Globalization has accelerated the growth of innovation in many countries outside the European Union. In order to remain competitive, companies and individual EU economies therefore support the development of innovations through investments in research and development. This contribution is focused on the specification of value added in terms of investments in research and development in the construction and manufacturing sectors. Using statistics of the European Commission for the period 2013 – 2017, a dataset of 269,892 companies in the EU28 countries was generated. The purpose of this contribution is to determine to what extent investment in research and development participates in the creation of value added. A research question was formulated to determine the ideal ratio between value added and investment. Methods: To achieve the objectives set, regression analysis of neural networks was applied using Statistica software. The results of the research indicate that the optimal values in the construction sector were achieved by Great Britain (~EUR 11.3 billion.) and France (~EUR 16.1 billion), and in the manufacturing sector by France (~EUR 11.42 billion), Italy (~EUR 11.41 billion) and Great Britain (~EUR 10.6 billion). The authors consider the method of regression analysis and neural networks to be appropriate for examining the optimal ratio between investment in R&D and value added.
The paper presents an innovated method for territorial zoning and its implementation in the territory of the Zdíkovský stream catchment area. The basis for projecting is ananthropo-ecological approach to the territory and the proposition of determining the new GES (geo-ecological units). Four essential territorial zones differing by anthropo-ecological burden and the degree of protection are suggested. A procedure for determining ecocritical lines (situations) in the territory, their regime, and possible solutions is suggested in the spirit of sustainability for future generations. The formulae and procedure for calculating the CES (coefficient of ecological stability) or ZSES (essential degrees of ecological stability), which divide the tested territory into appropriate zones, are also suggested. A comparison of zoning prior to 1989 and following was carried out, and it was proven that the significant presence of agricultural and forest subsystems in the territory with the extensive form of use resulted in the differentiation of the territory in terms of landscape character. The results point to the usability of the suggested method in the areas of planning, landscape development, protection, and territorial future development prognosis in terms of the natural potential on the local and superregional level.
Social media have turned out to be a suitable tool of marketing communication that enables the virtual connection of individual public accounts (profiles) to share information, data and create conditions for the joint implementation of activities. The submitted study focuses on the evaluation of the use of marketing communication in nine selected European national parks. The study analyses data that indicates the level of using social networking sites for presenting the official profiles and websites in the context of building reputation and identity in order to determine to what extent national parks use suitable tools of marketing communication and what are its possibilities and limitations. Marketing communication was examined using the rhetorical and descriptive analysis of text, which enabled performing a content analysis focused on three main parts: Pathos, Ethos and Logos. Within the descriptive analysis, another part of the research dealt with communication focused on the issue of education, environmental protection and business activities in the area of tourism. A new formula for calculating Social Media Effectiveness was proposed, calculated at a global level. Based on the results obtained, Plitvice Lakes National Park was rated the best, while the results in terms of marketing communication were recorded in the case of the Swiss national park, National Park Saechsische Schweiz. The main barrier to marketing communication is the reluctance to use English as the main language of communication and in the case of the Facebook platform, a higher number of posts. The results also showed that good marketing communication has an impact on the number of visitors to national parks and the right combination of published posts influences the behaviour of national park visitors. Furthermore, we confirmed the influence of communication on the possibility to educate especially the younger generation through media platforms, which is a positive finding.
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