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Abstract: Purpose: This paper aims to inform the promotion of sustainable modes of transport. For this purpose, it deploys a means-ends framework as a type of second-order cybernetics and uses it to explore cognitive transport mode choice structures. Design/methodology/approach: The empirical study relies on a purposive sample and a qualitative research methodology known as laddering. It is aimed at the identification and comparative analysis of the cognitive means-ends structures of transport users. Findings: The results reveal more positive and complex associations for the car than for public transport. Two main positive means-ends structures are identified for public transport, one related with the relaxation and the other with doing useful things while travelling. Dominant positive structures for the car are related with self-confidence, satisfaction and personal freedom. Negative means-ends structures in addition reveal important justifications and rationalizations for car use. Practical implications: Based on the identified distinct means-ends elements and structures, this study holds important implications for developing a communications strategy and policy interventions seeking to promote public transport. Originality/value: Means-ends theory is proposed as an integrative cybernetic framework for the study of stakeholders' (customers') mental models. The empirical study is the first to concurrently and comparatively examine positive and negative means-ends chains for the car and for the public transport modes.
Keywords: public transport, second-order cybernetics, laddering methodology, means-ends theory, private car, mental models, personal values, marketing, consumer
Published in DKUM: 27.08.2024; Views: 67; Downloads: 6
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Abstract: This study aims to determine whether e-commerce marketing capability impacts firm performance and what role logistics 4.0 plays in this relationship. Based on the literature and grounded on dynamic capability theory we develop a theoretical framework in which logistics 4.0 capability plays a mediating role in the relationship between e-commerce marketing and firm performance. Our hypotheses are tested using survey data from 553 respondents working in the logistics, textiles, white goods, and electronics sectors. The data is analyzed using structural equation modeling. Empirical results show that e-commerce marketing positively impacts firm performance and logistics 4.0 capability is mediating in this relationship. Logistics 4.0 capability enhances firm performance by improving on-time deliveries and increasing the efficiency of supply chain processes. Our results highlight the importance of investing in Logistics 4.0 capability including talent, managerial, and technical resources to improve the benefits the firm is getting from e-commerce marketing. Logistics 4.0's capability enhances e-commerce marketing's impact on firm performance by increasing on-time deliveries, efficiency, flexibility, quality, and responsiveness to customers, and improving the ability to build enterprise agility. This study contributes to firm performance literature by identifying the mediating role Logistics 4.0 plays in the relationship between ecommerce marketing and performance
Keywords: logistics 4.0 capability, e-commerce marketing capability, firm performance, dynamic capability
Published in DKUM: 09.08.2024; Views: 83; Downloads: 7
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Abstract: The focus of the paper is the revitalization of a heritage city center and the significance of retail trade and cruise ship tourism within this context. Fundamental concepts have been presented in the literature review and explored the factors contributing to the decline of old city centers. The empirical section of the paper comprises a case study that highlights a specific municipality's efforts to revive its heritage city center. The main attraction in Koper is its well-preserved medieval city center with five centuries old Venetian architecture. An analysis of the municipality's initiatives has been made and a qualitative study that investigates the perceptions and experiences of stakeholders regarding the situation and the municipality's actions to preserve commercial activity in the city center. The results of the semi-structured interviews conducted with three distinct stakeholder groups were analyzed using the qualitative content analysis method. The findings reveal that the chosen municipality has achieved relative success in revitalizing its heritage city. Concurrently, stakeholders' perspectives were utilized to identify potential drawbacks and explore opportunities for mitigating them. The paper concludes by presenting theoretical and methodological contributions to the field of heritage city centers revitalization, not only in the selected municipality but also beyond. These insights inform the appropriate sustainable policy development and marketing strategy.
Keywords: revitalization, retail trade, marketing strategy, city center, stakeholders, heritage
Published in DKUM: 04.06.2024; Views: 117; Downloads: 15
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Abstract: Magistrsko delo raziskuje raznolikost humorja v spletnem oglaševanju, pri čemer najprej obravnava zgodovinski razvoj, pomen in različne vrste humorja in oglaševanja, ki se uporabljajo v digitalnem (spletnem) okolju. Namen magistrske naloge je razčleniti, kako se je humor skozi čas preoblikoval v oglaševalskih praksah, njegov vpliv na znamke in potrošnike ter učinkovitost različnih vrst humorja pri različnih izdelkih in ciljnih skupinah (kot je prikazano v empiričnem delu v nadaljevanju). Teoretično ozadje magistrske naloge obravnava različne pristope k oglaševanju, vrste oglaševanja, in vlogo humorja v njem ter zagotavlja celovit pregled literature o oglaševalskih strategijah in aplikacijah ter učinkovitosti humorja. Raziskovalni del magistrske naloge vključuje poglobljeno vsebinsko analizo spletnih oglasov z uporabo humorja, pri čemer so podatki pridobljeni z razbiranjem, kako humor prispeva k uspešnim oglaševalskim kampanjam. Raziskovalni pristop ponuja analizo spletnih oglasov in opredelitev najbolj razširjenih vrst humorja. Poleg tega uporablja induktivno-deduktivno sklepanje za oblikovanje smernic za učinkovito uporabo humorja v spletnem oglaševanju, s čimer želi izboljšati razumevanje in pomagati podjetjem pri optimizaciji njihovih oglaševalskih strategij. Magistrsko delo tako prispeva k zbirki znanja o spletnem oglaševanju s predstavitvijo praktičnih smernic, ki temeljijo na empiričnih ugotovitvah. Poudarja pomen izbire ustreznih vrst humorja in upoštevanja ciljnega občinstva za dosego želenih oglaševalskih ciljev in okrepitev prodaje izdelkov ali ciljev blagovne znamke. Naloga v diskusiji tudi predlaga, kako lahko humor v strateškem in celovitem spletnem oglaševanju ustvari pozitivno povezavo med blagovnimi znamkami in potrošniki, kar vodi k večji prepoznavnosti blagovne znamke in prodaji.
Keywords: humor, spletno oglaševanje, digitalni marketing, vsebinska analiza.
Published in DKUM: 14.05.2024; Views: 271; Downloads: 56
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Abstract: As a result of worried consumer pressure, European supermarket chains (ESC) have developed very strict rules about the number and concentration of pesticide active substance residues (AS) accepted in fruits. So-called fruit quality toxicological burden indicators were developed. If fruit suppliers do not comply with ESC requirements, their fruit is often rejected. It is becoming increasingly difficult for apple producers to meet all the requirements of the ESC, so they need new residue reduction tools. One of the options to lower the concentrations of residue on apples is a preharvest application of low-risk preparations (LRP) based on potassium bicarbonate (KHCO3) = PBC, coconut di-ethanol amide ((CH3(CH2)nC(=O)N(CH2CH2OH)2) = DEA, hydrogen peroxide (H2O2) = HP, and a mixture of microbes (EM) that have the ability to dissolve or disintegrate the AS residue. Trials were carried out to test the concept mentioned above. The application of LRP during the last four weeks of preharvest significantly reduced the residue concentration of pesticide AS in apples. Reduction rates among 25 active substances ranged from 0 to 100%, depending on the combination of LRP and AS. HP had the highest capacity to accelerate AS degradation, PB was the second most efficient, and DEA and EM displayed a low residue disintegration ability. The application of the tested LRP can enable apple growers to produce fruits with significantly lower residue concentrations and allows them to comply more successfully with strict ESC rules based on the calculations of toxicological burden indicators.
Keywords: hydrogen peroxide, potassium bicarbonate, effective microbes, detergent, pesticide residues, fruit marketing rules
Published in DKUM: 19.04.2024; Views: 238; Downloads: 3
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