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Browsing by Author "Kramoliš, Jan"

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    CASE STUDY: DESIGN VALUE MEASURING BY SYSTEM DYNAMICS
    (Technická Univerzita v Liberci, ) Šviráková, Eva; Kramoliš, Jan; Ekonomická fakulta
    The aim of the article is to show a way to measure the economic value of design using system dynamic modeling of key processes in an organization. The article fully accepts the complexity of the concept of design and opens up the possibility for employing system dynamics in design value measuring. The definition of design is given as an integral concept for which it is difficult to find a benchmark. The sequential explanatory method was chosen to solve the research problem. Qualitative data is collected first and it is recorded and examined. After that the data is transformed into numeric values and taken for quantitative evaluation in a system dynamic model. The connection of qualitative research data in a tool for quantitative evaluation allows an original interpretation of relationships that have been obtained and are collected only as qualitative data. Qualitative data collection is based on the visualization of a new definition of design: Design is an integration of functional, distribution, emotional and social experience of the customer. The questionnaire is in the form of Design Value Canvas and is used to determine the initial Design Value Algorithm (DVA) coefficient. As an external parameter, the DVA coefficient influences the development of the number of customers and their willingness to order the company’s products in the system dynamic model. The main result is the finding that an investment in design, which is confronted with customer preferences, fundamentally changes the economic parameters of business. Economic benefits of a design change in a company are always influenced by a strategic decision made by the entrepreneur who has to know the behaviour of their customers and to correctly choose the field of design in which it pays to invest.
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    The GAP of importance of design in business between 2014 and 2016
    (Technická Univerzita v Liberci, 2018-06-28) Kramoliš, Jan; Kotásková, Anna; Ekonomická fakulta
    In today´s very tough market struggle in the Czech Republic, more and more companies are aware that innovation is one of the key aspects leading to market success. The main research aim of this paper is to explore how “design” represents a business success trigger. This article examines the importance of four selected factors in the Czech Republic in 2014 and 2016 (design, quality, price, and reliability) in business success. Solutions were identified in two basic hypotheses (H1: Referring to the importance of design in relation to the success rate of the company, there is a difference between the companies conducting business in B2B and B2C markets; H2: Referring to the importance of design in relation to the success rate of the company, there is a difference among small, medium-sized, and large businesses) that were subject to statistical testing using chi-square and p-value. To evaluate results of the research, brief comparative analyses have been compiled. The conclusion builds on the authors’ 2015 study and shows changes researched on the issue of business importance. Design represents a very important competitive factor that influences their final decision. On the contrary, the company size specification does not influence the perception of the importance of design in Czech companies. The results clearly indicate only a minor shift. The “design” factor as the presumed business success trigger still has a weaker position compared to the rest of the examined factors. Quality and reliability have the strongest importance. In addition, there was a slight decline in the importance of the “product price” factor.
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    The importance of design in business practices of czech companies
    (Technická Univerzita v Liberci, 2015-06-04) Kramoliš, Jan; Staňková, Pavla; Richtr, Michal; Ekonomická fakulta
    In the context of discussions about the role of innovation in business policy and marketing activities, questions of design to participate in the innovation success are often considered. The main aim of this paper is to comprehensively review the sources of design management. Furthermore, the study shows current situation in Czech business. This paper also attempts to analyse and identify the awareness of companies of various sizes concerning the importance of design. The primary aim of research was to investigate companies´ concern for design in relation to other factors: price, quality and reliability. A comprehensive review of the extant literature and journals identified several sources of design approach for Czech companies. The research consists of two main parts. Firstly, a method of smart internet Google SpreadSheets questionnaires designed by the authors was used. Total of 168 entries collected from 305 addressed respondents were used in the research. In the second part of research, the results were analysed using quantification and by means of seeking a mutual dependence. The results obtained were subjects to a statistical study. The results of the research have offered interesting findings. It was discovered that design represents a very important competitive factor that influences firms’ final decision. On the other hand, quality, reliability and price are still perceived as more interesting factors of innovation. Briefly, design is not likely to be perceived as the main innovation factor in the Czech Republic. This paper identifies several interesting aspects regarding design within Czech companies, including the mindset of management.
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    Marketing tools in the era of digitization and their Use in Practice by Family and other Businesses
    (Technická Univerzita v Liberci, ) Petrů, Naděžda; Kramoliš, Jan; Stuchlik, Peter; Ekonomická fakulta
    This article addresses Marketing 4.0 as an exceptionally dynamic field for company competitiveness that is evolving rapidly. The main goal of this article is to evaluate and compare the overall level of use of modern marketing tools in practice by family and non-family businesses, and subsequently to measure the dependence between the extent of Marketing 4.0 activities and number of employees, volume of sales, field of business, and year the company was established. Primary and secondary data was analyzed using basic and advanced statistical methodologies, including the testing of six hypotheses. The study showed that for both family and non-family businesses there has not been any significant increase in overall marketing vitality in the years studied. Indeed, the long-term focus of companies on values provided to customers and relationships with customers was confirmed. The results further showed that from the perspective of marketing vitality, one of the currently more significant weaknesses of smaller companies in particular of both family and non-family types is a missing or insufficient strategy for realization of marketing activities. This study confirms the dependence of the level of overall marketing vitality on sales volume and company size by number of employees, but on the other hand no dependence was proven between marketing vitality on field of business or year company established. This study evaluates the liminality and states that family businesses above all others address what is for them the more important strategic question, namely that of succession. The study is unique in that it compares the results of three studies carried out between 2016 and 2019. The context of this study is framed by an appeal to eliminate barriers to change and rapid response by companies to the needs, requirements, and expectations of customers operating in the online world.
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    SHOPPING BEHAVIOR OF THE SILVER GENERATION IN SLOVAKIA: A CASE STUDY NITRA
    (Technická Univerzita v Liberci, ) Trembošová, Miroslava; Kramoliš, Jan; Dubcová, Alena; Nagyová, Ľudmila; Forgáč, Pavel; Ekonomická fakulta
    The Slovak population, like the population in other European countries, is aging. The population in the older age groups is growing by increasing the average age of life. Even in old age, people are still active, they like to actively participate in social and economic activities, and they carry out various hobby activities, which preserve but also increase the quality of their personal lives. Seniors over the age of 50+, referred to as the silver generation, are important consumers of a wide range of services, including the growing retail services. These are the reasons why an increased attention needs to be paid to them. The aim of the paper is to know the shopping behavior of the silver generation in relation to the specificity of the spatial structure of retail facilities. The research was carried out in the Slovak city of Nitra. This West Slovak city is known for its history, university education facilities and currently especially the automotive industry, which has significantly contributed to improving the economic conditions of its inhabitants. The shopping types of senior respondents were obtained by questionnaires and evaluated by a comparative analysis based on a description. The results of the research show that the behavior of the current silver generation is changing in comparison to the previous one. The closest relationship between the seniors’ traditional way of shopping and the traditional mixed retail facilities in the central part of the city has not been confirmed. The statistically closest relationship between the shopping types of seniors was confirmed in the residential districts where the retail facilities consist of large shopping centers, supermarkets and hypermarkets with a concentrated offer. Senior shopping is changing significantly and is in line with modern trends. New forms of retail supply change the usual patterns of senior shopping behavior.

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