In addition, the demands and expectations
of consumers are constantly changing. They require employees of
these organizations to constantly adapt to the social environment, they
demand an approach to the operational development as well as the creation
of added value that is increasingly innovative (Schwarz and Carroll
2003; Kottler and Lee 2004; Kaplan and Norton 2006; Jeston and Nelis
2008; Markič et al. 2012).