| Abstract [eng] |
In the context of rapid globalization and technological progress, an effective sustainability communication strategy is becoming an integral part of business sustainability strategies and is considered necessary for identifying a company as sustainable and responsible in the eyes of stakeholders. As the population increases and cities expand, the problems inherent in the real estate sector and its influence grow, therefore, sustainable business in the real estate sector can be considered one of the key areas for achieving real environmental, social and economic sustainability goals. At the same time, it is expected that the tightening political and regulatory system in Lithuania will require additional financial and human resources from real estate developers and will encourage them to pay greater attention to the sustainable implementation of business aspects. However, research on business sustainability communication and its strategy in the Lithuanian real estate sector is still limited. Therefore, a problematic question arises: how to form and implement a sustainability communication strategy in such a business sector as the Lithuanian real estate sector? The subject of this work is sustainability communication strategies of business organizations. The aim of this work is to examine the features of the formation and implementation of a sustainable business communication strategy by conducting a case study of the Lithuanian real estate sector. Objectives: to identify the concept and characteristics of sustainable business and sustainable business communication; to analyze the definitions and applicability of sustainable business in the real estate sector; to investigate the sustainability communication strategies applied in the Lithuanian real estate sector and their links with the strategic management of organizations. The research methods chosen for the work are analysis, comparison, synthesis and generalization of scientific literature, secondary data analysis, qualitative and quantitative data collection methods: qualitative and quantitative content analysis. The content analysis of sustainability communication strategies applied by real estate developers in Lithuania in different types of media has established that, using communication strategy, sustainability communication is being developed intensively in the Lithuanian real estate sector. Websites and information strategies that respond to one-way communication models can be identified as more relevant in sustainability communication in the real estate sector. At the same time, strategies that respond to two-way communication models are applied significantly less frequently, social networks are used here to reach a larger audience of stakeholders, thus not using the functionality of the media to initiate and maintain dialogue. However, in sector communication, one-way and two-way communication models are combined with each other, therefore it is concluded that the leadership of the real estate sector in Lithuania is inseparable from a sustainability communication system based on different strategies and medias. It is worth noting the conclusion obtained during the study that the specificity of the media characteristic of the real estate sector emphasizes the necessity of knowledge about a specific sector in sustainability communication and the ability of this communication to adapt and change depending on the sector in which it is developed. |
