New Articles – Marketing and Trade

The competitive advantage of enterprises from the customer perspective

Vanda Maráková, Anna Wolak-Tuzimek, Marzanna Lament, Lenka Dzúriková

The ability to achieve and maintain a competitive advantage in the long term is one of the most valuable abilities of a company in the modern economy. Companies strive to achieve a competitive advantage in order to be recognised by customers, which is expected to lead to increased revenues and profits. It is important to choose factors serving to achieve a competitive advantage. More desirable are factors that are difficult to copy by competitors and adapted to the opinions and needs of…

DOI (& full text): doi.org/10.15240/tul/001/2023-3-010 more

Who Are Online Grocery Shoppers?

Radka Bauerová, Halina Starzyczná, Šárka Zapletalová

The acceleration of the digitalisation of grocery shopping is an important trend that shows that this way of sourcing groceries is increasingly accepted by customers. Uncovering, understanding, and describing the differences between online grocery shoppers is interesting from a scientific point of view and a practical one. Correctly targeting a specific customer segment increases the very effectiveness of marketing communication by spending the cost of communicating with those correctly…

DOI (& full text): doi.org/10.15240/tul/001/2023-1-011 more