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Marketing tools in the era of digitization and their use in practice by family and other businesses

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dc.title Marketing tools in the era of digitization and their use in practice by family and other businesses en
dc.contributor.author Petrů, Naděžda
dc.contributor.author Kramoliš, Jan
dc.contributor.author Stuchlík, Peter
dc.relation.ispartof E & M Ekonomie a Management
dc.identifier.issn 1212-3609 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2020
utb.relation.volume 23
utb.relation.issue 1
dc.citation.spage 199
dc.citation.epage 214
dc.type article
dc.language.iso en
dc.publisher Technical University of Liberec
dc.identifier.doi 10.15240/tul/001/2020-1-014
dc.relation.uri https://dspace.tul.cz/bitstream/handle/15240/154710/EM_1_2020_14.pdf?sequence=1&isAllowed=y
dc.subject Family business en
dc.subject non-family business en
dc.subject trend tools en
dc.subject marketing vitality en
dc.subject Marketing 4.0 en
dc.subject digitization en
dc.description.abstract This article addresses Marketing 4.0 as an exceptionally dynamic field for company competitiveness that is evolving rapidly. The main goal of this article is to evaluate and compare the overall level of use of modern marketing tools in practice by family and non-family businesses, and subsequently to measure the dependence between the extent of Marketing 4.0 activities and number of employees, volume of sales, field of business, and year the company was established. Primary and secondary data was analyzed using basic and advanced statistical methodologies, including the testing of six hypotheses. The study showed that for both family and non-family businesses there has not been any significant increase in overall marketing vitality in the years studied. Indeed, the long-term focus of companies on values provided to customers and relationships with customers was confirmed. The results further showed that from the perspective of marketing vitality, one of the currently more significant weaknesses of smaller companies in particular of both family and non-family types is a missing or insufficient strategy for realization of marketing activities. This study confirms the dependence of the level of overall marketing vitality on sales volume and company size by number of employees, but on the other hand no dependence was proven between marketing vitality on field of business or year company established. This study evaluates the liminality and states that family businesses above all others address what is for them the more important strategic question, namely that of succession. The study is unique in that it compares the results of three studies carried out between 2016 and 2019. The context of this study is framed by an appeal to eliminate barriers to change and rapid response by companies to the needs, requirements, and expectations of customers operating in the online world. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1009644
utb.identifier.scopus 2-s2.0-85083362274
utb.identifier.wok 000525736700014
utb.source J-wok
dc.date.accessioned 2020-05-06T19:41:50Z
dc.date.available 2020-05-06T19:41:50Z
dc.description.sponsorship University of Finance and Administration
dc.rights Attribution-NonCommercial 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by-nc/4.0/
dc.rights.access openAccess
utb.ou Department of Economics
utb.contributor.internalauthor Kramoliš, Jan
utb.fulltext.sponsorship The result was created in solving the student project “Financial versus sociopsychological factors of family business” using objective oriented support for specific university research of the University of Finance and Administration. We are grateful also to representatives of companies who were willing to participate in the survey.
utb.wos.affiliation [Petru, Nadezda] Univ Finance & Adm, Fac Econ Studies, Business Management Dept, Prague, Czech Republic; [Kramolis, Jan] Tomas Bata Univ Zlin, Fac Management & Econ, Dept Econ, Zlin, Czech Republic; [Stuchlik, Peter] KORCHEM Sro, Krenovice, Czech Republic
utb.scopus.affiliation University of Finance and Administration, Faculty of Economic Studies, Business Management Departments, Czech Republic; Tomas Bata University in Zlín, Faculty of Management and Economics, Department of Economics, Czech Republic; KORCHEM, s. r. o., Czech Republic
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