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INTEGRATED APPROACH OF FUZZY MULTI-ATTRIBUTE DECISION MAKING AND DATA MINING FOR CUSTOMER SEGMENTATION

Manidatta Ray, Mamata Ray, Kamalakanta Muduli, Audrius Banaitis, Anil Kumar

Recent advancements in Information and Communication Technologies (ICT) offered various options to the consumers to select best goods and services according to their requirement. As a result, manufactures and companies are experiencing challenges for retaining their customers and for which they are adopting innovative customer relationship management strategies. Further, it is well known by marketers that, customers have various kinds of needs and wants. Hence, they try to establish certain criteria to better identify and understand customer groups and provide preferable products and services to them in order to satisfy their varying needs and wants. In this regard segmentation is viewed by them as an important technique to create profitable segments and allocate resources to respond to the needs of selected segments based on their valuableness. However, many marketers have difficulty in identifying the right customer segments to organize marketing campaigns.
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ADVERTISING STRATEGY ACCORDING TO THE CONCEPT OF THE FCB MODEL IN THE CONDITIONS OF THE VARIOUS GENERATIONS

Kateřina Matušínská, Michal Stoklasa

Integrated marketing communication is an arrangement by which organizations organize their online and offline marketing communication tools to provide a clear, consistent, trusted, and competitive message about an organization and its offer (Fahy & Jobber, 2019). Organizations aim at attracting the target customers and communicating the value of the product (brand) to them clearly and convincingly (Kotler & Armstrong, 2018). Modern communication technologies and approaches nowadays allow customers a much higher level of information availability, so potential and loyal customers regularly check the quality of all organizations and choose the best offers for themselves according to the recommendations of their acquaintances, friends, or discussion forums (Petrů et al., 2020). Despite the large increase in the use of personal communication due to Internet penetration, advertising in mixture with other marketing communication tools has a substantial impact on consumer interest, brand building, and sales. Advertising is considered a positive as well as a negative element in society (Copley, 2004).
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EVALUATING ENERGY CONSUMPTION EFFICIENCY IN TOBACCO PRODUCTION: APPLYING DATA ENVELOPMENT ANALYSIS

Zulqarnain Mushtaq, Wei Wei, Maimoona Sharif, Abbas Ali Chandio

Tobacco is one of the most important cash crops and is considered as a domineering industrial crop. Tobacco is more proficient than any other crops to produce a massive amount of biofuel if cultivated for energy production instead of smoking (Andrianov et al., 2010). Pakistan is the world’s 8th largest tobacco producer (Shahbandeh, 2020). Over 75,000 farmers are cultivating tobacco in Pakistan. The crop was cultivated about on 51,000 hectars with a total production of 113,000 tones during 2017 (GOP, 2018). Tobacco crop got a significant place in the economy of the country by accommodating 350,000 workers directly and indirectly and is also adding up revenue of over Rs. 300 billion per annum. It is also providing a livelihood to about 1.2 million people in the country (Board, 2018). It is worth mentioning that tobacco has witnessed a decrease in production during 2016 with negative growth of 2.6 percent, over the same period last year (GOP, 2018).
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CASE STUDY: DESIGN VALUE MEASURING BY SYSTEM DYNAMICS

Eva Šviráková, Jan Kramoliš

Design is an important factor that contributes to the business success thanks to its potential to strengthen their competitiveness (D’Ippolito, 2014). There is a correlation between the use of design and business performance and subsequent macroeconomic growth (Denmark National Agency for Enterprise and Housing, 2003). An example of an economy significantly influenced by design is Great Britain’s economy. Design Economy created a gross value added of 85.2 billion GBP in the United Kingdom in 2016, corresponding to 7% of British gross value added. In a longterm perspective, between 2009 and 2016 the economy influenced by design grew by 52% and expanded far beyond fields that are part of creative industries (Benton et al., 2018). Design is a specific subtype of Innovation (OECD/Eurostat, 2018); it is an important business factor and it is integrated into many aspects of production and deliveries of products. The use of design helps companies to innovate, it increases companies’ productivity and turnover (Benton et al., 2018).
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GENERATION Y AND GENERATION Z EMPLOYMENT EXPECTATIONS: A GENERATIONAL COHORT COMPARATIVE STUDY FROM TWO COUNTRIES

Dana Egerová, Lenka Komárková, Jiří Kutlák

Generational differences in various workrelated characteristics such as work values, motivational drivers, preferences and workplace expectations have become a widely discussed research and intervention topic in recent years (Lyons & Kuron, 2014; Campbell et al., 2015; Sobrino-De Toro et al., 2019). The growing interest reflects the impact of the demographic, economic and technological shifts in society on the world of work and on how organisations maintain a multigenerational workforce (Lub et al., 2016). In recent years, research has primarily focused on the members of three generations (Baby Boomers, Generation X and Generation Y) to explore the features that differentiate these generations from each other in terms of workplace values, expectations, attitudes and organisational outcomes (Moore et al., 2015). At present, the next generation of employees – Generation Z – is about to enter the labour market, which will present challenges and opportunities for both researchers and companies (Knapp et al., 2017; Rodriguez et al., 2019).
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AN EXPLANATORY MODEL OF THE ECOTOURISTS BEHAVIOUR: MANAGEMENT STRATEGIES FOR TOURISM SECTOR

Carlota Lorenzo-Romero, María-del-Carmen Alarcón-del-Amo, José Alberto Crespo-Jareño

The academia finds it necessary to know which factors, whether internal or external to consumer behaviour, influence their purchasing behaviour of ecological or natural products or services, which in the field of tourism take the form of a new form of alternative tourism, either through nature tourism or ecotourism (Hultman et al., 2015). Within the research on consumer behaviour, studies have been carried out to understand the attitude of so-called ecotourists (Han, 2015; Kiatkawsin & Han, 2017), but their ecological behaviour as consumers continues to be a field of research that offers diverse spaces for study, since the research is still scarce, especially in terms of knowledge of the importance of psychographic, personality, cultural, economic and demographic factors (Hultman et al., 2015; Kiatkawsin & Han, 2017). Furthermore, the literature review emphasizes the need to deepen the understanding of environmentally responsible behaviour by incorporating the external, contextual, or group variables that influence such behaviour (López Miguens et al., 2015).
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A NEW LOOK AT BANKRUPTCY MODELS

Michal Kuběnka, Jan Čapek, František Sejkora

Managers need to know the situation of companies they manage and what their prospects are in the market. That is why the financial analysis has become a necessary part of the managerial decision-making of any company that intends to succeed in today’s competitive environment. It represents an assessment of the past, the present and the future of the company’s financial health. One of the tools of financial analysis is the bankruptcy prediction model. The great advantage of such models is that their primary source of input data is based on internal information from the company, internal accounting statements, included in the final accounts, that is, their balance, profit and loss statement, cash flow. Accounting units are obliged to prepare their final accounts according to legal requirements. For example, in the Czech Republic, under Act No. 563/1991 Coll., on Accounting, there is an exemption for micro and small accounting units that do not need to prepare cash flow statement if their turnover is up to CZK 200 mill. and their assets are not greater than CZK 100 mill.
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INFLUENCE OF SELECTED MACROECONOMIC INDICATORS ON EMPLOYEE MOTIVATION

Miloš Hitka, Jozef Ďurian, Silvia Lorincová, Bianka Dúbravská

In recent years, the importance of human resource management in companies has been growing unstoppably. It is related to the growth of modern technologies, the education of the population, dynamic movements in the market of goods and labour, the democratisation of society, etc. However, in the face of growing pressure, the complexity of change, and the competition they face on a daily basis, most executives have to cope with the growing conflict and divide between management and leadership requirements of organisations. Managers work under a lot of pressure and stress, so they do not have the time and sometimes the desire to be a leader, and conversely, leaders do not manage to be managers. Combining the two functions is extremely difficult. Because every company works first and foremost with people, there is always a large number of tasks that the company must successfully solve in order to exist. Since human resources are of strategic importance to everyone today, they are a prerequisite for the existence of the company and its further development.
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DETERMINANTS OF THE ADOPTION OF INNOVATIVE FINTECH SERVICES BY MILLENNIALS

Małgorzata Solarz, Magdalena Swacha-Lech

According to the study by Ernst & Young entitled: “Global FinTech Adoption Index 2019”, the level of users taking advantage of FinTech services, expressed as a percentage of the digitally active population for 27 selected countries in 2019 presented the level of 64%. It is worth pointing out that for China this figure amounted to 87%, Great Britain 71%, Switzerland 64% and the USA 46% (Ernst & Young, 2019). As highlighted by Anderson (2015), people of different generations and demographic backgrounds incorporate new technology into their lives at different rates. This paper is focused on Millennials alone, also referred to as Generation Y. This generation includes people born in the period from 1980 to 1995. Millennials, along with Generation Z (also known as iGen and referring to people born in the years 1996–2010), belong to the generations which currently generate highly significant changes in the environment of modern financial institutions (Swacha-Lech, 2019).
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TRENDS IN CULTURAL INTELLIGENCE RESEARCH IN THE CONTEXT OF INTERCULTURAL MANAGEMENT

Miroslav Jurásek, Petr Wawrosz

Cultural intelligence (CQ) is the ability to effectively function in a culturally diverse environment and succeed in such environment (Ang et al., 2007). CQ gives people and organizations a competitive advantage in international markets (Ang & Inkpen, 2008; Groves & Feyerherm, 2011) and is seen as a prerequisite for the success of any subject in an international environment (Elenkov & Manev, 2009; Creque & Gooden, 2011; Groves & Feyerherm, 2011; Livermore, 2015). Present success or failure in an international and intercultural environment is strongly affected by intercultural sensitivity, cultural intelligence, and ‘cross-cultural competencies’ as an overarching way of thinking (Johnson et al., 2006). These competencies make people more capable of making important global strategic decisions and communicating better on an intercultural level.
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