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

100%

Gabryšová M. , Ciechomski W.

tom z. 192

243--254

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.

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

100%

Gabryšová M. , Ciechomski W.

2022

tom z. 156

169--182

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.