Book of Abstracts 2018 (7. M-Sphere Conference)

7th International M-Sphere Conference For Multidisciplinarity in Business and Science

Book of Abstracts

Zagreb, Croatia 12th - 14th December 2018

M-Sphere Association for Promotion of Multidisciplinarity in Science and Business 7th International M-Sphere Conference For Multidisciplinarity in Business and Science (7th M-Sphere Conference)

Book of Abstracts

Zagreb, Croatia 12th – 14th December 2018

7th M-Sphere Conference, Book of Abstracts. Copyright 2018. All rights reserved. The author is responsible for all of the content that has been published. Printed in Croatia. No part of this book may be used or reproduced in any manner whatsoever without written permission except in the case of brief quotations embodied in crtitical articles or reviews.

Organized by: M-Sphere (www.m-sphere.com.hr) Hosted by: Faculty of Economics and Business - University of Zagreb Publisher: Accent For Publisher: Tihomir Vranešević Editors: Tihomir Vranešević Doris Peručić Miroslav Mandić Irena Pandža

ISBN 978-953-7930-14-1 A CIP catalogue record for this book is available in the Online Catalogue of the National and University Library in Zagreb as 001014309.

CIP zapis dostupan u računalnom katalogu Nacionalne i sveučilišne knjižnice u Zagrebu pod brojem 001014309.

M-SPHERE M-Sphere - Association for Promotion of Multidisciplinarity in Science and Business

MISSION Promote multidisciplinary approach.

Promote multidisciplinary approach by encouraging and providing the circumstances to exchange of experiences and ideas from different disciplines, in order to further encourage scientific curiosity in research and practical work, with the aim of achieving positive change in all spheres of science, business and society - respecting multidisciplinary.

OBJECTIVES Acquiring of conditions for achieving a permanent mission of the organization of annual conferences, publishing journals and various forms of education.

VISION Become a focal point of advocacy for multidisciplinary approach in business and society.

GUIDING PRINCIPLE IDEAS WORTH TO SPREAD – RESULTS WORTH TO DISSEMENATE

Committee Members (Alphabetical Order) Scientific Committee Members for the Conference: Professor Vesna Babić Hodović Professor Muris Čičić Professor Carsten Deckert Professor Damir Dobrinić Professor Stjepan Dvorski Professor Felicite Fairer-Wessels Professor Rainer Hasenauer Professor Jordanka Jovkova Professor Masai Kanai Professor Kalyani Menon Professor Božo Mihailović Professor A. Niyazi Özker Professor Drago Ružić Professor Claudia Seabra Professor Terje Slåtten Professor Masaaki Takemura Professor Marija Tomašević Lišanin Professor Željko Turkalj Professor Ivona Vrdoljak Raguž Professor Vesna Vrtiprah

University of Sarajevo, Bosnia and Herzegovina University of Sarajevo, Bosnia and Herzegovina Cologne Business School, Köln, Germany University of Zagreb, Croatia University of Zagreb, Croatia University of Pretoria, South Africa Vienna University of Economics and Business, Austria University for National and World Economy, Sofia, Bulgaria Kindai University, Osaka, Japan Wilfred Laurier University, Toronto, Canada University of Montenegro, Montenegro Balikesir University, Turkey University of Osijek, Croatia Unioversity of Coimbra, Portugal University of Lillehammer, Norway Meiji University, Tokyo, Japan University of Zagreb, Croatia University of Osijek, Croatia University of Dubrovnik, Croatia University of Dubrovnik, Croatia

Organizing Committee Members for the Conference: Ružica Brečić, PhD Boris Hudina, prof.pscyh.

Iva Gregurec, PhD Miroslav Mandić, PhD Professor Doris Peručić Irena Pandža, PhD Professor Tihomir Vranešević CORRESPONDENCE: Professor Tihomir Vranešević info@m-sphere.com.hr

University of Zagreb, Croatia HDPRO, Croatia University of Zagreb, Croatia University of Zagreb, Croatia University of Dubrovnik, Croatia University of Zagreb, Croatia University of Zagreb, Croatia

Program Details  Wednesday, 12th December 2018 10:00 – 10.55

Conference Registration

PDS ROOM

11.00 – 11.30

Opening Ceremony / Official Welcome

ROOM PDS 1

Welcome speech – Professor Jurica Pavičić, Dean, Faculty of Economics and Business Introductory speech – Professor Terje Slatten Multidisciplinary – WHY and HOW? Practical examples illustrating the value of working multidisciplinary 11.30 – 12.45 - 1MS Paper presentations (2 parallel tracks) TRACK 1MS1. ROOM PDS 1 TRACK 1MS2. ROOM PDS 2 12:45 – 13.45 - Coffee & Snack 14.00 – 15.30 - 2MS Paper presentations (2 parallel tracks) TRACK 2MS1 ROOM PDS 1 TRACK 2MS2 ROOM PDS 2 18.00 – 20.00 - Zagreb City Tour 20.00 – 22.00 - Dinner in Zagreb City

 Thursday, 13th December 2018 11.30 – 12:45

3MS Paper presentations (2 parallel tracks)

TRACK 3MS1 ROOM PDS 1 TRACK 3MS2 ROOM PDS 2 12:45 – 14.00

Coffee & Snack

14:00 – 15.30

3MS Paper presentations (2 parallel tracks)

TRACK 3MS1 ROOM PDS 1 TRACK 3MS2 ROOM PDS 2 15:30– 15:45

Plenary session and conference feed back

20:30 –

Farewell Dinner in Zagreb City

 Friday, 14th December 2018 Excursion (Zagreb Region - Samobor) 10:00 – 17.30

CONTENTS

WEDNESDAY12TH DECEMBER 2018

11.30 – 12.45

 1MS1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

ROOM PDS 1

SUSTAINABLE DEVELOPMENT ON THE LOCAL COMMUNITY LEVEL MERICA PLETIKOSIĆ - MAJDA TAFRA-VLAHOVIĆ

2

WHAT ARE THE POTENTIAL ADVANTAGES OF FIRM`S ETHICAL LEADERSHIP? TERJE SLÅTTEN - KJELL OVE ERNES

3

THE OF ROLE OF PSYCHOLOGICAL CAPITAL FOR STUDENT RELATED OUTCOMES - A STUDY FROM HIGHER EDUCATION IN NORWAY TERJE SLÅTTEN - GUDBRAND LIEN - TERJE ONSHUS - SOLVEIG BEYZA NARLI EVENSTAD WHAT ARE THE DRIVERS TO BRAND RELATIONSHIP QUALITY OF SPORT EVENTS? A STUDY OF PARTICIPANTS IN THE NORWEGIAN BIRKEBEINER RACE 2018 TERJE SLÅTTEN - GUDBRAND LIEN - ANNE JØRGENSEN NORDLI - HALVOR KORBØL THONER MARKETING MODELS OF KRISHNA CONSCIOUSNESS IS EUROPE KRISZTINA BENCE-KISS - ORSOLYA SZIGETI

 1MS2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

SOCIAL PERCOLATION FOR MODELING INNOVATION DIFFUSION: THE CASE STUDY OF SOCIAL ASSISTIVE ROBOTS CARLOTTA BELVISO - RAINER HASENAUER HERITAGE BETWEEN CULTURE AND ECONOMY: THE PROTECTION AND PRESERVATION OF TRADITIONAL CRAFTS IN CROATIA OLIVERA JURKOVIC MAJIC - ZORAN BUBAS - HELENA MAJIC DISABLE(D) - INCLUSION IN CULTURAL LIFE IN CROATIA LIDIJA IVANDA - SANJA ROCCO THE STRUCTURAL LOCATION OF COMPONENTS FOR MACRO RISK IN OECD AND THE STRUCTURAL TO SUDDEN FINANCIAL ALTERATIONS FOR PROBABLE CRISIS PROCESS A. NIYAZI ÖZKER

vii

4

5

6

ROOM PDS 2

8

9

10

11

WEDNESDAY12TH DECEMBER 2018

14.00 – 15.30

 2MS1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

ROOM PDS 1

REAL TIME PERFORMANCE IMPROVEMENT THROUGH MEASUREMENT OF STRESS BLANCA SCHROLL CASARES

14

ANALYZING SUSTAINABILITY EFFORTS AND UNIVERSAL FACILITIES REPORTING JAKOV CRNKOVIC - MARKO CRNKOVIC - DAVOR CORIC

15

HOW NOVELTY SEEKING SHAPES THE RELATION BETWEEN PERCEIVED USEFULNESS AND ATTITUDES TOWARDS THE MOBILE BANKING VESNA BABIĆ-HODOVIĆ - MAJA ARSLANAGIĆ-KALAJDŽIĆ

16

PHILOSOPHY OF EDUCATION: EXPECTATIONS AND ACCOMPLISHMENTS SLAVICA MANIĆ

17

USING THE E-MARKETING TOOLS IN A POLITICAL CAMPAIGN ŽARKO STILIN - JERKO ŽUNIĆ - IVAN RUŽIĆ

18

 2MS2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

DIFFERENCE BETWEEN EMPLOYEE’S PERCEPTION OF CRM ACCORDING TO LEVEL OF MANAGEMENT IN CROATIAN TELECOMMUNICATION INDUSTRY EMA GALOVIĆ - MIROSLAV MANDIĆ

ROOM PDS 2

20

CRUISE INDUSTRY OVERVIEW: NEW TRENDS, CHALLENGES AND OPPORTUNITIES DORIS PERUČIĆ

21

THE INFLUENCE OF BRAND AND CONSUMER ECOLOGICAL AWARENESS ON PURCHASING ELECTRIC CARS MIRNA PEHAR - IRENA PANDŽA BAJS

22

CUSTOMERS REACTIONS ON SALES PROMOTION ACTIVITIES IN RETAIL CHANNEL IN CROATIA DALIBOR RAJIĆ

23

ECONOMIC FACTORS OF RESEARCH IMPACT ASSESSMENT FRAMEWORKS OLJA ULIČNI NIKŠIĆ - MISLAV ANTE OMAZIĆ - SREĆKO GAJOVIĆ

THURSDAY 13TH DECEMBER 2018

24

11.30 – 12.45

 3MS1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

ROOM PDS 1

THE CASE OF THE PDO AND PGI LABELS IN THE CROATIAN MARKET RUŽICA BREČIĆ - MARINA TOMIĆ MAKSAN - JELENA ĐUGUM

26

TOWARDS SUSTAINABLE HOSTING AT BNB ACCOMMODATIONS ANETTE OXENSWÄRDH

27

viii

INDUSTRY 4.0: FACTORS OF ATTACTIVENESS AND CHALLENGES – THE CASE OF COMPANIES IN THE CENTRAL REGION OF PORTUGAL PEDRO PINTO - PEDRO REIS - JOAQUIM ANTUNES - CARLA HENRIQUES

28

MODELLING PHENOLOGY OF GRAPEVINE CULTIVARS IN THE DÃO REGION PEDRO RODRIGUES - CARLA HENRIQUES - ANA CRISTINA MATOS - CRISTINA AMARO DA COSTA - VANDA PEDROSO

29

 3MS2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

ROOM PDS 2

BUSINESS INCUBATION ANALYSIS WITH THE HELP OF REAL OPTION THEORY ALEXANDRA POSZA

32

ATTRIBUTES ASSOCIATED WITH ATHLETE TYPES IN HUNGARY LÁSZLÓ CSÓKA - MÁRIA TÖRŐCSIK - PÉTER NÉMETH

33

HOLISTIC MARKETING APPROACH IN ARTS AND CULTURE RADMILA JANIČIĆ

34

RECENT AGE-PERCEPTIONS IN HUNGARY RÉKA HEGEDÜS - MÁRIA TÖRŐCSIK - PÉTER NÉMETH

35

CONVERGENCE AND DIVERGENCE IN HUMAN RESOURCES MANAGEMENT IN SELECTED COMPANIES IN THE SLOVAK REPUBLIC LUKÁŠ SMEREK - MÁRIA SEKOVÁ - MILOTA VETRÁKOVÁ

THURSDAY 13TH DECEMBER 2018

36

14.00 – 15.30

 4MS1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

ROOM PDS 1

PROPOSAL FOR STORAGE APPLICATION IN THE MANUFACTURE USING RFID JURAJ VACULIK - SIMONA MOKRISOVA

38

SOCIAL ENTREPRENEUR AS POSSIBLE FUTURE OF CSR AND MEASURING SOCIAL ENTREPRENEURIAL ATTITUDE AMONG STUDENTS PETRA PUTZER

39

GIVE KIDS A CHANCE – HOW FAR WE GOT, WHO WE ABANDONED VIKTÓRIA BORDA - ZSUZSANNA BRETTNER - ÉVA VOJTEK

40

DANCE AS TOURIST ATTRACTION BASE IN SPECIAL INTEREST TOURISM ROMANA LEKIĆ - KARLO KOLESAR - DIJANA ZAJEC

41

REAL OPTIONS APPLICATION IN PRACTICE: A TEXT MINING BASED ANALYSIS VIVIEN CSAPI

42

 4MS2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

EVOLUTION OF PRIVATE LABEL DEVELOPMENT: A JAPANESE CASE TAKAHIRO OHNO - MASAAKI TAKEMURA ROBOTIZATION FROM A BOTTOM-VIEW - THE HUNGARIAN EMPLOYEES’ AND SOCIETY’S PERCEPTION ON THE IMPACT OF ROBOTIZATION ÁKOS KOZÁK - LÁSZLÓ CSONKA HOW DISRUPTIVE TECHNOLOGIES INFLUENCE THE RETAIL BUSINESS MODELS TAMÁS KOZÁK

ix

ROOM PDS 2 44

45 46

THE EFFECT OF CENTRAL COUNTERPARTIES’ PRESENCE ON THE ENERGY MARKET PARTICIPANTS NIKOLETT OLASZ - MELINDA SZODORAI - KATA VÁRADI

47

MEGA EVENTS, STRATEGIC PLANNING AND LOCAL ECONOMIC DEVELOPMENT: THE CASE OF LISBON, PORTUGAL THEODORE METAXAS - CHRYSA EVANGELOU

48

AUTHOR INDEX

49

x

WEDNESDAY12TH DECEMBER 2018

1MS1 WEDNESDAY12TH DECEMBER 2018 11.30 – 12.45 ROOM PDS 1

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

SUSTAINABLE DEVELOPMENT ON THE LOCAL COMMUNITY LEVEL MERICA PLETIKOSIĆ - MAJDA TAFRA-VLAHOVIĆ

ABSTRACT Sustainable development starts with changes in our personal values and continues with the transfer of those changes to all areas of our life. Democracy, transparent behaviour and responsible management on national and local levels are the necessary foundation for the realisation of sustainable development. The participation of all social stakeholders in making decisions through advisory processes, dialogue and creation of partnerships is one of the key implementation tasks. A significant place in such a sustainable development concept is taken by special plans and strategic development documents of the local community, for which it is necessary to ensure the participation of all the parties interested in the decisionmaking processes, from the national and local authorities, civil society organisations to the business sector and promotion of dialogue and gaining of trust in order to develop social capital. In order for the local community to integrate it all in its system, it is necessary to make strategic thinking and planning with the aim of efficient connection of different sector policies, place concrete, realistic and measurable goals in medium and long term plans and establish partner relations. This paper presents the results of the empirical research of the interested and informed public, including what their positions are with regard to the sustainable development principles and if they are applied and recognised in the process of creation and adoption of local community physical and development plans. A quality research on a target sample has been implemented by the deep interview method and participant observation. In the analysis of empirical material, the method of founded theory was used, and the quantification of qualitatively processed and encoded material was made. The majority of the examinees express a negative view and are of the opinion that the sustainable development principles are not sufficiently applied and recognised in the procedures of creating and adopting local community physical and development plans.

KEY WORDS: Local community, Sustainable development, Informing the public.

DETAILS ABOUT AUTHORS: MERICA PLETIKOSIĆ PHD merica.pletikosic@cemex,com MAJDA TAFRA-VLAHOVIĆ PHD, PROFESSOR majda.tafra@gmail.com

2

B o o k

o f

A b s tra c ts

WHAT ARE THE DRIVERS TO BRAND RELATIONSHIP QUALITY OF SPORT EVENTS? A STUDY OF PARTICIPANTS IN THE NORWEGIAN BIRKEBEINER RACE 2018 TERJE SLÅTTEN - GUDBRAND LIEN - ANNE JØRGENSEN NORDLI - HALVOR KORBØL THONER

ABSTRACT This paper focuses on branding of sport events. Specifically, the focus is on the domain within branding labelled as Brand Relationship Quality (BRQ). The purpose of the paper is to examine drivers to BRQ using sport events as empirical context. Totally two drivers to BRQ are tested, respectively (i) Sportscape and (ii) Event image. Sportscape consist of three physical or tangible qualities relevant to sport events, that are (i) physical environmental qualities, (ii) interactional qualities and (iii) access qualities. These three psychical qualities are forming the construct of sportscape. In contrast to sportscape, focusing on tangible qualities, the concept event image is capturing intangible qualities of a sport events and is defined as participants thoughts about a sport events overall reputation or image. To test the conceptual model an empirical study from the Norwegian Birkebeiner race, which is a mega ski sport event, were undertaken.

Totally 728 responses were received are analyzed. The findings clearly reveal, when comparing effects of sportscape and event image, that event image is the most powerful driver to BRQ of sport events. Consequently, an implication of the study is the fundamental importance of understanding the mental aspect of participants of sport events. This study’s contributes with new insight and knowledge for sport event managers who want to build an event with satisfied participants`, profitability and increasing numbers of participants. The study provides theoretical as well as practical implications on the basis of the findings.

KEY WORDS: Sport Events, Event image, Sportscape, Brand Relationship Quality, Branding.

DETAILS ABOUT AUTHORS: TERJE SLÅTTEN ASSOCIATE PROFESSOR Terje.slatten@inn.no GUDBRAND LIEN PROFESSOR Gudbrand.lien@inn.no ANNE NORDLI JØRGENSEN ASSOCIATE PROFESSOR Anne.Nordli@inn.no HALVOR KORBØL THONER thoner_91@hotmail.com FOR AUTHORS: INLAND NORWAY UNIVERSITY OF APPLIED SCIENCES NORWAY

3

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

THE OF ROLE OF PSYCHOLOGICAL CAPITAL FOR STUDENT RELATED OUTCOMES - A STUDY FROM HIGHER EDUCATION IN NORWAY TERJE SLÅTTEN - GUDBRAND LIEN - TERJE ONSHUS - SOLVEIG BEYZA NARLI EVENSTAD

ABSTRACT The aim of this paper is to examine the role of psychological capital for student-related outcomes. Focusing on psychological capital totally three student-related outcomes are examined, that are respectively: (i) study engagement, (ii) academic performance and (iii) student well-being. Students from different higher educational campuses in Norway participated to test the conceptual model. The findings reveal that psychological capital is linked to all of the three student-related outcomes (study engagement, well-being and academic performance). Moreover, the findings reveal that psychological have a key role in the relationship between two social-contextual resources (academic support and social support) and the three student-related outcomes. Finally, psychological capital mediates the relationship between the two social-contextual resources (academic support and social support) and the three study-related outcomes (study engagement, well-being and academic performance). The study provides theoretical as well as practical implications on the basis of the findings.

KEY WORDS: Social-contextual factors, Psychological capital, Study engagement, Well-being, Academic Performance, Higher education.

DETAILS ABOUT AUTHORS: TERJE SLÅTTEN ASSOSICATE PROFESSOR Terje.slatten@inn.no GUDBRAND LIEN PROFESSOR Gudbrand.lien@inn.no TERJE ONSHUS ASSISTANT PROFESSOR Terje.onshus@inn.no SOLVEIG BEYZA NARLI EVENSTAD ASSOSICATE PROFESSOR solveig.evenstad@hil.no FOR AUTHORS: INLAND NORWAY UNIVERSITY OF APPLIED SCIENCES NORWAY

4

B o o k

o f

A b s tra c ts

WHAT ARE THE POTENTIAL ADVANTAGES OF FIRM`S ETHICAL LEADERSHIP? TERJE SLÅTTEN - KJELL OVE ERNES

ABSTRACT Ethics are often referred to as behavior that is consistent with the principles, norms and standards of practice that have been agreed upon by a society. In today’s business corporate leaders are often questioned about their ethically of their conduct. Ethical leadership is a relatively new and empirically unexplored terrain and can be characterized as an emerging field within the domain of leadership literature. This study asks the simple but fundamental research question: What are the potential advantages of firm’s ethical leadership? This study examines totally three levels of potential advantages or effects of firm’s ethical leadership, that are (i) individual employee level (ii) collective level and, (iii) firm level. Moreover, each of the three levels are represented of two or three factors reflecting effects of firm’s ethical leadership. The findings from the empirical study reveal that ethical leadership can be manifested in all three levels included in the study. Specifically, on a firm level, it seems that ethical leadership is able to boost a firm’s entrepreneurial orientation. Moreover, ethical leadership is positively related to organizational citizenship and negatively related to political behavior on a collective level. On an individual level, ethical leadership is clearly able to reduce employee’s turnover intention and positively increase employee’s engagement. The study provides theoretical as well as practical implications on the basis of the findings.

KEY WORDS: Ethical leadership, Employee engagement, Political behavior, Turnover intention, Entrepreneurial orientation.

DETAILS ABOUT AUTHORS: TERJE SLÅTTEN ASSOSICATE PROFESSOR INLAND NORWAY UNIVERSITY OF APPLIED SCIENCES NORWAY Terje.slatten@inn.no KJELL OVE ERNES ASSISTANT PROFESSOR KRISTIANIA UNIVERSITY COLLEGE NORWAY kjellove.ernes@kristiania.no

5

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

MARKETING MODELS OF KRISHNA CONSCIOUSNESS IS EUROPE KRISZTINA BENCE-KISS - ORSOLYA SZIGETI

ABSTRACT The aim of this paper is to analyse and identify the marketing activities of different communities devoted to Krishna consciousness in Europe, and to form a model based on these findings to interpret the system devotees have built up throughout the years to gain more followers of the religion. Krishna consciousness is well-known for the marketing activities of the community, however, the research literature is limited so far concerning the strategy they apply in order to reach a wide audience; therefore my goal is to provide a better insight into the strategic means of their marketing processes.

In 2016 and 2017 I carried out a qualitative research, where I analysed communities devoted to Krishna consciousness and identified a pattern of a two-step marketing process, where first of all the marketing activities are directed towards a cultural destination; and it is only the second step to introduce the religion to the audience. To identify the means and elements of this model I carried out field research, observations and in-depth interviews in four European villages in Hungary, Belgium, the Czech Republic and Germany. In the paper I introduce the main findings of the field research and interpret the model built up based on the research results, highlighting the reasons behind the model and the general acceptance of it by the devotees and the audience.

KEY WORDS: Religion, Marketing, Marketing of religions, Online marketing, Religious tourism.

DETAILS ABOUT AUTHORS: KRISZTINA BENCE-KISS PHD STUDENT bence.krisztina@ke.hu ORSOLYA SZIGETI DR. HABIL., ASSOCIATE PROFESSOER FOR AUTHORS: KAPOSVĂ R UNIVERSITY FACULTY OF ECONOMY KAPOSVĂ R, HUNGARY

6

WEDNESDAY12TH DECEMBER 2018

1MS2 WEDNESDAY12TH DECEMBER 2018 11.30 – 12.45 ROOM PDS 1

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

SOCIAL PERCOLATION FOR MODELING INNOVATION DIFFUSION: THE CASE STUDY OF SOCIAL ASSISTIVE ROBOTS CARLOTTA BELVISO - RAINER HASENAUER

ABSTRACT This works promotes multidisciplinary research in marketing field by looking at the growing potential of simulation techniques to investigate innovation diffusion. Since its foundation, the Marketing science struggles to understand human behaviour on the marketplace. On individual level, each case is, in fact, unique and its choices seem to be the result of a random set of circumstances, impossible to predict. However, on a macro-level, it is possible to observe patterns of behaviours: order structures emerging from chaos. By describing the marketplace as a complex system, the concept of “social percolation”, derived from physics, introduces a variety of simulation techniques and offers a new perspective to unveil behavioural mechanism and investigate the pre-adoption phase of a new technology, which, if properly managed, could lead to significant savings. This work aims at contributing to this field of study. In doing so, it investigates the diffusion chances of social assistive robots in the eldercare sector by looking at final users opinion dynamics.

KEY WORDS: Elder care, Service robotics, Percolation (from statistical physics), Technology marketing, agent based modelling, Simulation techniques.

DETAILS ABOUT AUTHORS: CARLOTTA BELVISO MSC MARKETING MANAGEMENT AT BOCCONI UNIVERSITY (MILANO) UNIVERSITY OF ECONOMICS AND BUSINESS (VIENNA) VIENNA, AUSTRIA. carlotta.belviso@unibocconi.it RAINER HASENAUER PROFESSOR MARKETING MANAGEMENT DEPARTMENT WIRTSCHAFTUNIVERSITÄT WIEN VIENNA, AUSTRIA rh@hitec.at

8

B o o k

o f

A b s tra c ts

HERITAGE BETWEEN CULTURE AND ECONOMY: THE PROTECTION AND PRESERVATION OF TRADITIONAL CRAFTS IN CROATIA OLIVERA JURKOVIC MAJIC - ZORAN BUBAS - HELENA MAJIC

ABSTRACT This paper provides an insight into the general picture of the crafts sector whose activity can be classified under the common denominator of “traditional crafts, knowledge or skills”.

As the conceptual definition of traditional trades, crafts, knowledge and/or skills is not exact but is considered “self-explanatory”, it leaves open the question of whether something is omitted i.e. whether the choice of criteria should be different in the selection of activities that are subject to some form of “protection”. In this case, protection refers to the component of cultural heritage, regulated by both national legislation and international conventions.

Although we can agree with the opinion that the breadth of the concept of cultural heritage actually respects and allows adaptation to specificities of the protection of cultural heritage’s different forms and that defining cultural heritage too precisely could have a negative impact, the example of traditional crafts as an explicit component of (intangible) cultural heritage shows that the lack of integrity/clarity in the methodology of coverage is reflected in the issue of protection and preservation. The need for harmonization and continuous cooperation of all stakeholders involved in protection and preservation is therefore more pronounced, as unlike other forms of intangible cultural heritage, traditional crafts are extremely sensitive to changes in the economic environment. Moreover, since it is essentially an economic activity by which the tradition bearer ensures subsistence, the economic viability of the business is crucial to their survival. This paper points to the need for a more comprehensive framework for observing and analysing the position of traditional crafts, in cooperation and under the auspices of key stakeholders - ministries in charge of culture and crafts, local and regional government units and craftsmen themselves. For this purpose, as activity holder, the Chamber of Trades and Crafts is imposed as logical choice.

KEY WORDS: Traditional crafts, Croatia, Heritage protection and preservation.

DETAILS ABOUT AUTHORS: ZORAN BUBAŠ PH.D. zoran.bubas@zsem.hr OLIVERA JURKOVIĆ MAJIĆ PH.D. olivera.majic@zsem.hr HELENA MAJIĆ M.SC. helena.majic@zsem.hr FOR AUTHORS: ZAGREB SCHOOL OF ECONOMICS AND MANAGEMENT ZAGREB, CROATIA

9

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

DISABLE(D) - INCLUSION IN CULTURAL LIFE IN CROATIA LIDIJA IVANDA - SANJA ROCCO

ABSTRACT Disability is not only a medical problem, but rather a complex phenomenon that reflects the interaction between the features of the body and the intellect of a person on the one hand, and the characteristics of the society in which he or she lives, on the other hand. Overcoming the disadvantages faced by people with disabilities requires interventions that will remove all kinds of barriers, from avoiding social prejudices to architectural adaptations and redesigning products. Disabled people do not have special needs. Their needs and their right to culture are equal to the needs and rights of all - they just need to be adjusted.

The purpose of this paper is to research the inclusion of disabled people in culture, with special emphasis on Croatia. The analysis of accessibility of cultural events in the Republic of Croatia and the results of research in the City of Zagreb as well as comparative analysis from world practice were conducted. Then, an interview with participants of a documentary film - eleven young people with cerebral palsy, who were amateur actors in the movie, was conducted, to get an insight into their experience.

By accepting international documents and by declaring laws and declarations, the Republic of Croatia has included people with disabilities in community life in all segments. However, the ubiquitous views, ignorance and prejudice are to a large extent still present in society.

The paper deals with the problem of developing public which in this case involves not only increasing the number of potential associates and end-users in the cultural industry process, but also sensitizing general public for others, focusing attention on its invisible, forgotten or ignored part of the disabled. Future research should be expanded and include more disabled people with various disabilities.

KEY WORDS: Disability, Inclusion, Prejudices, Rights, Croatia.

DETAILS ABOUT AUTHORS: LIDIJA IVANDA MAG. ART. ARS SEPTIMA D.O.O. UO TEATAR ERATO lidija@ars7.hr SANJA ROCCO MSC, LECTURER ZAGREB SCHOOL OF BUSINESS Sanja.rocco@pvzg.hr

10

B o o k

o f

A b s tra c ts

THE STRUCTURAL LOCATION OF COMPONENTS FOR MACRO RISK IN OECD AND THE STRUCTURAL TO SUDDEN FINANCIAL ALTERATIONS FOR PROBABLE CRISIS PROCESS A. NIYAZI ÖZKER

ABSTRACT In this study, we have aimed to determine what mean and what their effects are the macro components as financial different values that can cause the probably financial crises in OECD. Because, it appears that these macro elements such as inflation rates, employment rates, labor force participation rates and real different wage rates are not in the structural harmonization, which are accepted an important matter for especially probable financial crises. in this case the considered aim for OECD member countries is not to be to ensure only the associated financial and economic harmonization process in between these countries, but these should be to maintain the common macro policies that have to affect OECD’s the desired global economic face. When different economic growth trends are taken into consideration within the scope of OECD countries, it is observed that when different economic ratios are taken into consideration, the possibility of financial crisis increases even more. In addition, when this structural position is emphasized in terms of the European Union, it is understood that the OECD member countries express also an important risk for EU member countries. This fact explains also why the OECD countries after the 2009 crisis were affected differently from this financial crisis in light of these indicators. OECD countries have to maintain for the global markets also different consumer and global production confidence that effect on the cyclical upturn alteration by years and these all are parts of the associated macro financial components that should be considered suddenly financial alterations for probable connected with financial formations. On the other hand, this phenomenon related to OECD countries may be also interpreted that is OECD countries manipulate also substantially the financial crisis of euro area.

KEY WORDS: Structural location, Components, Macro risk, OECD, Crisis process.

DETAILS ABOUT AUTHOR: A. NIYAZI ÖZKER ASSOC. PROF. DR. PUBLIC FINANCE DEPARTMENT FACULTY OF ECONOMIC AND BUSINESS ADMINISTRATION BANDIRMA ONYEDI EYLUL UNIVERSITY BANDIRMA, TURKEY niyaziozker@yahoo.com

11

WEDNESDAY12TH DECEMBER 2018

2MS1 WEDNESDAY12TH DECEMBER 2018 14.00 – 15.30 ROOM PDS 1

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

REAL TIME PERFORMANCE IMPROVEMENT THROUGH MEASUREMENT OF STRESS BLANCA SCHROLL CASARES

ABSTRACT Negative stress affects performance via changes in the body. Studies have shown that the mental aspect is the most important part of ones’ performance (Singh, 2003). Due to the assured validity and reliability of sport scientific procedures among laboratory conditions, endurance sports are already well researched. However, playing sports, such as Beach Volleyball, are more complex due to a different demand framework, such as irregular changes between breaks and workload phases. That is why there is urgent need to investigate performance in a competitive environment (Fekete, 2007).

In a multidisciplinary research approach, including the combination of wearable sensors, signal processing, pattern recognition and psychological analysis information was obtained in form of a longitudinal study of 9 consecutive weeks. The performance of athletes in Beach Volleyball was observed and analysed in every practice and game. In depth questionnaires gave insights on the athletes mental and physical situation, additionally medical parameters (heart rate, blood pressure) and performance indicators were measured and correlated.

The study points out a measurable effect of stress during these sportive activities. The measured parameters show a significant difference between training and tournament situation, which indicate the level of stress. Furthermore, returning significant changes of the heartrate within the situation also point out the athletes` strength and weaknesses not related to physical exhaust, which can be used for a direct training adaptation. This leads to substantial insights in 3 main different areas. In the sportive field these insights serve to optimize trainings and therefore improve athletes` performance in real time. Usability and benefits point out positioning strategies and usage patterns for smart devices industry. And lastly the medical implications of stress patterns among competitive sport and the measurability of heartrate as an indicator for stressful situations.

KEY WORDS: Stress measurement, Performance improvement, Tracking, Smart gadget, Smart device.

DETAILS ABOUT AUTHOR: BLANCA SCHROLL CASARES MASTER OF SCIENCE UNIVERSITY OF INTERNATIONAL BUSINESS ADMINISTRATION AND ECONOMICS FACULTY OF MARKETING VIENNA, AUSTRIA djakni_blanca@hotmail.com

14

B o o k

o f

A b s tra c ts

ANALYZING SUSTAINABILITY EFFORTS AND UNIVERSAL FACILITIES REPORTING JAKOV CRNKOVIC - MARKO CRNKOVIC - DAVOR CORIC

ABSTRACT A majority of organizations only focus on the fundamentals of running a business, often forgetting many aspects that are still vital to a happy culture. Very often, one of those areas is facilities upkeep and sustainability efforts. Allowing employees and customers to report facilities issues not only increases trust in the company, but also helps the maintenance team stay on top of all minute issues. Sometimes you need to spend money to save money.

Sustainability is exactly like that. Investing in sustainability efforts will directly show a return in yearly spendings when less materials, and time is wasted.

Our paper introduces “Sustainify”. It discusses how cost effective, and simple facilities reporting really can be for both the end user, and the facilities team. Our paper will be presenting results from surveys conducted during summer and fall 2018 in Upstate New York, USA and Podgorica, Montenegro. In addition to the hard data, the app is already usable, and working, just waiting for a school to do a pilot program at. Sustainify is set to be the “Google for facilities reporting”, where the user does not need to know anything about the problem (like what team to report it to, or the building name). All they need to do is report the issue and get on with their day, just like you can ask google any question in just a few seconds.

KEY WORDS: Sustainability, Efficiency, Entrepreneurship, Mobile apps, Statistics, Swift.

DETAILS ABOUT AUTHORS: JAKOV CRNKOVIC PROFESSOR STATE UNIVERSITY OF NEW YORK AT ALBANY NY, USA jcrnkovic@albany.edu MARKO CRNKOVIC CEO/FOUNDER MBOBPRO.COM CA, USA admin@mbobpro.com DAVOR CORIC ASISTANT UNIVERSITY DONJA GORICA (UDG) MONTENEGRO davor.coric@udg.edu.me

15

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

HOW NOVELTY SEEKING SHAPES THE RELATION BETWEEN PERCEIVED USEFULNESS AND ATTITUDES TOWARDS THE MOBILE BANKING VESNA BABIĆ-HODOVIĆ - MAJA ARSLANAGIĆ-KALAJDŽIĆ

ABSTRACT In the banking sector, mobile banking is one in the most recent types of services introduced with an aim to retain customers. Trend of mobile banking development is strongly connected with the penetration of mobile devices in every-day life as well as with customers’ behavior which is based on the transfer of activities from various spheres of their lives in virtual world.

This study investigates how consumers’ perceptions of mobile banking usefulness impacts the attitude towards mobile banking, conditioned by the level of novelty seeking expressed by that consumer. Based on services marketing and technology acceptance literature, we test these relationships on a sample of 581 mobile banking users. Results show that consumers’ novelty seeking negatively moderates the positive relationship between perceived usefulness of the mobile banking and the attitude towards the mobile banking. Implications of the findings are considered, and the future research directions identified.

KEY WORDS: Mobile banking, Attitude towards the bank, Novelty seeking, Perceived usefulness.

DETAILS ABOUT AUTHORS: VESNA BABIĆ-HODOVIĆ PROFESSOR vesna.babic-hodovic@efsa.unsa.ba MAJA ARSLANAGIĆ-KALAJDŽIĆ ASSISTANT PROFESSOR maja.arslanagic@efsa.unsa.ba FOR AUTHORS: UNIVERSITY OF SARAJEVO SCHOOL OF ECONOMICS AND BUSINESS SARAJEVO, BOSNIA AND HERZEGOVINA

16

B o o k

o f

A b s tra c ts

PHILOSOPHY OF EDUCATION: EXPECTATIONS AND ACCOMPLISHMENTS SLAVICA MANIĆ

ABSTRACT In addition to the previously established requirements, the education system is nowadays expected to meet some new ones. In the changed circumstances, the quantity (apparent in increasing the access and availability of higher education) seems to be expelled by the quality - providing knowledge, skills and competences that are adaptable to ever-faster changes and labor market demands. What is known in the literature as the New Paradigm of Education, therefore, incorporates revised philosophy of education (embodied in standardization of quality) and the “economy” of education (supposed to find effective means for the operationalization of the above-mentioned objective - quality assurance).

The aim of this paper is to indicate some theoretical and practical contradictions that are observed in both segments of the globally induced reform processes. What is emphasized at the theoretical level is the inconsistency of the rigid concept of standardization with the postmodernist standpoint of education as an open and fluid process; that is why the revised philosophy of education is subject to continuous criticism. On a practical level, with the help of a case study focusing on the education of economists, we intend to point to failures in the processes of acquiring the appropriate generic competences (noticed most obviously in the domains of skills and abilities that students develop and demonstrate upon completion of their studies), due to which the “production” of graduated economists does not comply with the requirements of final users. This makes questionable the feasibility of quality assurance and opens new debates on the validity of the methods appropriate for objective and proper evaluation of such a conceived goal’s achievements.

KEY WORDS: Philosophy of education, Quality assurance, Economics, Competences.

DETAILS ABOUT AUTHOR: SLAVICA MANIĆ ASSOCIATE PROFESSOR UNIVERSITY OF BELGRADE FACULTY OF ECONOMICS BELGRADE, SERBIA slavica@ekof.bg.ac.rs

17

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

USING THE E-MARKETING TOOLS IN A POLITICAL CAMPAIGN ŽARKO STILIN - JERKO ŽUNIĆ - IVAN RUŽIĆ

ABSTRACT Election campaigns occurred during the emergence of modern political parties at the end of the 18th century in the United States of America, or in the first half of the 19th century in Europe. They are defined as organized activities whose main characteristic is mass communication. Campaigns are divided into positive, negative and comparative. Positive campaigns tend to gain the confidence of voters by promoting positive characteristics of a political subject. Negative campaigns gain voters’ confidence by attacking a rival party or a candidate, while comparative campaigns strive to gain confidence by comparing parties, candidates and political ideology with the competitive party. Political marketing is mostly used in periods prior to and during elections. Aim of each campaign is to gain political public’s support, or in other words, to gain the planned number of votes. There are three goals of each campaign: raising voters’ turnout in elections, publicizing qualities of a political subject and raising money, as well as recruiting campaign activists. Political subjects tend to influence voters with their programs, which depends on whether the political campaign will be successful or not.

This paper presents the results of a research whose goal was to determine the use of e-marketing tools in electoral campaign by political parties and candidates on the election for Croatian Parliament in 2016. Research was conducted through two parallel courses: an e-mail questionnaire about political parties/participants in elections and a questionnaire/ message on Facebook social network to all parties/participants in elections. The main research goal is to determine whether political subjects use e-marketing tools in electoral campaigns. From the scientific point of view, use of e-marketing tools in electoral campaign has not yet been explored. In that sense, this research contributes better understanding of use of e-marketing in political activities. Results can be used to improve e-marketing, as well as a frame for further research and successful political activity.

KEY WORDS: e-marketing, e-marketing tools, Electoral campaign, Political candidate, Political party.

DETAILS ABOUT AUTHORS: ŽARKO STILIN PHD STUDENT UNIVERSITY JOSIP JURAJ STROSSMAYER OSIJEK FACULTY OF ECONOMICS OSIJEK, CROATIA marketing@aha.hr JERKO ŽUNIĆ PHD STUDENT UNIVERSITY JOSIP JURAJ STROSSMAYER OSIJEK FACULTY OF ECONOMICS OSIJEK, CROATIA jerko.zunic@tragos.hr 18

IVAN RUŽIĆ PHD, LECTURER POLYTEHNIC “BALTAZAR” ZAPREŠIĆ, CROATIA iruzic@bak.hr

WEDNESDAY12TH DECEMBER

2MS2 WEDNESDAY12TH DECEMBER 2018 14.00 – 15.30 ROOM PDS 2

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

DIFFERENCE BETWEEN EMPLOYEE’S PERCEPTION OF CRM ACCORDING TO LEVEL OF MANAGEMENT IN CROATIAN TELECOMMUNICATION INDUSTRY EMA GALOVIĆ - MIROSLAV MANDIĆ

ABSTRACT The ultimate goal of CRM is to achieve satisfaction and loyalty of customers and to increase their Customer Lifetime Value (CLV), which will result in greater profit for the enterprise.

Based on the research conducted on a nonprobability sample of experts, employees in selected telecommunications companies in the Republic of Croatia (n = 170) were given conclusions about CRM perception by employees on two observed dimensions. Based on marks given by employees, CRM contribution was the highest in delivering relevant and customers’ information and interaction with customers. The lowest marks were given to claims related to the contribution of CRM technology solution when providing knowledgebased answers to the frequently asked questions and to providing information about competition. To the business culture dimension, respondents gave the highest rating to the claims that relate to the company’s attitude that retaining the user’s is priority and that longterm relationships with customers are valuable assets. On the other hand, the lowest ratings were given to claims related to incentives and employee appraisal for building long-term relationships with customers. The analysis showed that there is no difference in the perception of employees at different levels of management, which are determined depending on the frequency of contact with customers. This further point to the existence of a unified perception in selected companies in the telecommunications sector in the Republic of Croatia. Based on the results of the research it can be concluded that in the telecommunications sector in the Republic of Croatia there is a good business climate and good internal functioning of the enterprise, which is one of the important preconditions for the successful implementation of the customer relationship management strategy.

KEY WORDS: Customer Relationship Management (CRM), CRM implementation, Employees, Customer-centric business culture, Service sector, Telecommunication sector.

DETAILS ABOUT AUTHORS: EMA GALOVIĆ MA, MARKETING COMUNICATION MANAGER ISKON INTERNET ZAGREB, CROATIA emagalovic13@gmail.com MIROSLAV MANDIĆ PhD, ASSISTANT PROFESSOR FACULTY OF ECONOMICS AND BUSINESS UNIVERSITY OF ZAGREB ZAGREB, CROATIA mmandic@efzg.hr 20

B o o k

o f

A b s tra c ts

CRUISE INDUSTRY OVERVIEW: NEW TRENDS, CHALLENGES AND OPPORTUNITIES DORIS PERUČIĆ

ABSTRACT The cruise industry has recorded significant growth over a period of nearly 40 years, driven firstly by demand from North American market followed by growing demand from European market and more recently the rest of the world, especially China and Australia. The companies increased the number of ships and berths on the market and enriched their supply with the introduction of newer and increasingly larger ships that can offer a big variety of on-board activities. This paper analyses the growing demand of the cruise industry, the development of new source markets, the global deployment of the cruise fleet, new trends in cruising and the positive and negative impact on the visited destinations. Research objectives are to determine the new trends in cruising and to identify challenges and opportunities facing the cruise industry in the future. The findings show that the cruise industry continues on a growth trajectory; there is a growing demand from all the world’s source markets, especially from the Asian market primarily China; cruising to all the world’s regions is present; an increasing number of ships are located in the Asia-Pacific region, developing new cruise destinations; increasing number and size of ships; all creating a positive impact on the global economy.

The cruise industry has a huge potential to continue to growth and develop new cruise regions. The rapid growth of the tourist industry represents an opportunity to contribute to the economic development of the places and countries visited but it also opens up the question of sustainable development of tourism, environmental impact and carrying capacity.

KEY WORDS: Cruise industry, New trends, Deployment, Destination.

DETAILS ABOUT AUTHORS: DORIS PERUČIĆ PHD, ASSOCIATE PROFESSOR EDWARD BERNAYS UNIVERSITY COLLEGE ZAGREB, CROATIA doris.perucic@bernays.hr

21

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

THE INFLUENCE OF BRAND AND CONSUMER ECOLOGICAL AWARENESS ON PURCHASING ELECTRIC CARS MIRNA PEHAR - IRENA PANDŽA BAJS

ABSTRACT The aim of this paper is to analyze the influence of brand and ecological awareness on purchasing an electric car and to determine whether there are differences in ecological awareness and brand importance according to the different consumers’ characteristics.

Correlation analysis shows strong correlation between brand and ecological awareness in the process of purchasing the electric car in Croatia. Therefore, if consumer has the higher level of ecological awareness then the car brand will have more impact on electric car purchasing. On the other side, the regression analysis concluded that none independent variable is significant for the consumer when purchasing an electric car. That means neither brand nor ecological awareness has a significant impact on the consumer when purchasing an electric car in Croatia. Research participants were active users of electric and hybrid but also conventional cars aged between 25 to 55.

KEY WORDS: Consumer ecological awareness, Brand influence, Purchase intention, Electric car.

DEATAILS ABOUT AUTHORS: MIRNA PEHAR MSC, MARKETING ASSISTANT ULTRAGROS mirnapehar@yahoo.com IRENA PANDŽA BAJS PHD, ASSISTANT PROFESSOR FACULTY OF BUSINESS AND ECONOMICS UNIVERSITY OF ZAGREB ipandza@efzg.hr

22

B o o k

o f

A b s tra c ts

CUSTOMERS REACTIONS ON SALES PROMOTION ACTIVITIES IN RETAIL CHANNEL IN CROATIA DALIBOR RAJIĆ

ABSTRACT The subject of this paper and conducted research is sales promotion, and customers reactions on sales promotion activities in retail channel in Croatia. Sales promotion refers to various promotional activities, mostly short-term, that offers incentive or extra value for the product or service to the consumers, distributors, or sales force, with the primary objective of stimulating immediate sale. Sales promotion changes the relationship between price and value of the product or service perceived by the target customers and not only generate immediate sales, often in larger quantities, but also alter long-term brand value. In this paper and conducted research it will be examined and analysed how customers react on some of the most frequently used sales promotion activities: samples, coupons, price-offs, bonus packs, contests and sweepstakes, loyalty programs, premiums, refunds and rebates. Primary objective of this paper and the research that will be conducted is to get valuable information about the most important factors that influence customers buying decisions, including various sales promotion activities. Many different factors influence customers, including each element of marketing mix (product, price, place/distribution, promotion), as well as personal characteristics of every customer, and also environmental factors. Promotion significantly influences customers behavior and their buying decisions by advertising, sales promotion and other forms of marketing communications: direct marketing, personal selling, public relations and publicity, the Internet and interactive media and word-of-mouth marketing.

Particular emphasis in this paper will be on sales promotion in trade channel, including several Croatian and international retail chain stores in Croatia. Another objective of this research is to find out which sales promotion activities are most suitable for short-term plans of producers and tradesmen, and most effective in terms of sales and profit increase, and also how that sales promotion activities influence customers loyalty to certain brand and retail store. This paper uses secondary and primary sources of information. Secondary sources of information includes various books and papers on the subject of sales promotion, and also the Internet. Primary source of information will be research conducted in the form of survey, as structured interview with customers of several retail stores, on a sample that consists of around 300 customers. Expected results could be used to better understand customers behavior and their reactions on sales promotion activities, and to give some suggestions to the management on better and more efficient use of sales promotion activities.

KEY WORDS: Sales promotion activities, Customers reactions, Buying decisions, Trade channel.

DETAILS ABOUT AUTHOR: DALIBOR RAJIĆ MAG. OEC., MBA STUDENT FACULTY OF ECONOMICS AND BUSINESS UNIVERSITY OF ZAGREB ZAGREB, CROATIA dalibor.rajic1@gmail.com

23

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

ECONOMIC FACTORS OF RESEARCH IMPACT ASSESSMENT FRAMEWORKS OLJA ULIČNI NIKŠIĆ - MISLAV ANTE OMAZIĆ - SREĆKO GAJOVIĆ

ABSTRACT Funding for research is obtained through competitive grants, scholarships, programs, contract research, community donations, foundations and intellectual property revenues. Significant effort has been made to understand complex relationship between the amount of financial investments and corresponding research results. Researchers are frequently asked for detailed budget plan in line with research proposal and for financial resources justification when reporting to management body. On the other hand, finance agencies, professional organizations, investors, industry and governments are under the pressure to be savvy with their spending and they are keen to allocate the money in the most efficient way to reach their goals (1). The traditional academic-oriented indexes of research productivity, such as the number of papers, journal impact factor, researcher’s h-index, and citation number are well established and widely used by research and academic institutions, but they do not take into account the ultimate goals of applied research (2). Proposed alternative is Research impact assessment framework (RIAF), defined as a conceptual model/framework and/or a collection of evidence designed to assess the research translation or impact beyond traditional academic outcomes. RIAFs are designed to optimize translation and impact of research, and instead of simply assessing the impact, they offer greater opportunities for contributing to economic needs of its implementation However, the results show that many RIAFs have different criteria for measuring the impact (3). This study will analyze how many RIAFs do and in which way take into account economic factors and management in relation to research impact assessment. Identifying existing RIAFs will be performed by searching databases such as CROSBI, Scopus, PubMed, WoS and Google Schoolar.

KEY WORDS: Research impact assessment framework, Research impact, Project management.

Acknowledgments: OUN was supported by FP7 project GlowBrain, H2020 project BioChip and Scientific Center of Excellence for Reproductive and Regenerative Medicine. No ethical approval was required.

DEATAILS ABOUT AUTHORS: OLJA ULIČNI NIKŠIĆ PROJECT MANAGER, MBA STUDENT SCHOOL OF MEDICINE oulicni@hiim.hr MISLAV ANTE OMAZIĆ PROFESSOR FACULTY OF ECONOMICS AND BUSINESS SREĆKO GAJOVIĆ PROFESSOR SCHOOL OF MEDICINE FOR AUTHORS: UNIVERSITY OF ZAGREB ZAGREB, CROATIA 24

THURSDAY 13TH DECEMBER 2018

3MS1 THURSDAY 13TH DECEMBER 2018 11.30 – 12.45 ROOM PDS 1

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

THE CASE OF THE PDO AND PGI LABELS IN THE CROATIAN MARKET RUŽICA BREČIĆ - MARINA TOMIĆ MAKSAN - JELENA ĐUGUM

ABSTRACT The PDO/PGI labels are considered to be a significant cue in consumer choice behavior because they have a significant effect on consumer product evaluation (Scholer, 1965; AlSulaiti and Baker, 1998) and are important in buying decisions (Beverland and Lindgreen, 2002). Food producers and retailers respond to these changes by modifying and extending the variety of their food products (OECD, 1997). The use of Protected Denomination of Origin/Protected Geographical Indication (PDO/PGI) labels by food producers has become a marketing strategy very similar to branding. Such labels provide consumers with information on the area of production and thus imply originality and authenticity. Moreover, a total of 20 Croatian food products have been approved by the EU. Given that the PDO/PGI scheme concerns products complying with strict regulations, it results in enhanced product value; a PDO/PGI label makes a product more easily accepted by consumers. Furthermore, it transforms its quality characteristics from credence to search and decreases consumer risk regarding the quality of the regional product (Peri and Gaeta, 1999).

This research is a first step towards outlining the profile and motives of Croatian producers concerning their PDO/PGI food production practices. Before discussing the methodology and findings, the literature on PDO/PGI labels is considered, with particular attention to literature from a developing and transitional economies’ perspective. The primary research method employed for the study was in-depth interviews with 17 producers of PDO olive oil and 6 PGI Dalmatian prosciutto. Quotations from the interviewees are discussed as they relate to the theoretical background. The paper concludes with several observations drawn from the data as well as implications for managers and researchers.

KEY WORDS: Protected Designation of Origin, Protected Geographical Indication, Food products, Producers, Croatia.

Acknowledgments: This paper is based on research undertaken as part of Horizon 2020 Project Strength2Food (No.678024).

DETAILS ABOUT AUTHORS: RUŽICA BREČIĆ ASSISTANT PROFESSOR UNIVERSITY OF ZAGREB FACULTY OF ECONOMICS AND BUSINESS ZAGREB, CROATIA rbrecic@efzg.hr MARINA TOMIĆ MAKSAN POSTDOCTORAL RESEARCHER UNIVERSITY OF ZAGREB FACULTY OF AGRICULTURE ZAGREB, CROATIA matomic@agr.hr

JELENA ĐUGUM PHD, ASSISTANT MINISTER MINISTRY OF AGRICULTURE ZAGREB, CROATIA jelena.dugum@mps.hr 26

B o o k

o f

A b s tra c ts

TOWARDS SUSTAINABLE HOSTING AT BNB ACCOMMODATIONS ANETTE OXENSWÄRDH

ABSTRACT Tourism, one of the major industries in the world, has seen a constant increase in the past decades in Sweden and in particular on the island of Gotland. Among the different types of accommodation for visitors, BnB facilities (Bed and breakfast) in Gotland are becoming more popular, in particular among independent guests. These facilities are often family owned, holding a few rooms, and have strong seasonal dependence. Many of the hosts who participated in our study can be defined as part-time lifestylers, that is, small entrepreneurs who often have a clear orientation towards non-economic motives (Morrison 2006). Their services, solutions, products, and world views can be seen as a venue for the creation of values of sustainability.

This study aims to investigate what sustainable knowledge and strategies BnB owners in Gotland have developed, and what their current and future challenges and needs are. The findings also show that BnB owners, with their innovative creation of sustainable values and solutions can become important partners in Region Gotland´s long-term sustainability plans.

In this study, some 15 BnB owners on the island of Gotland have been interviewed (semistructured interviews). The study was carried on between 2017 and 2018.

Study’s results BnB hosts seem to be well aware of issues of sustainability, and many of them have developed sustainable solutions in their BnB. However, many regret that they have not been able to implement enough sustainable strategies in their own facilities. They point out the lack of sustainability knowledge and strategies at several levels, such as at organizational level and also at the system level. They express a need for education in sustainability issues. They also want to work with both, other BnB owners as well as the local municipality, in order to better offer sustainable solutions in their facilities for the guests, but also to be able to advise guests on sustainable visits, products and services in the island.

The results show 1) that BnB owners are calling for more education about sustainability, and 2) that most BnB owners, being themselves lifestyle entrepreneurs that are already implementing many sustainable measures in their facilities, can potentially create significative sustainable values and solutions that can make the island truly more sustainable, making them potentially co-builders of sustainability for the whole society. The results are based on semi-structured interviews carried on with 15 family-based BnB owners from Gotland. The study makes a contribution to the knowledge about processes towards sustainable strategies and solutions at BnB facilities.

KEY WORDS: Accommodation, BnB, Lifestyle entrepreneurs, Sustainability, Value creation.

DETAILS ABOUT AUTHOR: ANETTE OXENSWÄRDH PHD, SENIOR UNIVERSITY LECTURER UPPSALA UNIVERSITY - CAMPUS GOTLAND DEPARTMENT OF INDUSTRIAL ENGINEERING VISBY, SWEDEN anette.oxenswardh@angstrom.uu.se 27

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

INDUSTRY 4.0: FACTORS OF ATTACTIVENESS AND CHALLENGES – THE CASE OF COMPANIES IN THE CENTRAL REGION OF PORTUGAL PEDRO PINTO - PEDRO REIS - JOAQUIM ANTUNES - CARLA HENRIQUES

ABSTRACT The term “industry 4.0” comprises a variety of new technologies for the digitization and automation of the production environment, as well as the creation of digital value chains.

This opens new horizons for the industry to become more efficient, but the challenges to face are many, creating difficulties for companies in the adoption of these technologies.

This work focuses on the central region of Portugal seeking to identify the regional attractiveness factors for industry 4.0, as well as to inventory the difficulties they feel and the relevance they attribute to the process of technological modernization. This study involved semi-structured interviews with 14 entrepreneurs and a survey conducted in a larger sample of 226 companies.

Financing difficulties are one of the main obstacles identified by entrepreneurs (high investment, long recovery period, lack of incentive systems, uncertainty about economic viability). Other obstacles are the significant organizational changes, the lack of qualified professionals and a low technological culture of the environment (partners, infrastructure, lack of business incubators,...).

Among the regional factors that foster the development of industry 4.0, the entrepreneurs gave greater prominence to: financial support, investment tax benefits, availability of skilled labor, creation of value chains where new technologies are common, channel development of cooperation between research centers and industrial partners.

The benefits of implementing new technologies are clearly perceived by entrepreneurs: faster communication, grater agility, competitive advantages, greater capacity for innovation, company growth / development, increased responsiveness, increase in profitability.

This study also investigated independent factors that significantly influence the level of implementation of new technologies. Ordinal regression modelling provided evidence that size, ROA and R&D intensity are factors associated with the level of technological development.

KEY WORDS: Industry 4.0, Regional attractiveness, ROA, R&D intensity.

DETAILS ABOUT AUTHORS: PEDRO PINTO spinto@estv.ipv.pt PEDRO REIS pedroreis@estv.ipv.pt JOAQUIM ANTUNES jantunes@estv.ipv.pt CARLA HENRIQUES carlahenriq@estv.ipv.pt

FOR AUTHORS: PROFESSOR POLYTECHNIC INSTITUTE OF VISEU SCHOOL OF TECHNOLOGY AND MANAGEMENT VISEU, PORTUGAL 28

B o o k

o f

A b s tra c ts

MODELLING PHENOLOGY OF GRAPEVINE CULTIVARS IN THE DÃO REGION PEDRO RODRIGUES - CARLA HENRIQUES - ANA CRISTINA MATOS - CRISTINA AMARO DA COSTA - VANDA PEDROSO

ABSTRACT The objective of this study was to construct and validate models to relate the growing degree days (GDD) to phenological stages of four Portuguese red grapevines cultivars (Touriga Nacional, Jaen, Tinta Roriz e Alfrocheiro) for the Dão region, in the central of Portugal. Data included records of air temperature and phenological stage, between budbreak (EL 4) and veraison (EL 35), of six plants per cultivar,, at two places (Viseu and Nelas), during four years (2014 to 2017), of the modified Eichhorn Lorenz (EL) scale. Four models were investigated, two of which were piecewise functions, modelling differently the phenological stages before and after the beginning of flowering (EL 19) The aim was to investigate whether it would be possible to find a model for each variety that could be accurately applied to any year and place.

Records from 2014 to 2016 were used to construct the models and data from 2017 to validate them. Models were assessed through the root mean square error (RMSE) and the percentage of explained variance. In the evaluation of the models, it was also considered their precision in specific intervals of phenological stages, in order to evaluate if the performance of the models was maintained in all the intervals of stages of interest. In a first phase, the four models were estimated for each plant, year and places. The comparison of the four models revealed better performance of the models defined piecewise. Then, data from 2014 to 2016 were used two estimate the models for each variety and data from 2017 was used to validate these models.

Good results were again obtained for the models defined piecewise.

KEY WORDS: Regression, Modelling, Grapewines, Phenology, Dão Region.

DETAILS ABOUT AUTHORS: PEDRO RODRIGUES PROFESSOR AGRARIAN SCHOOL prodrigues@sc.ipv.pt CARLA HENRIQUES PROFESSOR SCHOOL OF TECHNOLOGY AND MANAGEMENT VISEU, PORTUGAL carlahenriq@estv.ipv.pt ANA CRISTINA MATOS PROFESSOR SCHOOL OF TECHNOLOGY AND MANAGEMENT amatos@estv.ipv.pt CRISTINA AMARO DA COSTA AGRARIAN SCHOOL amarocosta@esav.ipv.pt VANDA PEDROSO CENTRO DE ESTUDOS VITIVINÍCOLAS DO DÃO 29

FOR AUTHORS: POLYTECHNIC INSTITUTE OF VISEU VISEU, PORTUGAL

THURSDAY 13TH DECEMBER 2018

3MS2 THURSDAY 13TH DECEMBER 2018 11.30 – 12.45 ROOM PDS 2

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

BUSINESS INCUBATION ANALYSIS WITH THE HELP OF REAL OPTION THEORY ALEXANDRA POSZA

ABSTRACT Evaluation of the start-up companies need to start with analyses of the business incubation process. Business incubation has a potential to apply real options that supports identification and exploitation of possible new businesses and can be the new start-ups’ source of success.

The incubator could be described as an entrepreneurial firm and it creates real options by selecting new, young or emerging ventures and it could exercise these real options by monitoring and coaching the incubatees through different development stages. The business incubators’ intensive business support activities are comparable to the realization of investment projects characterized by high degree of uncertainty and decision making flexibility, which are carried out by companies operating in a dynamic market environment.

The aim of the paper is to systematically review the literature on business incubation and its process and find the real options that can generate value creation and higher efficiency.

I explore and analyze the activities, programs and incubation process of selected Hungarian incubators.

KEY WORDS: Real option theory, Business incubation, Flexibility, Uncertainty.

Acknowledgments: Supported BY the ÚNKP-18-3 New National Excellence Program of the Ministry of Human Capacities.

DETAILS ABOUT AUTHOR: ALEXANDRA POSZA ASSISTANT LECTURER, PHD CANDIDATE UNIVERSITY OF PÉCS FACULTY BUSINESS AND ECONOMICS PÉCS, HUNGARY poszaa@ktk.pte.hu

32

B o o k

o f

A b s tra c ts

ATTRIBUTES ASSOCIATED WITH ATHLETE TYPES IN HUNGARY LÁSZLÓ CSÓKA - MÁRIA TÖRŐCSIK - PÉTER NÉMETH

ABSTRACT We consider it important to examine how people think about different types of athletes, and what qualities they attach to them. Therefore we divided the athletes into five different types: hobby, professional individual, professional team, non-physical, and e-sport athletes. In our study, we examined the characteristics associated with athlete types, which is unique in the literature of sports consumption. The members of society perceive different types of athletes differently. Exploring the characteristics of these types can significantly help the companies daily work on the sport market to determine the various target segments and to position them appropriately. The study supports this understanding by presenting the results of a paper and pencil interview, which has a sample of 2000 people representing the 15-74 year old Hungarian population to explore the characteristics of athlete’s types perceived by society, carried out in the framework of the EFOP-3.6.2-16-2017-003 project. By making a correspondence analysis, we found that the attributes associated with each athlete type are separated from each other. While some of the examined attributes are clearly related to a particular type, others do not show such a plausible relationship. Based on our findings, the type of hobby athlete was associated with the attributions of “free”, and “humble”. The attributions of “high esteem”, “fast”, “rich”, and “successful” were connected to the type of professional individual athlete, while the type of professional team athlete was associated with “respect”, “adventures”, “interesting life” and “pay attention to others”. Among the examined types, non-physical athlete was associated with the most attributions, which were “honest”, “joy”, “have a good time”, “women”, and “creativity”. The type of e-sport athlete differed from the other types the most, which was associated closely with the attribute of “modern”. We have assumed that further analysis of associations provides valuable information, for example focusing on specific segments of society during processing.

However, the analysis of generations, gender, sporting habits, household income showed only minimal differences between associations in connection with athlete types.

KEY WORDS: Sports consumption, Sports marketing, Athlete types, Correspondence analysis.

DETAILS ABOUT AUTHORS: LÁSZLÓ CSÓKA PH.D. STUDENT csoka.laszlo@ktk.pte.hu MÁRIA TÖRŐCSIK, PH.D. PROFESSOR torocsik@ktk.pte.hu

FOR AUTHORS: UNIVERSITY OF PÉCS FACULTY OF BUSINESS AND ECONOMICS PÉCS, HUNGARY

PÉTER NÉMETH ASSISTANT LECTURER nemeth.peter@ktk.pte.hu

33

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

HOLISTIC MARKETING APPROACH IN ARTS AND CULTURE RADMILA JANIČIĆ

ABSTRACT A challenge of holistic marketing approach and strategies in artistic projects is based on the inclusion of internal marketing, integrated marketing, relationship marketing and socially responsible marketing. It is also based on the inclusion of classical and modern media, as well as on the opportunities to get artistic projects closer to target audiences in a modern way. Marketing in the arts is a specific field of marketing and requires a sophisticated approach, what is a real challenge. The key to success and a good way to present artistic ideas and messages to target audiences is to research their needs and wants. The goals of artistic projects are to motivate the public to think about and become a part of the social changes. Art lends support to the social changes. Thus, marketing strategies in artistic projects represent a challenge to the holistic marketing approach. In the modern environment, branding strategies are changing and adapting to modern social media. It can be seen that artistic projects are often supported by the new media communication platforms. Relationship marketing strategies are a good way to communicate with the public. Emotional branding strategies of artistic projects represent a special challenge to the holistic marketing approach.

Modern museums, such as the Louvre Museum and the Tate Modern Museum, use social media to communicate with the target audience, but especially for the new exhibitions in the field of painting, photography and sculpture. The paper presented here shows a modern example of the artistic project “The Body Language”.

KEY WORDS: Holistic marketing, Marketing strategies, Artistic projects, Branding strategies, Relationship marketing strategies, Innovation strategies, Social media.

DETAILS ABOUT AUTHOR: RADMILA JANIČIĆ UNIVERSITY OF BELGRADE FACULTY OF ORGANIZATIONAL SCIENCES BELGRADE, SRBIJA radmila.janicic@gmail.com

34

B o o k

o f

A b s tra c ts

RECENT AGE-PERCEPTIONS IN HUNGARY RÉKA HEGEDÜS - MÁRIA TÖRŐCSIK - PÉTER NÉMETH

ABSTRACT Like many developed countries, the ageing of the population is typical also for the Hungarian age structure, which requires greater attention of the society in the economic, social and health aspects, furthermore, causes changes in cooperation of generations, habits and norms. It is related to social mobility and the fragmentation of family relationships, which may mean the separation of the older generation from the younger one, therefore children do not take or only just a few pattern of older people’s lives, coexistence and cooperation opportunities. This situation is influenced by the trends of our time, social impacts and expectations associated with the natural ageing process, developing a negative image of ageing in many (especially young) people. The study seeks associations with ageing and age-reading in respect of generations to recognize how positive or negative their point of view or feels, and how does it influence the everyday life. The results were obtained by using four evaluation methods: a personal and an online research, taking of nationally representative samples, organizing three focus group-discussions, and interviewing master’s students.

KEY WORDS: Ageing, Hungary, Generations, Associations.

DETAILS ABOUT AUTHORS: RÉKA HEGEDÜS PHD STUDENT hegedus.reka@ktk.pte.hu MÁRIA TÖRŐCSIK PROFESSOR torocsik@ktk.pte.hu PÉTER NÉMETH ASSISTANT LECTURER nemeth.peter@ktk.pte.hu FOR AUTHORS: UNIVERSITY OF PECS FACULTY OF BUSINESS AND ECONOMICS DEPARTMENT OF MARKETING AND TOURISM PECS, HUNGARY

35

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

CONVERGENCE AND DIVERGENCE IN HUMAN RESOURCES MANAGEMENT IN SELECTED COMPANIES IN THE SLOVAK REPUBLIC LUKÁŠ SMEREK - MÁRIA SEKOVÁ - MILOTA VETRÁKOVÁ

ABSTRACT The current stage of our society’s development is characterized by the escalating effects of globalization worldwide. It is also a significantly reflected in personnel work in the companies.

Working in an international environment is demanding and requires collaboration among people of different cultures. Local policies used and accepted in domestic enterprises is gradually changing - it is internationalized. There are also changes in the approaches of multinational companies to human resources management. The purpose of the paper is to present the views of experts on international human resources management, assessed by several authors, and to adopt evaluation opinions. We assume that the differentiated approaches of the multinational (parent) company to the subsidiaries influence the degree of convergence and divergence in management. The theoretical knowledge will be supported by the results of the survey conducted in 2018 in 271 companies in Slovakia selected on the basis of their international scope and long-term performance. The expected result is to verify the dependence between the chosen approach to human resources management and the competence of subsidiaries in designing and implementation of standards, norms and directives using the Pearson chi-quadrate test.

KEY WORDS: Multinational companies, Human resources management, Convergence, Divergence.

DETAILS ABOUT AUTHORS: LUKÁŠ SMEREK ASSISTANT PROFESSOR lukas.smerek@umb.sk MÁRIA SEKOVÁ ASSOCIATE PROFESSOR maria.sekova@umb.sk MILOTA VETRÁKOVÁ PROFESSOR milota.vetrakova@umb.sk FOR AUTHORS: MATEJ BEL UNIVERSITY IN BANSKÁ BYSTRICA FACULTY OF ECONOMICS BANSKÁ BYSTRICA, SLOVAKIA

36

THURSDAY 13TH DECEMBER 2018

4MS1 THURSDAY 13TH DECEMBER 2018 14.00 – 15.30 ROOM PDS 1

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

PROPOSAL FOR STORAGE APPLICATION IN THE MANUFACTURE USING RFID JURAJ VACULIK - SIMONA MOKRISOVA

ABSTRACT The paper focuses on the software part of RFID technology to identify the stored material in manufacture plant. Application of RFID technology for the automatic identification of materials and packaging in the manufacturing company. This will ensure the possibility of tracking the flow of material and locating the stocks with their subsequent inventory.

In the time of solution was to create a database containing information about materials and packaging for the purpose. Part of the application is suggest of usability of RFID. In its practical use and design of databases for the company with the creation of a software application using the AMP middleware, which connects the hardware part needed for the functioning of RFID with the created databases. The result is the automatic recording of information about the material and its placement in transparent databases that will replace the existing localization system. Thanks to the introduction of automatic material flow tracking using RFID, it is possible to reduce the cost of material identification and marking as well as storage.

KEY WORDS: RFID technology, Automatic identification, Storage system, Process line, Middleware.

DETAILS ABOUT AUTHORS: JURAJ VACULIK PROF., ING, PHD. DEPARTMENT OF COMMUNICATION AIDC LABORATORY Juraj.vaculik@fpedas.uniza.sk SIMONA MOKRISOVA ING. DEPARTMENT OF ROAD AND URBAN TRANSPORT simca.mokrisova@gmail.com FOR AUTHORS: UNIVERSITY OF ZILINA FACULTY OF OPERATION AND ECONOMICS OF TRANSPORT AND COMMUNICATION ŽILINA, SLOVAKIA

38

B o o k

o f

A b s tra c ts

SOCIAL ENTREPRENEUR AS POSSIBLE FUTURE OF CSR AND MEASURING SOCIAL ENTREPRENEURIAL ATTITUDE AMONG STUDENTS PETRA PUTZER

ABSTRACT CSR is becoming more and more popular and fashionable nowadays, but in many cases the responsible actions or activities are not about serving the social good; these are just simply new marketing tools for companies. At the same time, with the emergence of social entrepreneurs, a possible new vision for the real responsibility seems to emerge. It gives the impression that the new generation of entrepreneurs can save the CSR concept.

The aim of the study is to present the concept of a social entrepreneur(ship) and to interpret it in the framework of CSR, and based on these to develop a tool for measuring social entrepreneurial attitude. According to the conceptual clarification and the analysis of social enterprises in the entrepreneurial spectrum, I determine what aspects of the social entrepreneurial attitude should be taken into consideration. A questionnaire, which is suitable for measuring university students’ social entrepreneurial attitude, is developed using secondary research. I explored and integrated applied and validated scales for measuring the three main question blocks (entrepreneurial attitudes, social sensitivity, and CSR attitudes). The research has relevant importance both at domestic and international level, the results is going to give the basis and implication for further research connected to deeper analysis and understanding of social enterprises..

KEY WORDS: Social entrepreneur, Entrepreneurial attitude, Social sensitivity, CSR attitude, Research.

DETAILS ABOUT AUTHOR: PETRA PUTZER ASSISTANT PROFESSOR UNIVERSITY OF PÉCS FACULTY OF BUSINESS AND ECONOMICS PÉCS, HUNGARY putzerp@ktk.pte.hu

39

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

GIVE KIDS A CHANCE – HOW FAR WE GOT, WHO WE ABANDONED VIKTÓRIA BORDA - ZSUZSANNA BRETTNER - ÉVA VOJTEK

ABSTRACT Child poverty is an urgent and deepening problem in Hungary, partly concentrated in the most disadvantaged subregions. In these areas there are higher proportions of people living in income poverty and a higher frequency of accumulated disadvantages than the more prosperous areas of the country.

In 2007 the Hungarian Parlament, recognized the necessity of decreasing child poverty, lunched a long term national strategy, called Give Kids a Chance. A set of coordinated programmes designed to improve opportunities for children has been implemented in 23 underdeveloped subregions of Hungary. This work tries to higlight the present circumcentes of one of the most deprivated subregion in the country by questionnaire replies from more than 160 households, more than ten years after the begining of the programme. Our survey was completed by interviews with people working in the field. We focused on the needs: educational, social and recreational. We also investigated the accessibility of different human services with the goal of fulfilling unmet needs. Our results show that even if Give Kids a Chance was well targeted, the initiative still faces a number of challenges: deficiencies in child-oriented strategic planning just like inadequate resource allocation with low or inequal accessibility and unsatisfactory improvement in the quality of existing services, weakness of the non-governmental sector beside the shortage of local sources.

KEY WORDS: Child poverty, Spatial inequality, Inequality of access, Programme evaluation.

DETAILS ABOUT AUTHORS: VIKTÓRIA BORDA ASSISTANT LECTURER viktoria.borda@pte.hu ZSUZSANNA BRETTNER ASSISTANT PROFESSOR brettner.zsuzsanna@pte.hu ÉVA VOJTEK Assistant Lecturer vojtek.eva@pte.hu FOR AUTHORS: UNIVERSITY OF PECS FACULTY OF HUMANITIES DEPARTMENT OF COMMUNITY AND SOCIAL STUDIES PECS, HUNGARY

40

B o o k

o f

A b s tra c ts

DANCE AS TOURIST ATTRACTION BASE IN SPECIAL INTEREST TOURISM ROMANA LEKIĆ - KARLO KOLESAR - DIJANA ZAJEC

ABSTRACT Customers and tourists nowadays are searching to fulfill emotional and psychological desires, and they have an enormous freedom of choice. The result is that it is difficult to catch the eye of the consumer. New ways of communication are needed to create long-lasting commitments with individuals and target groups. Special interests tourism is an integral part of the total tourist phenomenon and as such, it is an indispensable part of every tourist offer.

In this concept, dance and its accompanying manifestations and products are the potential areas that can and should be placed as the basis of attraction for the development of innovative and competitive tourism products in Croatia. Such tourism has great transformational power, as it truly brings together different cultures and worldviews, whilst offering possibilities of permeation as well as opening of the human heart and soul.

The purpose of this paper is to integrate some concepts of the experience economy and transformational offerings into a conceptual framework of experience production within tourist destination development. We explain the relevance of the tourist experience and sensation through the case study of the Rovinj Salsa Festival, where space is split into three components: the resource space, the activity space and the experience space. This allows tourist destinations to achieve high emotionality of services and products, but on the other hand, they have to put more efforts in the design and maintenance of service experiences.

Tourism, and especially tourist destination it seems, can learn a lot from literature, dance and performance studies, as these disciplines provide insight into how meaningful and memorable experiences are structured. This ensures the quality of the tourist offer of a destination and the quality of life of the domicile population.

KEY WORDS: Special interest tourism, memorable experiences, dance, tourist destination development, Rovinj Salsa Festival.

DETAILS ABOUT AUTHORS: ROMANA LEKIĆ PHD, COLLEGE PROFESSOR Romana.lekic@bernays.hr KARLO KOLESAR. ASSISTENT Karlo.kolesar@benays.hr DIJANA ZAJEC LECTURER Dijanazajec@vip.hr FOR AUTHORS: EDWARD BERNAYS UNIVERSITY COLLEGE ZAGREB, CROATIA

41

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

REAL OPTIONS APPLICATION IN PRACTICE: A TEXT MINING BASED ANALYSIS VIVIEN CSAPI

ABSTRACT In the last 40 years real options theory has been, with its empirical findings and qualitative reasoning a constant driver of strategy research, whether if it dealt with market entry timing, choice of organizational forms, foreign direct investments, or the cooperation vs. competition trade-off. Yet, the understanding and application of real options still comes with challenges not even in the strategy field, but also in its original discipline of investments. With this paper I tried to build a strategic framework for the application of real options, with the aim of giving the theory a strategy based logic and trying to solve the chaos of the case-by-case type of application of research and practice. To confirm the stability of the framework, after showing the process of real option creation, valuation and management, I conducted a more than 1000 article based literature survey. This shows that the strategic direction is a must for practitioners and researchers also, and highlights future research areas like the portfolio based approach of real options, or a need for a general valuation model.

KEY WORDS: Applilcation, Text mining, Analysis.

DETAILS ABOUT AUTHOR: VIVIEN CSAPI ASSISTANT PROFESSOR UNIVERSITY OF PÉCS FACULTY OF BUSINESS AND ECONOMICS PÉCS, HUNGARY csapiv@ktk.pte.hu

42

THURSDAY 13TH DECEMBER 2018

4MS2 THURSDAY 13TH DECEMBER 2018 14.00 – 15.30 ROOM PDS 2

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

EVOLUTION OF PRIVATE LABEL DEVELOPMENT: A JAPANESE CASE TAKAHIRO OHNO - MASAAKI TAKEMURA

ABSTRACT This paper discusses on recent trend in private label development in Japan. Reasons for introducing of private label products have been explained as low price with moderate quality by the beginning of 21st century in Japan. However, improvement of quality is one of the persuasive factors which explains recent growth of private label products. In this paper, we will show market share growth which evolves with private label evolution from low price appeal to quality focused, when we traced its evolutionary sequence. Continuous quality improvement of private label product is one of the critical factors which influences consumers’ repeated purchase. Though previous studies indicated that quality improvement positively influenced, there was few report on practices and management of quality improvement in retailers. This paper will explore such quality improvement activities, how that evolved.

Recent private label development focused on involvement to upstream, that is, production phase, such as material selections and supply management.

KEY WORDS: Private Label Products, Quality Improvement, Involvement to upstream phase.

DETAILS ABOUT AUTHORS: TAKAHIRO OHNO ASSOCIATE PROFESSOR DEPARTMENT OF MANAGEMENT INFORMATION KANAZAWA GAKUIN UNIVERSITY KANAZAWA, JAPAN oono@kanazawa-gu.ac.jp MASAAKI TAKEMURA PROFESSOR SCHOOL OF COMMERCE MEIJI UNIVERSITY TOKYO, JAPAN takemura@meiji.ac.jp

44

B o o k

o f

A b s tra c ts

ROBOTIZATION FROM A BOTTOM-VIEW - THE HUNGARIAN EMPLOYEES’ AND SOCIETY’S PERCEPTION ON THE IMPACT OF ROBOTIZATION ÁKOS KOZÁK - LÁSZLÓ CSONKA

ABSTRACT In the past five years the notion of Industry4.0 has brought into the forefront of research interest the spread of cyber-physical production systems. They are based on the observation that the trends of digitalization, automation, robotization are converging and creating a fundamentally new production system. This change has not only technical or economic implications for the companies that are implementing these new cyber-physical systems but brings significant social challenges by directly influencing the labour market. There is a growing amount of international and Hungarian literature which provides experts’ estimations about the nature and directions of these changes’ impact. However these estimations are in many cases conflicting or at least indefinite. Nevertheless it is – or should be – now apparent for the broad public that digitalization, automation, robotization will have some kind of influence on where and how people will work in the near future. At the same time we lack studies and empirical analyses that look into the details how the society or the employees perceive the spread of robotization and its impact on their everyday life and work. This paper would like to fill in this gap. It is based on a quantitative survey conducted in Hungary which focuses on the attitudes towards robotization. The research shed some light on the fact that the society’s interest in robotization is stronger than their actual knowledge. It becomes also evident that various stakeholders should take steps to clarify the various ethical, legal and other related issues to responsibly support the additional spread of robots. People see more positive impact of robotization on Europe’s and Hungary’s competitiveness and economic situation but they are less sure about their own working and income situation in the future.

Employees seem to be very uninformed about the future spread of robots in their own workplace and they seem to be unprepared for this challenge.

KEY WORDS: Industry4.0, Hungary, Robotization, Cyber-physical systems, Perceptions.

DETAILS ABOUT AUTHORS: ÁKOS KOZÁK DR., SENIOR RESEARCH FELLOW kozak.akos@uni-bge.hu LÁSZLÓ CSONKA DR., SENIOR RESEARCH FELLOW csonka.laszlo@uni-bge.hu FOR AUTHORS: BUDAPEST BUSINESS SCHOOL FIMB, CENTRE OF EXCELLENCE FOR CYBERECONOMY BUDAPEST, HUNGARY

45

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

HOW DISRUPTIVE TECHNOLOGIES INFLUENCE THE RETAIL BUSINESS MODELS TAMÁS KOZÁK

ABSTRACT The first innovation in the history of retail well known to us was the emergence of department stores. The second, the mail order service was connected to the introduction of catalogues.

The third is the spread of discount stores, and internet commerce is obviously the fourth disruptive innovation, where the scale and the speed of the change differentiated from the previous phases. Majority of countries are ahead to illustrate how the traditional retail business models are being transformed by the disruptive technology.

The retail sector is traditionally characterised by a way of thinking in long term, and the manifestation of evolution was accompanied by expansive omni - channel models. The new forms and channels of trade strengthened the managements’ attention to the future and the local (domestic) companies also took up developing more conceptual plans.

These changes will bring about shifts in customer power, shifts in households’ wealth, and buyers’ knowledge. Only in being knowledgeable about these changes and the speed in which this is occurring can we ensure that advances in product and market knowledge and technology reach all and benefit all.

The research summarises the innovation patterns of retail trade because this will help the in the other parts of the world to pose the right questions. Today many even among the managers of the sector feel that we are witnessing changes that do not only modify the presently known operating models but also fundamentally rewrite the business models.

These trends and business developments and effects on retail business model are explored in the presentation and research.

KEY WORDS: Retail, Digitalization, e-commerce, Disruptive technologies.

DETAILS ABOUT AUTHOR: TAMÁS KOZÁK DR., HEAD OF COMMERCE AND MARKETING DEPARTMENT BUDAPEST BUSINESS SCHOOL BUDAPEST, HUNGARY kozak.tamas@uni-bge.hu

46

B o o k

o f

A b s tra c ts

THE EFFECT OF CENTRAL COUNTERPARTIES’ PRESENCE ON THE ENERGY MARKET PARTICIPANTS NIKOLETT OLASZ - MELINDA SZODORAI - KATA VÁRADI

ABSTRACT Market structures, behaviors and trading practices are affected by the required regulations aiming to make a safe and transparent market; therefore another crucial goal for regulators is to clear certain OTC (over-the-counter) derivatives and commodities through central counterparties.

Analyses were applied within Central-Eastern Europe to the consequences of the central counterparty presence in the market. As a result of the risk-sharing mechanism of the central counterparty, some participants may express overconfidence about the security provided to avoid default. The methodologies of our paper are partially open-ended interviews and content analyses, which make it possible to introduce different decisions and pricing strategies, in order to show and model how they affect investments and overall strategies and the behavior of energy traders. Understanding market participants’ behaviors will help market infrastructures preserve risk prevention incentives while they provide insurance against counterparty risk.

Overall, the welfare effects of a central counterparty can be both negative and positive. The importance of central counterparties is essential in the smooth functioning of the market.

Our results also identify important pitfalls policy makers should take into account when considering a seemingly harmless intervention in the markets. We also point out the importance of the understanding of market participants’ strategies in order to help decision makers in future procedures, and to simplify decision making.

KEY WORDS: Central counterparty, Energy market, Investment strategy.

DETAILS ABOUT AUTHORS: NIKOLETT OLASZ PHD-STUDENT PROJECT MANAGER, olasz_nikolett@yahoo.com MELINDA SZODORAI PHD-STUDENT RISK ANALYST KELER CCP LTD. melinda.szodorai@gmail.com KATA VÁRADI ASSOCIATE PROFESSOR varadi622@gmail.com FOR AUTHORS: CORVINUS UNIVERSITY OF BUDAPEST BUDAPEST, HUNGARY 47

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

MEGA EVENTS, STRATEGIC PLANNING AND LOCAL ECONOMIC DEVELOPMENT: THE CASE OF LISBON, PORTUGAL THEODORE METAXAS - CHRYSA EVANGELOU

ABSTRACT Mega events are one of the means that lead to economic growth. Even more so, when it is used along with other methods like cities’ strategic planning and marketing and development policies, then there is gradually a positive economic outcome. This paper discusses the development prospects that have occurred in Lisbon, after the hosting of mega events. The purpose of the article is to evaluate developmental result analyzing the tourism levels, investments and the outward projection of the city after the completion of the events. More specifically, the article will look into the impacts that came about considering the city’s economic progress after organizing and hosting UEFA Euro 2004 and Eurovision Song Contest in 2018.

KEY WORDS: Mega events, Strategic planning, Local economic Development, Lisbon.

DETAILS ABOUT AUTHORS: THEODORE METAXAS ASSOCIATE PROFESSOR DEPARTMENT OF ECONOMICS metaxas@econ.uth.gr CRHYSA EVANGELOU RESEARCHER DEPARTMENT OF PLANNING AND REGIONAL DEVELOPMENT chrisa.evag90@gmail.com FOR AUTHORS: UNIVERSITY OF THESSALY VOLOS, GREECE

48

B o o k

o f

INDEX OF AUTHORS A

I

AMARO DA COSTA, CRISTINA 29 ANTUNES, JOAQUIM 28 ARSLANAGIĆ-KALAJDŽIĆ, MAJA 16

IVANDA, LIDIJA 10

J JANIČIĆ, RADMILA 34 JØRGENSEN NORDLI, ANNE 3 JURKOVIC MAJIC, OLIVERA 9

B BABIĆ-HODOVIĆ, VESNA 16 BELVISO, CARLOTTA 8 BENCE-KISS, KRISZTINA 6 BEYZA NARLI EVENSTAD, SOLVEIG 4 BORDA, VIKTÓRIA 40 BREČIĆ, RUŽICA 26 BRETTNER, ZSUZSANNA 40 BUBAS, ZORAN 9

K KOLESAR, KARLO 41 KORBØL THONER, HALVOR 3 KOZÁK, ÁKOS 45 KOZÁK, TAMÁS 46

L

C

LEKIĆ, ROMANA 41 LIEN, GUDBRAND 3, 4

CORIC, DAVOR 15 CRNKOVIC, JAKOV 15 CRNKOVIC, MARKO 15 CSAPI, VIVIEN 42 CSÓKA, LÁSZLÓ 33 CSONKA, LÁSZLÓ 45

M

ĐUGUM, JELENA 26

MAJIC, HELENA 9 MANDIĆ, MIROSLAV 20 MANIĆ, SLAVICA 17 MATOS, ANA CRISTINA 29 METAXAS, THEODORE 48 MOKRISOVA, SIMONA 38

E

N

EVANGELOU, CHRYSA 48

NÉMETH, PÉTER 33, 35 NIYAZI ÖZKER, A. 11

Đ

G

O

GAJOVIĆ, SREĆKO 24 GALOVIĆ, EMA 20

OHNO, TAKAHIRO 44 OLASZ, NIKOLETT 47 OMAZIĆ, MISLAV ANTE 24 ONSHUS, TERJE 4 OVE ERNES, KJELL 5 OXENSWÄRDH, ANETTE 27

H HASENAUER, RAINER 8 HEGEDÜS, RÉKA 35 HENRIQUES, CARLA 28, 29 49

A b s tra c ts

7t h

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

P

SZIGETI, ORSOLYA 6 SZODORAI, MELINDA 47

PANDŽA BAJS, IRENA 22 PEDROSO, VANDA 29 PEHAR, MIRNA 22 PERUČIĆ, DORIS 21 PINTO, PEDRO 28 PLETIKOSIĆ, MERICA 2 POSZA, ALEXANDRA 32 PUTZER, PETRA 39

T TAFRA-VLAHOVIĆ, MAJDA 2 TAKEMURA, MASAAKI 44 TOMIĆ MAKSAN, MARINA 26 TÖRŐCSIK, MÁRIA 33, 35

U

R

ULIČNI NIKŠIĆ, OLJA 24

RAJIĆ, DALIBOR 23 REIS, PEDRO 28 ROCCO, SANJA 10 RODRIGUES, PEDRO 29 RUŽIĆ, IVAN 18

V VACULIK, JURAJ 38 VÁRADI, KATA 47 VETRÁKOVÁ, MILOTA 36 VOJTEK, ÉVA 40

S

Z

SCHROLL CASARES, BLANCA 14 SEKOVÁ, MÁRIA 36 SLÅTTEN, TERJE 3, 4, 5 SMEREK, LUKÁŠ 36 STILIN, ŽARKO 18

ZAJEC, DIJANA 41

Ž ŽUNIĆ, JERKO 18

50

B o o k

NOTES

o f

A b s tra c ts

7t h

Intern a tio n a l

NOTES

M - Sp h e r e

C o n f e r e n c e

B o o k

NOTES

o f

A b s tra c ts