. B2B Communication Strategy: Introduction a New Multifunkctional Application for the Waste Industry

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F22%3AN0000016" target="_blank" >RIV/04130081:_____/22:N0000016 - isvavai.cz</a>

Výsledek na webu

<a href="https://armgpublishing.com/journals/mmi/volume-13-issue-3/article-14/" target="_blank" >https://armgpublishing.com/journals/mmi/volume-13-issue-3/article-14/</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.21272/mmi.2022.3-14" target="_blank" >10.21272/mmi.2022.3-14</a>

Jazyk výsledku

angličtina

Název v původním jazyce

. B2B Communication Strategy: Introduction a New Multifunkctional Application for the Waste Industry

Popis výsledku v původním jazyce

This empirical study aims to present a real case study in the form of drafting an effective communication strategy to implement the new digital waste management application, SOWA, for B2B customers. In the Czech Republic (and elsewhere) businesses still do not accept that if they do not start working systematically with their waste, they will not have anything to produce in the future. They will not have space for their production and priority business areas. Moreover, in the rules of the new green policy, this area would become more expensive soon. However, the management of companies does not often realize the importance of innovations in this area of social, economic, and environmental reality. To effectively appeal to businesses often fighting to survive only by their social responsibility may not be a sufficiently strong argument in the current climate. At the same time, companies engaging in waste management solve the problem of how to improve their competitiveness, strengthening their position in this very competitive market. These companies thus face a major decision to introduce new digital technologies and their applications and to persuade the customers in the B2B market that these innovations represent maximum time savings and automated service for their businesses. Therefore, these companies ask themselves which marketing communication tools to use and which target groups will effectively convince them that the digitization project would benefit them. In terms of communication, the B2B market has several specifics alongside it compared to a larger, more widespread B2C market in marketing communication theory. These differences are essential in terms of the effectiveness of addressing recipients. The new communication strategy's draft rests on the authors' research, which mostly concerns the different target groups of B2B customers. The literature review characterizes the state of current knowledge of the issue of modern waste management and the necessary theoretical base in the specific field of B2B communication. This paper provides the necessary data and information which form the starting point of the communication strategy for one of the fundamental innovations in the field of waste management regarding the introduction and rollout of the new multifunctional application in the Czech Republic. Further rollout of this innovation to other central European countries is considered and subject to serious reflection.

Název v anglickém jazyce

. B2B Communication Strategy: Introduction a New Multifunkctional Application for the Waste Industry

Popis výsledku anglicky

This empirical study aims to present a real case study in the form of drafting an effective communication strategy to implement the new digital waste management application, SOWA, for B2B customers. In the Czech Republic (and elsewhere) businesses still do not accept that if they do not start working systematically with their waste, they will not have anything to produce in the future. They will not have space for their production and priority business areas. Moreover, in the rules of the new green policy, this area would become more expensive soon. However, the management of companies does not often realize the importance of innovations in this area of social, economic, and environmental reality. To effectively appeal to businesses often fighting to survive only by their social responsibility may not be a sufficiently strong argument in the current climate. At the same time, companies engaging in waste management solve the problem of how to improve their competitiveness, strengthening their position in this very competitive market. These companies thus face a major decision to introduce new digital technologies and their applications and to persuade the customers in the B2B market that these innovations represent maximum time savings and automated service for their businesses. Therefore, these companies ask themselves which marketing communication tools to use and which target groups will effectively convince them that the digitization project would benefit them. In terms of communication, the B2B market has several specifics alongside it compared to a larger, more widespread B2C market in marketing communication theory. These differences are essential in terms of the effectiveness of addressing recipients. The new communication strategy's draft rests on the authors' research, which mostly concerns the different target groups of B2B customers. The literature review characterizes the state of current knowledge of the issue of modern waste management and the necessary theoretical base in the specific field of B2B communication. This paper provides the necessary data and information which form the starting point of the communication strategy for one of the fundamental innovations in the field of waste management regarding the introduction and rollout of the new multifunctional application in the Czech Republic. Further rollout of this innovation to other central European countries is considered and subject to serious reflection.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název periodika

Marketing and Management of Innovations

ISSN

2218-4511

e-ISSN

2227-6718

Svazek periodika

13

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

UA - Ukrajina

Počet stran výsledku

13

Strana od-do

149-161

Kód UT WoS článku

000874567600001

EID výsledku v databázi Scopus

—