Stability and sustainability of marketing variables respecting the green deal concept

ABSTRACT

The Green Deal brings the need to implement production processes in a more progressive and, above all, sustainable way, with the dominant use of renewable resources minimizing the carbon footprint. These efforts are opposed by current societal problems, not closing the Covid pandemic and the war in Europe. In this challenging situation, for many companies, a necessary condition for economic sustainability is a non-declining market share, a sufficient need for non-declining revenues with a medium-term fixation of average variable costs. Fulfilling these conditions means finding a formal expression of the stability of microeconomic variables for their possibility of targeted regulation. For this reason, the article aims to propose a procedure for formalized management of the stability of yield quantities and market share quantities. For the possibility of methodological repetition, the procedure is applied to the case study of the largest producer of original jewelry with Czech garnets.