Setting a Sustainable Human Resource Strategy in the Context of Sustainable Business and Marketing Principles

Abstract

Human resources are valuable, including competencies, which are of key importance for achieving strategic targets. This chapter aims to summarize the findings and to expand the awareness of the professional and lay public about the possibilities of setting a sustainable human resource strategy. The chapter is based on the results of quantitative and qualitative research in the Czech Republic (n = 183). The results show that organizations place a permanent emphasis on the most effective involvement of people in work processes and the acceptance of all aspects of their activities. It is the only dignified way to ensure social responsibility and sustainability in a society-wide dimension, and modern trends in strategic human resources management, such as age management and diversity management. The chapter has a practical and theoretical contribution, as recommendations for setting internal processes of human resource management and marketing are presented, and the theory is also supplemented with other factors that influence the setting of human resource strategy.