Wyniki wyszukiwania - BazTech

1

Management of market trade in border towns on the example of Cieszyn

Gabryšová Marie, Ciechomski Wiesław

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

|

2024

|

z. 192

243--254

EN

Purpose: The purpose of this article is to assess the level of development of market trade in border towns on the example of Cieszyn. Markets have been the place of retail sales of everyday goods for many years. However, their importance as a place of sale has been steadily declining for years. This is due to the increasing role of large-format shops, such as hypermarkets, supermarkets, discount shops, shopping centres and online shops. Furthermore, in border regions, the condition of market trade is determined by the purchasing preferences of customers from neighbouring countries, such as the Czech Republic or Slovakia in the example under analysis. Design/methodology/approach: The research included studies of specialised literature on trade and marketing. The article quotes official data from the Central Statistical Office [GUS], the CSO Local Data Bank as well as the results of survey research published in the specialist literature. In addition, data from the Municipal Markets Department, which is an organisational unit of the City Hall in Cieszyn, was used. The timeframe of the analyses conducted covers the years 2018-2023. Findings: The article includes a characterisation of the origins of market trading, a description of selected historical European markets, such as the Greek Agora, the Roman Forum, medieval and renaissance markets, and the contemporary Santa Caterina market in Barcelona. The authors further described the classification and characteristics of marketplaces. The next section explores the functioning of markets in Cieszyn, including the decline in the number of markets, their sales area and the number of sales outlets over the analysed period. The considerations were supported by a compilation of current statistical data. Research limitations/implications: It would certainly be worthwhile to repeat representative research in the future, among both actual and potential customers of Cieszyn's markets, but also among the stall renters, i.e. sellers of goods, as well as among representatives of other interest groups such as customers from the Czech Republic and Slovakia. Practical implications: Effective management of the development of local market trade in border towns such as Cieszyn benefits customers and sellers of goods as well as the local government. The article also points out the determinants of choosing a particular market, bazaar or inner-city marketplace as a shopping destination. Originality/value: The results of the analyses are of both cognitive and pragmatic value, especially in the context of developing and implementing plans for the development of the market trading format in Cieszyn.

2

The management of hospital marketing communication

Gabryšová Marie, Ciechomski Wiesław

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

|

2023

|

z. 173

179--193

EN

Purpose: To verify how and with what instruments hospital managements handle marketing communication. An important aspect of the analyses is a diagnosis of hospitals’ promotional activities addressed to external and internal stakeholders, the purpose of which is to create appropriate relationships with patients and the socio-economic environment, and to build a favourable image of the medical establishment. Design/methodology/approach: The research included a study of specialist literature in the field of marketing in healthcare facilities and the execution of two individual in-depth interviews (IDI) with Dr. Radek Neuwirth, director of the Agel Třinec-Podlesí cardiology hospital operating in the border areas of Těšín Silesia in the Czech Republic, and Ms. Monika Kubalíková, PhD., who is the quality manager at this hospital. Findings: The marketing communication of hospitals has a multi-faceted nature. It can be evaluated not only from the perspective of providing information to current and future patients, but also from the point of view of the effectiveness and efficiency of promotional activities. In the long run, the competition for a favourable position in the market of medical services and for the limited financial resources of customers will be won by those hospitals which not only provide a higher standard of medical services, but which are also able to efficiently communicate with entities from the socio-economic environment. A particularly important role in this regard is played by the managerial competences of hospital executives and the optimal selection of the forms and tools of marketing communication. Research limitations/implications: In the future, it would be worthwhile to repeat the research among both actual and potential patients of specialist hospitals as well as representatives of other stakeholder groups. Practical implications: The effective management of a hospital’s marketing communications provides many benefits in terms of their corporate image, which leads to market and financial advantages. The models for the optimal communication between a hospital and the public are constantly evolving, with the main emphasis now being on the growing importance of social media and inbound marketing. Originality/value: The results of the analyses have cognitive and pragmatic value, especially in the context of the implementation of hospitals’ marketing communications with stakeholders.

3

Cieszyn and Český Těšín mayors’ management of the public communication between the municipal authorities and residents

Gabryšová Marie, Ciechomski Wiesław

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

|

2022

|

z. 156

169--182

EN

Purpose: To assess the manner and instruments used by the authorities of Cieszyn and Český Těšín for the purpose of managing public communication with residents. Design/methodology/approach: The research was conducted in the form of an individual in-depth interview with Gabriela Hřebačkova, MA, the mayor of Český Těšín (22.09.2021) and Gabriela Staszkiewicz, BSc, the mayor of Cieszyn (28.09.2021). Findings: Social communication is a multi-layered issue. It can be assessed from the perspective of how it facilitates relaying information to residents and businesses, as well as from the point of view of the effectiveness of the communication between Cieszyn and Český Těšín during the COVID-19 pandemic. The authorities of the cities in question are aware of the challenges they are faced with, and make use of varied forms and instruments of public communication. Their messaging is aimed at various stakeholder groups, including residents, businesses, potential investors and tourists. Research limitations/implications: The study is worth repeating in the future for the purpose of identifying possible changes in the strategies applied by the authorities of the cities in their communication with residents and other stakeholder groups. Practical implications: The methods and instruments of social communication, including marketing communication, utilised by the local authorities when communicating with residents, have a significant impact on the image of the cities and their authorities. In addition, during the COVID-19 pandemic, the purpose of communication is to satisfy various vital needs of the residents of Cieszyn/Český Těšín, including healthcare, commuting to schools and work, as well as crossing state borders. Originality/value: The article illustrates how selected public communication instruments are utilised in Cieszyn and Český Těšín.

4

Marketing of border towns on the example of selected destinations in the borderland of the Czech Republic and Poland

Gabryšová Marie, Ciechomski Wiesław

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

|

2021

|

z. 152

35--46

EN

Purpose: The paper aims to identify the extent to which city marketing has been implemented in selected Czech cities in the Moravian-Silesian Region as well as the tools that are used for managing city development. Design/methodology/approach: The research was carried out in the following cities of the Czech Republic: Bohumín, Bruntál, Frýdek-Místek, Krnov, Opava, Ostrava and Třinec. The respondents were representatives of municipal authorities, and the method of individual in-depth interviews (IDI) was used. Findings: Territorial marketing is going through various phases in its evolution. It is constantly being enriched with new forms and tools of communication with the environment, including those related to modern Internet media and innovative mobile applications. The authorities of the cities subjected to in-depth analyses are aware of the challenges ahead. Competition for limited resources, such as investor funding or tourism income, will be won by those cities whose authorities manage to develop and implement effective marketing strategies ahead of their rivals. Originality/value: The article discusses the advancement of selected place marketing tools used in the four analysed towns in the Polish-Czech borderland.

5

The role of crisis management in the functioning of border regions

Gabryšová Marie, Ciechomski Wiesław

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

|

2019

|

z. 139

123--137

EN

The paper is devoted to the importance of crisis management in improving the safety and security of border areas residents and the development of border regions. The authors first present the essence and stages of the crisis management process, and then describe several programmes implemented jointly by the Police, Fire Brigade, Border Guard and other uniformed services. These include such joint Polish-Czech projects as “Safe Borderlands”, cross-border cooperation between the Fire Brigade and the Police, combating drug crime and cybercrime, as well as the “Joint Facility in Chotěbuz”. The article contains fragments of three in-depth individual interviews conducted personally with the commander of the District Police Headquarters in Cieszyn, the deputy director and an employee of Hasíčský záchranný sbor Moravskoslezského kraje, and the head of the Chotěbuz centre.