The main focus of the article is the „La Liga Santander” sports brand. The author examines how this particular brand takes the form of a performance in TV (sports channels), and how it achieves this through Experience economy. The text analyzes various instances of TV channels that display what their brand history and traditions are, and how the brand has earned people’s loyalty.
The paper examines the impact of fake news on the relationship between companies and their strategic audiences. The text is structured into two parts. The focus in the first part is on the structure of corporate communications and the model of successful corporate policy presented as a projection of the idea of the business of trust. The second part highlights the main aspects of the development of the cosmetic giant „L’Oreal”, which has preserved its image as a strong brand and an ethical company in the conditions of hypercompetitiveness and fake news. The study is based on Van Rieland Fombrun’s theory of corporate communications as a polyfunctional concept and on Kotler’s idea of market-oriented strategic planning, providing an advantage to firms in situations of risk and dynamic social transformations.
Finding a suitable job requires a lot of time in searching the job advertisements in order to find just that job openings that fit certain skills. Usually the job advertisements are written like free text and they don't follow some specific structure or pattern and finding relevant information inside them is pretty difficult. Also if we want to analyze the job market so that we can uncover the needs of the industry probably we should go through the advertisements one by one and analyze them. This process can be facilitated by using some text mining techniques for extracting specific information. This will help jobseekers to find the employment that suits those best, job requirements they can cover and also help them to discover the job market needs so they can be profiled in that direction and acquire the necessary skills. Also, if we analyze a longer period of time, we can see how the needs of the labor market have changed over time, how the required competencies have changed, and maybe we can predict in which direction future requirements will be made. By using text mining methods for extracting specific information from the texts, job advertisements, we obtain just the major job requirements and skills. Also from the same texts we can extract additional information like experience needed for certain job or minimum wage for some job position. We are using jobs advertisements collected in period of 5 years in the field of IT industry. For fast growing industries, this kind of analysis is very important in order to follow the progress and needs of this industry. Our findings, in addition to showing us the trends in the labor market, can also be used by universities and other educational and training institutions for creating curriculums that the industry needs.
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