Branding seems to be an important issue among all companies, also among newly established and young companies with high growth potential or so-called startups. This was also confirmed in our empirical research, conducted among 195 Slovenian startups. Startup founders/CEOs see branding as the...

The focus of entities nowadays is not only on financial results but also on ecological and social impacts of their businesses. This focus should be applied to all marketing principles. Unlike research on contributions, which emphasizes its general importance for entities' operation in the...