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- ItemComparison of Grocery Shopping Behaviour of Slovak Residents on the Slovak-Austrian Border: an Empirical Study – Hainburg an der Donau(Technická Univerzita v Liberci, ) Kita, Pavol; Križan, František; Bilková, Kristína; Zeman, Milan; Siviček, Tomáš; Ekonomická fakultaFood is a part of human life, forming its existential and cultural basis. It also has become the basis of trade and a measure of the level of one or another culture, the engine of economic development. All these themes resonate more and more in debates in Slovakia as well. There are several reasons why. Slovaks still pay relatively more for food in comparison to neighbouring Austrians, who benefit from a rich offer of food at an affordable price. This might be related to an organized agricultural landscape, which is the product of economically prosperous food production. Bratislava residents’ dissatisfaction with shopping experiences and products on offer in the current retail network in Bratislava forces them to travel to shop in the town of Hainburg an der Donau. The article states the types of Slovak consumers and their identities. An empirical study was conducted on a sample of 909 Slovak consumers shopping in Austrian grocery stores located in Hainburg an der Donau on the Slovak-Austrian border. The respondents rated their shopping experience and products on offer in the town. The study compares Slovak and Austrian stores based on the consumers’ reasoning behind purchasing food in Austria and consumer satisfaction with the stores in both countries. Multidimensional scaling was used to present the results of the study. The results of the study represent a comparison of shopping behaviour of Slovak residents when considering shopping in Austria. Constructed perception maps identify the main types of consumers indicating the largest discrepancy in purchasing groceries in Austrian and Slovak stores.
- ItemMarketing 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 fakultaThis 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.
- ItemVULNERABILITY TO THE CONSEQUENCES OF BREXIT: EVIDENCE FOR POLISH AND SPANISH REGIONS(Technická Univerzita v Liberci, ) Nazarczuk, Jarosław M.; Umiński, Stanisław; Márquez-Ramos, Laura; Ekonomická fakultaAfter the announcement in June 2016 that the UK would leave the EU, studies analysing the consequences of this reversal in economic integration have proliferated, mostly presenting prospective consequences for the UK economy. But Brexit will necessarily also have consequences for non-UK European countries and their regions. Given the different character and intensity of regions’ interconnections with the British economy, we assess Polish and Spanish regions’ vulnerability to Brexit in the sphere of foreign trade. We rely on the conceptual framework originally presented by Turner et al. (2003) comprising: exposure, sensitivity and resilience, which together describe the overall vulnerability to a specifi c phenomenon. We fi ll the gap in the Brexit-related literature by applying the perspective of the regions of other EU countries, engaged in trade relations with the UK. We show that geography “still matters” and due to gravity, path dependency and FDI, some regions have developed relatively stronger commercial links with the British economy. We expected to obtain the taxonomy or Polish and Spanish regions ‘mixed’ within the identifi ed clusters of vulnerability. However, it is not the case, because clusters are mainly composed by Spanish or Polish regions, with a few exceptions, in which several Polish regions are accompanied by one or two Spanish regions. The results show greater vulnerability of Spanish (more exposed but better prepared) than Polish regions (more sensitive). While Brexit is rather perceived as a national problem, its asymmetrical impact on regions’ economy through the trade channel is a serious challenge for regional policy. It is therefore the role for regional institutions to monitor the vulnerability to the Brexit consequences and to facilitate adjustments to the exporting (and importing) companies that will be severely affected. They can be assisted in searching for the alternative export (import) markets.
- ItemCooperation and Competition in Manufacturer–Key Retailer Relationships: a Business Model Perspective(Technická Univerzita v Liberci, ) Witek-Hajduk, Marzanna Katarzyna; Zaborek, Piotr; Ekonomická fakultaThe study investigates relationships between manufacturers and their key retailers in the Polish durable consumer goods industry from the manufacturer’s perspective. The importance of this topic has been growing with such global phenomena in retailing as concentration and internationalization, the emergence of mega-retailers, the growth of private brands and the rise of the Internet. The balance of this factors has led to a shift in bargaining power towards retailers. On this backdrop, the goal of this study is to examine how a manufacturer’s dependence on the key retailer shapes this relationship in terms of its cooperative/competitive dimensions, scope and outcomes, and if the dominant business models of manufacturers are moderating the focal relationship. The three types of business models include: Traditionalists (unwilling to enter into long-term partnerships despite lacking unique assets), Market Players (the most flexible of the three in choosing their partners and deciding on the scope of cooperation due to their unique assets) and Contractors (the most dependent on their business partners due to their lack of well-developed marketing functions). Data for the study were collected through a representative CATI survey of 580 manufacturers and analyzed with PLS structural equation modeling. The findings indicate that high manufacturer dependence on the key retailer can have positive impacts on manufacturers by inducing greater benefits from cooperation. This effect is the most pronounced among Traditionalists and is the least visible in Market Players, with Contractors showing intermediate effects. Some likely reasons for these positive effects include know-how transfers, extension of the distribution network, manufacturing contracts for private labels and marketing support from the key retailer.
- ItemThe impact of Supply Chain Leadership and Followership on CSR: An empirical study about a Portuguese energy supplier(Technická Univerzita v Liberci, ) Fontoura, Pedro; Coelho, Arnaldo; Ekonomická fakultaPurpose: The aim of this investigation is to identify the impact of the supply chain leadership (SCL) and followership (SCF) on corporate social responsibility (CSR), considering the moderator role of the supply chain leadership dependency (SCLD). Additionally, we considered the mediating effects of information sharing (IS), shared values (SV) and purchasing social responsibility (PSR), since these variables may help understand the chain of effects that leads to a sustainable supply chain. Methodology: This study uses a structured questionnaire to gather data from a cross-sectional sample of 425 supply chain partners from the biggest Portuguese’s energy supplier. Structural Equation Modelling is used to test the proposed hypotheses, and a multi-group analysis is conducted to find how suppliers’ dependency can impact on the suggested relationships. Findings: SCL has a positive impact on IS, SV and PSR while SCF has a positive impact on IS and SV. IS, PSR and SV have a positive impact on CSR. SCF has a direct impact on CSR, while SCL only shows indirect effects throughout the effects of the mediating variables. Dependency appears to moderate some of the proposed relationships. Implications/Originality: Better understanding the impacts and the chain of effects between supply chain leadership and CSR, also considering the role of dependency as moderating variable. The overall results may support the importance of a truly sustainable business leadership capable to promote social responsibly along the entire supply chain. It is a new approach of supply chain management, identifying how a social responsible company may lead their suppliers to adopt and develop a true and committed social responsible behaviour, and contribute to a better world. Limitations: The research considers only one company suppliers. The relationships between variables need to be explored in other practical case studies and longitudinal investigations to improve the possibility of generalisations.
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