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Sustainable marketing strategy under globalization: a comparison between p-KIBS and t-KIBS sectors

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F19%3APU133642" target="_blank" >RIV/00216305:26510/19:PU133642 - isvavai.cz</a>

  • Result on the web

    <a href="http://dx.doi.org/10.1051/shsconf/20207401003" target="_blank" >http://dx.doi.org/10.1051/shsconf/20207401003</a>

  • DOI - Digital Object Identifier

    <a href="http://dx.doi.org/10.1051/shsconf/20207401003" target="_blank" >10.1051/shsconf/20207401003</a>

Alternative languages

  • Result language

    angličtina

  • Original language name

    Sustainable marketing strategy under globalization: a comparison between p-KIBS and t-KIBS sectors

  • Original language description

    The recognition of the relevance of knowledge-intensive business services (KIBS) is becoming especially acute in the European Union and even more important for many emerging economies. The objective of this paper is to explore what are the differences in marketing strategy to sustain the competitiveness of KIBS in the local and global markets in the last five years. In addition, this research compares what are the differences between the technology-based (t-KIBS) and professional-based (p-KIBS) business services. The empirical evidence is based on quantitative and firm-level data gathered through an email questionnaire which yielded 128 qualified responses from the small enterprises in Czech Republic. The analysis is based on descriptive statistics and non-parametric tests to compare the differences between the two groups of enterprises. The empirical evidence displays a diversity between t-KIBS and p-KIBS in usage of marketing policy such as pricing policy, brand or company presentation as well as the markets they operate on in the last five years. The research contributions of this study are twofold. First, the results have implications for managers involved in business development of service industry and second, results could be useful for government efforts to support the development (export) activities of KIBS as a heterogeneous category.

  • Czech name

  • Czech description

Classification

  • Type

    D - Article in proceedings

  • CEP classification

  • OECD FORD branch

    50204 - Business and management

Result continuities

  • Project

  • Continuities

    S - Specificky vyzkum na vysokych skolach

Others

  • Publication year

    2019

  • Confidentiality

    S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Data specific for result type

  • Article name in the collection

    Globalizácia a jej sociálno-ekonomické dôsledky

  • ISBN

    978-80-8154-249-7

  • ISSN

  • e-ISSN

  • Number of pages

    8

  • Pages from-to

    2000-2007

  • Publisher name

    ZU – UNIVERSITY OF ZILINA

  • Place of publication

    Rajecké Teplice, SK

  • Event location

    Rajecké Teplice

  • Event date

    Oct 9, 2019

  • Type of event by nationality

    EUR - Evropská akce

  • UT code for WoS article

    000528040800003