Marketing tools in the era of digitization and their use in practice by family and other businesses

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F20%3A%230000601" target="_blank" >RIV/04274644:_____/20:#0000601 - isvavai.cz</a>

Nalezeny alternativní kódy

RIV/70883521:28120/20:63526259

Výsledek na webu

<a href="https://www.dropbox.com/s/lsmmcqfngn5h7xh/EM_1_2020.pdf?dl=0" target="_blank" >https://www.dropbox.com/s/lsmmcqfngn5h7xh/EM_1_2020.pdf?dl=0</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.15240/tul/001/2020-1-014" target="_blank" >10.15240/tul/001/2020-1-014</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Marketing tools in the era of digitization and their use in practice by family and other businesses

Popis výsledku v původním jazyce

This article deals with the area of marketing 4.0 as an extremely dynamic field for the competitiveness of the company, which is developing very quickly. The main aim of the article is to evaluate and compare the overall use of modern marketing tools in the practice of family and non-family businesses, Subsequent to measure dependencies between the level of marketing activities 4.0 and the number of employees, revenue, business and year of business establishment. Both primary and secondary data were analyzed by basic and advanced statistical methods, including testing of six hypotheses. The study showed that both the family and non-family companies did not significantly improve the overall marketing vitality in the monitored years. Indeed confirmed the company's long-term focus on Values provided to customers and relationships with customers. The results also showed that from the perspective of marketing vitality one of the current significant weaknesses, especially of smaller family and non-family companies, is the lack or insufficient strategy for the implementation of marketing activities. The study confirms the dependence of the level of overall marketing vitality on the amount of sales and the size of the company measured by the number of employees, but on the other hand the dependence of marketing vitality on the field of business and the year of company establishment was not confirmed. The study evaluates the limits and notes that family companies, in particular, are addressing the more important strategic issue of succession for them. The study is unique in that it compares the results of three surveys from 2016 to 2019. The context of this research is framed by an appeal to remove barriers to change and to respond quickly to the needs, requirements and expectations of a customer moving online.

Název v anglickém jazyce

Marketing tools in the era of digitization and their use in practice by family and other businesses

Popis výsledku anglicky

This article deals with the area of marketing 4.0 as an extremely dynamic field for the competitiveness of the company, which is developing very quickly. The main aim of the article is to evaluate and compare the overall use of modern marketing tools in the practice of family and non-family businesses, Subsequent to measure dependencies between the level of marketing activities 4.0 and the number of employees, revenue, business and year of business establishment. Both primary and secondary data were analyzed by basic and advanced statistical methods, including testing of six hypotheses. The study showed that both the family and non-family companies did not significantly improve the overall marketing vitality in the monitored years. Indeed confirmed the company's long-term focus on Values provided to customers and relationships with customers. The results also showed that from the perspective of marketing vitality one of the current significant weaknesses, especially of smaller family and non-family companies, is the lack or insufficient strategy for the implementation of marketing activities. The study confirms the dependence of the level of overall marketing vitality on the amount of sales and the size of the company measured by the number of employees, but on the other hand the dependence of marketing vitality on the field of business and the year of company establishment was not confirmed. The study evaluates the limits and notes that family companies, in particular, are addressing the more important strategic issue of succession for them. The study is unique in that it compares the results of three surveys from 2016 to 2019. The context of this research is framed by an appeal to remove barriers to change and to respond quickly to the needs, requirements and expectations of a customer moving online.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název periodika

E & M: Economics and Management

ISSN

1212-3609

e-ISSN

—

Svazek periodika

XXIII

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

16

Strana od-do

199-214

Kód UT WoS článku

000525736700014

EID výsledku v databázi Scopus

2-s2.0-85083362274