Browsing by Author "Mohelská, Hana"
Now showing 1 - 6 of 6
Results Per Page
Sort Options
- ItemBarriers of marketing effectiveness and efficiency within companies: a qualitative study(Technická Univerzita v Liberci, ) Karlíček, Miroslav; Chytková, Zuzana; Tyll, Ladislav; Mohelská, Hana; Ekonomická fakultaMarket orientation can be defined as the company’s ability to systematically generate relevant information about current and latent customer needs, spread this information across all company departments and use this information in decision making and subsequent behavior. Current research proves that market orientation correlates strongly with profitability. Strengthening market orientation should therefore be the main focus of the marketing department. However, over the last years, marketers within companies have faced serious criticism coming from the top management as well as from other business functions. This criticism stems from the generally shared opinion that marketing expenditures tend to rise whereas marketing effectiveness and efficiency seem to decline over time, as proved by relatively low satisfaction and loyalty levels of customers and their resistance towards marketing activities. This study investigates the main barriers of marketing effectiveness and efficiency within companies. Based on two focus groups with senior Czech marketing managers we revealed several key themes that reflect how local marketers perceive their jobs. We identified that marketing departments differ diametrically in activities they execute, that marketers face image problem within their companies and that they are not able to prove return of their activities sufficiently. Furthermore, we individuated barriers specific for our context not found in the literature. However, companies of different size and sectors have specifics which are discussed in the text. Managerial recommendations are added. All of these findings should be of high importance for both CEOs (resp. owners) and marketers, because increasing effectiveness and efficiency of the marketing function is their common goal.
- ItemDigital transparency in the public sector – case study Czech republic(Technical university of Liberec, Czech Republic, 2017-12-20) Mohelská, Hana; Sokolová, Marcela; Ekonomická fakultaThe subject of the paper is to carry out evaluation of the current information openness of municipalities through the structured observation method, via their web pages. The aim of the paper is to assess the transparency level of municipalities in the Czech Republic. It focuses on the lawful and voluntary publication of in-formation on the websites of randomly selected group of municipalities. The content analysis on the internet was used. The thesis focuses on qualitative and quantitative data acquisition as the most effective combination. The research sample consists of 100 municipalities, which were randomly selected from a set of all municipalities in the Czech Republic with populations ranging between 2,000 to 10,000 inhabitants. The paper’s introductory part defines the basic concepts and obligations, which are laid down to the municipalities by international and especially Czech legislation. It is followed by the analysis of selected municipalities on the Internet, which is divided into municipalities' management and documents regarding their activities, the office’s communication with its citizens and accessibility of the sites. A synthesis of findings presents the most transparent municipalities and regions. Czech municipalities have been heterogeneous in the analysis of digital transparency. Once the legislation precisely defines the scope and form of mandatory disclosure of information on municipalities' websites, there is a great deal of improvement and the efforts of municipalities to fulfil this obligation. The degree of disclosure is decreasing with the freedom for municipalities to publish information. The conclusion of the paper is devoted to the overall assessment and recommendations for the given situation in the Czech Republic.
- ItemEffectiveness of using e-learning for business disciplines: the case of introductory management course(Technická Univerzita v Liberci, ) Mohelská, Hana; Sokolová, Marcela; Ekonomická fakultaEducation and development of employees in the traditional sense focus on the formation of working abilities of a person and that part of their personality, through which they create values in order to improve the work performance of individuals, to fulfil their individual goals within their working career and improve the performance of an organization as a whole. The purpose of education is to promote competitiveness and a greater flexibility of workers in a rapidly changing environment. Organizations must therefore use all available methods of education appropriately combined, and to set the whole process of education to be not only effective, but also financially acceptable. The economic crisis is taking longer than expected and companies can no longer afford staff training as before. One possibility is the introduction of e-learning in corporate training. The paper describes the various forms of education and based on the results of custom research (experiment) it compares the effectiveness of e-learning and traditional learning. Based on the conducted experiment, we can state that training in basic managerial skills with the help of e-learning is same efficient as traditional education methods. On the basis of the facts it certainly cannot be clearly stated that each organization (educational institution, business) shall introduce e-learning into the education system of their employees. It is necessary to access each organization individually. There are mentioned criteria and tools that can help you decide. There are also other possible research directions discussed.
- ItemLoyalty programs and personal data sharing preferences in the Czech Republic(Technical university of Liberec, Czech Republic, 2017-03-15) Tahal, Radek; Formánek, Tomáš; Mohelská, Hana; Ekonomická fakultaEffective loyalty program management and evaluation requires that retailers have access to relevant data. In most cases, loyalty program organizers aim to establish consumer databases for the purpose of identification of individual customers: loyalty program members. The structure and quality of customer data often has a strategic effect on retailers’ decision-making accuracy and profitability. On the other hand, consumers worry about their privacy and fear their personal data may be misused. For a good-faith loyalty program organizer, it is an ongoing task to reconcile their corporate interests with the interests of consumers who are often rewarded by purchase incentives and personalized services. Consumer’s willingness to disclose personal information to loyalty program organizers is not uniform. In fact, individual preferences, sociodemographic and lifestyle factors play a very important role. This study provides a structured quantitative analysis of customers´ willingness to share selected key types of personal and contact data with loyalty program organizers in the Czech Republic. Cost-benefit assessments based on our results may help marketing managers with establishing and/or amending key LP incentives. We identify and discuss important differences in personal and contact data-sharing preferences among specific consumer groups. To highlight some of the empirical results, respondents aged 65 and older are significantly less willing to disclose personal data as compared to younger consumers. On the other hand, we do not find a statistically significant evidence for education-based differences in data sharing preference. Our results may be utilized by marketing professionals (loyalty program organizers) as well as by academic researchers in order to optimize their consumer data-gathering processes.
- ItemPay and offer of benefits as significant determinants of job satisfaction – a case study in the Czech Republic(Technická Univerzita v Liberci, ) Sokolová, Marcela; Mohelská, Hana; Zubr, Václav; Ekonomická fakultaEmotions are an important factor that affects employee performance; job satisfaction or dissatisfaction represent one of the important components of emotions. There are very few studies dealing with determinants that affect job satisfaction in the Czech Republic. The studies published so far show that the Czech Republic has ranked and still ranks among the states with the lowest level of satisfaction. The aim of this study is to answer the research question whether changing trends in the level of pay and fringe benefits correlates to overall job satisfaction, or satisfaction with pay and fringe benefits. Pay and fringe benefits are significant determinants that affect job satisfaction. The results of the study show that they lower the overall level of job satisfaction since the average level of these determinants is lower than the average level of overall job satisfaction. Overall job satisfaction is increased by other factors, such as supervision, co-workers, nature of work and communication, whose average level of satisfaction exceeds 4.00. Therefore, the emerging trend of rising pay levels is definitely good for increase the level of overall job satisfaction. On the other hand, it is impossible to prove that changing trends in pay correlates to overall job satisfaction, which is also significantly affected by other determinants. It would be suitable, within the framework of further surveys, to expand the area of examination to include additional determinants, such as family life satisfaction, or to examine how job satisfaction affects life satisfaction. The paper was written with the support of the specific project 2016 grant "Determinants affecting job satisfaction" granted by the University of Hradec Králové, Czech Republic.
- ItemTreatment costs of Parkinson’s disease in Central Europe(Technická Univerzita v Liberci, ) Marešová, Petra; Klímová, Blanka; Vališ, Martin; Kuča, Kamil; Mohelská, Hana; Ekonomická fakultaThe aim of the study is to describe current values of direct costs of Parkinson’s disease in western and central Europe in comparison with other available data in order to illustrate the development of the treatment costs of Parkinson’s disease (PD) on the public sector. In this research study Drummond’s methodology is used for the specification of costs. The costs are divided into two categories. The first category consists of the costs of creation and running of health care program and these costs are perceived as the used sources. The costs are calculated on the basis of the reviews of the studies from the European countries, but also on the basis of authors’ own survey in the University Hospital of Hradec Kralove conducted among 510 patients in the period of 2011-to the third quarter of 2015. Within this study the direct costs among 510 patients at the University Hospital of Hradec Kralove were explored in the period of 2011- to the third quarter of 2015. These costs included neurological examination, CT screening, blood collection, hospitalization, and drugs. The total direct costs of patient per year reached 2,032 €. The survey showed that the underpinning of patients with PD was beneficial from the costs point of view because the costs on the outpatient care were much lower in comparison with the inpatient care. In addition, patients released from the hospital are usually transferred to the establishments with subsequent care, for example into hospices, because family care due to its complexity is impossible.