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Purpose: The survey at hand explores the factors describing the consumers’ profile in the pharmaceutical markets of three European nations Design/methodology/approach: A primary research was carried out using questionnaires with a sample of citizens (pharmacy customers) in the capital of each nation and aiming to to determine the criteria motivating the customer/patient to purchase particular pharmaceutical preparations and the ultimate goal is to get an objective picture of the buying behavior of Greek, French and Bulgarian consumers Findings: Behavioral motives appear to be affected by health scientists, price, advertising, alternative available options and “public opinion”. Moreover, it appears that customers differ from one nation to the other but also between themselves, both with respect to their choices, as well as their special mode of action. Such individuality mainly results from the different levels of education and basic income of each pharmaceutical products consumer. Comparative study reveals that Frenchmen, Greeks and Bulgarians tend to agree in some common behavioral trends, yet substantially differ in issues of major importance. Research limitations/implications: Any research on the quantitative measurement of perceptions has inherent limitations as it rests on the subjective views and attitudes of the respondents. Additionally, some obstacles emerged in the course of the survey and in regard to the filling-out of the questionnaires in all three countries, thus account must be taken of the following limitations when interpreting the findings: (1) lack of detailed knowledge of the legislative framework for the supply of pharmaceutical products in Bulgaria and France; (2) rapid changes in external factors (legal-political-social) in the case of Greece; (3) inability of personal contact with every respondent in order to get a first-hand view of their “pharmaceutical behavior” and education, and (4) time and resources limitations dictated that the survey be carried out with respect to a very limited and small sample compared to the total population of Athens, Paris and Sofia. Originality/value: This research effort was motivated by former researches relating to the consumers of pharmaceutical products, the knowledge gap that was created with respect to this issue during the years of the financial and more general crisis and the continuous changes in the health system of Greece. The idea for a comparative survey then rested on the practical and substantial comparison of consumers from Greece and those from the two other nations. It was simultaneously reinforced by the fact that no other similar research effort (for Greece-France-Bulgaria) has been published in recent years.
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The purpose of the article is to describe and evaluate the accounting and tax rules for the recognition of promotion costs. Some of the promotion costs, for example the costs of advertising and/or sponsoring, are investments that in the short term may affect an increase in sales revenues, and in the long run contribute to an increase of the brand’s value. The regulations prohibit the recognition of promotion costs in assets, requiring their recognition in a statement of profit and loss. The article organizes the terminology refering to promotion, which directs the discussion regarding the inclusion of promotion costs in the accounting books and in the financial statements. The final part of the article presents the tax consequences of promotion costs, focusing on the cost of representation.
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Research background: technology development and its application for human activities — R&D — have been recognized as the basis of economic performance, a source of technological solutions and of high value-added supply both in scientific literature as well as in the strategic documents of the Government and international organizations. In order to ensure the harmonious activity of the institutions engaged in R&D and to reduce the uncertainty of the commercialization of technologies, an advanced tool for verifying decisions on technology development at early stages of commercialization, i.e. an instrument for assessing the commercial potential of technology, is needed. Over the last decade, the analysis of the tools on a global scale led to the unequivocal conclusion — so far developed methodical basis has suffered from lack of maturity for its practical use in business, a need for assessing commercial potential at an early stage of technology commercialization has been ignored, and the assessment of commercial potential has not considered the specificity of high technology. Purpose of the article: This article discusses in detail the preparation and application processes of the model for assessment the commercial potential of high technologies. Methods: in the model the multiple criteria method is applied the selection of which was determined by the motive related to the goal of assessment — assess the commercial potential of high technologies. Findings & Value added: The essence of scientific novelty embraces the creation of a qualitatively new, original, science-based model for assessing the commercial potential of technologies thus flexibly applying it to assessing different levels of technologies. The original model is based on: the focus on the specificity of high technologies in assessment the commercial potential of technologies; the focus on the early stage of technology commercialization by assessing the commercial potential of technologies; flexibility in the application of the model taking into account the technological level, legal status, opportunity to assess the commercial potential of technologies in different countries and institutions; mathematical calculations based on assessing commercial potential.
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Research background: Country of origin and brand image are among the main factors influencing consumer buying decisions. The phenomenon known as the Country of Origin Effect (COE) refers to the influence of a country’s image on consumer product evaluations and the perception of brands originating from specific countries. The COE describes consumer attitudes towards certain product categories and is connected with the perception of quality of such products manufactured in particular markets. The changing market conditions and proliferation of hybrid products cause certain problems for consumers who find it increasingly difficult to identify the country of origin of specific products and face a dilemma whether a product manufactured in China is of equal quality as a product of the same brand, but manufactured in France. Purpose of the article: The main purpose of the paper is to identify the young Europeans` attitudes towards the country of origin of purchased products. An attempt has been made to answer two research questions: firstly, whether are young Europeans guided by stereotypes associated with the country of origin of specific product categories in their conscious buying decisions? Secondly, do young European consumers attach higher value to a product’s brand than its country of origin? Methods: The analysis has been based on literature studies and empirical data collected in two different period of time 2008 and 2015 among 1362 respondents (in 2008) and 1125 respondents (in 2015) from eight European countries (Czech Republic, Finland, France, Germany, Poland, Portugal, Spain and Great Britain). In the exploratory empirical study, the author of the paper used two research methods: PAPI in 2008 (Paper and Pen Personal Interview) and CAWI in 2015 (Computer Assisted Web Interview). Findings & Value added: The study results reveal that in some countries, namely Poland and the Czech Republic, young consumers are guided in their deliberate buying choices by certain mental schematics perpetuated, for example, in the mass media (the best wine comes from France, best watches are made in Switzerland, and superior quality cars originate from Germany). Respondents representing other nationalities showed more support for domestic products. By far, the most ethnocentric in their choices turned out to be the French who in almost all product categories showed preferences for products originating from their country. Furthermore, the empirical study showed that with respect to different product categories young European consumers attach more importance to a product’s brand than its country of origin.
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In our study, the networking mechanisms that the Turkish companies use for internationalization is aimed to reveal. For this purpose, a quantitative research has been carried out on small and medium sized companies that have export certificates from Ankara between 01.01.2018-30.03.2018. Findings from 90 companies operating in various sectors reveal that firms mainly benefit from 3 types of networking mechanisms in internationalization. The vast majority of companies (52.2%) use the networks that they strategically formed. This can be interpreted that companies can form network for internationalization actively. The other two widespread networking mechanisms are using social relationships with current acquaintance (23.3%) and business relationships with existing customers/suppliers (13.3%). A little tendency of using networks that could be created with the support of public institutions is determined among the companies. Nevertheless, companies do not use the possible contributions of umbrella organizations in forming networks for internationalization. Although public institutions and umbrella organizations intensively pursue their support for exporting, such a situation can be seen as a result of the fact that companies do not have sufficient knowledge of the support provided. The findings make it possible for companies as the decision makers, and public institutions and professional organizations as policy makers to develop various suggestions.
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Currently, agile approach is more frequently used to organise business processes. It was initially used in the projects on software development and became methodical foundations to streamlining employer branding development processes. The authors present the results of research on agile approach which has been conducted in the last 10 years in 49 organisations. The article presents a fragment of research on how employer branding is shaped. The article is divided into three parts: theoretical (where the authors define agile approach), empirical (presenting comparative analysis of two organisations where employer branding is shaped completely differently) and finally, directions for improvement and determinants for developing employer branding with the use of agile approach.
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Predicting and creating budgets of sales revenues are important elements of the budgeting methodology. In the case of enterprises with a complex commercial division structure, the question how the total revenues are divided into particular cells involved in sales arises. The purpose of the article is to present the methodology of dividing the sales budget into partial budgets for sales areas. Three different approaches have been proposed, resulting from the specific nature of product sales. Assortments characterized by stable and unstable sales and new products placed on the market are included here. The article uses numerical examples for these 3 types of preparations. The examples illustrate the mechanisms of the budget division used in one of the pharmaceutical companies, where the budget for the sale of pharmaceutical products is cascaded to commercial areas served by pharmaceutical representatives.
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The article presents selected elements of customer service that have an impact on creating added value and creating the organization's competitiveness on the global market. Studies on customer service as an added value of the organization were carried out. The aim of empirical research are the needs and expectations of clients, as a research procedure, the questionnaire technique was used. The questionnaire consists of 16 closed questions. The first part of the questionnaire refers to the service at stationary points, and the second part to the service via Infonetia. The most important directions of changes in the management of the strategic organization were indicated.
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The article investigates the complex and interdisciplinary field of one of the intangible assets in business — the image of the company, its determinants and components from the perspective of potential and current buyers. To make that happen the author conducted research, main objectives of which include: determining the specificity of the image of mobile telecommunications companies, identification and analysis of respondents’ perception of the telecommunications companies, identification of the components and determinants of the company’s image. Novelty of the study is also connected with the investigation of interdependencies between being the user of the mobile telecommunications services and the perception of the provider. Reaching these goals would enable a more in-depth analysis of the image field and would bring wider comprehension of that complicated issue, which would be vital not only for the theoreticians but also for the practitioners, since it could make their image activities more successful.
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In a developed market economy relations between economic entities from the private sector and public bodies, including spatial and administrative units, come down to purchases of goods and services as a result of which ownership titles to property are transferred between social groups, institutions and individuals. Operating mainly in order to fulfill residents’ needs, communes are full participants of the market. The idea behind management in self-government units should take into consideration the entrepreneurial mindset, especially in the decision-making process undertaken by self-government institutions. Being chiefly oriented at the recipients of council goods and services, a correct decision-making process ought to rely on the marketing viewpoint. The purpose of the paper is to reveal the essence of applying a marketing approach to the practice of managing local sustainable development in rural communes of the Ostrołęka- Siedlce subregion. The relevant subregion belongs to the richest regions in Poland and is part of the Mazovian Province. However, there is a high dispersion of the level of development in individual subregions in the area of the province. The subject Ostrołęka-Siedlce subregion is one of the poorest, characterised by large-scale development gaps and a low attractiveness of the location; the situation is most difficult in rural areas.
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The objective of the study is to put forward proposals for limiting the negative effects of business risk by establishing relations with contracting parties not only on the basis of formalized contracts delineating the terms and conditions of cooperation but also, and most importantly, on trust development. The recommendations are preceded by a synthetic presentation of the issue of trust in relations with contracting parties and an outline of a selection of elements of the process of risk identification and analysis in the research institute’ s business operations.
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The specific article refers to the process for the production of new products. In an era that the economic crisis in Greece has limited the available resources of enterprises, it is particularly useful and essential for an enterprise to produce products that will be efficient to improve the competitiveness in order to be able to remain in its position in the market. For this reason, the enterprises should have the potential to create new products and services so that they identify new parts in new markets and changes in the consumers’ profile and behavior. A successful new product is due to the existing ideas which originate either from internal either from external sources related to the production, or suitable promotion time and suitable commercial and economic policy that the enterprise should have.
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Green products have been around since the 1970s, but it’s only in recent years that they’ve become ubiquitous. It’s not because consumers suddenly prize sustainability above all. It’s because savvy green marketers are no longer trying to “sell the earth” instead they’re promoting the value their products provide: better health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits the new rules is critical to winning over the mainstream consumer. The New Rules of Green Marketing helps to understand why value-based sustainability marketing has become a critical organizational capacity and how they themselves can adopt this approach. Drawing on the latest data from leading researchers and reflecting on learnings from her corporate clients and other pioneers including GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter & Gamble, Stonyfield Farm, and Wal-Mart Ottman provides practical strategies, tools, and inspiration for building every aspect of a credible value-based green marketing strategy. She covers using a proactive approach to sustainability to spur innovation, developing products that are green throughout their life cycle, communicating credibly to avoid accusations of “greenwashing,” teaming up with stakeholders to maximize outreach to consumers, taking advantage of social media, and much more.
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The purpose of the article is to present commercials broadcasted during global sporting events such as the US Super Bowl, the Olympic Games and Paralympics, the world championships, as well as the European Football Championships. While examining the phenomenon of commercials, a quality method was applied, in the form of film content/plot analysis. The commercials were treated as peculiar texts of contemporary culture, an element of wider discourse associated with sport—an important component of postmodern social reality. Nowadays mass media are a universal language of communication of the global world. Public duties also rest with them, the sign of which are advertisements concerning disability, encouraging an active, healthy lifestyle and an escape from diseases associated with the progress of civilization.
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Objective: The purpose of this research is to explore selected components of loyalty programmes in Croatia, so that retailers can conceptualise an optimal and effective loyalty programme for their customers. Research Design & Methods: The article is based on an analysis of secondary data, and primary research on buyers’ attitudes to loyalty programmes on the consumer goods retail market in Croatia. Findings: The results of the conducted research show that the relationship with the staff is the most important element of loyalty programme to the buyers. Preferential treatment, personalised approach and the sense of belonging are important to buyers. The results also showed that of those components preferential treatment is the most important. Implications & Recommendations: Retailers can improve their business by using loyalty programmes, since they are in a way represented through them. It can be assumed that for the buyer who is satisfied with the loyalty programme, this programme will be a stimulus for establishing a deeper relationship with the retailer. Contribution & Value Added: Based on this research, retail companies on the Croatian market can get a clear picture of the significance and the role of specific components of loyalty programmes, so they can focus on what is most important to buyers and can conceptualise an optimal and effective loyalty programme for their customers.
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Contemporary tourist attractions that McDonaldsize and Disneyize the product they offer tourists are very well-received and are often the main reason tourist trips are taken. Thus, they significantly boost the competitiveness of their regions’ tourism. Based on an examination of the subject literature and surveys of tourists visiting the Sudety Mountain as a tourist region, the article assesses the impact of contemporary tourist attractions, creating the experience of tourists, on the competitiveness of the tourist region. The analysis included entries, evaluations and statements expressed in TripAdvisor’s app, and referring to tourist attractions located in the tourist region studied. The contemporary approach associated with the experience economy is one of the most effective tools for creating the competitive position of the Sudety tourist market.
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This article deals with the question of the communication of the companies that realize their economical activities in a multilingual context. It especially talks about the choice of the linguistic vector that should be used to reach the consumer. Mostly two marketing principles are considered in this type of social context: localization, using the local language, or standardization, by the use of a more spread one. Which factors influence the decision to adopt either a strategy or another? Catalunya, that offers abundant statistics, will be the base of this work.
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This article covers consideration of the e-mail marketing of financial products and services aimed at consumers. The research paper presents the practice of banks used by those institutions in the e-marketing, basic concepts such as information, offer, advertisement, communication or spam, have been considered. Article touches in particular on relevant problems linked to sending advertising materials by e-mail, such as: specifying what kinds of messages can a bank send to its customers, whether a bank can send such messages to all its customers, whether a bank can send such messages only to its customers, what the consumers rights with respect to receiving unwanted and unasked for commercial information are. The research paper took into consideration current judicature and views of the representatives of a legal doctrine.
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The popularity and prevalent use of Facebook among young people are common preoccupations for communication researchers. They focus on unveiling people’s motivations, usage behaviour, and gratifications offered by this communication medium. However, little attention has been invested in examining how young people perceive this new type of media consumption and its effects on themselves as compared to others. Drawing on Davison’s (1983) third-person effect hypothesis, this research paper investigates the (a) differences in estimated Facebook effects on self versus others, (b) association between the desirability of the message (anti-social versus pro-social) and estimated Facebook effects on self versus others, and (c) association between the type of the message and estimated Facebook effects on self versus others. These relationships are studied with reference to the behavioural component of the third-person effect. Results confirm that Facebook might influence the magnitude and direction of the perceptual gap of media effects.
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