Jovica Petkovic, Edmundas Jasinskas, Laima Jesevičiūtė-Ufartienė
In the present day dynamic and competitive environment, organizations are constantly facing the issue of a suitable strategy so that they would timely choose the best business model and would avoid strategy collapse (Hambrick & Frederickso, 2005; Vargo & Seville, 2011). In today’s world of business and services competition is very high, therefore, in order to function effectively and proﬁtably organizations have to ﬁnd ways that would enable them to achieve their goals and to compete in the market successfully.
Michaela Stříteská, David Zapletal, Lucie Jelínková
Increasing globalization and technological revolution represent the primary challenges for maintaining competitiveness in today’s business environment. Concerning these challenges, businesses must create a longterm vision and formulate new strategies to allow managers to manage short-term performance in accordance with long-term needs. Therefore, measuring and managing performance is being increasingly emphasized. There are a growing number of companies that have realized that improving performance and increasing competitiveness can be achieved by developing effective performance measurement and management.
Creativity is a very important aspect of market economy. Some scholars (Howkins, 2007; Florida, 2002) are absolutely enthusiastic about creativity that should give a competitive priority in respect of the competitors. Nevertheless, creativity also raises many problems in management of it from feeling of guilty to threat against identity of organization. In general, creativity is an ambivalent and contradictory phenomenon that covers both positive and negative aspects.
Cristina Olarte-Pascual, Jorge Pelegrín-Borondo, Eva Reinares-Lara
There are high expectations for mobile phone marketing (Yang, Kim, & Yoo, 2013). Four trends in particular contribute to the medium’s marketing potential worldwide: (1) the signiﬁcant growth in the use of mobile devices (Khalifa & Shen, 2008); (2) the forecasts of considerable growth in mobile advertising (MMA Mobile Marketing Association, 2012) compared to the predicted steady decline in spending on conventional media (Infoadex, 2014); (3) the development of increasingly sophisticated mobile devices (Miguel-Dávila, López, & De Pablos-Heredero, 2012), which has opened up new avenues and formats for marketing communication with consumers; and (4) the strong results achieved by companies with mobile marketing campaigns.
Christian Nedu Osakwe, Henry Boateng, Simona Popa, Miloslava Chovancová, Pedro Soto-Acosta
Brands, branding, brand management, brand orientation and their related terms have received substantial attention from marketing scholars and practitioners (Peng, Chen, & Wen, 2014). This could probably be due to their strategic importance to organizations (Urde, Baumgarth, & Merrilees, 2013). Consumers on the other hand have also come to embrace the concept, as it helps them in their purchasing decisions by offering them signals for improved efﬁciency in information processing and for selecting products (Kotler & Pfoertsch, 2007; Shi & Chow, 2015; Zablah, Brown, & Donthu, 2010).