The impact of globalization on the business position of European Union

Rosnerova, Zuzana; Hraskova, Dagmar

doi:10.1051/shsconf/20207405022

Cited by 4 publications

(1 citation statement)

References 13 publications

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“…This should relate to the characteristics on the basis of which the customer builds a positive relationship with the brand or product. [15] One of the traits can be authenticity and humanity. Appropriately chosen method of communication can not only convince the consumer of the purchase but also positively influence his decision-making process.…”

Section: Discussionmentioning

confidence: 99%

The Importance of Irrational Purchasing Behaviour in Applying the Marketing Strategy of Selected Global Brands

Vrtaňa

2021

SHS Web of Conf.

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Research background: The progress of business activity depends on current trends in customer shopping behavior in a global environment. The current trend is also becoming a factor of irrationality, which enters the process of purchasing behavior. It is supported by the emotions and desires of consumers. In this sense, it is important to understand the irrational behavior of customers and respect the individual behavioral characteristics in the sales process. By respecting these characteristics, a company can strengthen its brand and marketing strategy with a view to gaining a global competitive advantage. Research will highlight the importance of irrational customer behaviour between the global Lindt and Hershey brands. We will find out whether the pricing policy and the discount are important for influencing shopping behaviour. Purpose of the article: In the article, we pointed out the importance of behavioral characteristics of irrational shopping behaviour in the above-mentioned global brands. We will confirm whether the research of Dr. Ariely and despite the current trends, irrationality prevails in shopping behaviour in the environment of Slovak customers. Methods: In order to assess the theoretical assumptions of behavioral economics and irrational shopping behavior, we used methods of analysis, synthesis. In the analytical part of the article, we also used the method of sociological questioning in order to ensure the credibility of the entire research. In the discussion part of the article, we used the method of induction. Findings & Value added: Pointing out the importance and connection of irrational purchasing behavior in the application of the company’s marketing strategy in a global market environment.

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Section: Discussionmentioning

confidence: 99%

The Importance of Irrational Purchasing Behaviour in Applying the Marketing Strategy of Selected Global Brands

Vrtaňa

2021

SHS Web of Conf.

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The Importance of Probabilistic Analysis in the Application of the Marketing Strategy of the Selected Brand

Vrtaňa

Křižanová

2021

SHS Web Conf.

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Entering foreign markets can be an opportunity for some brands. Expansion contributes to developing competitiveness, building a brand and increasing profits, which will be reflected in overall business performance in a market environment. In this article, we elaborate on the identification data of the Starbucks brand. We identify the international environment and the current marketing strategy of the brand. We also focus on defining its marketing performance with regard to the application of the current strategy in the international environment when entering the target foreign market. Based on the analyzed data on the brand and performance, we approach the probabilistic analysis in order to identify the right foreign market. The performed analysis consists of two basic stages. The first step is a rough selection analysis and a fine selection analysis. In the discussion part, we define the advantages and limitations of the brand’s entry into a new foreign market. We support the individual statements with the results of a coarse and fine selection analysis. We also describe the use and limitations of the brand’s cooperation strategy in the future. In the final part of the article, we identify the identified statements with the current marketing strategy and suggest the direction of its development when entering a new foreign market.

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The Influence of Economic and Political Globalization Aspects on Opec Member Countries’ Export Operations

et al. 2022

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Modern resource markets are globalized, which gives significant advantages to countries that own these resources. The proceeds from the sale of resources to global markets can serve as a financial phase for the implementation of important government development programs for a country. The paper examines the influence of the economic and political aspects of globalization on the export operations of the OPEC and OPEC+ member countries. A statistical study of the dependence of export volume dynamics on the KOF Globalization Index and its components was carried out, which made it possible to quantitatively assess the impact of political and economic globalization on OPEC countries’ exports by developing a mathematical model that would describe the relationship of these indicators. The OPEC and OPEC+ countries were grouped depending on those components of the globalization indicator that affect export volumes, that is, according to the level of countries’ involvement in globalization.

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The impact of globalization on the business position of European Union

Cited by 4 publications

References 13 publications

The Importance of Irrational Purchasing Behaviour in Applying the Marketing Strategy of Selected Global Brands

The Importance of Irrational Purchasing Behaviour in Applying the Marketing Strategy of Selected Global Brands

The Importance of Probabilistic Analysis in the Application of the Marketing Strategy of the Selected Brand

The Influence of Economic and Political Globalization Aspects on Opec Member Countries’ Export Operations

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