The Reporting and Sustainable Business Marketing

Sustainability 2016, 8, 23; doi:10.3390/su8010023

12 Pages Posted: 12 Mar 2018

See all articles by Ionel Jianu

Ionel Jianu

The Bucharest University of Economic Studies

Carmen Țurlea

Bucharest University of Economic Studies

Ionela Gusatu

Carol Davila University of Medicine and Pharmacy

Date Written: December 29, 2015

Abstract

Companies have to communicate to be noticed on the market, to promote their services and products, and to give assurances that they are a credible partner in the relationship with stakeholders. In this article, starting from the importance of marketing communication in business, an index of sustainability communication was created for the companies listed on the Bucharest Stock Exchange for the period 2008–2009, during the financial crisis, seeking to show the awareness of the difficult moment and the use of communication. Then, based on the relevance of accounting information model, we study the relationship between the index of sustainability communication and the share price, basically its influence on the future performance of the company. The regression analysis emphasizes the positive influence of the index of sustainability communication on the share price.

Keywords: sustainable development; sustainability communication; marketing campaign; accounting and financial reporting

Suggested Citation

Jianu, Ionel and Țurlea, Carmen and Gusatu, Ionela, The Reporting and Sustainable Business Marketing (December 29, 2015). Sustainability 2016, 8, 23; doi:10.3390/su8010023, Available at SSRN: https://ssrn.com/abstract=3136636

Ionel Jianu (Contact Author)

The Bucharest University of Economic Studies ( email )

6, Romana Square, District 1
Bucharest, 010374
Romania

Carmen Țurlea

Bucharest University of Economic Studies ( email )

Tache Ionescu street, no. 11, sector 1
Bucharest
Romania

Ionela Gusatu

Carol Davila University of Medicine and Pharmacy ( email )

Bulevardul Eroii Sanitari 8
Bucharest
Romania

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