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Competition, Promotion, and Activities of Microbreweries during the COVID-19 Pandemic

Identifikátory výsledku

  • Kód výsledku v IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F22%3A43905282" target="_blank" >RIV/60076658:12510/22:43905282 - isvavai.cz</a>

  • Výsledek na webu

    <a href="https://www.deturope.eu/pdfs/det/2022/01/04.pdf" target="_blank" >https://www.deturope.eu/pdfs/det/2022/01/04.pdf</a>

  • DOI - Digital Object Identifier

    <a href="http://dx.doi.org/10.32725/det.2022.004" target="_blank" >10.32725/det.2022.004</a>

Alternativní jazyky

  • Jazyk výsledku

    angličtina

  • Název v původním jazyce

    Competition, Promotion, and Activities of Microbreweries during the COVID-19 Pandemic

  • Popis výsledku v původním jazyce

    The microbrewery market in the Czech Republic has experienced a tremendous boom, especially in the last 15 years. Recently, people have liked to try new things, and there is a growing demand for non-traditional types of beer offered by these companies. However, due to the COVID-19 pandemic, microbreweries have had to reduce activities or even close facilities. The paper aims to examine microbreweries&apos; perception of competition threat, promotion, and activities during the COVID-19 pandemic in the Czech Republic. We examined the differences related to four microbreweries&apos; characteristics: the location of the facilities, the scale of the operations, the annual volume of beer production, and the number of years in business. The questionnaire survey was carried out in 105 microbreweries. We used statistical methods of Kruskal-Wallis ANOVA, Mann-Whitney test, and Pearson&apos;s Chi-square test to prove research working hypotheses. The results show that microbreweries do not consider the threat of competition high. The beer production volume factor influences this perception of competition. We found that enterprises make the most use of websites and customer referrals in their promotions. We proved that the use of the web depends on the range of business activities. Finally, we analyzed the direct impacts of the COVID-19 pandemic on microbreweries. The vast majority of the enterprises partially kept the operation running. Interestingly, some enterprises have taken advantage of the current situation to diversify their activities and look for new opportunities. The main factors that varied between enterprises, in this case, were the range of activities and years in business. The paper&apos;s originality is related to the first attempt to analyze the COVID-19 impact on the breweries during the lockdowns and government restrictions.

  • Název v anglickém jazyce

    Competition, Promotion, and Activities of Microbreweries during the COVID-19 Pandemic

  • Popis výsledku anglicky

    The microbrewery market in the Czech Republic has experienced a tremendous boom, especially in the last 15 years. Recently, people have liked to try new things, and there is a growing demand for non-traditional types of beer offered by these companies. However, due to the COVID-19 pandemic, microbreweries have had to reduce activities or even close facilities. The paper aims to examine microbreweries&apos; perception of competition threat, promotion, and activities during the COVID-19 pandemic in the Czech Republic. We examined the differences related to four microbreweries&apos; characteristics: the location of the facilities, the scale of the operations, the annual volume of beer production, and the number of years in business. The questionnaire survey was carried out in 105 microbreweries. We used statistical methods of Kruskal-Wallis ANOVA, Mann-Whitney test, and Pearson&apos;s Chi-square test to prove research working hypotheses. The results show that microbreweries do not consider the threat of competition high. The beer production volume factor influences this perception of competition. We found that enterprises make the most use of websites and customer referrals in their promotions. We proved that the use of the web depends on the range of business activities. Finally, we analyzed the direct impacts of the COVID-19 pandemic on microbreweries. The vast majority of the enterprises partially kept the operation running. Interestingly, some enterprises have taken advantage of the current situation to diversify their activities and look for new opportunities. The main factors that varied between enterprises, in this case, were the range of activities and years in business. The paper&apos;s originality is related to the first attempt to analyze the COVID-19 impact on the breweries during the lockdowns and government restrictions.

Klasifikace

  • Druh

    J<sub>SC</sub> - Článek v periodiku v databázi SCOPUS

  • CEP obor

  • OECD FORD obor

    50204 - Business and management

Návaznosti výsledku

  • Projekt

  • Návaznosti

    I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Ostatní

  • Rok uplatnění

    2022

  • Kód důvěrnosti údajů

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

Údaje specifické pro druh výsledku

  • Název periodika

    DETUROPE - Central European Journal of Regional Development and Tourism

  • ISSN

    1821-2506

  • e-ISSN

  • Svazek periodika

    14

  • Číslo periodika v rámci svazku

    1

  • Stát vydavatele periodika

    RS - Srbská republika

  • Počet stran výsledku

    22

  • Strana od-do

    65-86

  • Kód UT WoS článku

    000822887000004

  • EID výsledku v databázi Scopus

    2-s2.0-85134471466