In opposite side major of respondents misunderstand the term of Green Marketing. As responsible in economic area respondents consider such a firms which are profitable for owners and via taxes bring benefit for all society. In term of social responsibility respondents reputed companies which are not uncaring to social problems and which are active in different social project through philanthropy. In term of environmental responsibility respondents mainly evaluated firms which invest to technology that produce less or non-waste and evince energetic efficiency.
Labelling of product origin arose spontaneously tradition and consumers automatically associated high quality or specific characteristics with such designations. Systems for labelling regional products have developed over time as third party activity, which assesses relevant criteria and guarantee their fulfilment by awarding a certificate. The aim of this paper is to define competitive environment in the designation of regional products in the Czech Republic and to demonstrate the link between regional product and quality. Part of the paper is identification of parameters determining the quality of products (in general) and the assessment of quality perception as one of the basic attributes of regional products. The article used secondary data from publicly available sources in the form of official web presentation of guarantors and coordinators of individual designation systems, methodological guidelines for granting and using brands, catalogues of certified products, etc. and presents partial results of research conducted via questionnaire survey, whose respondents are residents / visitors of various micro-regions in the Czech Republic. The research shows that the perception of quality of products by a customer are not overly influenced by quality label, local origin (Czech product), or by labels in general. Doubts are also raised by the number of different certification systems. Regional brands provide space for differentiation from competitors, but only if they reach a unique position.
in current business management, diversification strategy is often connected to the possibility of creating a competitive advantage, based mainly on a wide range of production benefits. one of the critical factors to initiate diversification is the increasing frequency of changes in a company's environment, and also an increase in competitive pressure expressed by shortening a product's life cycle. As a result, the advantages resulting from both vertical and horizontal process integration are reduced. Because there are usually more innovative ideas to widen a business' activities than it would be normally possible to implement, it is essential to choose the ideas with the largest potential for commercial success. This article focuses on the design of classifiers that would enable the selection of designs for diversification, with the potential for commercial success.Key words: diversification, classifier, agriculture, integrated system Abstrakt: V současném podnikovém řízení je strategie diverzifikace často spojována s možností vytvoření konkurenční výhody založené zejména na výhodě z rozsahu produktů. Jedním z kritických faktorů pro inicializaci diverzifikace je zvyšující se frekvence změn v okolí firmy, a také zvyšování se konkurenčního tlaku, který se projevuje zkracováním životního cyklu produktů. Díky tomu se redukují výhody vzniklé při uplatnění strategie (vertikální i horizontální) integrace procesů. Protože inovačních nápadů na rozšíření portfolia podnikatelských aktivit je obvykle více než kolik z nich je ve zdrojových možnostech organizace prakticky realizovat, je potřeba vybrat ten s největším potenciálem komerčního úspěchu. Tento článek se zaměřuje na návrh klasifikátoru, kterým je možné selektovat koncepční návrhy diverzifikace s potenciálem komerčního úspěchu.Klíčová slova: diverzifikace, klasifikátor, zemědělství, integrovaný systém Supported by the czech Science Foundation (grant no. Qh 71110 -Possibilities of using diversification for strengthening the competitiveness of small and medium size agribusinesses in the czech republic).the competitiveness of small and medium size agribusinesses in the czech republic). competitiveness of small and medium size agribusinesses in the czech republic).
The paper derives from the working and publication activities from research project “Chances of product diversification on behalf of improvement of competitive advantage in the small and middle-size farming business in the Czech Republic”. This paper deals with the critical success factors for successful diversification at the small and middle-size farming business. For the purpose effective implementation of the diversification have been identified the principal influences of this issue. Besides of that, we have tried to measure a diversification’s impact for an entrepreneurial profit in agricultural area. There is a definition of “diversification” as new farmer’s activities for using profit opportunity. On the base of 50 units-exploration has been made a hypothesis validation of the most often impulse for doing diversification. That is an effort to utilize more effectively the product factors of farming business. Further, there was a validation of the effective and efficiency diversifications‘ characters.
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