Conference submissions

Guns, Politics and Religion: Attitudes to Advertising Controversial Products in Colombia
Kim-Shyan Fam, Victoria University of Wellington, School of Marketing and International Business, New Zealand
Abstract: Colombia is a complex country which has a large Catholic population and a number of internal conflicts. As organizations undertake a global advertising strategy, countries in South America like Columbia are viewing advertising images and for products that may be perceived as offensive. This paper presents the results of a survey on perceptions towards the advertising of three relevant controversial products: guns and armament, political parties, and religious denominations. It also identifies the link between personal values of the Colombian sample and offence towards the advertising of the controversial products, which provides important insights into responsible advertising to the Colombian market.
Acknowledgements: Gurmeet Singh
QUO VADIS ADVERTISEMENT? Positives and negatives of current ad
Tomas Sula, Tomas Bata University in Zlín, Faculty of multimedia communications, Department of marketing communications, Czech Republic
Pavel Hornak, Tomas Bata University in Zlín, Faculty of multimedia communications, Department of marketing communications, Czech Republic
Abstract: Today's face of advertisement has changed dramatically over the last quarter of the century. There has also been a change in the public's relationship to advertisement. The aim of the study is to present an up-to-date view of this current situation, but in particular to highlight the attitudes of the public to the different forms of advertising at present. Through comparative analysis, as well as primary quantitative research, we want to take a look at the useful or at the harmful effects of advertising in our everyday life. The results will be brought to the attention of the professional and the general public in order to improve the situation in practice. The subsequent aim is therefore to help improve the content and form of this activity, respectively to affect the undesirable amount of broadcasting time in the Czech and Slovak media.
How to Win With the Use of Creative Thinking - the Integration of Theory and Practice in Tertiary Education
Marcela Gottlichova, Tomas Bata University in Zlín, Faculty of Multimedia Communications, Czech Republic
Abstract: The integration of theory and practice together with the development of the key competences of university graduates represents one of the areas which necessarily need to be focused on within the tertiary education in the Czech Republic. The innovation thinking reflecting in the preset goals and visions is at the same time one of the fundamental conditions of the innovative marketing, and plays the priority role also in the growing competitiveness of companies and production enterprises, as well as in education or in non-governmental non-profit organizations. The preference of study fields, subjects, or programs in relation to the close links onto the needs of the society and the economy as reflected in the requirements of the world market has thus been becoming one of the most important goals of strategic planning of the tertiary education development in the Czech Republic. The study presents the requirements placed on the key competences as seen by university students themselves, as well as by non-profit entities in the role of potential employers. The study simultaneously presents one of the possible solutions to the utilization of the creative potential of the integration of theory and practice with the orientation at the enhancement of the regional development.
Evaluation of the re-use of packaging in the food supply chain
Dimitris Folinas, TEI CM, Logistics, Greece
Abstract: Fresh fruits and vegetables are a special group of products as they need special treatment due to their sensitivity to external factors such as microorganisms, moisture, etc., as well as, their movement and storage across the supply chain. As consumer needs and requirements are constantly growing, a number of new practices in packaging have been introduced to allow proper transport and storage of fruit and vegetables. An important role in this field is represented by the reusable boxes which offer, in addition to safe transport and storage, space saving, less damage, more stable stacking, etc. and supporting the deployment of green and sustainable supply chain practices and technologies. The purpose of this research is to present and analyze the movement of fresh fruit and vegetables using reusable boxes in a Greek retail chain. The methodology included the collection of information from electronic databases from publications on the subject under consideration and direct contact with executives of large retail chains. The results demonstrate both the importance of packaging to maintain the freshness of fresh fruit and vegetables and the importance of recycling.
Consideration of consumer behavior on environmental labeled agrifood products
Dimitris Folinas, TEI CM, Logistics, Greece
Thomas Fotiadis, Democritus University of Thrace, Production and Management Engineering, Greece
Abstract: This paper explores the perception of Greek consumers about environmental labeled agrifood products. A survey has been conducted on how much consumers are involved in specific environmental actions, demonstrating their environmental sensitivity. First, a bibliographic study on environmental issues, environmental labeling and conditions for acquiring it, as well as factors influencing the decisions of the "green" consumer, was carried out. Moreover, a primary research was conducted using a questionnaire asking consumers from different regions of Greece for their perception of the significance and the benefits of the targeted products. The results of the survey were quite encouraging in terms of consumer environmental behavior, while the environmental product statement, despite its limited application in Greece, appeared to be well known to consumers.
When Going Green Backfires
George Newman, Yale University, Marketing, United States
Abstract: Many companies offer products with social benefits that are orthogonal to performance (e.g., green products). The present studies demonstrate that information about a company’s intentions in designing the product plays an import role in consumers’ evaluations. In particular, consumers are less likely to purchase a green product when they perceive that the company intentionally made the product better for the environment compared to when the same environmental benefit occurred as an unintended side effect. This result is explained by consumers’ lay theories about resource allocation: intended (vs. unintended) green enhancements lead consumers to assume that the company diverted resources away from product quality, which in turn drives a reduction in purchase interest. The present studies also identify an important boundary condition based on the type of enhancement and show that the basic intended (vs. unintended) effect generalizes to other types of perceived tradeoffs, such as healthfulness and taste.
Managing consumers' negative comments in period of crisis. The case of the the Greek super markets
Ioannis Antoniadis, Western Macedonia University of Applied Sciences, Department of Business Administration (Kozani), Greece
Vasilis Patoulidis, Western Macedonia University of Applied Sciences, , Greece
Abstract: The use of social media by firms and marketers is becoming essential due to the huge possibilities offered for low cost promotion and improvement of their brand image. But, by nature, social media could be harmful for companies and brands as the published content often attracts negative comments by consumers and social media users. In the present paper the negative comments on the official Facebook pages of Greek supermarkets are analysed in order to examine the strategies used by firms to tackle negatve electronic word of mouth (NEWOM). The particular strategies are evaluated based on the literature and provide useful conclusions about the effect on the corporations' brand image.
Perceived Corporate Social Responsibility and job satisfaction in a port logistics organization
Panagiotis Reklitis, Technological Educational Institute of Central Greece, , Greece
Anestis Fotiadis, ZAYED University, , Greece
Panagiotis Trivellas, Technological Educational Institute of Central Greece, Department of Logistics Management, Greece
Abstract: Job satisfaction is a crucial factor if a company wants to sustain their employees. Several studies investigated the role of job satisfaction and they have found out that satisfied personnel will help on future recruiting, will help on retaining key employees and it will make employees more motivated. Since corporate responsibility can be a factor that can affect job satisfaction it is highly important to examine their relationship. Moreover, as a consequence of the global economic crisis, there is a growing interest about the responsibility of corporations towards the society, local communities and the environment. Thus, this paper aims to examine if ethical, social and environmental dimensions of perceived corporate social responsibility are positively related to job satisfaction. The field research is based on a sample of 78 employees of a port logistics management services organization. A structured questionnaire was developed in order to measure employee perceptions about CSR activities and their impact on job satisfaction. Building on the claim that employee perceptions of CSR activities may significantly related to workplace attitudes, this paper examines three CSR dimensions (social, ethical and environmental) and job satisfaction. The outcomes of this research delineates that only Social CSR exerts a positive significant effect on job satisfaction, highlighting the importance of CSR activities with social impact and worth aiming at caring for the well-being of others (suppliers, customers, community and employees). Managerial and theoretical implications are developed based on survey results.
Public Sector Marketing in a period of crisis: perceptions and challenges for the public sector managers.
Ioannis Antoniadis, Western Macedonia University of Applied Sciences, Department of Business Administration (Kozani), Greece
Mary Stathopoulou, Western Macedonia University of Applied Sciences, Business Administration (Kozani) , Greece
Panagiotis Trivellas, Technological Educational Institute of Central Greece, Department of Logistics Management, Greece
Abstract: Public sector marketing, has been an important field of marketing study as public sector management paradigms evolve and change as a result of the challenges posed by e-governance and information technologies. These changes are also reflected in the new models of public administration (New Public Management - NPM) that are more market and customer oriented. In this paper the perceptions, towards the importance of marketing in the public sector are examined, using the the NPM model. Structured interviews were performed and questionnaires were filled in by 30 executives working in the public sector in the region of Western Macedonia and Epirus . Our findings show that public sector executives does not consider marketing to be a priority and therefore it is not used at the full of its potential in a way that it could promote the provided services and improve the image that citizens have towards the public administration. A shift in culture and the organizational behavior of the greek public sector, especially in this prolonged period of crisis, could change that and improve the quality of provided services through better communication and improvement of the image of the public sector.
Implementation of current marketing communication tools into practice in the Czech and Slovak republic
Tomas Sula, Tomas Bata University in Zlín, Faculty of multimedia communications, Department of marketing communications, Czech Republic
Abstract: The aim of the article is to map out how much are used current marketing communication tools (guerrilla marketing, digital marketing, mobile marketing, viral marketing, word of mouth marketing, buzz marketing, product placement) in the Czech and Slovak market. Article is based on quantitative research realized in the form of online survey, which respondents were professionals in the marketing communication field (employees of full-service and specialized advertising agencies, people from marketing departments).
Ambient media design as a tool of creation of new communication media
Tomas Sula, Tomas Bata University in Zlín, Faculty of multimedia communications, Department of marketing communications, Czech Republic
Abstract: Article is devoted to the ambient media and possible controlled process of their creation in the environment of marketing communication. The definition of ambient media is stated and its importance is also described as well as the perception of public. Author specifies parameters of process of creation of ambient media, which is called ambient media design. The article defines optimal process including parameters of idea, time, place and budget. The processes of prototyping, pretesting and production are also mentioned. Everything described above is associated with people working in the fields of marketing communication, design and associated fields.
Managing New Product Development Process in Vietnamese Small and Medium-sized Enterprises
Nga Dang, RMIT University, School of Management, College of Business, Australia
Abstract: New product development (NPD) is crucial for organizations to ensure their market positioning. Vietnam is at the starting point of innovation. The purpose of this study is to examine the NPD process proficiency in Vietnamese manufacturing small and medium-sized enterprises (SMEs). A total of 795 questionnaires were sent to manufacturing SMEs in Hanoi, with 340 usable responses received yielding a response rate of 42.77%. Using SPSS (v.24) software to analyze the data, the findings indicated that two stages: pre-development activities, and product development and product testing had a significant impact on the overall NPD project success. Most Vietnamese manufacturing SME innovators not only performed pre-development activities, and product development and product testing frequently but also perceived they have done well in the areas. Commercialization activities did not have a significant impact on the overall NPD project success. The study findings enhance our understanding about the key activities of the NPD process in Vietnamese organizations. Vietnamese business managers may use the results to improve NPD process proficiency in their organizations by formulating better policies supporting both commercial and non-commercial innovation activities.
Identifying the dimensions and importance of business ethics and etiquette in a business relationship building
Kim-Shyan Fam, Victoria University of Wellington, School of Marketing and International Business, New Zealand
Abstract: This research examines the importance of business ethics and etiquette in a business relationship across five regions. Business ethics are moral principles and behaviours of individuals, including the way in which an organisation conducts its business affairs. Business etiquette is a set of manners often upheld by custom and enforced by members of a society in order to provide an environment where members feel comfortable and secure in their social and business interactions. Often, in any business transaction, buyers and sellers with diverse cultural background are drawn together to trade. Success will depend on both parties understanding the nuances of the moral and social order governing cross-cultural business practices. This study sets out to investigate the dimensions of business ethics and etiquette and their importance in a business relationship building. A total of 97 responses from 30 countries participated in our survey. The responses were then divided into 5 regions (Asia, Oceania, Europe, North America, and Middle East). Significant differences were detected between the regions in relation to ethical variables like trust, appearance, and fair value to customer. For etiquette, the study found significant differences between the regions for appearance, punctuality, social behaviour, and respect. The study concludes with several recommendations for international business community. Note that, although this is a preliminary study, future research will examine the importance of the ethics and etiquette across the full spectrum of business relationship lifecycle, and also to garner more responses.
European Class III Medical Devices: Strategic Marketing Considerations for Middle East Region.
Dr Rami Al-Khateeb, ELAF MEDICAL SUPPLIES, Leadership, Jordan
Abstract: Many European Medical Device Manufacturers are not familiar with its regulatory requirements, approvals, and the timelines needed to market it in the Middle East region. Due to lack of publicly available information, lack of regulatory frameworks, there is a huge gap for European Manufacturers to market their products in the Middle East effectively. The main purpose of this manuscript is to summarize the regulatory requirements, outline a workflow that composes a vital component for a successful strategic marketing plan, minimize the existing gap, and thus, to provide a strategic operational model.
Acknowledgements: The Author report no conflicts of interest in this manuscript. It was prepared based on personal efforts without any funding.
Time for De-Marketing? The implications of Ayia Napa’s youth market over Cyprus’s Destination Image and Sustainable development.
Andreas Masouras, Neapolis University, Business, Cyprus
Abstract: The tourism industry is experiencing a tremendous growth with an ever-increasing pressure from a variety of types of competition. The dramatic changes of the tourism market in East Mediterranean and ever-increasing competitive nature of the tourism industry requires destinations with well-developed and effective marketing plan and strategies. Products and location are the key elements for successful tourism growth. Much interest has been expressed in recent years in the future of Cyprus tourism growth and specifically the region of Famagusta where the town of Ayia Napa is located. Many parts have been involved, from both the public and private sector. Each sector has developed its own theory and strategy on the matter. This paper’s purpose is to state the current tourism environment of the town, evaluate its advantages and disadvantages as well as its competitive position as a tourism destination but most importantly to forecast its future picture. That has been achieved after evaluating the primary’s data screening. Moreover the paper presents the key points that the private sector and the local authorities should take under consideration according to what the town can offer as a tourism destination.
Acknowledgements: George Markatos; Andreas Masouras
Customer Relationship Management & Social media in Greek Tourism
Dimitrios Belias, Technological Educational Institute of Thessaly, Greece , Business Administration, Greece
Efstathios Velissariou, Technological Educational Institute of Thessaly Greece, Business Administration, Greece
Dimitrios Kyriakou , University of Thessaloniki, Thessaloniki, Greece, Economic Sciences, Greece
Labros Vasiliadis, T.E.I of Central Greece, Accounting and Finance, Greece
Chris Mantas, University of Leicester, United Kingdom, Centre of Labour Market Studies, Greece
Labros Sdrolias, Technological Educational Institute of Thessaly Greece, Business Administration, Greece
George Aspridis, Technological Educational Institute of Thessaly Greece, Business Administration, Greece
Athanasios Koustelios, University of Thessaly, Trikala, Greece, Physical Education and Sport Science, Greece
Abstract: It is important to investigate how managers and employees can build customer relationship management, well known as CRM, with their clients in the tourism sector through the use of social media which is the aim of this research. The research has concluded that an important insight for the Greek tourist companies is to link the CRM with social media so to use the social media as a point where the tourist company can retrieve important information. The research has revealed that there is a lack of research on this field. For this reason it is recommended that a future research will evaluate the best practices used.
Tourism & Destination Marketing the case of Greece
Dimitrios Belias, Technological Educational Institute of Thessaly, Greece , Business Administration, Greece
Efstathios Velissariou, Technological Educational Institute of Thessaly Greece, Business Administration, Greece
Labros Vasiliadis, T.E.I of Central Greece, Accounting and Finance, Greece
Dimitrios Kyriakou , University of Thessaloniki, Thessaloniki, Greece, Economic Sciences, Greece
Chris Mantas, University of Leicester, United Kingdom, Centre of Labour Market Studies, Greece
Konstantinos Varsanis, Technological Educational Institute of Western Macedonia, Kozani, Greece., Business Administration, Greece
Labros Sdrolias, Technological Educational Institute of Thessaly Greece, Business Administration, Greece
Athanasios Koustelios, University of Thessaly, Trikala, Greece, Physical Education and Sport Science, Greece
Abstract: Marketing has an important role today for every tourist busiess. However, it is important to focus not only on how the organizations are marketing themselves but also how the destination will market itself and to remind that tourists first choose destination and then all the rest, including the hotels. From this literature review, it is obvious that destination branding has a number of advantages and that branding can have benefits in different forms of tourism, whether it is a single tourist unit or a destination. In the case of Greece, the variety of destinations that it has can be the ideal place for a further research. Hence it is proposed for a future research to examine destination marketing in practice.
THE ANALYSIS OF THE PERCEIVED USEFULNESS OF ONLINE COMMUNICAITON TOOLS WHEN SEARCHING FOR SMEs
Radovan Bačík, University of Prešov, Department of Marketing and International Trade, Faculty of Management, Slovakia
Richard Fedorko, University of Prešov, Department of Marketing and International Trade, Faculty of Management, Slovakia
Jakub Horváth, Faculty of management - University of Prešov, Department of marketing and international trade, Slovakia (Slovak Republic)
Ján Mihál, University of Prešov, Department of Marketing and International Trade, Faculty of Management, Slovakia
Abstract: The aim of this article is to identify usefulness of online communication tools when searching for SME's from the point of view of customers. The aim of this article is to help clarify the impact the selected online communication tools have when reaching target audiences of SMEs. The basic sample for the purpose of the survey was the population of the region of East Slovakian. We have addressed 1,055 respondents and subsequently included 987 properly filled out questionnaires. The goal was to identify respondents' attitudes and preferences in relation to online marketing communication styles focusing on SMEs. Specifically, we focused on online communication tools such as websites, blogs, community discussions, social networks, and last but not least, internet advertising. Data collection was conducted through simple random sampling in October and November 2016. To verify the hypotheses we used the software StatSoft STATISTICA. Due to the nature of the analyzed variables we used correlation analysis. Based on the research findings, it can be concluded that 72.44% of respondents prefer to obtain information about SMEs on the Internet or using related online communication tools. The research presupposed the existence of a statistically significant dependence between the impact online communication tools have and the usefulness of information when searching for SMEs. The strongest dependency was identified for the variables Social Networking Profiles and Community Discussions. The weakest dependency was identified for Internet advertising. The results of our research are relevant to SMEs who perceive marketing on the Internet still somehow sceptically. Research results should help SMEs with the direction of their marketing communication.
Acknowledgements: This article is one of the partial outputs under the scientific research grant VEGA 1/0806/16 "Research on issues of consumer behaviour of a new generation of customers with emphasis on identifying preferences and usability of mobile platforms in the process of e-commerce of the subjects localized predominantly on the Central European Market" and VEGA 1/0789/17 "Research of e-commerce with relation to dominant marketing practices and important characteristics of consumer behavior while using mobile device platforms"
Spontaneous Brand Awareness and Consumer Attitudes to Brands in the Czech Republic and Slovakia
Peter Starchon, Faculty of Management, Comenius University in Bratislava, Slovakia, Department of Marketing, Afghanistan
Abstract: This article deals with the perception of domestic brands by consumers in the Czech Republic and Slovakia. It aims to present the results of research focused on the attitude towards domestic brands and their spontaneous awareness in the environment of the Czech Republic. These results are compared with a similar research conducted by the Faculty of Management, Comenius University in Bratislava, Slovakia. The survey sample in the Czech Republic was made up of 1028 respondents and 1022 in Slovakia. The issue of brand building is currently intensively addressed by the professional public as well as by companies. A successful brand is a strategic asset for any business. Considering this fact, this article also provides useful information on the real attitude of the consumer public towards domestic brands.
An empirical examination of innovation management system and financial performance
Juho-Petteri Huhtala, Aalto University School of Business, Marketing, Finland
Henrikki Tikkanen, Aalto University School of Business, , Finland
Iiro Vaniala, Aalto University School of Business, , Finland
Abstract: The aim of this paper is to examine the relationships between the components of organizational-level innovation management system, i.e. innovation orientation and innovation capability, and financial performance, i.e. profitability and growth. The novelty of this paper stems from the concomitant examination of the relationship between innovation orientation and innovation capability, i.e. the ‘willingness’ to innovate and the ‘ability’ to do so. As organizations develop innovations in open socio-cultural systems, this paper also aim to uncover possible performance synergies in the strategic orientation layer (innovation orientation and market orientation) and in the capability layer (innovation capability and customer relationship management capability) of an organization. When empirically examining components of organizational-level innovation management system, it is found that innovation capability is the engine of innovation management system that translates the value of innovation orientation to financial performance outcomes. Therefore, in trade-off situations, organizations should focus on the development of innovation capability rather than on the cultural aspects of innovation management system. The results also shed light on possible synergistic effects between strategic orientations and organizational capabilities. It appears that organizations have a better potential for gaining complementary benefits within the strategic orientation layer than in the capability layer. Furthermore, empirical results suggest that innovation orientation and market orientation have positive complementary effects on innovation capability.
Upper echelons strategic support for customer empowerment based search
Juho-Petteri Huhtala, Aalto University School of Business, Marketing, Finland
Henrikki Tikkanen, Aalto University School of Business, , Finland
Iiro Vaniala, Aalto University School of Business, , Finland
Abstract: The authors explore customer empowerment, the inclusion of a firm’s customers in product development activities, as a method of conducting organizational search aiming to enhance successful innovation at the firm level. Noting that product development performance typically depends on the firm’s ability to conduct organizational search over distant terrains, while most organizations inherently favor simple-minded and local solutions that require only incremental change, it is proposed that successful customer empowerment-based organizational search centrally depends on strategic support by the top management. Based on a Qualitative Comparative Analysis of empirical evidence it is found that customer empowerment supporting information processing and consequent strategic decision making ability in the upper echelons is contingent on top management team member diversity, their customer knowledge and the dynamism of the business environment. The findings of this study contribute to research on organizational search strategies by illustrating how the firm’s consumers may provide a fruitful search terrain for many firms struggling with behavioral tendencies of preferring simple-minded and incremental changes over novelty and salience.
Assessing reputation of an enterprise as a socially responsible organization
TOMASZ NAWROCKI, SILESIAN UNIVERSITY OF TECHNOLOGY, FACULTY OF ORGANIZATION AND MANAGEMENT, INSTITUTE OF ECONOMICS AND INFORMATICS, Poland
DANUTA SZWAJCA, SILESIAN UNIVERSITY OF TECHNOLOGY, FACULTY OF ORGANIZATION AND MANAGEMENT, INSTITUTE OF ECONOMICS AND INFORMATICS, Poland
Abstract: In recent years, the reputation of an enterprise as a socially responsible organization has become increasingly important, which is related to the popularization of the corporate social responsibility principles and the idea of sustainable development. All stakeholder groups expect from business entities responsible decisions, ethical behavior, as well as transparency and honesty in all dimensions and areas of their activity. This expectations creates also a need to evaluate and compare enterprises in terms of social activity level. Thus, the paper presents a proposal for the concept of enterpise's social involvement assessment model, based on information disclosed in the companies' interim reports and using fuzzy logic as a calculation mechanism.
Emotional exhaustion and perceived Corporate Social Responsibility: A case study of a port logistics organization
Panagiotis Reklitis, Technological Educational Institute of Central Greece, , Greece
Anestis Fotiadis, ZAYED University, , Greece
Panagiotis Trivellas, Technological Educational Institute of Central Greece, Department of Logistics Management, Greece
Abstract: In an era of economic crisis, and at the shadow of major ethical scandals in organizations, corporate social responsibility strategy has emerged as a crucial element to reestablish the bond between corporations and all other stakeholders such as the local community, society and labor force. Crisis make employees more stressful, since they work on unwarranted jobs causing them emotional exhaustion. This study aims to examine the association between employee emotional exhaustion and perceived corporate social responsibility. For this purpose, this study conducted a survey which examines if CSR (ethical, social, environmental dimensions) is negatively related to emotional exhaustion of employees on a sample of 78 employees of a port logistics management services organization. A structured questionnaire was developed in order to measure emotional exhaustion and employee perceptions about CSR activities. Building on the claim that employee perceptions of CSR activities may significantly related to emotional state, this paper examines three CSR dimensions (social, ethical and environmental) and emotional exhaustion. The results of this study indicate that environmental CSR exerts a negative significant effect on Emotional exhaustion. These finding will be of great value as they can contribute on understanding the impact of environmental CSR on emotional exhaustion with detrimental effects on employees’ productivity, job performance, and creativity. The importance of CSR environmental aspects and the relative strategies guiding CSR impact on emotional exhaustion affecting job-related outcomes are also discussed.
A methodological approach for effective and sustainable strategic planning in Independent Authorities: the case of the Hellenic Ombudsman
Athanasios Raptis, National School of Public Administration and Local Government (NSoPALG), , Greece
Abstract: This paper aims to present the benefits of applying a methodological approach for the effective and sustainable strategic planning in Independent Authorities. The proposed strategic plan is to be adopted by an Independent Authority in Greece, the Ombudsman, which is a part of Hellenic Public Administration. The Bryson model of strategic public administration was selected. All the steps of strategic planning, strategy selection and strategy implementation, as well as the definition of operational objectives and how to monitor their achievement are presented in detail. The entire effort to implement the strategic planning is based on the statute 4369/2016, which, together with the statute 3230/2004, constitutes the institutional framework for the system of strategic administration and performance management in Hellenic Public Administration. However, the key reason for the decision to implement a strategic plan is the hypothesized Authority's own willingness to improve its services and become more effective in the critical role it plays between the citizens and the public administration. An additional reason for this decision stems from the need for the Greek Ombudsman to overcome the increasing burden of the public demand for its services, as the open data analysis showed. The whole strategic plan development methodology constitutes from several models; each Bryson step may assumed as a discrete method, as well as an implementation of crude qualitative and quantitative analysis, using SPSS and Nvivo software. Key role among the selected models has the Balanced Scorecard business model with regards to breaking down strategic goals to operational and individual goals as well as to developing measurement metrics. Furthermore, the idea of partnership is introduced; it is a methodological tool to expand the service network in terms of efficiency and may have the form of public-to-public or public to private. Partnership is a relatively new trend in the public management domain. The final outcome of the strategic planning methodology in the Greek Ombudsman is that according to the strategic mapping model, the focus should be placed on the citizen as a user of the services and the rest of the operational goals should be set in such a way as to allow and guide the Ombudsman’s services around the citizen’s needs.
Marketing Challenges of Sports Tourism Development in Destinations with Focus on Generation Y and Z
Alžbeta Kiráľová, University College in Business in Prague, Rectorat, Czech Republic
Iveta Hamarneh, University College of Business in Prague, Department of Tourism Economy, Czech Republic
Abstract: Destinations must develop an acute understanding of the visitors´ attitude to sports, their requirements and preferences to compete in the sports tourism market. Marketing sports tourism requires sport and the destination to be cross-leveraged to optimize the quality of experiences that the sports tourist obtains. Taking into account the impact of Generation Y and Z in the sports marketplace, this study examines the consumer behavior preferences of these two segments in the Czech Republic. The pilot study results from a sample of 167 respondents´ answers focusing on their perception to sports tourism including decision making, costs, frequency and kind of sports. The results indicate differences in attitude to sports and preferences between Generation Y and Generation, while the majority of respondents reported that they do not prefer adrenalin sports. The discussion addresses how the destinations can interpret the results of the study and brings implications for destination marketing.
Consumer Segmentation Matrix and Variables for the Explanation of Binary Purchasing Criteria: Prices Vs. Product Differentiation
E. Patricia Orozco Q., Laurentian University , Department of Marketing and Management , Canada
Abstract: Purpose: The aim of this paper is to propose a matrix with dimensions or blocks of consumer segmentation while simultaneously presenting seven synthesized covariates. The aim is also to show it’s importance through rating the Rao, Chi-square, and Wald statistics, which have demonstrated how these statistics and their bases of segmentation can be used for the construction of different marketing models using binary logistic regression models. For this, the authors considered the binary criterion based on consumer purchase price or its counterpart product attributes as dependent variables. Two demographic covariates were finally identified; the psychographic covariate as well as the three behavioral covariate. Methodology: The treatment and compliance objectives in this research are guided by compliance to traditional econometric methodology, concretized through the model of binary logistic regression. Findings: The research shows that the matrix of dimensions and covariates are based on three behavioral dimensions that contribute more covariates of interest; expected benefits, brand awareness and the customer’s loyalty to the brand. The demographic dimension favors the following variables: education and income. On the other hand, the psychographic block provides us with the consumer personality type variable. It must be noted that this classification was made individually, variable by variable. Once everything is incorporated into the study, some variables may have to leave the model. Thus, the essential importance of the behavioral characteristics manifested by the consumer in the process of binary discrimination purchase is brought to light. Value: This paper shows the importance to develop prototypes for product differentiation based on segmentation criteria via binary choice models. The theoretical discourse of marketing in this topic has emphasized proper general aspects to recognize only guidelines addressing the topic of interest. It does so by presenting a source area for research and practice in the absence of models that come to contribute in a practical and concrete way to resolve shortcomings in this field of knowledge.
Local Food and Beverages as a Tool of Destination Marketing
Iveta Hamarneh, University College of Business in Prague, Department of Tourism Economy, Czech Republic
Alžbeta Kiráľová, University College in Business in Prague, Rectorat, Czech Republic
Abstract: Local food and beverages, as a part of the local culture, allow visitors to enjoy the destination with all their senses. However, the role of local food and beverages is by destinations in the Czech Republic still underestimated. Local food and drink contribute to the authenticity of the destination and can enhance visitation, visitors´ spends and the average length of visitors´ stays. When developed sustainably, destinations can use local food and beverages as a creative marketing tool to drive tourism development. The aim of the paper is to identify the role of the local food and beverages in the Czech destinations´ marketing. The article highlights the key findings of quantitative and qualitative research provided with the focus on both the demand and the offer side.
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