sustain competitive advantage. Recognizing the roles of intangibles, managers need to develop strategies to invest in profitable intangibles by reasonably allocating their limited resources, in order to achieve sustainable growth and increase company success.

Studies concerning the relation between investments in intangibles and sustainable growth rate and firm value of listed Romanian companies are very scarce. This paper reveals new research, never before undertaken, concerning expenditures on intangibles by Romanian companies and the valuation of such investments on Bucharest Stock Exchange.

The purpose of this paper is to suggest a shift in the tourism marketing paradigm away from economic profit priorities toward sustainability. The sustainability approach adopts a holistic, integrated view of marketing, considering social equity, environmental protection, and economic livability. The paper seeks to examine the evolving model for the tourism marketing environment.

The paradigm shift naturally occurs by tracing the evolution of marketing approaches from production, sales, and a consumer orientation toward marketing alternatives such as societal, causal, green, responsible, and relationship marketing. Adapting a living system theory to tourism marketing, a sustainable tourism marketing model integrates tourism into a larger holistic context and focuses on marketing a quality of life for all stakeholders in the system.

While alternative approaches to tourism marketing include societal consideration such as tourism impacts and environmental segmentation strategies, this paper considers the triple bottom line as more sustainable objectives in tourism marketing and adopts an integrated view on tourism marketing.

The model suggests a paradigm shift that needs to be explored further.

The paper illustrates how tourism marketing can be integrated into more sustainable urban marketing strategies.

Instead of viewing tourism as a separate for profit industry, the model suggests an integration of tourism into a holistic, sustainable, quality of life marketing approach of living communities.