Apr152017
Research PaperVol 12, Issue 1, 2017 Marketing Science and Inspirations Journal Paper

Adapting a corporate culture to the changing circumstances – cultural change through social media

Research Paper, Vol 12, Issue 1, 2017

The increasing use of social networks demands a significant change in corporate culture. The fact that more and more people are networked and that everyone can send and receive messages anywhere and at any time requires a break in the behavior of a company, in which all employees have to be involved. A long-term competitive advantage can only be achieved through a consistency between corporate culture

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Dec112016
Research PaperVol 11, Issue 4, 2016 Marketing Science and Inspirations Journal Paper

Čtenářské typologie: kvalitativní a kvantitativní pohled na možnosti segmentace knižního trhu

Research Paper, Vol 11, Issue 4, 2016

Na problém vztahu lidí k literatuře, knihám a čtení by bylo možno nahlížet z různých stran. Především, literatura je jednou z oblastí umění. Samozřejmě, jako o umění by se asi nedalo hovořit o veškeré literatuře, která vzniká, a už vůbec ne o všech knihách, které vycházejí, přesto by se možná dalo říct, že spolu s hudbou je literatura oblastí umění, která je blízká asi největší části veřejnosti.

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Dec112016
Research PaperVol 11, Issue 4, 2016 Marketing Science and Inspirations Journal Paper

Marketingové problémy predmetu Etický hacking

Research Paper, Vol 11, Issue 4, 2016

Marketingové problémy predmetu s názvom Etický hacking, ktorý je vyučovaný na Fakulte managementu Univerzity Komenského v Bratislave sú obsahom predkladaného príspevku. Východiskom je pochopenie aktuálnosti a potenciál inovatívnosti témy etického hackingu v súvislosti s prácou manažéra a následne priblíženie priebehu výučby tohto predmetu. Vzdelávanie študentov prebieha bezpečne pomocou systému…

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Dec112016
Research PaperVol 11, Issue 4, 2016 Marketing Science and Inspirations Journal Paper

Rebríček hodnôt mladých ľudí a ich postoj k prisťahovalectvu

Research Paper, Vol 11, Issue 4, 2016

Vokounova, D. (2016). Rebríček hodnôt mladých ľudí a ich postoj k prisťahovalectvu. Marketing Science & Inspirations, 11(4), 24–31. Hodnoty patria k faktorom, ktoré sú neustále prítomné pri našom vytváraní názoru, postoja alebo správania. Pre hodnoty je typické, že sú neviditeľné a ľudia si ich prítomnosť ani sami neuvedomujú, no napriek tomu ich vplyv je veľký.…

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Dec112016
Research PaperVol 11, Issue 4, 2016 Marketing Science and Inspirations Journal Paper

Governance of international distributors through incentive travel programmes: Insights from manufacturing enterprises

Research Paper, Vol 11, Issue 4, 2016

Distributors are important export channels for internationally active small and medium sized manufacturers. Effective governance of these channel members is crucial for the manufacturers’ sales and marketing success. Unilateral incentive schemes represent one mechanism to govern distributors. The variety of incentives is noticeable, among them, incentive travel programmes…

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Dec112016
Research PaperVol 11, Issue 4, 2016 Marketing Science and Inspirations Journal Paper

The Czech and Slovak Republics: A cross-cultural comparison

Research Paper, Vol 11, Issue 4, 2016

The paper attempts to compare the cultures of the Czech and Slovak Republic in a business environment. Establishing a list of cultural dimensions extracted from reputable models, the authors applied a systematic behavioural comparison of each country. The work of the authors was limited by two factors. Firstly, the cultural proximity of the countries provided many slight differentiations. Secondly, the analysis was hampered by the few of available cross-cultural statistics…

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Oct112016
Research PaperVol 11, Issue 3, 2016 Marketing Science and Inspirations Journal Paper

Exorcising dust – a reflection on cultural differences in understanding ads

Research Paper, Vol 11, Issue 3, 2016

The paper at hand demonstrates a methodology of teaching intercultural differences, based on an exercise using the analysis of advertisements. The method was used in two MOOCs (Massive Open Online Courses) called cope 14 and cope 15 and, in slightly adapted form, in a lecture in cross-cultural management on Bachelor Level. This method aims at reflecting the own expectations on how the other side will react to different marketing messages and to learn about cultural differences…

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Oct112016
Research PaperVol 11, Issue 3, 2016 Marketing Science and Inspirations Journal Paper

How do managers work with digital communication media in international business relationships? Focus group results of managers’ experiences of digital media use for relationship building.

Research Paper, Vol 11, Issue 3, 2016

In a qualitative study about international business negotiations and personal business relationships carried out a few years ago, results showed that relationship building and maintenance was something that occupied most international negotiators’ minds. It was stressed that meeting in person with due frequency was a requirement…

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Oct102016
Research PaperVol 11, Issue 3, 2016 Marketing Science and Inspirations Journal Paper

Managing your customer centric initiatives

Research Paper, Vol 11, Issue 3, 2016

As organizations around the world confront new economic realities, many find organizing an effective response in this highly complex, highly uncertain environment to be uniquely challenging. Their sense of heightened uncertainty and risk reflects a business landscape. The rapid advance of communication technology and electronic commerce has eroded customer loyalty by creating more convenient access to product information, purchase options and services.

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Oct102016
Research PaperVol 11, Issue 3, 2016 Marketing Science and Inspirations Journal Paper

Training concepts for industrial service staff in an intercultural context

Research Paper, Vol 11, Issue 3, 2016

Industrial services have always been an important part of companies’ value chains and thus subject to many strategic decisions. They are also one of the differentiation possibilities now when markets are saturated and customers base their decisions mainly on intangible aspects of what companies offer. Carefully designed trainings are a basis not only for outstanding service delivery but also for keeping employees’ motivational levels…

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Oct102016
Research PaperVol 11, Issue 3, 2016 Marketing Science and Inspirations Journal Paper

Strategy variations in roadside outdoor advertising: A psycholinguistic perspective of Czech, German and Bolivian campaigns

Research Paper, Vol 11, Issue 3, 2016

This paper explores the role of consumer perception of self within a social setting and how it shapes marketing communication and advertisement strategy formation. The study reflects on current trends of social advertisements by examining traffic safety related messages of outdoor advertisement practices. Utilizing an alternative cross-disciplinary approach, it adopts psycholinguistic analytical tools for interpreting marketing communication strategies with respect to the consumer behavioral patterns.

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Jun232016
Research PaperVol 11, Issue 2, 2016 Marketing Science and Inspirations Journal Paper

Perception of offensive advertising: Cross-cultural peculiarities

Research Paper, Vol 11, Issue 2, 2016

Nowadays advertising clutter in almost all media is forcing advertisers to use offensive and provocative appeals in ads. However, the various techniques used in such advertising, as well as effects of these ads, have not been adequately studied, especially when adapting advertising on the global market.

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Jun232016
Research PaperVol 11, Issue 2, 2016 Marketing Science and Inspirations Journal Paper

Measuring consumer acculturation – discussion on a prospective approach

Research Paper, Vol 11, Issue 2, 2016

This paper discusses how globalization brings in cultural change among consumers and why this phenomenon can be studied under the aegis of consumer acculturation. The discussion is initiated with the explanation of what globalization is and what factors entailing it bring in specific changes in consumer culture.

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Jun232016
Research PaperVol 11, Issue 2, 2016 Marketing Science and Inspirations Journal Paper

Zelená řešení v automobilovém průmyslu jako součást společenské odpovědnosti firem

Research Paper, Vol 11, Issue 2, 2016

Společenská odpovědnost firem je v marketingu stále diskutovanějším tématem. Její součástí je kromě sociální a ekonomické oblasti právě ochrana životního prostředí, tedy environmentální odpovědnost. Ve spojení s automobilovým průmyslem jde především o vývoj automobilů v oblasti emisí. Tento článek se zabývá otázkou zelených řešení, která na světovém trhu fungují a měla by se stát součástí nových strategií většiny výrobců v rozvinutých zemích.

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Jun232016
Research PaperVol 11, Issue 2, 2016 Marketing Science and Inspirations Journal Paper

Advertising reshaped – new trends bring new challenges. How to cope with them?

Research Paper, Vol 11, Issue 2, 2016

These days we are used to start our research papers, presentations, or business meetings that regard advertising with a deeply embedded presumption of and confidence in our knowledge about it. Throughout the modern history, each generation built its own understanding on this subject, reflecting the time and circumstances they lived in. What is interesting to observe is how each generation has the same confidence in knowing, but the knowledge itself is not the same.

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Jun232016
Research PaperVol 11, Issue 2, 2016 Marketing Science and Inspirations Journal Paper

Change process in the context of corporate communications: Stages for exploiting the potential of social media

Research Paper, Vol 11, Issue 2, 2016

Many companies waive even to its use of social media, because they are afraid of losing control over their communications and their benefits concerned. It must be admitted honestly that companies have already lost this control by the various possibilities of Web 2.0. The messages of the sender as well as the reactions of the recipient…

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Jun232016
Research PaperVol 11, Issue 2, 2016 Marketing Science and Inspirations Journal Paper

Nasadenie virtualizačného prostredia OpenStack na výučbové účely. Časť II.

Research Paper, Vol 11, Issue 2, 2016

Hlavným cieľom nasadenia virtualizačného prostredia OpenStack na výučbu je poskytnúť lektorom a študentom plnohodnotné konfigurovateľné prostredie pre rôzne predmety výučby modelovania reálnych procesov. Pre potreby príspevku sú predstavené možnosti využitia OpenStacku ako voľne dostupného open source softvéru vo vyučovaní predmetov Účtovníctvo na počítači, Etický hacking, Manažment bezpečnosti a Marketingový výskum.

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Apr302016
Research PaperVol 11, Issue 1, 2016 Marketing Science and Inspirations Journal Paper

Social marketing – a concept of marketing management

Research Paper, Vol 11, Issue 1, 2016

The recent changes in our environment have forced many companies, currently active on the market, to redefine the purpose of their activities, strategies and mission statements. The process of globalisation has increased greatly in the last decades. The aim of this article is to diagnose sources, areas of concentration and the action taken by the companies using social marketing.

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Apr302016
Research PaperVol 11, Issue 1, 2016 Marketing Science and Inspirations Journal Paper

Koncipovanie marketingových stratégií modrých oceánov v spolupráci s partnerom

Research Paper, Vol 11, Issue 1, 2016

Marketingové stratégie založené na tvorbe nových konkurenčných výhod vyžadujú od tých, ktorí sa ich usilujú tvoriť a implementovať nielen zmenu pohľadu na proces tvorby stratégie. Cieľom článku je poukázať na potrebu zmien pri koncipovaní marketingových stratégií podnikov, ktoré preferujú stratégiu modrých oceánov.

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Dec112015
Research PaperVol 10, Issue 4, 2015 Marketing Science and Inspirations Journal Paper

Neuromarketing. Úvod do problematiky. Časť I.

Research Paper, Vol 10, Issue 4, 2015

Cieľom marketingu je čo najpresnejšie definovanie zákazníckych potrieb ,želaní a túžob a návrh takých produktov, ktoré by tieto potreby, želania a túžby dokonale uspokojili. Často si ani sami spotrebitelia neuvedomujú, aký produkt chcú, aké funkcie by mal mať a ani firmy nevedia zvoliť správny spôsob komunikácie, aby marketingovou kampaňou vhodne oslovili zákazníkov.

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Dec112015
Research PaperVol 10, Issue 4, 2015 Marketing Science and Inspirations Journal Paper

Sociálny marketing ako účinný motivačný nástroj na zmenu správania

Research Paper, Vol 10, Issue 4, 2015

Spoločensky zodpovedné podnikanie (CSR) sa stáva čoraz významnejším konceptom, ktorý začínajú vnímať aj zákazníci. Z tohto dôvodu sa výrobné podniky aj podniky služieb snažia získať zákazníkov práve svojim zodpovedným správaním. Cieľom príspevku je na základe príkladov z praxe identifikovať témy, na ktoré sa orientujú sociálne marketingové kampane.

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