Innovation of business and marketing plan of growth strategy and competitive advantage in exhibition industry

• Autorzy: Vaníčková Radka , Szczepańska-Woszczyna Katarzyna

Identyfikatory

DOI

10.17512/pjms.2020.21.2.30

Warianty tytułu

PL

Innowacyjność biznesowego i marketingowego planu strategii wzrostu i przewagi konkurencyjnej w branży wystawienniczej

• Języki publikacji: EN

Abstrakty

EN

In today’s turbulent times, companies need to embrace new business models and paradigms of B2B marketers, learn from the mistakes of others and get inspired by new ways and innovative ideas, as innovations represent a source of a long-term profit, business success and competitive advantage. The aim of this contribution is to propose an effective business and marketing plan of the business and manufacturing holding companies Výstaviště České Budějovice in the Czech Republic with regard to the planned sales volume in quantitative and financial terms of long-term profit potential, business success and competitive advantage in the field of exhibitions in the Czech Republic. Scientific methods for obtaining information, data collection and results from the evaluation were analysis of identifying the phases of innovative marketing - selecting the area of interest of the marketing process, creating a “marketing gap” and suggesting of the way to link new ideas to original ones; method of secondary analysis of professional economic studies and written internal documents of the holding companies Výstaviště České Budějovice in the Czech Republic; formal interview in way of open questions with selected members of the management holdings Výstaviště České Budějovice in the Czech Republic and other. A specific hypothesis was proposed to verify the current change in the marketing concept that has an impact on the expansion of services portfolio, progress of an enterprise, support of production processes, and improvement of output values of economic indicators.

PL

W dzisiejszych niespokojnych czasach firmy muszą stosować nowe modele biznesowe i paradygmaty marketerów B2B, uczyć się na błędach innych i inspirować się nowymi sposobami i innowacyjnymi pomysłami, ponieważ innowacje stanowią źródło długoterminowego zysku, sukces biznesowy i przewaga konkurencyjna. Celem tego artykułu jest zaproponowanie skutecznego planu biznesowego i marketingowego holdingów biznesowych i produkcyjnych Výstaviště České Budějovice w Czechach w odniesieniu do planowanej wielkości sprzedaży pod względem ilościowym i finansowym pod względem długoterminowego potencjału zysku, sukcesu biznesowego i przewaga konkurencyjna w dziedzinie wystaw w Czechach. Naukowe metody uzyskiwania informacji, gromadzenia danych i wyników oceny obejmowały analizę identyfikacji faz marketingu innowacyjnego - wybór obszaru zainteresowania procesu marketingowego, tworzenie „luki marketingowej” i sugerowanie sposobu połączenia nowych pomysłów z oryginalne; metoda wtórnej analizy profesjonalnych badań ekonomicznych i pisemnych dokumentów wewnętrznych spółek holdingowych Výstaviště České Budějovice w Czechach; formalny wywiad w formie pytań otwartych z wybranymi członkami kierownictwa Výstaviště České Budějovice w Czechach i innych. Zaproponowano konkretną hipotezę, aby zweryfikować obecną zmianę koncepcji marketingowej, która ma wpływ na rozszerzenie portfela usług, rozwój przedsiębiorstwa, wsparcie procesów produkcyjnych i poprawę wartości wyjściowych wskaźników ekonomicznych.

Słowa kluczowe

EN

strategic planning; decision-making; business; marketing plan; product portfolio; services marketing; innovation in business; innovation in marketing

PL

planowanie strategiczne; podejmowanie decyzji; biznes; plan marketingowy; portfolio produktów; marketing usług; innowacje w biznesie; innowacje w marketingu

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2020
• Tom: Vol. 21, No. 2
• Strony: 425--445
• Opis fizyczny: Bibliogr. 52 poz., rys.

Twórcy

autor

Vaníčková Radka

• Institute of Technology and Business in České Budějovice, Faculty of Corporate Strategy, Department of Management, Czech Republic

autor

Szczepańska-Woszczyna Katarzyna

• Department of Management, WSB University, Dabrowa Górnicza, Poland

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa Nr 461252 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2021).