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Volume 02 Issue 04 (2015)

Volume 02 Issue 04     2015

Flávio Gomes Borges Tiago, João Pedro de Almeida Couto, Maria Teresa Pinheiro Melo Borges Tiago, Sandra Micaela Costa Dias Faria

Abstract: As entrepreneurship research has matured, the enablers and inhibitors of entrepreneurship intention have been widespread. However, the implementation of innovative ideas, or development of new ventures, encompasses more than intention; it requires action. Although there are numerous studies on entrepreneurship research, few researchers have revealed the factors that can push an entrepreneur to propose a new idea or project. Thus, we enunciate what is known about entrepreneurship intention, and highlight some important issues that can help both entrepreneurs and policy makers developing a broader understanding of why some countries tend to present more entrepreneurship evidences than others. This work uses the existing theories and tests the relationships between the fundamental variables, unveiling some changes occurred in the past years. The main variables’ direct relationships have been tested using a probit model, applied to a sample of 10,267 entrepreneurs from 27 countries. The paper’s findings provide a perspective on our understanding of entrepreneurship beyond entrepreneurial intention that differs from past research. Therefore, the paper provides insights into the decisive factors of new venture creation, or even career orientation.

Marcela Göttlichová

Abstract: This is the over-saturation of the consumer market and the increasing customers' resistance towards growing attack of diverse marketing tools forms is a typical attribute of today. It is not only the commercial sphere which is affected by the condition, but there is a still more significant need to ‟fight” for customers, however, also for the non-commercial entities, and thus earn their position in the market. In relation to this fact, the increasing need to be able to efficiently address the existing as well as potential customers becomes more prominent. And it is here where innovative marketing plays a significant role in the form of identifying new ways and introducing new methods in promotion and medialization of products and services, i.e. in the communication policy. The study points to the current changes in the legal system of non-governmental organizations in the Czech Republic and outlines a possible path based on collaboration between the academic sphere and
non-governmental organizations.

Lambros Tsourgiannis, Efstratios Loizou, Anastasios Karasavoglou, Christos Antonios Tsourgiannis, Stavros Valsamidis

Abstract: This paper aims to identify the factors affecting consumers’ purchasing behaviour towards local food amid the economic depression period in Greece. Field interviews were conducted in a randomly selected sample consisted of 549 consumers. Multivariate statistical analysis was performed to identify consumers’ behaviour towards local products. Results indicated that the factors influencing people in Greece to buy local food products are: (a) marketing issues (b) topicality, (c) hedonism issues, (d) health safety issues and (e) psychological issues. Consumers with similar buying behaviour towards local food are classified into two groups: (a) those influenced by product features and (b) those influenced by marketing issues.

Tomáš Šula, Milan Banyár

Abstract: This paper examines the issue of ambient media in the framework of marketing communication on the level of perception by general public. The article states detailed results of broadband research on the topic of Perception of ambient media by general public in the context of communicate efficiency, which has been done by mobile platform in over 80 countries all over the world. The results seem to be the reflection of current situation in the field of individual marketing communication tools and the media which are dealing with still growing “blindness” of the recipients. Commercial and non-commercial subjects are forced to seek new opportunities to communicate with their target group and therefore the right solution could be the usage of ambient media. Authors base their results on the replies of recipients and he demonstrates the value of usage ambient media, and also they show the opportunity to increase the competitiveness of a company, a brand or a product right by means of ambient media use.

Tziogas Charalampos, Georgiadis Patroklos, Tsolakis Naoum, Yakinthos Charalampos

Abstract: Electricity is an undisputed factor supporting human development, while further promoting social wellbeing and fostering economic growth in modern societies. Therefore, the electricity market provides a vivid policy-making arena for the European Union (EU) regulators, where on-going structural reforms are fostered with the aim to encapsulate and accommodate sustainability aspects. Notably, the EU Member States have adopted the strategic roadmap “Europe 2020” towards reducing greenhouse gas emissions and energy consumption by 20%, and generating 20% of energy from renewable sources. However, our research highlights that strategies trying to balance sustainable electricity supply with demand often neglect the societal pricing acceptability of the electricity provided to consumers. Thus far, existing literature focuses on electricity pricing policies that fail to capture the dynamics that are not realistic and do not receive consumers’ acceptance. To that end, marketing could have a key role in fostering the market penetration of green electricity. This study elaborates the System Dynamics (SD) methodological approach to embrace the marketing dominant factors and assess related interventions that could shape a sustainable electricity market. The proposed SD framework could assist public and private stakeholders in determining a rational electricity pricing policy within a sustainability context. Finally, policy-making interventions are discussed in order to provide managerial in-sights for the decision-makers.