Marketing is one of the key elements of the success of all companies, including the wine sector. Given the importance of wine producers for agriculture, it is important to define and monitor key performance indicators in marketing (KPIs) for a successful stay in the market and a competitive position at home and abroad. Today, the increase in competitive advantage includes mainly marketing, innovation and information and communication technologies. New digital tools and innovations have changed the way we approached data and decisions. A modernly adapted and effective strategic marketing strategy represents for wine companies an understanding mainly of their possibilities as well as the possibilities to influence the customer. This article evaluates the key performance indicators in marketing (KPI) and its relationship and impact on the financial situation of wine producers in Slovakia. The research sample includes 80 respondents. We obtained the primary data through a questionnaire, which was filled in by the leaders of wine companies. We verified the accuracy by means of descriptive statistics and multiple linear regression and Kruskall-Wallis test. We have verified the reliability of the data with the Cronbach alpha test. We have formulated scientific assumptions for in-depth analysis: hypothesis 1 – assumes that key performance indicators have a significant influence on financial situation of selected companies, hypothesis 2 – the use of ICT in marketing is statistically related to the key performance indicators. The results showed a statistically significant impact of KPIs on the financial situation of companies. We have identified significance in customer satisfaction and loyalty, brand awareness and return of investment. However, we were unable to statistically confirm the impact of other indicators (sales growth, market share, gaining new customers). We also identified significant differences in the use of ICT in marketing with key performance indicators in hiring new customers and return on investment. This research contributes positively to the importance of brand building in the eyes of customers as well as customer service, building loyalty and satisfaction, which returns to the loyal approach of customers to the repurchase of wine products and provides advice for professionals. Return on investment helps in more accurate business decisions that can be used when purchasing new equipment (technology), hiring employees, or properly assessing the profitability of marketing strategies.
Business Process Management is one of the most important components of a process-driven organization that we perceive as a sum of processes that are more or less follow-up. By adjusting and managing these processes, we can greatly influence the organization's performance, efficiency, flexibility and competitiveness. Business Process Management is important to support the technical infrastructure of modern information systems and communication technologies. These systems are part of the overall enterprise information system. The following article focuses on information and communication technologies for the proper and efficient functioning of process management in agro sectoral companies. This article presents a summary of theoretical knowledge and practical recommendations for creating and maintaining a process management system in enterprises with the support of information and communication technologies. For a more detailed analysis of this issue, statistical research, the partial results of which are subjected to statistical testing, are presented in the following article.
217Basic company's sources and the elements of evaluation have a very old history. The usage of information technologies substantially speeded up the realisation of single company operations, but actually the essence of management has not changed. in reality, there are the basic principles on which any successful company must be based. The principles according to which the success of any company is judged can be set according to its demands. criteria can be various -short-term profit, long-term profit, market share or ratio indicators -return of investment (roi), Free cash Flow (FcF), the index of customer satisfaction, frequency of repeating purchases, costs for education, number of improving proposals. Some technical indicators can be used as an evaluating criterion -for instance the share of administrative work realised by the means of modern information technologies, the number of contacts with business partners realised by means of the most modern information technology. however, the evaluation of the firm must be unambiguous. Quality data and information are necessary for the overall evaluation of the firm. The quality of the documents is fully dependent on the quality of the company's data and information, then on the information system quality. The information system of the company is fully dependent on the human factor, it means on the managers of the company and on the ability of users to use the system. The contribution solves the issue of the management of information and communication technologies and information systems in the chosen sample of a company. Knowledge and information systemsZnalosti a informační systémy E. Šilerová, L. Kučírková Faculty of Economics and Management, Czech University of Life Sciences, Prague, Czech RepublicAbstract: We can see that the today's management level of informations is not quite fully controlled in most businesses. nowadays generation of information systems creates support for business processes with the aim of optimalization of these processes on the bases of experiences with similar business processes. Today's information systems are at the level of data management or information management. Quite a few manage information processes in the area of tactical and strategic planning and almost no one manages processes in the areas of gathering, distribution and sharing of knowledge in business. We can say, that investments to the information technologies do not guarantee the successful way to the management of information and knowledge in business.Key words: information technology, communication technology, internet, information system, data, information, knowledge Abstrakt: V současné době není ve většině podniků plně kontrolována úroveň řízení informací. informační systémy vytvá-řejí podporu pro obchodní procesy s cílem optimalizovat tyto procesy na základě zkušeností s podobnými obchodními procesy. Dnešní informační systémy jsou na úrovni řízení dat nebo řízení informací. Málo z nich řídí informační procesy v oblasti taktického a strategického plánování a téměř...
This paper deals with the Customer Relationship Management (CRM) system with emphasis on the importance for the competitiveness of a business. The aim of the present article is to seek whether a business pursues customer value on a regular basis regardless of its size. Monitoring customer value can thus be one of the criteria that measure the success of implementing an overall customer relationship management concept in a particular business. CRM system is also used in agribusiness.
Sentiment analysis is currently the most actively researched topic in the field of natural language processing, however, despite it being such a powerful tool, it is not very widely used in the agrarian sector. This research focuses on the discovery and analysis of scientific literature related to Sentiment analysis in agriculture, to provide an overview of how and where Sentiment analysis is used in the agrarian sector and which methods are most commonly used. This article also discusses which applications of Sentiment analysis yield the most benefits and suggests a direction for future research.
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