Faculty of Commerce

Paper discusses the situation of commodity science in academic and scientific environment. It analyses the history of commodity science and current situation of organization working in the field of commodity science. On this base it proposes creation of new strategy for further development of commodity science. One step of new approach should be the new name for content of commodity science thoughts, where contribution proposes the name productology as possible alternative more suitable for competitive scientific environment.

Contribution characterizes root and forms of information deficit and way for removal of the negative results. On the base of factors, which have influence on use of conformity assessment
system contribution tries to develop its classification. In this classification, examples of their use are mentioned and impacts on commercial, market environment are evoked. .

Príspevok sleduje rozdiely v histórii tovaroznalectva a produktového manažérstva v kontexte vývoja komerčne orientovaného školstva v Európe a USA. Na záver prichádza s návrhom o zjednotenie vedeckých poznatkov týchto dvoch smerov skúmania s cieľom vytvoriť ucelený vedecký systém skúmania neživej prírody. Význam takéhoto poznania pritom v modernej spoločnosti neklesá ale rastie.

Abstrakt Príspevok skúma kultúrne hodnoty slovenskej spoločnosti na základe modelu kultúrnych hodnôt podľa modelu vytvoreného Hofstedem. Pritom sleduje hlavne aký je vzťah medzi kultúrnymi hodnotami v modele a požiadavkami elearningu. Následne skúma či kultúrne hodnoty slovenskej spoločnosti môžu vplývať na rozvoj elearningu v slovenskom prostredí Abstract Contribution examines the cultural values of the Slovak society based on a model of cultural values on the base of Hofstede model. It follows the relationship between cultural values in the model and the requirement on the elearning. Finally it examines if cultural values of slovak society can affec the development of e-learning in the Slovak environment. Úvod Informačné technológie sú dnes súčasťou všetkých oblastí života. Zásah do oblasti vzdelávania je možno ešte intenzívnejší ako v iných oblastiach. Naznačuje to aj prieskum Inštitútu pre verejné otázky z roku 2005. V otázke, ktorá sa týkala významu informačných a komunikačných technológií v rôznych oblastiach života, sa práve oblasť štúdia a vzdelávania stala najvýznamnejšou oblasťou života. Ako významné vplývali informačné a komunikačné technológie na oblasť štúdia a vzdelávania pre 55,7 % respondentov, pre oblasť zamestnania 55,2 %, informácií 51,1 %, komunikácie 46,1 %, zábavy 40,3 %, verejnej správy 28,8 % a v každodennom živote 20,3 % 1. E-learning sa zaraďuje k podobným procesom online vzdelávaniu, počítačom podporované vzdelávanie (computer based learning), webové, internetové, virtuálne vzdelávanie a viaceré ďalšie 2 (vzdelávaniu významným zásahom informačných technológií do procesov vzdelávania. Jeho význam si uvedomovala aj Európska komisia, ktorá už v roku

Achieving a competitive advantage is one of the most important tasks by product ori-ented decision-making process. The pursuit of uniqueness of the product leads to the use of ingredient branding. The contribution presents results of research about the impact of different forms of product presentation on quality perception. It concentrates on the results related to ingredient branding. According research findings is ingredient branding less credible than objective description and evaluation of the product. Despite that, effective use of brand management can contribute to the perception of product uniqueness and the rise of sustainable competitive advantage.

AED Možnosti využitia systému posudzovania zhody na zvýšenie vní-mania kvality poskytovaných služieb = Possibilities of the use of conformity assessment procedures to enhance the perception of product quality / Rastislav Strhan. In Vedecké state Obchodnej fakulty 2012 [elektronický zdroj] : [zborník] Possibilities of the use of conformity assessment procedures to enhance the perception of product quality Abstract Contribution analyse impact of conformity assessment system on perception of product quality. It defines product quality, conformity assessment and certification system as principal precondition of succesfull use of conformity assessment models. Later contribution informs about results of survey which was made on three selected system of specific quality requirement-Slowfood movement of traditional food and culture services , Vitajte cyklisti certification system for services for bicycle turist and evaluation of system of family and children friendly services. Surveys show the opportunity to use this systems as form of increase of competitive advantage what is summarized in contribution. .

Although concept of iconic brands belongs to known marketing concept, it is traditionally connected with global markets and global brands. Contribution discusses opportunity to transfer such concept on the level of national markets as national icons. It develops existing criteria of iconic brands and add “national criteria” of icons. Specific, traditional, well-known national (Czech and Slovak) brands are selected and analysed. First approach analyse the fulfilment of theory criteria on empirical analysis. It is combined with survey of perception of such products by foreign students arriving to Slovak republic.

Paper informs about different aspects of rebound effect and its impact on market development. Different rebound effects are characterized and research results are presented. Because research of rebound effect is mostly ex post made, goal is to develop and prove methodology, which would allow calculate and/or identify rebound effect en ante. Through two steps questionnaire system is change in consumer preferences identified and total size of rebound effect is identified. After further prove of methodology, identification of rebound effect danger by introduction of new environmental Technologies could help to optimize communication strategy and allow higher credibility of communication.

Paper informs about different aspects of rebound effect and its impact on market development. Different rebound effects are characterized and research results are presented. Because research of rebound effect is mostly ex post made, goal is to develop and prove methodology, which would allow calculate and/or identify rebound effect en ante. Through two steps questionnaire system is change in consumer preferences identified and total size of rebound effect is identified. After further prove of methodology, identification of rebound effect danger by introduction of new environmental Technologies could help to optimize communication strategy and allow higher credibility of communication.

The current technological advancement and the mass utilization of information and communication technology create a milestone in the way marketing research is con-ducted. The presented scientific contribution focuses on the identification of innovative research methods and techniques, which have the highest degree of applicability in the process of marketing research in the near future. The aim of this paper is also to predict the changes that are going to affect the development of marketing research in the near future, based on an analysis of the current status in comparison with the re-sults of an own scientific study.

Research background: Opinion leaders have always influenced consumers’ decision-making process. At present, with the development of digital technologies and social networks, influencers have taken on the role of opinion leaders worldwide. Influencers represent a very authentic group of people who publish their attitudes, opinions and observations through social media. People sympathize with them because the content they publish is close to them and reminds them of their own lives and the situations they face or would like to experience in the future. The impact of influencers is really great. This is also evidenced by the fact that a separate area called influencer marketing has emerged within the global marketing. Influencer marketing can be defined as the process of researching, identifying, supporting and engaging people in high-impact conversations. Purpose of the article: The aim of the contribution is to point out the history of the activity of opinion leaders in the tradition...

The paper reviews main shifts in diffusion theory concerning fields of marketing and offers research propositions for applying the model approach. We present empirical results to prove the validity of Bass first-purchase model and its alternative model incorporating the price variable. As research object, we choose the product category of liquid crystal televisions which has been recently introduced as a high-tech and durable commodity on the Slovak market. Application of the two models exhibited that imitation coefficient is much greater than innovation behaviour on the Slovak market of LCD televisions. In addition, in the model incorporating price effect, the imitating behaviour increases with the price decline of LCD TVs.

Príspevok sa zaoberá problematikou zeleného marketingu a jeho súčasným zameraním na environmentálne uvedomelého spotrebiteľa. Ponúka koncepčný rámec ako východisko pre pochopenie obsahu pojmu zelený marketing, zelený marketingový mix a zelený spotrebiteľ. Na základe dvoch rozličných empirických štúdií identifikuje segmenty zelených spotrebiteľov, determinanty ich spotrebiteľského správania a im prispôsobené marketingové stratégie. V druhej časti sa okrem environmentálneho označovania zameriava aj na identifikáciu iných nástrojov zeleného marketingu, ktoré môžu napomôcť vyššej efektívnosti zelených marketingových stratégií a predstavujú ďalšie zdroje konkurenčnej výhody pre podniky v silne konkurenčnom prostredí.

L’objectif du mémoire est l’identification des traits spécifiques et des apports liés à l’application des outils e-marketing au processus de planification, prise de décision et réalisation de la stratégie marketing de l’entreprise et la découverte des conditions de développement des activités e-marketing à partir de l’étude du marché slovaque en ligne. Le mémoire est divisé en trois parties. Il contient 10 tableaux, 2 graphiques, 8 images et 5 annexes. Le premier chapitre offre une vision complexe des méthodes et outils e-marketing où l’accent est mis à leurs spécifiques et enjeux. Dans le deuxième chapitre, l’auteur essaye d’éclairer les principes de fonctionnement et possibilités d’application des produits e-marketing au niveau du tactique marketing. Troisième chapitre est constitué d’une analyse complète du marché slovaque en ligne et son objectif est d’évaluer le niveau d’adoption des outils e-marketing par les entreprises slovaques et leurs application pendant la communication marketing et étude du marché en ligne. Les résultats de recherche montrent de nombreuses avantages résultantes de l’intégration des tactiques e-marketing dans le processus de prise de décision stratégique, aussi que plusieurs niches du marché média et marketing en ligne en Slovaquie.

Príspevok analyzuje postavenie neuromarketingu v marketingovom manažmente, pričom poukazuje na jeho úlohu pri pochopení spotrebiteľského správania. Úvodná časť sumarizuje hlavné poznatky o aplikácii neurovedy v marketingu za posledné dve dekády a poskytuje možné definície neuromarketingu. Nasleduje porovnanie tradičného a moderného prístupu v podobe modelov nákupného správania spotrebiteľov bez využitia a s využitím metód neuromarketingu, pričom poukazujeme na prekážky plného využitia neurovedy v marketingu v podobe možných etických dilem. V závere sa ponúka priestor pre diskusiu o budúcnosti neuromarketingu v marketingovej teórii a praxi.

The paper investigates actual directions in diffusion research focusing on simple diffusion models incorporating price effect. We review main papers on diffusion research of the last decade and identify the role and position of diffusion modeling in marketing research. We also perform an empirical analysis of the Bass model and its extensions including price variable. We have four main results. (1) We prove the existence of non-linear correlation between the number of adoptions of LCD televisions and the cumulative sales of the product. (2) There is an evident dominance of the imitation behavior of Slovak consumers driving the first purchase of LCD television. (3) The price decrease of LCD televisions has a positive influence on the imitative behavior of Slovak consumers. (4) Slovak consumers do not consider the initial price of LCD televisions as the reference point when deciding about the first purchase. We calculated the peak sales rate and forecasted the timing of peak sales for the year 2013. In addition, this study should serve as a research proposition to marketing scholars and practitioners for a simpler application of diffusion models.

Ústrednou témou práce je rozšírenie Bassovho difúzneho modelu o faktor ceny a overenie platnosti uvedeného modelu na príklade produktu dlhodobej spotreby, považovaného za technologickú inováciu – LCD televízorov. Pomocou neho je vysvetlený, popísaný a prognózovaný priebeh šírenia danej inovácie na trhu. Vlastnou aplikáciou vybraného difúzneho modelu preukazujeme deskriptívne, prediktívne i normatívne využitie modelovania v marketingu inovácií, čím zdôrazňujeme význam a postavenie kvantitatívnych metód v marketingu. Na teoretickej úrovni spočíva prínos práce v zaradení difúzneho modelu do širokého spektra kvantitatívnych metód v marketingu, čím ho rozširuje o problematiku difúzneho výskumu zameraného na skúmanie vplyvov marketingových premenných na proces šírenia inovácie v spoločnosti. Medzi praktické prínosy práce patrí (1) zostavenie vlastnej modifikácie pôvodného difúzneho modelu, (2) analýza trhu LCD televízorov využitím modelového prístupu a jeho prognóza, (3) simulácia vplyvu inovačných, imitačných tendencií a cenových variácií na rýchlosť a priebeh šírenia inovácie v podmienkach Slovenskej republiky. Významným poznatkom v oblasti nákupného správania slovenského spotrebiteľa je jeho dominantné imitačné správanie, citlivosť na cenové zmeny a krátkodobý charakter posudzovania cenových rozdielov. Na základe empirických poznatkov navrhujeme postup analýzy trhu využitím modelového prístupu a prinášame východiská pre analogický postup pri skúmaní obdobných inovácií. Práca je rozdelená do štyroch kapitol. Obsahuje 8 grafov, 19 tabuliek a jednu prílohu.

The paper shows actual directions in marketing and management of eco-innovations that are due to several important barriers less market-driven than other innovations. First, we review main definitions and identify driving forces on the market of eco-innovations based on the empirical evidence collected in last decade. The rest of the paper is devoted to sustainable business models as a way to overcome the barriers of eco-innovations and offers a single-case study in order to get a deeper view into the success of Tesla Motors Inc. business model.