The purpose of this paper is first, to review current literature on corporate identity, image and reputation; second, to analyse the "green reputation" on a sample of Slovene companies based on their web sites and third, to present implications for companies and further research. Content analysis and discourse analysis were used to examine sections of web sites related to sustainable development of 20 Slovene companies representing the pharmaceutical, chemical, energy, food production, retailing, automotive, construction, logistics, sales of oil products and domestic appliance industries.
The importance of the marketing culture has been growing fast lately. In the past, it was extremely important to maximize profit, while today’s companies focus their attention on the interaction between employees, on the social processes and open approach towards the consumer – client and on the needs and wishes of the partners involved in the process (i.e. partnership marketing). Our research confirms that marketing culture has a positive impact on financial success of the organisation.