Marketing Science and Inspirations Journal Paper

Service innovation across borders: Challenges and potentials of service innovation collaboration in Upper Austria and South Bohemia

Research Paper, Vol 15, Issue 2, 2020

In an increasingly globalized and competitive environment, it is essential that geographical regions pool available resources and create synergies in service innovation management in order to sustain an innovative edge. Collaborative innovation management entails substantial synergies, especially for connected regions. However, existing potentials of such a cross-border innovation collaboration system have …

Marketing Science and Inspirations Journal Paper

Role of regional tourism organizations in Slovakia from their perspective

Research Paper, Vol 15, Issue 2, 2020

Destinations play a key role in tourism system with destination management organizations (DMOs) as entities responsible for finding the intersection between supply side (destination with its offer) and demand side (visitors) in destinations which they manage. DMOs perform various functions and have various roles in tourism system. Authors dealing with destination management mention several DMOs’ functions and roles.

Marketing Science and Inspirations Journal Paper

Postoje obyvateľov hlavného miesta Slovenskej republiky voči vybraným témam reklamy. Časť I.

Research Paper, Vol 15, Issue 2, 2020

V rámci procesu realizácie reklamnej kampane majú participujúce strany, primárne zadávateľ reklamy a reklamná agentúra, resp. komunikačná agentúra spoločenskú zodpovednosť, ktorá sa prejavuje v etickej rovine. Keďže realizácia reklamnej kampane je iniciovaná konkrétnym podnikom, či iným zadávateľom, jej recipienti či samotná cieľová skupina ju namiesto akceptácie nielenže …

Marketing Science and Inspirations Journal Paper

Digital transformation in B2B sales – differences and best practices in three different European countries

Research Paper, Vol 15, Issue 2, 2020

There has been an increasing discussion around B2B sales and the need for its digital transformation as it may strongly accelerate company’s performance. Because sales is an essential element of business growth, it is important to study B2B sales and the level of digital transformation on a country-specific level. For this purpose, we studied the role of digital transformation …

Marketing Science and Inspirations Journal Paper

Priorities when looking for servitization in the mechanical engineering industry

Research Paper, Vol 15, Issue 2, 2020

The necessity of a holistic framework for servitization and the discussion and classification of the associated measures for the development of a servitization strategy to expand the business areas in mechanical engineering is implicit. This is particularly relevant as servitization must take into account both business models (BM) and organizational change. This paper, therefore, sets out to investigate crucial measures …

Marketing Science and Inspirations Journal Paper

The consumer behavior of young Slovak consumers (under the age of 25) in the private label market

Research Paper, Vol 15, Issue 1, 2020

An anonymous questionnaire survey was chosen as the main research method, which was attended by a total of 549 respondents aged under 25 years across Slovakia, which was subsequently supplemented by statistical verification of the formulated hypotheses (a total of twelve hypotheses). Statistical tests such as Pearson Chi-square test, Phi coefficient, Kruskal-Wallis test and Cramer´s V coefficient were used for this verification and they were calculated …

Marketing Science and Inspirations Journal Paper

Publicity as a tool of PR activities within CSR concept in food enterprises in Slovakia

Research Paper, Vol 15, Issue 1, 2020

Paper points at the publicity as a tool of public relations (PR) within CSR concept in the practice of food enterprises in Slovakia and analyzes its use in terms of foreign participation, production focus and size of enterprises and subsequently evaluates the benefits of using publicity as a tool of PR within CSR concept. The actual research was implemented in 125 food enterprises.

Marketing Science and Inspirations Journal Paper

CRM v telekomunikačnej firme. Časť II.

Research Paper, Vol 14, Issue 4, 2019

Nástup nových technológií a technologických trendov spôsobil, že veľká väčšina telekomunikačných firiem musela zobrať do úvahy neustále klesajúci trend vývoja výnosov a počet zákazníkov. Kľúčom k úspechu sa stala zmena prístupu k samotným zákazníkom prostredníctvom riadenia vzťahov so zákazníkmi. Cieľom práce bolo identifikovať zmenu v postojoch zákazníkov v dôsledku implementácie CRM systému do firmy …

Marketing Science and Inspirations Journal Paper

The interest of different generations of Czech consumers in certified products and environmental organizations

Research Paper, Vol 14, Issue 4, 2019

Green consumers’ behavior is still the black box for green marketing. The environmental aspect influences many purchase decisions. How do Czech consumer really think in relation to environmental questions? This paper aims to describe some of the fundamental green activities of the Czech consumer in correlation to …

Marketing Science and Inspirations Journal Paper

Marketing územnej jednotky ako jednotky životného priestoru

Research Paper, Vol 14, Issue 4, 2019

Zodpovednosť za realizáciu marketingových aktivít má v kompetencii marketingový manažér. Cieľom tohto príspevku je priblížiť význam marketingu a imidžu mesta pri presadzovaní hodnôt miesta resp. mesta u cieľových skupín: občania, návštevníci, podnikatelia a zamestnanci. Na príklade mesta Bratislava sú prezentované výstupy hodnotenia miest v medzinárodných rebríčkoch s odhadom na potenciálny dopad u cieľových skupín.