HODNOCENÍ APLIKACE STRATEGIE UDRŽITELNÉHO ROZVOJE NA PODNIKOVÉ ÚROVNI

Environmental protection is one of the global goals of mankind nowadays. A sustainable development strategy is a new direction of an evolution that has to be used in the companies, especially at a level in which most of the environmental weight arises. A method of marketing audit was used for evaluating a company's approach to an environmental protection that identifies a level of strategy of sustainable development application in internal and external environment of a company. There were determined the key factors within the application of this method in the environmental area and these key factors influence an implementation of sustainable development strategy. There were also determined the intervals for companies evaluation in three areas of implementation. This method was verified in the complex of selected companies in the Czech Republic.