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IMPRESSION MANAGEMENT STRATEGY OF COPING WITH ENTREPRENEURIAL FAILURE STIGMA: A TWO-PATH THEORETICAL MODEL

Zhuang Xiong, Junzhou Yan, Lingling Wang

In recent years, despite the slowdown in the world economic performance, the trend of world innovation is still booming. The Global Innovation Index 2019 released by the World Intellectual Property Organization (WIPO) showed that the growth rate of global research and development expenditure is higher than that of global economy. As the foundation of entrepreneurship, the continuous improvement of innovation develops entrepreneurial activities. Moreover, the scale of entrepreneurial groups is expanding, and a vigorous entrepreneurial boom has formed through the implementation of positive entrepreneurial policies (Wang et al., 2019). However, the uncertainty and high risk in the entrepreneurship process determine that entrepreneurship is not smooth sailing. In particular, COVID-19 continues to spread throughout the world, and the business environment faced by new ventures is more difficult. More and more enterprises are unable to survive. The phenomenon of entrepreneurial failure exists objectively. Relevant data show that the failure rate of Chinese youth first venture is as high as 90% (Zheng et al., 2019). Furthermore, even the Chinese unicorn enterprises, such as OFO sharing bicycles, is from the favorite of the capital market to the end of brand failure.
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DEVELOPMENT AND STANDARDIZATION OF A TOOL TO MEASURE KNOWLEDGE OF LABOUR LAWS AMONG EMPLOYEES

M. M. Sulphey, Awad Ali Alanzi, Martin Klepek

In the current world, there is an informational imbalance in employer-employee relationships (Cabrelli, 2019). While employers usually enjoy higher levels of resources, expertise, and access to information about labour conditions, employees are disadvantaged than employers as they have to face multiple issues and barriers. Employees are in a difficult situation concerning contract negotiation and writing. Due to better resources, employers are in a better place regarding eliciting unilaterally favourable contractual terms. As employers have a form of monopoly, they tend to be involved in intimidating and unprincipled behaviours like treating employees inconsistently, which could be detrimental (Deakin, 2012). There is also a gap in the process of monitoring and enforcement of contractual obligations (Wachter, 2012). This situation tends to affect employees far more than an employer, e. g. any cost overrun for the employer is often passed down indirectly to employees in reduced compensation and deferred benefits.
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FINANCIAL ADVICE, LITERACY, INCLUSION AND RISK TOLERANCE: THE MODERATING EFFECT OF UNCERTAINTY AVOIDANCE

Gentjan Çera, Khurram Ajaz Khan, Zuzana Rowland, Humberto Nuno Rito Ribeiro

Not everyone has enough skills and abilities to tackle complex financial markets and make prudent financial decisions in uncommon situations. People worldwide have been using paid and unpaid sources for advice from someone they trust to overcome them. Numerous studies have witnessed fruitful results from financial advisors in financial planning, such as retirement planning and wealth creation (Irving, 2012; Stolper & Walter, 2017). The current issues, such as complexities of the financial market and difficulties arising out of the economic crisis, are becoming worrisome (Crotty, 2009; Taylor, 2011; Xiao & O’Neill, 2016). The volatile economic environment and the problems of retirement financial security (Wang & Shi, 2014) add to its severity. The most important of all is to know how to make a prudent economic decision in financial aspects (Lusardi & Mitchell, 2014). The suffering resulting from the likelihood of losing money due to erroneous financial conclusions leads to financial anxiety (Cwynar et al., 2020).
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THE IMPACT OF INTRADAY MOMENTUM ON STOCK RETURNS: EVIDENCE FROM S&P500 AND CSI300

Saddam Hossain, Beáta Gavurová, Xianghui Yuan, Morshadul Hasan, Judit Oláh

According to data from the World Health Organization (WHO, 2020), the Coronavirus (COVID-19) outbreak in late December has spread to 216 countries, territories or regions, causing more than 21.5 (214,435,732) million confirmed casualties and 4,471,650 deaths worldwide on August 26, 2021. Due to the large and continuous spread of the novel coronavirus worldwide, on March 11, 2020, the WHO officially declared it a pandemic (Mahmud et al., 2021). In most economies, the COVID-19 pandemic has caused uncertainty and a temporary closure with positive cases coronavirus. Therefore, the purpose of this article is to assess the significant impact of the COVID-19 pandemic on intraday stock returns. Many investors close their holdings, including the stock market’s assets, thereby influencing the stock market. According to Jegadeesh and Titman (1993), the stock purchase method is appropriate when stock sales have performer poorly during the holding period of past 3-months to the 12-months. Besides, these forms of momentum gain are inappropriate to justify risk-based momentum. In exchange for 1 to 12 months (Moskowitz et al., 2012), the persistence in partially changed in a longer horizon.
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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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