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Fuzzy Similarity Used by Micro-Enterprises in Marketing Communication for Sustainable Development
(MDPI, 2019-09-30) Schüller, David; Doubravský, Karel
The purpose of this paper is to present fuzzy reasoning as a formal tool for determining the differences in perception of individual communication channels by customers. These differences in customer perception are important for micro-enterprises to develop an effective green advertising campaign. These kinds of enterprises are not able to conduct their own extensive marketing research or use the service of marketing agencies. Micro-enterprises are the cornerstone for sustainable local economic growth where the community plays an irreplaceable role for sustainable development. Marketing communication is unique and complex because it focuses on feelings, moods, and personal preferences. The main problem is the uncertainty of this input data which makes it difficult to develop effective green advertising campaigns. Fuzzy sets and fuzzy reasoning are used to make verbal descriptions suitable for computer applications. A fuzzy pairwise similarity is used in this paper. The case study has eight relevant variables/marketing communication media, e.g., e-mailing, social networks, web pages, text messaging, newspapers, phone calls, posters and radio, and five segments of respondents selected by age. Each segment is presented as a fuzzy conditional statement. A set of fuzzy pairwise similarities is generated.
Trend Modelling as a Support of Managerial Decision-Making Process in Relation to Customers
(Kaunas University of Technology, 2023-10-31) Schüller, David; Doubravský, Karel; Šimberová, Iveta
The issue of managerial decision-making in relation to customers plays a significant role in any enterprise. Managerial decisions are often based on input information that is difficult to quantify. Therefore, common statistical methods cannot be easily used. A trend is the least informative quantifier. The goal of the paper is to present a new formal tool of the managerial decision-making process based on the trend model. This tool is demonstrated using the following variables: word of mouth, electronic word of mouth, brand trust, consumer experience and consumer price perception. These variables were chosen from scientific papers that confirmed a relationship among them. A trend analysis of the model involves assessing the relevant group of particular situations. The model’s predictions can be described as a sequence of these scenarios. The findings show that the trend model is a powerful and suitable tool in the managerial decision-making process.
Novel Method of Price Determination based on Reference Price
(Kaunas University of technology, 2018-02-01) Schüller, David; Pekárek, Jan; Chlebovský, Vít; Šimberová, Iveta
his paper deals with the issue of optimal price determination. Price determination is a matter of high importance in both the academic community and managerial practices. The aim of the paper is to present a novel method of price determination based on reference price. The method presented is inspired by a fuzzy sets graphical interpretation and provides an alternative approach to the standard product price determination problem. It uses the satisfaction of customers as well as product sellers to find the optimal price for particular market. The method is based on two fundamental steps. First the method of product perception for a single customer is developed and then the method for the whole market is derived. The individual changing trend of customers` willingness to pay at each price level constitutes the essence of the method presented. The application of the suggested method is presented via empirical data obtained from the snowboard market. The results have a direct impact on managerial decision-making of the seller in terms of pricing. The resultant price given by the analysis conducted through the suggested method allows sellers to maximize the revenues related to a particular product. Moreover if the seller’s goal is not to maximize revenues, but to achieve maximal market share, the price should be the same as the optimal willingness to pay price. These conclusions are explicitly mentioned in order to demonstrate that the suggested approach allows the definition of custom objectives by the seller.
Digital support to external sustainability communication in self-adhesive labelling industry
(Entrepreneurship and sustainability center, 2020-03-07) Tesařová, Mariana; Krmela, Aleš; Šimberová, Iveta
The article presents results of empirical research conducted on companies in Europe in the field of paper production and processing, specifically in the field of production of self-adhesive laminate that is used for self adhesive labels. The article is focused both on companies that either produce (category 1), or process (category 2) paper. The main goal was to understand, describe and compare content and extent of the digitally supported external communication, with a focus on the communication of sustainable development goals, supporting a transition to business models for sustainability. The article’s objective is to present some of the findings from this research to provide an overview of a degree of online external communication supported by digitalization and characteristics of the industry within the scope of sustainability and transition to business models for sustainability. External communication is focused on companies´ websites, GRI reports, annual corporate sustainability reports and participation in the Communication on Progress composed by the United Nations. The original research design combines relevant theory and content analysis to answer the later mentioned research questions. To conclude, digitally supported communication in the paper industry is intense in category 1, while category 2 seems to be less active in terms of both the intensity and the content. The article presents the theoretical background of the research, research design and methods, results, and conclusions presenting insights concerning the industry as well as the respective theory, introduced together with limitations and areas for future research.
The Differences in the Propensity of Providing Smart Services by SMEs from the Electrical Engineering Industry with Regard to Their Cooperation and Innovation Flexibility
(MDPI, 2021-04-29) Kaňovská, Lucie; Bumberová, Veronika
There is still a lack of empirical evidence about smart service in general, and more particularly, in small and medium sized firms (SMEs). For SMEs, where the implementation of smart technologies is more demanding, the importance of cooperation with other business partners and innovation flexibility increases dramatically. The purpose of this article is to determine how the cooperation and innovation flexibility of SMEs affect the propensity to provide smart services in the electrical engineering industry. This paper also contributes a deeper insight into the intensity scale of collaboration within SME providers of smart services regarding the types of smart services offered. The empirical evidence is based on quantitative and firm-level data gathered through an email questionnaire which yielded 112 SME companies from the electrical engineering industry in the Czech Republic. The analysis is based on factor analysis, non-parametric tests, and binary logistic regression to identify the differences and effects of collaboration and innovation flexibility. The results of the factors affected confirmed external cooperation flexibility with customers and innovative flexibility in relation to the products as significant with inverse relationships between external collaboration with customers and the propensity to provide smart services. It is evident that weak ties in external customer cooperation flexibility operate as incentives or driving forces in the provision of smart services to establish closer relationships. The deeper research insights as well as the theoretical and practical implications are discussed at the end of the paper.

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