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Volume 02 Issue 01 (2015)

Volume 02 Issue 01     2015

Efstathios G. Kefallonitis

Abstract: A number of brand positioning techniques may cause consumer confusion, often resulting in brand rejection; an evidence of brand dissatisfaction. This study contributes to the understanding of airline brand satisfaction, in relation to brand communications through evidence in literature, analysis of business archives and observation. Academic theory and industrial practice are used to identify factors that formulate consumer satisfaction culture. The author’s approach identifies problem areas in the process of successful message delivery between brands and their offering to their perceptual value towards satisfaction. Inappropriate communication media leave consumers with a sense of dissatisfaction towards brands and their products. The challenges identified are explored. The author proposes a framework in response to the need for integrated brand communications.

Olga Helen Astara, Roido Mitoula, Theodoropoulou Eleni

Abstract:The subject matter of this research is to examine the following questions: Already efficient companies adopt Corporate Social Responsibility (CSR) practices as a marketing tool and as a means to promote themselves? And at the same time, already efficient companies incorporate CSR in their strategy, thus reinforcing their sustainable development? Specifically, our research is comparative and involves listed companies in the Athens Stock Exchange which have adopted CSR and those who have not adopted it, for the period 2006-2012. In particular, it compares these two company types: listed companies which implement CSR practices and listed companies which do not implement CSR practices, with respect to efficiency ratios, which as explained also in the methodology, are ROE, ROA, EPS, ROS1 & ROS2. A key conclusion of the research is that companies which adopt CSR have higher average efficiency compared to those which do not adopt CSR, and also, already efficient companies use CSR as a means to promote themselves while incorporating CSR practices that drive their Sustainable Development. Something illustrated by the fact that the higher percentage of already efficient companies which implement sustainable development policies, is involved in all four CSR action fields: workplace, market, community, and environment. 

Leszek Koziol, Radoslaw Pyrek, Anna Mikos, Anna Karas

Abstract: The aim of the article is to present the concept of the innovation process and the formulation of the model the capacity of firms Malopolska region together with the determinants of this potential. Using this concept of an assessment of the surveyed enterprises innovation. The first part of the article refers to the presentation of the basic concepts related to the process of innovation and innovative capacity of the organization. This section also characterized determinants of innovation potential, such as competence of employees, modern infrastructure, the level of cooperation in knowledge management, the organization of work and the protection of knowledge (innovation) developed within the organization. The second part of the article presents the results of empirical studies that were used to assess the degree of innovation of enterprises Malopolska region. The analysis showed that the degree of innovation of enterprises is determined mainly by the knowledge and skills of employees and cooperation between the actors of the industry. The main source of innovation enterprises is so knowledge workers and knowledge acquired from the outside, from other organizations.

Jean-Éric Pelet, Panagiota Papadopoulou

Abstract: M-commerce success presents a continuous and evolving challenge for vendors thanks to the proliferation of mobile devices and the most recent adoption of tablets by online consumers. The growing use of tablets reshapes the mobile environment, adding a new channel in the competitive online arena for customer reach and retention. In this emerging setting, understanding consumer perceptions and behavior with tablets is necessary in order to leverage the potential of tablets for m-commerce and social media. In this direction, this paper presents an exploratory qualitative study on the perceptions and use of tablets, in the context of social media and m-commerce. Our analysis reveals factors that influence the adoption of tablets for m-commerce and social media and provides insights for designing m-commerce websites for vendors integrating tablets into their m-commerce endeavors. 

Maria Ntaliani, Constantina Costopoulou

Abstract: Nowadays agricultural stakeholders are continually being encouraged to use Wed 2.0 tools because the opportunities to interact and share information among them are endless. Specially, through blogs, farmers can exchange their experience and good practices with other colleagues so as to confront various problems in production or selling. In this context, this paper proposes a metadata schema for storing descriptive characteristics of agricultural blogs, in structured and reusable metadata. In particular, it proposes an application profile based on the Dublin Core metadata standard, and is entitled as the Dublin Core Application Profile AgriBlog metadata model. It comprises of fifteen elements for the agricultural sector that are not covered by existing metadata models. Also, an XML record for a particular AgriBlog is presented. The proposed application profile has been evaluated through the description of fifty-four Greek AgriBlogs giving useful results on the status of blogging in agriculture.