Wyniki wyszukiwania - Biblioteka Nauki

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Innovation in the Slovak Advertising Environment

100%

Mendelová D. , Zaušková A.

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2015

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tom 6

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nr 1

38-57

EN

The research study focuses on innovation in the Slovak advertising environment, whereby our primary objective is to present a portion of the results from the completed research and introduce proposed criteria for evaluating innovation in marketing communication and advertising. The first part of the text deals with formulating the problem while the second describes the applied research methodology. In the third chapter, the study presents partial results from the research, with special emphasis on four important elements: the manner in which innovation in marketing communication and advertising is defined, the perspective of the largest Slovak advertising clients with respect to the importance of innovation, the relationship between innovation and effectiveness and determining parameters for evaluating advertising campaigns, from the perspective of advertising agencies and advertising clients. The fourth chapter provides proposals for implementing this knowledge. The recommendations are formulated in accordance with criteria that may be used to evaluate innovation in the advertising business. The study also provides new knowledge related to connecting innovation to marketing communication. As indicated in the first part of the study, this topic has not yet been scientifically examined in the Slovak Republic and as such, the text contributes to expansion of existing theoretical and practical knowledge on the given issues.

2

Communication in Knowledge Transfer Management

100%

Pitra Z. , Zaušková A.

Communication Today

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2014

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tom 5

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nr 2

50–65

EN

Innovations try to change the status quo, which is why markets resist them! A market’s hostility to innovations becomes stronger when market players are interconnected; each player will switch to a new product or service only when s/he believes others will do so, as well. To be successful, innovators have to realize system-wide switch of their business behavior to create environment, where many would adopt their innovations and believe they are better off because of it. It is feasible only if innovators master the process of knowledge transfer within their innovation activities. More than 50 % of promising and good prepared innovation activities fail. Not due to organizations’ weaknesses in technology or organization, but due to their inability to handle properly the social and psychological aspects of processes which deal with the innovation’s solution. Therefore the organization’s executives must fully understand how technologies, people’s competencies, and internal processes in architecture together influence internal communication during the knowledge transfer that leads to the innovation solutions. It is a unifying vision of final innovation’s market launch that gives coherence to the plenty of creative ideas from different sources which gives an organizational sense to the idea exchange during internal communication within the knowledge transfer processes’ performance. The paper deals with methods that will assure such knowledge transfer’s optimal efficiency.

3

SoLoMo marketing as a global tool for enhancing awareness of eco-innovations in Slovak business environment

100%

Zaušková A. , Rezníčková M.

Equilibrium. Quarterly Journal of Economics and Economic Policy

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2020

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tom 15

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nr 1

133-150

EN

Research background: Thanks to globalization, a number of new possibilities and available technological solutions have emerged, thus modernizing marketing communication activities and bringing a broad spectrum of business opportunities to the single European market which enterprises may use to their benefits. Changes are much more frequent than ever before. Therefore, it is important to search for innovative solutions which contribute to more effective fulfillment of goals, generate positive changes or increase value for customers and as a matter of fact, enhance innovative performance and business competitiveness. Purpose of the article: The paper deals with the presentation of eco-innovations in the business environment using creative tools of online marketing communication. Eco-innovations are a phenomenon which is present across all business activities and processes including marketing communication. The authors study such marketing activities of businesses which are part of corporate social responsibility, generate business growth and finally help to improve the global environment. The authors also present the partial results of their own quantitative marketing research in order to describe the application of SoLoMo marketing tools in the presentation of eco-innovations in the Slovak business environment. Methods: The authors prepared a standardized questionnaire on a sample of 300 Slovak businesses. To test the dependence or independence of the variables, a Chi-squared test and Fisher´s exact test were used. Findings & Value added: Despite the generally growing trend of the use of mod-ern online marketing tools, the research showed that Slovak businesses do not inform sufficiently about their eco-innovation activities, do not address all prospective target groups and do not make enough effort to enhance environmental awareness of the wider public. The results of the research will serve as basic information for the following specific studies, the main aim of which is to spread awareness among consumers and to eventually provide them with practical recommendations. In addition, the given theoretical part of the paper represents a valuable summary of information about the modern SoLoMo marketing concept while providing a detailed overview of other relevant research studies in the given field. Therefore, the paper portrays an overview of opportunities for the implementation of digital tools of marketing communication in small, medium-sized and large enterprises.