Pub Date : 2021-06-10DOI: 10.46286/msi.2021.16.2.3
Margarethe Uberwimmer, Pia Hautamäki, Stefan Wengler, Robert Fureder
Companies are either proactively driving the digital transformation or are forced to digitalize by markets and ecosystems. In order to identify the status about the digital transformation of sales in practice and to get deeper knowledge about treated areas in sales and challenges on the path of digitalization, in-depth interviews of sales executives and managers of more than 50 internationally operating companies in three countries Germany, Finland and Austria were conducted in this research. The results show that one major goal for companies is to accelerate digitizing processes as digitalization helps to work more efficiently. Access to systems is necessary, hence investments in digitalization are seen as sustainable and absolutely essential for to serve B2B customers today. Digital tools lead to adaptions in the sales process as with support sales processes and sales management. Accelerated also by the COVID-19 crisis, face-to-face customer visits have been reduced even more and online meetings have increased as the speed of response has become more and more important. Finally, the necessary skill set of a sales force has to be adapted, which has to be further researched in the future, having support of higher education institutions being the order of the day. Companies have realized that a good sales pitch does not necessarily need to be in person, due to new virtual technologies.
{"title":"Sales organizations on the path of digitalization – A reflection from Germany, Finland and Austria","authors":"Margarethe Uberwimmer, Pia Hautamäki, Stefan Wengler, Robert Fureder","doi":"10.46286/msi.2021.16.2.3","DOIUrl":"https://doi.org/10.46286/msi.2021.16.2.3","url":null,"abstract":"Companies are either proactively driving the digital transformation or are forced to digitalize by markets and ecosystems. In order to identify the status about the digital transformation of sales in practice and to get deeper knowledge about treated areas in sales and challenges on the path of digitalization, in-depth interviews of sales executives and managers of more than 50 internationally operating companies in three countries Germany, Finland and Austria were conducted in this research. The results show that one major goal for companies is to accelerate digitizing processes as digitalization helps to work more efficiently. Access to systems is necessary, hence investments in digitalization are seen as sustainable and absolutely essential for to serve B2B customers today. Digital tools lead to adaptions in the sales process as with support sales processes and sales management. Accelerated also by the COVID-19 crisis, face-to-face customer visits have been reduced even more and online meetings have increased as the speed of response has become more and more important. Finally, the necessary skill set of a sales force has to be adapted, which has to be further researched in the future, having support of higher education institutions being the order of the day. Companies have realized that a good sales pitch does not necessarily need to be in person, due to new virtual technologies.","PeriodicalId":403054,"journal":{"name":"Marketing Science & Inspirations","volume":"29 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116731069","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}
Pub Date : 2021-06-10DOI: 10.46286/msi.2021.16.2.4
Darko Pantelic, Peter Brandstaetter, Emilia Florin Samuelsson
Society is increasingly becoming multicultural, with more pressure to improve the quality of intercultural interactions. Higher education institutions are experiencing internationalization through increased mobility of students and faculty, which creates the need to manage diversity with the imperative of smoothing communication, reducing stress and making studying and working in a multicultural environment more efficient. Employers also dictate a need to educate culturally competent professionals, who are capable of succeeding in a globalized environment characterized by increased workforce mobility and international assignments. Intercultural competences discourse has a long track with researchers and practitioners, without any agreement on its definition or measurement, but with a clear message that cultural diversity will not result in increased intercultural competences. In this paper, intercultural competences are viewed as a transversal learning outcome, considering the increasing internationalization of higher education institutions. The research is qualitative in nature, based on the analysis of course evaluations and an open-ended survey. This study used a purposeful sample of current and former students who have been exposed to a diverse intercultural environment while studying at an international business school in Sweden. Based on the findings, a course design is suggested where exposure to cultural diversity is guided and facilitated by bringing students to collaborate in an assignment-driven context, with a culturally diverse group composition. Lecture-based components of the course are balanced with the addition of a component of self-reflection assignment, providing both culturally specific and general knowledge, thus contributing to the ability to extrapolate the experience on future intercultural encounters.
{"title":"Educating future managers for a culturally diverse workspace: Using course as a living laboratory","authors":"Darko Pantelic, Peter Brandstaetter, Emilia Florin Samuelsson","doi":"10.46286/msi.2021.16.2.4","DOIUrl":"https://doi.org/10.46286/msi.2021.16.2.4","url":null,"abstract":"Society is increasingly becoming multicultural, with more pressure to improve the quality of intercultural interactions. Higher education institutions are experiencing internationalization through increased mobility of students and faculty, which creates the need to manage diversity with the imperative of smoothing communication, reducing stress and making studying and working in a multicultural environment more efficient. Employers also dictate a need to educate culturally competent professionals, who are capable of succeeding in a globalized environment characterized by increased workforce mobility and international assignments. Intercultural competences discourse has a long track with researchers and practitioners, without any agreement on its definition or measurement, but with a clear message that cultural diversity will not result in increased intercultural competences. In this paper, intercultural competences are viewed as a transversal learning outcome, considering the increasing internationalization of higher education institutions. The research is qualitative in nature, based on the analysis of course evaluations and an open-ended survey. This study used a purposeful sample of current and former students who have been exposed to a diverse intercultural environment while studying at an international business school in Sweden. Based on the findings, a course design is suggested where exposure to cultural diversity is guided and facilitated by bringing students to collaborate in an assignment-driven context, with a culturally diverse group composition. Lecture-based components of the course are balanced with the addition of a component of self-reflection assignment, providing both culturally specific and general knowledge, thus contributing to the ability to extrapolate the experience on future intercultural encounters.","PeriodicalId":403054,"journal":{"name":"Marketing Science & Inspirations","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131123479","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}
Pub Date : 2021-06-10DOI: 10.46286/msi.2021.16.2.5
Margarethe Uberwimmer, Harald Hammer, Jakob Vaboschek
Motivation: Seeing Upper Austrian B2B companies struggle in keeping up their export business intensity and simultaneously accelerating the usage of digital communication and export channels, creates the starting point for an Export Resilience study in Upper Austria, an export-oriented region. The main motivation for implementing a study in this particular field was the creation of a pool of current key findings, ring-fenced by clear managerial implications and recommendations, which respond to future export trends emerging out of the study. Findings: An online questionnaire was sent out to exporting B2B companies which was completed by 173 respondents. The data provides insights in triggers of export resilience, insight in future export channels and differences in the export strategy of Upper Austrian B2B companies. For example, the survey has shown that 52% of the participating businesses can be classified as being „immune” to external influences. Further insights are given according to the change of digital export tools, the form of meetings and AI based export tools. Conclusion: Consequently, the extent to which the implementation of the export resilience study stimulated the dialogue between the academic and business community led to managerial recommendations for Austrian B2B export companies.
{"title":"Export resilience – A future key success factor for Upper Austrian B2B companies?","authors":"Margarethe Uberwimmer, Harald Hammer, Jakob Vaboschek","doi":"10.46286/msi.2021.16.2.5","DOIUrl":"https://doi.org/10.46286/msi.2021.16.2.5","url":null,"abstract":"Motivation: Seeing Upper Austrian B2B companies struggle in keeping up their export business intensity and simultaneously accelerating the usage of digital communication and export channels, creates the starting point for an Export Resilience study in Upper Austria, an export-oriented region. The main motivation for implementing a study in this particular field was the creation of a pool of current key findings, ring-fenced by clear managerial implications and recommendations, which respond to future export trends emerging out of the study. Findings: An online questionnaire was sent out to exporting B2B companies which was completed by 173 respondents. The data provides insights in triggers of export resilience, insight in future export channels and differences in the export strategy of Upper Austrian B2B companies. For example, the survey has shown that 52% of the participating businesses can be classified as being „immune” to external influences. Further insights are given according to the change of digital export tools, the form of meetings and AI based export tools. Conclusion: Consequently, the extent to which the implementation of the export resilience study stimulated the dialogue between the academic and business community led to managerial recommendations for Austrian B2B export companies.","PeriodicalId":403054,"journal":{"name":"Marketing Science & Inspirations","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114153166","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}
Pub Date : 2021-06-10DOI: 10.46286/msi.2021.16.2.2
Dagmar Sieglová
Since social and environmental challenges posed by the highly volatile, uncertain and complex world will mainly impact upon the young, schools need to instill in their graduates a set of critical-thinking, problem-solving, decision-making, strategy-building, and communication skills in order for students to be informed and engaged citizens. This paper postulates that in higher education institutions (HEIs), this can be achieved through fostering motivation and student autonomy. Academic posters are proposed as one of the relevant tools allowing educators to adopt an autonomy-supportive style of teaching that leads to enhanced independence, interest, and responsibility for social affairs. At their core, academic poster projects facilitate academic skills, including information processing, reading, writing, presenting, and defending ideas. Embracing in-depth research and enhanced social dialogue in lessons, they pinpoint leading ideas of the current young generation and as such can predict the topics of the future. Academic poster projects can be adopted in general subjects, as well as in language teaching, thus providing educators with a potent tool to achieve broad educational goals.
{"title":"Marketing topics through academic posters: An avenue to student autonomy and active citizenship","authors":"Dagmar Sieglová","doi":"10.46286/msi.2021.16.2.2","DOIUrl":"https://doi.org/10.46286/msi.2021.16.2.2","url":null,"abstract":"Since social and environmental challenges posed by the highly volatile, uncertain and complex world will mainly impact upon the young, schools need to instill in their graduates a set of critical-thinking, problem-solving, decision-making, strategy-building, and communication skills in order for students to be informed and engaged citizens. This paper postulates that in higher education institutions (HEIs), this can be achieved through fostering motivation and student autonomy. Academic posters are proposed as one of the relevant tools allowing educators to adopt an autonomy-supportive style of teaching that leads to enhanced independence, interest, and responsibility for social affairs. At their core, academic poster projects facilitate academic skills, including information processing, reading, writing, presenting, and defending ideas. Embracing in-depth research and enhanced social dialogue in lessons, they pinpoint leading ideas of the current young generation and as such can predict the topics of the future. Academic poster projects can be adopted in general subjects, as well as in language teaching, thus providing educators with a potent tool to achieve broad educational goals.","PeriodicalId":403054,"journal":{"name":"Marketing Science & Inspirations","volume":"155 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125912769","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}
Pub Date : 2021-06-10DOI: 10.46286/msi.2021.16.2.1
David Aufreiter, Doris Ehrlinger, Christian Stadlmann, Margarethe Uberwimmer, Anna Biedersberger, Christina Korter, Stefan Mang
On the servitization journey, manufacturing companies complement their offerings with new industrial and knowledge-based services, which causes challenges of uncertainty and risk. In addition to the required adjustment of internal factors, the international selling of services is a major challenge. This paper presents the initial results of an international research project aimed at assisting advanced manufacturers in making decisions about exporting their service offerings to foreign markets. In the frame of this project, a tool is developed to support managers in their service export decisions through the automated generation of market information based on Natural Language Processing and Machine Learning. The paper presents a roadmap for progressing towards an Artificial Intelligence-based market information solution. It describes the research process steps of analyzing problem statements of relevant industry partners, selecting target countries and markets, defining parameters for the scope of the tool, classifying different service offerings and their components into categories and developing annotation scheme for generating reliable and focused training data for the Artificial Intelligence solution. This paper demonstrates good practices in essential steps and highlights common pitfalls to avoid for researcher and managers working on future research projects supported by Artificial Intelligence. In the end, the paper aims at contributing to support and motivate researcher and manager to discover AI application and research opportunities within the servitization field.
{"title":"Automatic information retrievement for exporting services: First project findings from the development of an AI based export decision supporting instrument","authors":"David Aufreiter, Doris Ehrlinger, Christian Stadlmann, Margarethe Uberwimmer, Anna Biedersberger, Christina Korter, Stefan Mang","doi":"10.46286/msi.2021.16.2.1","DOIUrl":"https://doi.org/10.46286/msi.2021.16.2.1","url":null,"abstract":"On the servitization journey, manufacturing companies complement their offerings with new industrial and knowledge-based services, which causes challenges of uncertainty and risk. In addition to the required adjustment of internal factors, the international selling of services is a major challenge. This paper presents the initial results of an international research project aimed at assisting advanced manufacturers in making decisions about exporting their service offerings to foreign markets. In the frame of this project, a tool is developed to support managers in their service export decisions through the automated generation of market information based on Natural Language Processing and Machine Learning. The paper presents a roadmap for progressing towards an Artificial Intelligence-based market information solution. It describes the research process steps of analyzing problem statements of relevant industry partners, selecting target countries and markets, defining parameters for the scope of the tool, classifying different service offerings and their components into categories and developing annotation scheme for generating reliable and focused training data for the Artificial Intelligence solution. This paper demonstrates good practices in essential steps and highlights common pitfalls to avoid for researcher and managers working on future research projects supported by Artificial Intelligence. In the end, the paper aims at contributing to support and motivate researcher and manager to discover AI application and research opportunities within the servitization field.","PeriodicalId":403054,"journal":{"name":"Marketing Science & Inspirations","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116556505","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}
Pub Date : 2021-04-10DOI: 10.46286/msi.2021.16.1.1
Frantisek Olsavsky
In the process of shopping behavior, consumer decisions are influenced by a wide range of factors as well as the decisions of the consumer himself. In this article, attention is paid to consumer literacy. It interacts in the range of psychographic factors of motivation, perception, learning, belief and attitudes to the extent that the consumer makes a conscious decision about the preferences of the product, its quality or brand. Cultivating consumer literacy enables the consumer to make informed choices. There are not only benefits on the site of the consumer, but also on the site of the producer, or even the whole industry. The aim of the paper is to identify the importance of consumer literacy in the purchase of bee honey in the context of its fraud. The article identifies unfair practices of honey fraud and devaluing its nutritional value. These are currently a common practice, reflected in the reduced quality of honey offered on the Slovak and world markets. The paper is based on the findings of a honey quality survey carried out by the Institute of Molecular Biology of the Slovak Academy of Science and the measures of the world organization of beekeeping associations Apimondia on honey fraud. Subsequently, measures are proposed to increase consumer literacy when buying bee honey.
{"title":"Spotrebiteľská gramotnosť a falšovanie medu. Časť II.","authors":"Frantisek Olsavsky","doi":"10.46286/msi.2021.16.1.1","DOIUrl":"https://doi.org/10.46286/msi.2021.16.1.1","url":null,"abstract":"In the process of shopping behavior, consumer decisions are influenced by a wide range of factors as well as the decisions of the consumer himself. In this article, attention is paid to consumer literacy. It interacts in the range of psychographic factors of motivation, perception, learning, belief and attitudes to the extent that the consumer makes a conscious decision about the preferences of the product, its quality or brand. Cultivating consumer literacy enables the consumer to make informed choices. There are not only benefits on the site of the consumer, but also on the site of the producer, or even the whole industry. The aim of the paper is to identify the importance of consumer literacy in the purchase of bee honey in the context of its fraud. The article identifies unfair practices of honey fraud and devaluing its nutritional value. These are currently a common practice, reflected in the reduced quality of honey offered on the Slovak and world markets. The paper is based on the findings of a honey quality survey carried out by the Institute of Molecular Biology of the Slovak Academy of Science and the measures of the world organization of beekeeping associations Apimondia on honey fraud. Subsequently, measures are proposed to increase consumer literacy when buying bee honey.","PeriodicalId":403054,"journal":{"name":"Marketing Science & Inspirations","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133006273","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}
Pub Date : 2020-12-20DOI: 10.46286/MSI.2020.15.4.5
Frantisek Olsavsky
In the process of shopping behavior, consumer decisions are influenced by a wide range of factors as well as the decisions of the consumer himself. In this article, attention is paid to consumer literacy. It interacts in the range of psychographic factors of motivation, perception, learning, belief and attitudes to the extent that the consumer makes a conscious decision about the preferences of the product, its quality or brand. Cultivating consumer literacy enables the consumer to make informed choices. There are not only benefts on the site of the consumer, but also on the site of the producer, or even the whole industry. The aim of the paper is to identify the importance of consumer literacy in the purchase of bee honey in the context of its fraud. The article identifes unfair practices of honey fraud and devaluing its nutritional value. These are currently a common practice, reflected in the reduced quality of honey offered on the Slovak and world markets. The paper is based on the fndings of a honey quality survey carried out by the Institute of Molecular Biology of the Slovak Academy of Science and the measures of the world organization of beekeeping associations Apimondia on honey fraud. Subsequently, measures are proposed to increase consumer literacy when buying bee honey.
{"title":"Spotrebiteľská gramotnosť a falšovanie medu. Časť I.","authors":"Frantisek Olsavsky","doi":"10.46286/MSI.2020.15.4.5","DOIUrl":"https://doi.org/10.46286/MSI.2020.15.4.5","url":null,"abstract":"In the process of shopping behavior, consumer decisions are influenced by a wide range of factors as well as the decisions of the consumer himself. In this article, attention is paid to consumer literacy. It interacts in the range of psychographic factors of motivation, perception, learning, belief and attitudes to the extent that the consumer makes a conscious decision about the preferences of the product, its quality or brand. Cultivating consumer literacy enables the consumer to make informed choices. There are not only benefts on the site of the consumer, but also on the site of the producer, or even the whole industry. The aim of the paper is to identify the importance of consumer literacy in the purchase of bee honey in the context of its fraud. The article identifes unfair practices of honey fraud and devaluing its nutritional value. These are currently a common practice, reflected in the reduced quality of honey offered on the Slovak and world markets. The paper is based on the fndings of a honey quality survey carried out by the Institute of Molecular Biology of the Slovak Academy of Science and the measures of the world organization of beekeeping associations Apimondia on honey fraud. Subsequently, measures are proposed to increase consumer literacy when buying bee honey.","PeriodicalId":403054,"journal":{"name":"Marketing Science & Inspirations","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125275135","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}
Pub Date : 2020-12-20DOI: 10.46286/MSI.2020.15.4.1
M. Diedrich, Mark Peplinski
The term Work 4.0 is connected with the discussion about the fourth industrial revolution, but focuses on modes of working conditions – not only in the industrial sector but also in the entire working world. The digital transformation is leading to profound changes in business models, organizations and work design. The working world of the future will be more digital, flexible and networked. The corona crisis has shifted the framework conditions with regard to communication both within the company and with customers. Many companies are becoming aware that too little money and time has been invested in digital infrastructure. The aim of this essay is to fnd out to what extent the corona crisis serves as a catalyst for the digital transformation in the specialist sanitary trade. The study carried out for this purpose leads to the result that the use of video conferences and home offces have increased and will also be used more frequently in the future. In contrast, the use of targeted multi-channel measures in the form of virtual showrooms is on the decline.
{"title":"The corona crisis as a catalyst for the digital transformation in the sanitary trade?","authors":"M. Diedrich, Mark Peplinski","doi":"10.46286/MSI.2020.15.4.1","DOIUrl":"https://doi.org/10.46286/MSI.2020.15.4.1","url":null,"abstract":"The term Work 4.0 is connected with the discussion about the fourth industrial revolution, but focuses on modes of working conditions – not only in the industrial sector but also in the entire working world. The digital transformation is leading to profound changes in business models, organizations and work design. The working world of the future will be more digital, flexible and networked. The corona crisis has shifted the framework conditions with regard to communication both within the company and with customers. Many companies are becoming aware that too little money and time has been invested in digital infrastructure. The aim of this essay is to fnd out to what extent the corona crisis serves as a catalyst for the digital transformation in the specialist sanitary trade. The study carried out for this purpose leads to the result that the use of video conferences and home offces have increased and will also be used more frequently in the future. In contrast, the use of targeted multi-channel measures in the form of virtual showrooms is on the decline.","PeriodicalId":403054,"journal":{"name":"Marketing Science & Inspirations","volume":"89 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122781326","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}
Pub Date : 2020-12-20DOI: 10.46286/MSI.2020.15.4.2
Eva Jaderná, Hana Volfová
Sustainability is a long-term retail trend in many forms. Retailers offer sustainable products, defne strategy of corporate social responsibility, behave sustainable, social responsible in their everyday activities, and help with the environmental education. The paper aims to describe the perception of sustainable concepts in retail by the Czech consumers. A small enterprise, based on sustainable principles, will be introduced as a best practice in retail. Consumers tend to interest in sustainable companies. But, is their confdence and money saving more than sustainable purchasing? Afterwards, the results of a marketing research will be presented and will show the perception of sustainable retailers (zero waste stores) in the Czech Republic. A survey was organized and data from 997 respondents were interpreted. The results describe the differences between respondents in different age, gender, incomes, region of stay, or job. Zero waste stores, or other zero waste concepts are sustainable in their nature. Therefore, the interest in zero waste stores was observed, and interpreted in this paper. Recommendations are focused generally on zero waste principles in retail.
{"title":"Consumers´ perception of sustainable retailers","authors":"Eva Jaderná, Hana Volfová","doi":"10.46286/MSI.2020.15.4.2","DOIUrl":"https://doi.org/10.46286/MSI.2020.15.4.2","url":null,"abstract":"Sustainability is a long-term retail trend in many forms. Retailers offer sustainable products, defne strategy of corporate social responsibility, behave sustainable, social responsible in their everyday activities, and help with the environmental education. The paper aims to describe the perception of sustainable concepts in retail by the Czech consumers. A small enterprise, based on sustainable principles, will be introduced as a best practice in retail. Consumers tend to interest in sustainable companies. But, is their confdence and money saving more than sustainable purchasing? Afterwards, the results of a marketing research will be presented and will show the perception of sustainable retailers (zero waste stores) in the Czech Republic. A survey was organized and data from 997 respondents were interpreted. The results describe the differences between respondents in different age, gender, incomes, region of stay, or job. Zero waste stores, or other zero waste concepts are sustainable in their nature. Therefore, the interest in zero waste stores was observed, and interpreted in this paper. Recommendations are focused generally on zero waste principles in retail.","PeriodicalId":403054,"journal":{"name":"Marketing Science & Inspirations","volume":"22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116886501","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}
Pub Date : 1900-01-01DOI: 10.46286/msi.2021.16.1.6
Eva Jaderná, Vasilii Ostin
Sustainability products became a “new normal” for the nowadays society. Different aspects of government, economical and socio-cultural issues affect the sustainability certificate perception by final consumers. The aim of this paper is to consider findings from marketing research and analyze the outputs. The survey monitored green behavior by the Czech consumers in time. The reason and motivation of this analysis was the academic interest in Czech buying behavior modification, caused by pandemic COVID-19. Sustainability products contribute different specifics related to the way of production, processing, and selling. All mentioned aspects reflect the final consumer buying decision which can fluctuate under the worldwide and local impacts.
{"title":"Certified product buying preferences under the influence of COVID-19","authors":"Eva Jaderná, Vasilii Ostin","doi":"10.46286/msi.2021.16.1.6","DOIUrl":"https://doi.org/10.46286/msi.2021.16.1.6","url":null,"abstract":"Sustainability products became a “new normal” for the nowadays society. Different aspects of government, economical and socio-cultural issues affect the sustainability certificate perception by final consumers. The aim of this paper is to consider findings from marketing research and analyze the outputs. The survey monitored green behavior by the Czech consumers in time. The reason and motivation of this analysis was the academic interest in Czech buying behavior modification, caused by pandemic COVID-19. Sustainability products contribute different specifics related to the way of production, processing, and selling. All mentioned aspects reflect the final consumer buying decision which can fluctuate under the worldwide and local impacts.","PeriodicalId":403054,"journal":{"name":"Marketing Science & Inspirations","volume":"89 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":"126110377","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}
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