This paper investigates the impact of the global economy on the forestbased sector in Slovakia in the early years of the 21 st century. Indicators such as gross domestic product, production value of forestry-wood sectors, net exports, foreign direct investments, and the ratio indices of foreign direct investment to GDP in industrial production and foreign direct investment to production value were used to analyze this sector in the context of globalization. Multiple regression analysis was used to determine the factors that significantly affect the development of the forest-based sector and to shed light on how globalization impacts the analyzed sector. The results showed that the forest-based sector had a minor impact of the Slovak economy with less than 5% share on the whole GDP. Using multiple regression analysis it was found that globalization factors such as foreign direct investment and net export did not have a significant influence (p > 0.44175) on the forest-based sector during the investigated period. Nevertheless, the highest globalization indicators were detected by the pulp and paper industry ( ̅ = 2.72; 29.14) and the furniture manufacturing ( ̅ = 1.60; 27.57). The highest variability of FDI was identified in the forest sector (vx = 72.38%; 67.32%) by influence of zero FDI in the last three years and in the wood industry (vx = 38.90%; 38.51%).
This paper deals with the comparison of the general public perception and the opinion of state forest managers on image of the state forest enterprise. The research was organised during the period 2015–2019. One group of respondents involved all managers of 23 sub-enterprises of state forest enterprise Lesy SR. The other group consisted of 384 respondents representing the general public residing in the Banská Bystrica region. Structured questionnaire with one open and 16 closed questions was applied for data collection with a help of electronic means. Collected data were processed with descriptive (particularly frequency analysis) and two-dimensional statistical methods. The results of the image inquiry aimed at three issues: (i) perceptions of the forest management effectiveness of the state versus non-state forest enterprises, (ii) perception of marketing strategy and its tools of the state forest enterprise, and (iii) comparison between public awareness/experience with public relations activities of the state forest enterprise.
Fast-changing market conditions of consumer goods, influenced by customer needs, impact forest enterprises. Thus, management of forest enterprises requires customer-oriented marketing. This paper explores the preliminary issues of customer behavior in the roundwood segment of the selected oligopoly state forest enterprise in Central Europe, Slovakia. This research was carried out by the qualitative approach using standardized interview by means of structured questionnaire. According to research requirements, significant roundwood customers were identified by portfolio analysis of the chosen forest enterprise. Regarding the small rate of significant respondents (customers), non-parametric statistical methods like Spearman’s correlation coefficient and Wilcoxon test were used for the evaluation of customer behavior, or to identify significant correlation among qualitative signs of customer conduct. This paper gives further instructions for the assessment of the results regarding the wood trade manners on the Slovakian market. Additionally, this research presents a special contribution to the achievement of substantial results based on the small rate of respondents, which supports short-term marketing decision-making in trading with wood assortments on the regional trade level in practice.
This paper focuses on the marketing support of decision-making at the forest enterprise on the example of forestry products, concretely, of roundwood assortments on the chosen state forest enterprise in the Slovak Republic. The most used marketing decision-making models as SWOT, BCG, and GE matrices with support of ABC analysis were used for chosen research purpose. Additionally, these models were compared to confirm their reliability and expressing power for marketing management of forest enterprise. The conclusions confirm that the use of these models build a strong framework for the decision-making support of forest enterprise management. The outcomes of models contribute to each other and they do not contradict. However, it is necessary to have a strong base of forestry practice knowledge due to the correct interpretation of these models. In contrast to other industrial companies, forest sector is a very specific regarding the long rotation and payback period. The main pillar of the product portfolio and forest enterprise either are assortments of the III. qualitative class and broadleaf pulpwood with the 86% share on total revenues. Concerning the prevalence of threats and company strengths, it is necessary to choose diversification management approach for the product portfolio.
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