JournalTOCs

Management & Marketing
Journal Prestige (SJR): 0.169

Number of Followers: 2

This is an Open Access Journal

Open Access journal
ISSN (Print) 2069-8887 - ISSN (Online) 1842-0206
Published by Sciendo

[370 journals]

Market orientation and corporate performance in the health industry
- Abstract: This study examines the market orientation and corporate performance of domestic enterprises in the health industry. The aim of the study is to explore the existence and the nature of the connection between market orientation adapted by SMEs in the domestic health industry and the subjective, perceived success, and competitiveness of these businesses. Market orientation was measured by the internationally standardised MKTOR scale. Corporate performance was tested by means of a scale based on subjective perception, during which the relative weight of particular performance categories for the enterprise was taken into consideration. With regard to corporate performance, two categories were examined: competitiveness and effectiveness. The basis for the primary research was provided by personal interviews, including 251 items, conducted with marketing specialists (for lack of them, general managers) of businesses in the health industry. Data collection was carried out in 2018 in collaboration with a market research company. The connection between market orientation and corporate performance was assessed using linear correlation and regression analysis. The results of our primary research revealed a positive, medium-strong relationship between market orientation and corporate performance. With a more detailed examination of the dimensions of market orientation, customer orientation, and competitor orientation were found to significantly explain competitiveness and effectiveness. It has been shown that with the increase in rival spirit, the market orientation of companies accounts for the dispersion of competitiveness to an increasingly lesser extent. This means that, for some businesses with good capacity to compete, the propensity to compete is obviously the result of market orientation. All the while, as regards the rest of those businesses, other factors may play an important role (such as social capital, production structure, and strategy). Their precise result is that these companies are not ‘forced’ in the market to adapt the market orientation. Since the increase in market orientation leads to better corporate performance, companies should lay more emphasis on the improvement of their market orientation, especially in the cases when other factors of competitive ability are not possible for the company to acquire or the costs are too high.
  PubDate: Sun, 10 Apr 2022 00:00:00 GMT
Applying the fuzzy analytical hierarchy process for classifying and
prioritizing healthcare quality attributes
- Abstract: In any country, the healthcare system is an important sector whose major goal is to provide high-quality medical services and goods to maximize patient satisfaction. The purpose of this research is to introduce an analytical approach for presenting and classifying healthcare quality aspects which might have an impact on patient satisfaction. Therefore, this perspective is achieved by implementing an integrated Kano and fuzzy analytical hierarchy process (FAHP) Model which will grant the support for creating better and improved business strategies, as well as an efficient resource allocation. Our contribution to the literature focuses on the advantage of using an integrated Kano Model and a fuzzy analytical hierarchy process in classifying patients’ needs based on healthcare quality attributes regarding the healthcare staff and clinic’s facility design. Furthermore, this contribution represents a base for further research and completes with the efficiency and sustainability of the fuzzy analytical hierarchy process applied to the healthcare system. The results suggest that healthcare providers should focus more on performance attributes, to increase patient satisfaction.
  PubDate: Sun, 10 Apr 2022 00:00:00 GMT
Employer brand: key values influencing the intention to join a company
- Abstract: Among the efforts to create a company brand, the development of a successful employer brand is today not only a sign of a socially responsible business, but also a tool to achieve competitive advantages in the labour market, expand employment opportunities, and retain the best employees. The key values that influence the intention to join a company vary among different groups of employees, which must be taken into account when creating a successful employer value proposition (EVP). The purpose of this study is to assess the differences between the key values of employed and potential workers whose work is most on demand in the labour market (generations Y and Z, with higher education and those who obtain higher education). The research was conducted on the basis of a sociological survey of a representative sample of respondents (510 respondents). The main differences in the perception of the employer’s brand are identified by gender (higher value of safety in the workplace for women, and opportunities for personal development for men), as well as in the groups selected by the availability of experience: pay is valued highest by respondents with work experience; for those who have no work experience, the employer’s brand reputation is a more important factor. There are also significant differences in assessments of the importance of workplace safety, professional development, comfortable environment, and work-life balance.
  PubDate: Sun, 10 Apr 2022 00:00:00 GMT
The differences in the impact of entrepreneurship education on
entrepreneurial knowledge: a cross-country analysis
- Abstract: Nowadays, entrepreneurial knowledge is assessed as having a significant role in supporting and promoting entrepreneurs in the process of starting and running businesses. In addition, the issue of effective entrepreneurship orientation, promotion, and support has become one of the significant tasks of education systems in many countries over the years. Therefore, developing the characteristics, capabilities, and knowledge of entrepreneurs is an essential part of the development policy of each country. A country with good education and adequate entrepreneurial knowledge will contribute to improving the knowledge of entrepreneurs. Furthermore, it will help solve the difficulties and risks facing entrepreneurs. This paper will research and analyze the differences in the influence of entrepreneurship education on entrepreneurial knowledge of entrepreneurs. This entrepreneurial knowledge is necessary and significant for each entrepreneur. The countries considered for this study are Eastern European countries, including Poland, Bulgaria, Croatia, Latvia, and the Slovak Republic. The study was carried out based on data collected from the global survey provided by the Global Entrepreneurship Monitor ‒ National Expert Survey ‒ Individual-Level Data in 2017. The research results show that there is some difference in the influence of entrepreneurship education on the entrepreneurial knowledge of entrepreneurs. In the case of the five studied countries, the level of education, human development, and national development cannot adequately explain the influence of entrepreneurship education on the entrepreneurial knowledge of entrepreneurs. The reasons are the difference in awareness, operating environment, and the need for entrepreneurs to have entrepreneurial knowledge. The results obtained contribute to promoting research on the influence of entrepreneurship education on entrepreneurial knowledge of entrepreneurs.
  PubDate: Sun, 10 Apr 2022 00:00:00 GMT
The influence of brand experience on brand equity: the mediating role of
brand love in a retail fashion brand
- Abstract: Based on a retail fashion brand, this article investigates how brand experience affects brand equity when it is mediated by brand love. Actual consumers are well-informed, demanding, and prefer brands that can surprise them over time. As such, offering emotional signals, meaning development, and strategic planning are critical to success when it comes to building strong and enduring relationships with customers. Based on 560 responses to a survey conducted in-store, this study tests the influence of brand experience on overall brand equity, through brand love, using a model of structural equations. The findings imply that brand experience dimensions play a different role in eliciting emotional reactions, such as brand love, which helps to reinforce brand equity. Research on the paths to consumer-based brand equity in the retail environment is still scarce. Exploring this pathway using the customer-brand relationship theory and integrating brand experience and brand love has fascinating potential, but it is still unexplored. Finally, another strength of this research is the test of brand experience dimensions (sensory, intellectual, affective, and behavioral), thus offering more operational insights for theory and practice. The results are based on the study of one brand in one specific country, which limits generalizations. Managers should pay special attention to the emotional impulses provided by a brand to its customers. Building on these triggers via experiences strengthens strong emotional reactions like brand love, which contributes to brand equity.
  PubDate: Sun, 10 Apr 2022 00:00:00 GMT
Trading using Hidden Markov Models during COVID-19 turbulences
- Abstract: Obtaining higher than market returns is a difficult goal to achieve, especially in times of turbulence such as the COVID-19 crisis, which tested the resilience of many models and algorithms. We used a Hidden Markov Models (HMM) methodology based on monthly data (DAX returns, VSTOXX index Germany’s industrial production and Germany’s annual inflation rate) to calibrate a trading strategy in order to obtain higher returns than a buy-and-hold strategy for the DAX index., following Talla (2013) and Nguyen and Nguyen (2015). The stock selection was based on 26 stocks from DAX’s composition, which had enough data for this study, aiming to select the 15 best performing. The training period was January 2000 - December 2015, and the out-of-sample January 2016 - August 2021, including the period of high turbulence generated by COVID-19. Fitting the best model revealed that the following regimes are the most suitable: two regimes for DAX returns, two regimes for VSTOXX and three regimes for the inflation rate and for the industrial production, while the posterior transition probabilities were event-depending on the training sample. Furthermore, portfolios built using HMM strategy outperformed the DAX index for the out-of-sample period, both in terms of annualized returns and risk-adjusted returns. The results were in line with expectations and what other researchers like Talla (2013), Nguyen and Nguyen (2015) and Varenius (2020) found out. We managed to highlight that a strategy calibrated based on HMM methodology works well even in periods of extreme volatility such as the one generated in 2020 by COVID-19 pandemic.
  PubDate: Thu, 30 Dec 2021 00:00:00 GMT
Consumer engagement in value co-creation within virtual video game
communities
- Abstract: With the emergence of the gaming industry as the most empowering form of entertainment, video game online communities have become a refuge for many users who are looking to fulfil specific needs, leading them to participate in creating their own experiences. Drawing upon the uses and gratifications theory, this research aims to understand the motivations behind consumer engagement in value co-creation within digital game distribution services (exp. Steam), and how it affects loyalty. To the extent of the author’s knowledge, little research has addressed this question within the gaming industry. We conducted an online survey administered to video game platforms users, through which 195 valid answers were collected. Findings suggest that hedonic along with personal and social motivations have positive influence on user’s engagement to co-create value, which in return increases their loyalty behavior.
  PubDate: Thu, 30 Dec 2021 00:00:00 GMT
Is control still an important managerial function' An examination of
structural and control process factors in strategic alliances
- Abstract: In this paper we aimed to find an answer to the question: is control still important for modern organization in order to favor achievement of superior performances' We have tried to find answer to this question through an empirical investigation in the field of strategic alliances. Thus, we have analyzed the relationship between alliance monitorization and control and various measures of alliance performances. Based on a statistical analysis of data provided by 46 best performers medium and large companies operating in Romania, we found that control is still important for superior performances, whether productivity (e.g. revenues growth) or innovation related performances (e.g. new product development). We used multiple multilinear regressions and found positive associations between alliance monitorization and control, structural control factors and productivity, respectively innovation related performances. Surprisingly, we found that control process factors are not associated with superior innovation performances and for productivity related performances there is only a low intensity association. In terms of explanatory potential of regression models, in five models out of six, the control factors significantly explained why some companies extracted higher value from their portfolio of strategic alliances, as compared to companies extracting more modest value. The various measures of alliance performances (revenues growth, competitive position, customer satisfaction, operations improvement, product improvement, new product development) were also separately investigated.
  PubDate: Thu, 30 Dec 2021 00:00:00 GMT
Organizational diversity and competency-based performance: The mediating
role of employee commitment and job satisfaction
- Abstract: Diversity amongst the workforce within central Europe has experienced some form of evolution. This occurrence will incessantly manifest even further in the not-too-distant future. As a result, citizen-dominated societies are gradually tilting towards an increasingly diverse and minority population, broadly of African and Asian descent. Again, demographers suggest the influx of women, minorities, people of different ethnic backgrounds, aging workers, and people with alternative lifestyles within the European employment space, just as the various organizations and schools are filled with these groups. Studies on organizational diversity abound, however, findings from past research on diversity and performance relationships have been equivocal. Thus, the main objective of this study is to assess the mediating role of commitment and job satisfaction in the relationship between diversity and performance. Results from 237 samples drawn from the Czech Republic, Europe and analyzed through partial least square structural equation modelling (PLS-SEM) suggest that diversity does not have a significant relationship with competency-based performance. However, both commitment and job satisfaction play notable roles in the relationship between diversity and competency-based performance. Given these results, we discuss the theoretical and managerial implications.
  PubDate: Thu, 30 Dec 2021 00:00:00 GMT
Antecedents of social media usage intensity in the financial sector of an
emerging economy: a Pls-Sem Algorithm
- Abstract: The purpose of this paper is to offer a critical understanding of the motivations and benefits of social media usage by small and medium financial enterprises with an empirical study from an emerging economy such as Ghana. Based on previous studies, the current study hypothesizes that customer-firm relationship, financial expectation, firm’s visibility and growth, and market share expectation drive social media usage intensity in the financial industry. Quantitative data was gathered from management and staff of SMEs, specifically, financial institution outlets (having social media channels i.e., Facebook, Instagram, YouTube, LinkedIn, etc.) was used to investigate the proposed conceptual framework. Using structural Equation Modelling, the research showed that customer-firm relationship, financial expectation, firm’s visibility and growth, and market share expectation are positively associated with social media usage intensity within the financial sector. Moreover, it was discovered that financial firms that offer physical products only were equally employing social media networks for marketing communication purposes based on cost-effective motives. At the same time, we found that SMEs are more likely to consider ‘market share expectation’ as a key motivation for social media adoption by the financial industry. The findings from this study have provided some solutions to potential research issues specific to strategic management practices. Limitations and future research directions are discussed in the concluding remarks.
  PubDate: Thu, 30 Dec 2021 00:00:00 GMT
Connecting the Dots: Exploring the Knowledge-based Antecedents of SMEs’
Profitability and Development via International Ventures
- Abstract: As shifts occur on the global market and business models adapt to a dynamic environment, the process of business internationalization, as performed by small and medium-sized enterprises (SMEs), maintains its relevance for academics, professionals, international organizations, and authorities. Studies in the field have emphasized the strategic component of internationalization, linking it to cultivating (sustainable) competitive advantages, to stimulating strategic innovation, to the pursuit of profitability, and to an overall improved performance, taking into account the activities conducted on foreign markets. Based on a survey carried out with over 100 European SMEs in the steel field, this study examines the influences of strategic collaborators (from international business networks), intermediaries (as organizational links to the target stakeholders), and strategic innovation on SMEs’ profitability resulted from international operations, and on the level of business development on foreign markets. The results have shown positive influences among most of the considered factors (i.e., direct collaborators, strategic innovation, international profitability and development), whereas intermediaries have a significant influence only on international profitability and not on SMEs’ development on foreign markets.
  PubDate: Fri, 01 Oct 2021 00:00:00 GMT
Does the Degree of Urbanisation Affect Sustainable Household
Consumption' (Some Empirical Evidence)
- Abstract: This paper is aimed at identifying the factors that shape consumers’ interest and propensity for sustainable consumption. It is focused on the differentiation of households in regard to their stated willingness to comply with the principles of sustainable consumption, as well as the identification of differences in the forms of manifestation of sustainable consumer behaviour among the households from different-sized urban areas. To achieve these objectives, first, we have evaluated a second-order factor model of CSC. We have also proposed a CSC Index model at an individual level. Second, we have conducted cluster analysis using the factor scores of the CSC Index model while considering households’ socio-demographics and the size of the urban area. We have identified two segments, ‘Sustainable conscious’ versus ‘Sustainable unconscious’. Finally, we have identified the environmental dimension as the most significant predictor of consciousness for sustainable consumption using a path model of CSC Index.
  PubDate: Fri, 01 Oct 2021 00:00:00 GMT
The influence of ecological concern on green purchase behavior
- Abstract: The present paper seeks to address a gap in the literature regarding green marketing and examines the relationship between ecological concern, inward and outward environmental attitudes, purchasing behavior and environmental behavior as antecedents of green purchasing behavior. The data was gathered through an online survey carried out in Portugal with 530 valid answers. Structural Equation Modelling Partial Least Squares (SEM-PLS) was used to evaluate the model. A t-test was applied to identify differences between men and women. The results show that ecological concern, environmental attitude, environmental behavior and purchase intention are good predictors of green purchase behavior. Women scored higher than men on all variables, meaning that they are indeed superior environmentalists than men. Green purchase behavior is strongly influenced by both purchase intention and environmental behavior, so green brands should focus on targeting individuals that already take some actions in what concerns the environment, or to those who intend to do so.
  PubDate: Fri, 01 Oct 2021 00:00:00 GMT
Marketing communication tools and their influence on marketing innovation:
Evidence from Slovakian SMEs
- Abstract: Due to lack of sources, SMEs face certain problems when applying innovative activities. Since marketing communication tools enable to perform innovative actions, SMEs’ usage of such channels might provide solutions for them to overcome the barriers of making innovation. Thus, this paper investigates whether the usage of marketing communication tools by SMEs enables them to be innovative in marketing or not, and the research question is “Does the usage of marketing communication tools by SMEs improve their innovativeness in marketing'” This paper focuses on traditional and technology-enabled marketing communication tools, such as direct marketing, personal selling, online marketing, and advertising in social media. The researchers employ a random sampling method and then create an online internet-mediated questionnaire to collect data from 812 SMEs in Slovakia. The researchers have also performed Ordinal Logistic Regression analyses to fulfill the research aim. The results show that the usage of marketing communication tools by SMEs improves their innovative posture in marketing. The education level of firm executives and cultural factors in a specific nation might be the reasons for the findings of this research. Thus, the trainings and financial support provided by policymakers and collaboration of other institutions are beneficial for the growth of SMEs. This research analyzes traditional and technology-enabled marketing tools, and areas of marketing innovation in a broad perspective, including innovations in products/services, prices, distribution, promotion, people, processes, and visualization. Therefore, it differs from other studies and fills the research gap by making a significant value addition in related literature.
  PubDate: Fri, 01 Oct 2021 00:00:00 GMT
LinkedIn, a vocational social network, as a tool for promotion in selected
healthcare service providers
- Abstract: The use of social media platforms and other online tools in the human resource management area has become a common part of the HR manager work. Today, the main aim of every corporation is to have the right employees at the right time and in the right job positions. The main objective of this research paper was to identify whether the size of the selected healthcare service providers influences the existence of a profile on the vocational social network LinkedIn, the active use of the vocational social network LinkedIn for sharing a job vacancy and the active use of the vocational social network LinkedIn for promoting or building the employer brand. Three research hypotheses were defined. The collection of research data was carried out from October 2018 to January 2019. The conducted research has shown that the size of the selected healthcare service provider does not affect the active use of the vocational social network LinkedIn and sharing a job vacancy, promoting or building the employer brand.
  PubDate: Fri, 01 Oct 2021 00:00:00 GMT
Perception of car brands with an emphasis on expected benefits and
features as prerequisites for customer satisfaction
- Abstract: Brand management plays a crucial role in increasing the loyalty of current customers as well as in gaining new customers. The product brand significantly influences shopping behaviour of customers. Many customers prefer branded products to non-branded ones. Some of them prefer branded products in general; some of them prefer branded products only for selected products. This paper is focused on the analysis of the perception of ten favourite car brands by Slovak consumers with an emphasis on the quality, prestige, image and expected benefits and features. The aims of the paper are divided into three main parts: i) find out the selected car brand rank based on the influence on the purchasing behaviour of Slovak consumers; ii) assess the impact of selected socio-demographic characteristics on the expected benefits as well as on the features that the respondent´s chosen car brand should have; iii) identify the main reason why respondents focus on preferred car brands. The correlation of these factors was tested on a sample of 2002 respondents from the Slovak republic. The analysed data represent a partial result of an extensive survey. The chosen mathematical-statistical methods such as correlation analysis and testing of statistical hypotheses were applied to fulfil the purpose of the research. Based on a survey, the most influential car brands include Skoda and Volkswagen. Especially the Skoda brand has a significant position in Slovakia, given by tradition, history and place of production of these cars.
  PubDate: Fri, 01 Oct 2021 00:00:00 GMT
Measuring a Multifaceted Concept: A high Order Confirmatory Factor
Analysis Towards Internal Marketing
- Abstract: Multi-dimensionality of internal marketing (IM) concept continuously poses a challenge for researchers because a number of measurement approaches have been used for more than a quarter of a century since its maiden empirical inception. These multiple operationalizations have augmented confusion and decision-makers are not sure which one to rely on for optimal results. Additionally, due to its evolutionary nature, research has not kept up with the pace to substantiate this evolution empirically, leaving a void for researchers to proceed for a quantitative investigation to extend its boundaries. The present research takes up this challenge and provides an empirical evidence to prove its progression. As IM is multi-faceted in nature, this research chips in two brand new dimensions, informational justice and developmental opportunities, to the IM mix, while a third dimension that has only once been studied in connection with an IM work, is also enfolded. To this end, a top-down high order confirmatory factor analysis was done to identify the underlying structure of IM dimensions. Findings of the study revealed that the hypothesized five dimensions of IM are confirmed dimensions of IM concept. This empirical stamp will embolden researchers to devise measurement scales preferably sensitive to its growing character, and capitalize on its prowess to adapt to the novelties and peculiarities of a specific industry. Moreover, this study will help in making it a more reliable tool for managers to negotiate new constraints imposed by Covid in a post-Covid world.
  PubDate: Fri, 01 Oct 2021 00:00:00 GMT
Motivation as an indicator of performance and productivity from the
perspective of employees
- Abstract: Motivation plays a crucial role on employees’ performance. Though organizations have an interest in keeping the employees motivated at work, they do not always have the complete picture on what indeed motivates an employee. Scholars agree that money (including employees’ wages) significantly affects employees’ performance and productivity, but they do not unanimously place it among the strongest determinants of employee motivation. The main purpose of this work was to explore the factors influencing the true motivation of employees to enhance their performance and productivity at work. This study employed a quantitative research design based on data collected during the severe period of the COVID-19 pandemic. There were 110 participants, of which 38 (34.5%) males 72 (65.5%) females working in different companies in Albania. The results showed a moderate level of satisfaction and motivation at work and a significant correlation between the motivation and success of the company. Additionally, the data indicated that most of the participants were satisfied with the financial allowances, but that they aspired to have higher wages and better workplace conditions. Therefore, higher salaries, extra bonuses and the promotion in their role at work or recognition and appreciation seem to be very important motivational factors for the employees. Finally, this study proposes recommendations for companies on how to implement different strategies to increase employees’ motivation and enhance the business effectiveness. This study analyses data collected during the global pandemic and would serve as reference for periods associated with dire financial difficulty.
  PubDate: Fri, 01 Oct 2021 00:00:00 GMT
Destination authentic value advantage: an SDL perspective
- Abstract: This study aims to build a destination marketing conceptual model to bridge the research gap concerning managing a destination service-scape quality for enhancing destination loyalty. The convenience sample data were collected from an unknown population of Indonesian domestic tourists who visited tourist destinations in Indonesia. Data were analysed using AMOS SEM Software. The findings demonstrate the significant impacts of destination servicescape quality on destination authentic value advantage. The research findings resulted in a complete significant pathway to enhancing loyalty by mediating an authentic destination advantage through destination congruence. This study is evidence for the application of SDL-Service Dominant Logic Theory. The possibility of enhancing an authentic value experience superiority would be a strategic process for achieving any level of destination congruence as a step towards creating and sustaining loyalty. Destination planning could consider crafting the hardscape and soft-scape of a destination equally. A company should provide services that encourage positive emotions as the basis for building congruency. The originality of this study is the concept of destination servicescape quality with two new dimensions of destination service, hard-servicescape and soft-servicescape, and the development of destination authentic value advantage for enhancing authentic value advantage.
  PubDate: Thu, 08 Jul 2021 00:00:00 GMT
The impact of EU’s financial support on the agriculture’s development:
a panel data analysis
- Abstract: The Common Policies represent one of the fundamental values of European Integration process. Started from coal, steel and energy, the EU common policies were significantly extended overtime. The aim of this study is to analyze the Common Agriculture Policy (CAP) from the perspective of the financing instruments for the members. The paper studies the evolution of these funds overtime, highlighting the major changes and shifts in the priorities and goals of them, their direct impact on the main sectors (including rural area) and the implication of EU enlargement on this important policy. The paper includes a cross-sector panel analysis at the level of European Union and Euro Area on the impact of the net subsidies granted to agriculture and the production volume of this sector overtime. The empirical findings confirmed a positive impact of these net subsidies on the production volume of agro-sectors and the long-run relationship between the tested variables. However, the use of 3 years lags revealed a negative and statistically significant relationship between the dynamic of net subsidies and the production volume for EU and Euro area aggregated production volume dynamic. The analysis gives us the possibility to capture the main tendencies and trends and to draw important conclusions for the further developments of the EU agriculture as the subject of this common policy.
  PubDate: Thu, 08 Jul 2021 00:00:00 GMT