Marketing Science & Inspirations最新文献

{"title":"Je na Slovensku záujem o vinárske podujatia?","authors":"D. Vokounová","doi":"10.46286/msi.2021.16.1.3","DOIUrl":"https://doi.org/10.46286/msi.2021.16.1.3","url":null,"abstract":"Wine is a specific product with a high level of differentiation according to the attributes on the basis of which consumers decide on its choice. These attributes include taste, price, brand, country of origin or vine variety. At present, ethical consumerism is gaining prominence and consumers are more interested in the impact of their behavior on society and the environment, which is another factor in their wine purchasing decisions. Opportunities for winemakers can also be the use of experiential marketing tools, which allows consumers to directly experience an unconventional brand experience. The aim of the paper is to point out current trends in the wine industry and to present the results of a survey focused on knowledge of wine events. The aim of the survey was also to create a typology of consumers in terms of their attitudes to wine and to identify interest in events organized by wine producers in Slovakia.","PeriodicalId":403054,"journal":{"name":"Marketing Science & Inspirations","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114987352","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"How is the home office used by sales and marketing employees during and after the corona crisis?","authors":"M. Diedrich","doi":"10.46286/msi.2021.16.1.5","DOIUrl":"https://doi.org/10.46286/msi.2021.16.1.5","url":null,"abstract":"Employers must offer home offices wherever possible. This is provided for by the Corona Occupational Safety and Health Ordinance, which came into force in Germany on January 27th. The ordinance also contains protective measures for those employees whose presence in the company is essential. In addition, employees are not obliged to use home office. Employers must take appropriate measures to ensure equivalent protection for them and for employees who cannot work from home. Employers are obliged to offer home office unless there are compelling operational reasons to the contrary. In addition, there are other reasons why companies cannot offer a home office, e.g. the inadequate broadband expansion in rural regions and the lack of IT infrastructure in companies in which digitization is still in its infancy. The aim of this work is to find out how the employees in marketing and sales assess the efforts of their companies to offer home offices now and in the future. To this end, three hypotheses are made.","PeriodicalId":403054,"journal":{"name":"Marketing Science & Inspirations","volume":"232 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131928263","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Intencia uskutočniť dovolenkový pobyt v čase pandémie – teoretická štúdia","authors":"Darina Ňakatová","doi":"10.46286/msi.2021.16.1.2","DOIUrl":"https://doi.org/10.46286/msi.2021.16.1.2","url":null,"abstract":"The aim of the paper is a theoretical analysis and definition of the term intention to travel, as well as systematization of knowledge in current scientific work concerning the intention to travel for a holiday stay during a pandemic. Factors and variables that are related to decision-making and the intention to travel are summarized. The influence of the perceived risk on the intention to travel abroad amid a pandemic is described. Analysis of studies on holiday travel during a pandemic shows that the intention to carry out a holiday stay is influenced by the geographical aspect of the stay, the time aspect of its realization, hygiene measures and health care at the place of stay. As for the factors of intention not to travel, the article draws attention to the need to know them and presents a proposal for a solution from the point of view of consumers and tourism businesses. In the current situation amid the pandemic, understanding and knowing the clients' intentions to travel and their actual travel behaviour is very important for any tourism business and destination. Intention (tendency, notion) as a direction of action and behaviour of a person is an important factor for his actual activity. At the same time, travel intention may not always become real travel behaviour. Based on the analysis of the intention to travel on holiday during the pandemic, several studies show that the intention to carry out a holiday stay is influenced by the geographical aspect of the stay, the time aspect of its implementation, hygiene measures and health care at the place of stay. And it is also necessary to take into account the factors of the intention not to travel and to adapt to this fact the knowledge of the situation on the part of consumers and tourism companies. On the part of consumers, a change in income may result in a consumption restructuring and the search for new alternatives in the field of leisure and travel, on the part of tourism companies it will be necessary to find solutions in terms of changing the portfolio of services and their prices. However, it is very likely that the passion to travel and its impact on the intention to travel will outweigh the worries about traveling and the intention not to travel.","PeriodicalId":403054,"journal":{"name":"Marketing Science & Inspirations","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128574555","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Assessing stakeholders’ needs and expectations: A business transfer matchmaking-platform from a marketing perspective","authors":"Sophie Wiesinger, Alexandra Fratric, Margarethe Uberwimmer","doi":"10.46286/msi.2021.16.1.4","DOIUrl":"https://doi.org/10.46286/msi.2021.16.1.4","url":null,"abstract":"Even though almost half a million companies in Europe are transferred every year, only 30% of family-owned businesses manage to complete this process successfully. Therefore, a matchmaking platform to facilitate national and transnational business succession was developed as a part of the Interreg ENTER-transfer project (Interreg Central Europe, CE 1158). In this article, the authors present the platform, its planned functionalities, as well as feedback which was collected from future users and public authorities (i.e. future “customers”). To ensure maximal functionality of the platform and the fulfillment of stakeholder needs, which are prerequisites of a successful go-to-market and high future user frequency, qualitative interviews with public authorities and an additional 23 interviews with potential users from Austria, Croatia, Czech Republic, Slovakia, and Poland were conducted. Based on the data collected, the authors identified the prerequisites, motivations, essential infrastructure, cooperation possibilities, problematic elements, and specific consulting requirements necessary to develop and implement successful business ownership transfer. The analysis of the information gathered during the interviews as well as practical implications stemming from the data and its effect on the platform development and marketing will be presented in this article.","PeriodicalId":403054,"journal":{"name":"Marketing Science & Inspirations","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134524129","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}