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Związki segmentacji rynku z wartością przedsiębiorstw turystycznych (uwagi teoretyczne i praktyczne)

100%
Rawski M.
Zeszyty Naukowe Wyższej Szkoły Ekonomii i Informatyki w Krakowie
|
2008
|
issue 4
141-161
PL
Ukazano teoretyczne związki pomiędzy segmentacją rynku a wartością przedsiębiorstwa turystycznego oraz potencjalne i faktyczne możliwości zwiększenia wartości przedsiębiorstwa poprzez realizację procesu segmentacji rynku. Przedstawiono praktycznie w jakim zakresie segmentacja rynku jest postrzegana jako czynnik wzrostu wartości przedsiębiorstwa przez przedsiębiorstwa turystyczne.
EN
In the theoretical part of the paper there is defense of a thesis that market segmentation potentially and indirectly influences the value of enterprise, by shaping the point of entry for some proper marketing activities. The real benefits depend on the quality of segmentation process performed (the appropriateness of segmentation criteria and procedures chosen). In the practical part there are presented results of the author's research on how market segmentation is being viewed in tourism enterprises as their value's growth factor. In general the tourism enterprises know and take advantage of market segmentation, but at the same time they think that market segmentation hardly influences their enterprises' values. On average, every third company researched declared that segmentation is an important marketing factor shaping enterprise's value, but only in 8% of tourism firms segmentation is being treated as the most important factor. One can see the bigger role of market segmentation in the process of enterprises' value creation in those companies which operate on developing markets, on markets with significant and quick changes, on a nationwide scale, in strong competitive conditions, in large companies with foreign or mixed capital and managerial custody, evaluating their financial condition as a very good one. (original abstract)
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W poszukiwaniu barier innowacyjności przedsiębiorstw turystycznych: problem skutecznej ochrony wartości generowanej z innowacji

100%
Najda-Janoszka M.
Studia Ekonomiczne
|
2014
|
vol. 183 cz 2
110-120
EN
The purpose of the article is to present both a theoretical and empirical analysis of the problem of protecting the value generated from innovation in tourism industry from the perspective of innovation barriers of tourism enterprises. Empirical evidence is obtained through surveys conducted in 2012 in the southern region of Poland. The questionnaires were administered to a sample of 55 micro, small and medium-sized tourist enterprises. The obtained results confirm that more than half of investigated firms often experience difficulties in ensuring effective protection of implemented innovations. Perceived difficulties result from a limited pool of accessible protection tools as well as improper use of available mechanisms. The adverse impact of the barrier is more intensive with respect to the inclination to cooperate in innovation than directly on the number of implemented innovations.
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