Articles: Research Paper

Research Paper Vol 16, Issue 4, 2021

Marketing Science and Inspirations Journal Paper

Leto 2020 a intencia cestovať na dovolenku po vypuknutí pandémie: Analýza zistení vybraných vedeckých štúdií

Research Paper, Vol 16, Issue 4, 2021By Darina Ňakatová December 30, 2021

Cieľom príspevku bola analýza vedeckých prác, ktoré sa venovali výskumu intencie cestovať na letnú dovolenku v lete 2020 po prvej vlne pandémie. Na základe prehľadu vybraných publikovaných zistení možno konštatovať: približne jedna pätina až jedna tretina opytovaných prejavila intenciu necestovať v aktuálnom roku, nízku intenciu cestovať vyjadrili staršie osoby a s horším zdravotným stavom a vyššiu muži, zamestnané osoby, osoby s vyšším príjmom a osoby, ktoré sú ochotné viac minúť.

Research Paper Vol 16, Issue 4, 2021

Marketing Science and Inspirations Journal Paper

Development of real estate marketing – trends for the future

Research Paper, Vol 16, Issue 4, 2021By Jörg Petermann December 30, 2021

The study takes the perspective of real estate agents and uses the example market of Cologne/Bergisch-Gladbach to show what new potential digital channels offer for the reach and intensity of real estate marketing. Real estate agencies are challenged to evolve technologically, but then have a wider inventory of marketing channels and presentation options at their disposal.

Research Paper Vol 16, Issue 4, 2021

Marketing Science and Inspirations Journal Paper

Overview of current trends in mobile commerce: global perspectives

Research Paper, Vol 16, Issue 4, 2021By Mária Oleárová December 30, 2021

Using the secondary data collected from reports of research companies and statistical portals, the paper aims at describe the state of mobile commerce and its development trends around the world. Following the analysis of secondary data, the paper we deal with the possibilities of optimizing business strategies in the field of m-commerce.

Research Paper Vol 16, Issue 3, 2021

Marketing Science and Inspirations Journal Paper

Sustainability as a factor of changing marketing strategies based on the customers´ preferences in context of different generations in Slovakia

Research Paper, Vol 16, Issue 3, 2021By Samuel Smolka October 29, 2021

The article deals with two basic topics, the issue of environmental marketing against the background of customer preferences and generations of consumers, more precisely as they were profiled in Slovakia. Examining the preferences of customers of different generations aimed to prove that implementing environmental marketing principles is necessary.

Research Paper Vol 16, Issue 3, 2021

Marketing Science and Inspirations Journal Paper

Name discrimination – selected attributes based on the German advertising practice

Research Paper, Vol 16, Issue 3, 2021By Lukas Bernfried Bruns October 29, 2021

In this article, the reader will learn which factors, such as stereotyping or serving stereotypes, have an influence on the perception in certain name bearers. The use of names in advertising, which classify certain names and thus people into groups, may not be suitable if discrimination is to be excluded.

Research Paper Vol 16, Issue 3, 2021

Marketing Science and Inspirations Journal Paper

Creative industries in Slovakia and their pricing strategies as the part of their marketing mix

Research Paper, Vol 16, Issue 3, 2021By Maria Kmety Bartekova October 29, 2021

The aim of this article is to contribute to the understanding of the possibilities of application of selected pricing strategies in the conditions of the creative industries in Slovakia. In this case, the economic potential is the set of economic utility – uniqueness, intellect, knowledge, talent and skills added by each participant in the process of product creation.

Research Paper Vol 16, Issue 3, 2021

Marketing Science and Inspirations Journal Paper

Vnímanie digitálneho influencera na Instagrame a jeho dopad na nákupné správanie

Research Paper, Vol 16, Issue 3, 2021By Dominika Reľovská October 29, 2021

Cieľom predkladaného príspevku je charakterizovať spôsob vnímania digitálnych influencerov používateľmi sociálnej siete Instagram. V príspevku diskutujeme o prienikoch výskumných zistení do oblasti sociálneho marketingu a zvyšovania úrovne kritického myslenia a angažovanosti
súčasných mladých spotrebiteľov.

Research Paper Vol 16, Issue 3, 2021

Marketing Science and Inspirations Journal Paper

Development of online shopping within B2C e-commerce in the Visegrad Four countries

Research Paper, Vol 16, Issue 3, 2021By Štefan Kráľ October 29, 2021

The main goal of the paper was to evaluate and compare the development of online shopping in the Visegrad Four countries (Slovakia, Czech Republic, Poland, Hungary). The paper outlines the theoretical basis of online shopping concept, describes the current situation of online shopping in the EU market and the main types of goods and services purchased through the Internet.

Research Paper Vol 16, Issue 2, 2021

Marketing Science and Inspirations Journal Paper

Export resilience – A future key success factor for Upper Austrian B2B companies?

Research Paper, Vol 16, Issue 2, 2021By Margarethe Überwimmer June 11, 2021

Seeing Upper Austrian B2B companies struggle in keeping up their export business intensity and simultaneously accelerating the usage of digital communication and export channels, creates the starting point for an Export Resilience study in Upper Austria, an export-oriented region.

Research Paper Vol 16, Issue 2, 2021

Marketing Science and Inspirations Journal Paper

Educating future managers for a culturally diverse workspace: Using course as a living laboratory

Research Paper, Vol 16, Issue 2, 2021By Darko Pantelic June 10, 2021

Based on the findings, a course design is suggested where exposure to cultural diversity is guided and facilitated by bringing students to collaborate in an assignment-driven context, with a culturally diverse group composition. Lecture-based components of the course are balanced with the addition of a component of self-reflection assignment, providing both culturally specific and general knowledge, thus contributing to the ability to extrapolate the experience on future intercultural encounters.

Research Paper Vol 16, Issue 2, 2021

Marketing Science and Inspirations Journal Paper

Marketing topics through academic posters: An avenue to student autonomy and active citizenship

Research Paper, Vol 16, Issue 2, 2021By Dagmar Sieglova June 10, 2021

This paper postulates that in higher education institutions (HEIs), this can be achieved through fostering motivation and student autonomy. Academic posters are proposed as one of the relevant tools allowing educators to adopt an autonomy-supportive style of teaching that leads to enhanced independence, interest, and responsibility for social affairs.

Research Paper Vol 16, Issue 2, 2021

Marketing Science and Inspirations Journal Paper

Sales organizations on the path of digitalization – A reflection from Germany, Finland and Austria

Research Paper, Vol 16, Issue 2, 2021By Margarethe Überwimmer June 10, 2021

Companies are either proactively driving the digital transformation. The results show that one major goal for companies is to accelerate digitizing processes as digitalization helps to work more efficiently. Access to systems is necessary, hence investments in digitalization are seen as sustainable and absolutely essential for to serve B2B customers today.

Research Paper Vol 16, Issue 2, 2021

Marketing Science and Inspirations Journal Paper

Automatic information retrievement for exporting services: First project findings from the development of an AI based export decision supporting instrument

Research Paper, Vol 16, Issue 2, 2021By David Aufreiter June 10, 2021

This paper presents the initial results of an international research project aimed at assisting advanced manufacturers in making decisions about exporting their service offerings to foreign markets. The paper presents a roadmap for progressing towards an Artificial Intelligence-based market information solution.

Research Paper Vol 16, Issue 1, 2021

Marketing Science and Inspirations Journal Paper

Certified product buying preferences under the influence of COVID-19

Research Paper, Vol 16, Issue 1, 2021By Eva Jaderná April 10, 2021

The aim of this paper is to consider findings from marketing research and analyze the outputs. The survey monitored green behavior by the Czech consumers in time. The reason and motivation of this analysis was the academic interest in Czech buying behavior modification, caused by pandemic COVID-19.

Research Paper Vol 16, Issue 1, 2021

Marketing Science and Inspirations Journal Paper

How is the home office used by sales and marketing employees during and after the corona crisis?

Research Paper, Vol 16, Issue 1, 2021By Marcus Diedrich April 10, 2021

Employers must offer home offices wherever possible. The aim of this work is to find out how the employees in marketing and sales assess the efforts of their companies to offer home offices now and in the future. To this end, three hypotheses are made.

Research Paper Vol 16, Issue 1, 2021

Marketing Science and Inspirations Journal Paper

Assessing stakeholders’ needs and expectations: A business transfer matchmaking-platform from a marketing perspective

Research Paper, Vol 16, Issue 1, 2021By Sophie Wiesinger April 10, 2021

Based on the data collected, the authors identified the prerequisites, motivations, essential infrastructure, cooperation possibilities, problematic elements, and specific consulting requirements necessary to develop and implement successful business ownership transfer.

Research Paper Vol 16, Issue 1, 2021

Marketing Science and Inspirations Journal Paper

Je na Slovensku záujem o vinárske podujatia?

Research Paper, Vol 16, Issue 1, 2021By Dana Vokounová April 10, 2021

Cieľom príspevku je poukázať na aktuálne trendy v oblasti vinárskeho priemyslu a prezentovať výsledky kvantitatívneho prieskumu zameraného na znalosť vinárskych podujatí. Cieľom prieskumu bolo aj vytvorenie typológie spotrebiteľov z hľadiska ich postojov k vínu a zistenie záujmu o podujatia, ktoré organizujú vinári na Slovensku.

Research Paper Vol 16, Issue 1, 2021

Marketing Science and Inspirations Journal Paper

Intencia uskutočniť dovolenkový pobyt v čase pandémie – teoretická štúdia

Research Paper, Vol 16, Issue 1, 2021By Darina Ňakatová April 10, 2021

Cieľom príspevku je teoretická analýza a definícia pojmu intencia cestovať a systematizácia poznatkov v aktuálnych vedeckých prácach, týkajúcich sa intencie cestovať na dovolenkový pobyt v čase pandémie. Zhrnuté sú faktory a premenné, ktoré majú vzťah k rozhodovaniu a intencii cestovať.

Research Paper Vol 16, Issue 1, 2021

Marketing Science and Inspirations Journal Paper

Spotrebiteľská gramotnosť a falšovanie medu. Časť II.

Research Paper, Vol 16, Issue 1, 2021By František Olšavský April 10, 2021

Cieľom príspevku je identifikovať význam spotrebiteľskej gramotnosti pri kúpe včelieho medu v kontexte jeho falšovania. V príspevku sa vychádza z poznatkov prieskumu kvality predávaných medov realizovaných na Slovensku a v zahraničí. Následne sú navrhované opatrenia na posilnenie spotrebiteľskej gramotnosti pri kúpe včelieho medu.

Research Paper Vol 15, Issue 4, 2020

Marketing Science and Inspirations Journal Paper

The corona crisis as a catalyst for the digital transformation in the sanitary trade?

Research Paper, Vol 15, Issue 4, 2020By Marcus Diedrich December 20, 2020

The aim of this essay is to find out to what extent the corona crisis serves as a catalyst for the digital transformation in the specialist sanitary trade. The study carried out for this purpose leads to the result that the use of video conferences and home offices have increased and will also be used more frequently in the future.

Research Paper Vol 15, Issue 4, 2020

Marketing Science and Inspirations Journal Paper

Consumers´ perception of sustainable retailers

Research Paper, Vol 15, Issue 4, 2020By Eva Jaderná December 20, 2020

The paper aims to describe the perception of sustainable concepts in retail by the Czech consumers. A small enterprise, based on sustainable principles, will be introduced as a best practice in retail. Consumers tend to interest in sustainable companies. But, is their confidence and money saving more than sustainable purchasing?

Research Paper Vol 15, Issue 4, 2020

Marketing Science and Inspirations Journal Paper

Purported green attitude vs. actual pro-environmental behaviour of Czech consumers

Research Paper, Vol 15, Issue 4, 2020By Radka Hakl Picková December 20, 2020

Green attitudes and consumer behaviour should correlate in order to achieve environmental objectives. This paper aims to describe the foundations of green attitudes of Czech consumers – their trust in solutions of companies, their belief in global warming and their willingness to join pro-environmental initiatives.

Research Paper Vol 15, Issue 4, 2020

Marketing Science and Inspirations Journal Paper

Neuromarketing v modernej spoločnosti

Research Paper, Vol 15, Issue 4, 2020By Ivan Uher December 20, 2020

Neuromarketing vymedzuje marketingový nástroj komunikácie, ktorý dáva možnosť pozorovať spotrebiteľské správanie. V prezentovanej prehľadovej štúdii kriticky hodnotíme selektované štúdie s cieľom poukázať na perspektívu, smerovanie i ďalšie výzvy NM.

Research Paper Vol 15, Issue 4, 2020

Marketing Science and Inspirations Journal Paper

Spotrebiteľská gramotnosť a falšovanie medu. Časť I.

Research Paper, Vol 15, Issue 4, 2020By František Olšavský December 20, 2020

Cieľom príspevku je identifikovať význam spotrebiteľskej gramotnosti pri kúpe včelieho medu v kontexte jeho falšovania. V príspevku sú identifikované nekalé praktiky falšovania medu a znehodnotenia jeho výživovej hodnoty.

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