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001-es BibID:BIBFORM079744
Első szerző:Gajanova, Lubica
Cím:The Potential of Using Bluetooth-based System as a Part of Proximity Marketing in the Slovak Republic / Lubica Gajanova, Margareta Nadanyiova, Jana Kliestikova, Judit Olah
Dátum:2019
ISSN:2218-4511 2227-6718
Megjegyzések:Proximity marketing is considered as a tool of creating a personal relationship between a customer and a vendor at the time of in-store physical purchase through modern, personalized, timely and relevant communication. It eliminates the ever-deepening decline in purchases made in retail stores, increases customer satisfaction and helps to create a positive brand image. Last but not least, it contributes to gaining feedback and helps to meet the company's marketing goals. Bluetooth low energy beacons, called BLE (Bluetooth Low Energy), are currently one of the most widely used proximity marketing technologies. Based on the literature review, it has been identified significant shortcomings in the area of proximity marketing not only on the Slovak market but as well in general context of marketing innovations and their implication in contemporary marketing practice. Therefore, there is a need to provide revision of traditional strategic concepts with emphasis on innovative approach contained in proximity marketing concept. Up to now, the theory has been limited mainly to state the general need of incorporation of proximity marketing into managerial practice across markets but there is still missing exact detection of specific tools of proximity marketing in the scope of consumer's preferences. So, the aim of the paper is to propose recommendations for the practice of enterprises based on the survey of perception of proximity marketing activities by tools of Bluetooth technologies, with regard to the specifics of its implementation in the Slovak Republic. For this reason, a questionnaire survey of the perception of proximity marketing activities by consumers has been provided. The data used in the presented paper were obtained by our own survey carried out on the sample of 568 respondents (citizens of the Slovak Republic older than 15 years). We've statistically evaluated the given data by hypotheses verification provided by relevant statistical tests. Therefore, the important groundwork for making proposals and recommendations for business practice in the scope of implementing proximity marketing in the Slovak Republic has been created. We have found out that 1) respondents who have interest in proximity marketing show more positive buy-in response and 2) respondents who prefer to shop in the store before buying through the Internet based on a promised reward also have a higher level of loyalty. So, we can conclude that there is a great assumption that Bluetooth technology-based activities provided in the scope of proximity marketing will trigger in practice higher conversion rate in comparison with other theoretically recommended. To exploit this competitive advantage fully, there is a prior need to develop the relevant theory of proximity marketing with respect to consumer's specifics in the perception of this marketing innovation
Tárgyszavak:Társadalomtudományok Gazdálkodás- és szervezéstudományok idegen nyelvű folyóiratközlemény külföldi lapban
Megjelenés:Marketing and Management of Innovations. - 2 (2019), p. 239-252. -
További szerzők:Nadanyiova, Margareta Klieštiková, Jana Oláh Judit (1973-) (agrárközgazdász, logisztika)
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2.

001-es BibID:BIBFORM093265
Első szerző:Yousuf, Allam (közgazdász)
Cím:Companies performance management: the role of operational flexibility / Allam Yousuf, Vahid Zeynvand Lorestani, Janos Felföldi, Tetiana Zatonatska, Serhii Kozlovskyi, Oleksandr Dluhopolskyi
Dátum:2021
ISSN:2218-4511 2227-6718
Megjegyzések:The article summarizes the arguments on minimizing the uncertainty level caused by numerous unforeseen circumstances due to using operational flexibility to increase companies' efficiency (example of small and medium enterprises in the pharmaceutical sector of Iran). The research aims at investigating the relationship between operational flexibility and a company's performance to examine the impact of environmental uncertainty on these relationships. This study was conducted as quantitative. The deductive method using the synergy of systematization of scientific background on the problem and the empirical proof of the formulated hypotheses became a methodological study tool. The article provides evidence of the economic-mathematical model based on data from small and medium-sized pharmaceutical Iranian companies. The study hypotheses are as follows: 1) operational flexibility has a positive effect on the productivity of the pharmaceutical sector of Iran, represented by small and medium-sized companies; 2) uncertainty determines the relationship between the operational flexibility and efficiency of small and medium-sized pharmaceutical companies in Iran. The model constructed by the authors allowed measuring the relationship between variables using regression analysis and moderation analysis (Hayes model). The total number of companies included in the sample is 113. In turn, 228 managers of these pharmaceutical companies took part in the surveys (Iran example). The empirical analysis results showed that the mix flexibility indicator has practically no effect on companies' efficiency, and the volume flexibility and product development flexibility indicators generally have a positive effect on the performance of companies in the pharmaceutical sector. On the other hand, the environmental uncertainty indicator does not help reduce the relationship between the operational flexibility indicator and companies' performance in the pharmaceutical sector of Iran's economy. The study results could be useful for planning small and medium enterprises' activities in the context of improving their performance.
Tárgyszavak:Társadalomtudományok Gazdálkodás- és szervezéstudományok idegen nyelvű folyóiratközlemény külföldi lapban
folyóiratcikk
Megjelenés:Marketing and Management of Innovations. - 1 (2021), p. 30-37. -
További szerzők:Zeynvand Lorestani, Vahid (1981-) (közgazdász) Felföldi János (1968-) (mérnök-közgazdász) Zatonatska, Tetiana (1988-) (közgazdász pedagógus) Kozlovskyi, Serhii Dluhopolskyi, Oleksandr (1976-) (közgazdász)
Internet cím:Szerző által megadott URL
DOI
Intézményi repozitóriumban (DEA) tárolt változat
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