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Working in Regional Agro-food Networks – Strengthening Rural Development through Cooperation

100%
Burandt A., Lang F., Schrader R., Thiem A.
Eastern European Countryside
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2013
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vol. 19
153-176
EN
Regional agro-food networks have an impact on the development of rural regions. Networks give small and medium sized enterprises the opportunity to gain access to further markets (e.g. through offering a wider common product range), to conduct more effective marketing or to synergize the variety of skills and knowhow of the network partners. Networks of the agricultural and food economy are also seen as a chance for rural regions because they can positively influence social and cultural lives as well as the natural and economic areas in regions. We analysed regional networks of the agricultural and food economy, investigated the strengths and weaknesses in the structure of agro-food networks and developed options for action to strengthen the collaboration within the networks and their regional marketing. In our paper we present the results of one case study in Eastern Germany. We show our findings of a strengths and weaknesses analysis and a constellation analysis. Therefore, success factors were identified and used to evaluate the networks qualitatively. In addition, we discuss how regional networks can support regional marketing and sustainable regional development.
2
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The Use of Regional Marketing in the Conduct of Regional Policy

100%
Jánošová D., Jobczyk T.
Political Preferences
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2019
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issue 25
53-62
EN
The purpose of the article is to demonstrate the close relationship between regional development and territorial marketing, which based on the implementation of the marketing concept focuses on creating regional and local products and their effective positioning towards potential buyers. The presented thesis is a result of reflection on using regional marketing in creating regional policy, based on consideration of the specific features of the region which marketing specialists are supposed to know in order to create a marketing plan for the respective region. Further, the marketing plan may be used in the political strategy of regional development based on the satisfaction of the residents’ needs and their individual development. The care of politicians, who fulfil their functions following the election by the citizens, and the development of residents would coexist with the creation of regional development. The phenomena should be closely interrelated. When describing the interrelation from a scientific perspective, it must be said that synergy of the indicated types of activity depends on a series of facts and correlations which fall within various scientific domains. Therefore, there is a need for multidisciplinary approach. The authors of the article hypothesize that management of regional development should be supported by the professional use of regional marketing, taking into account the assumption that each organization should shape its impact system by analysing its needs, already used solutions and the needs of its stakeholders. The views expressed are based on the analysis of selected literature.
3

IMPACT OF THE CORONA CRISIS ON MARKETING COMMUNICATION FOCUSED ON TOURISM

88%
DARÁZS T., ŠALGOVIČOVÁ J.
Communication Today
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2021
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vol. 12
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issue 1
148 - 160
EN
Tourism and travelling are among the most affected sectors of national economies worldwide due to the pandemic caused by a disease called COVID-19. Nowadays, we still cannot accurately predict the effects of this negative impact. Although the pandemic arrived relatively unexpectedly, it was still likely to be expected to occur. Perhaps that is why, in this scheme, Nassim Nicholas Taleb described it as a ‘white swan’, something that will almost inevitably occur in the future. Anyone who describes a pandemic as a ‘black swan’ may not have understood the topic well and is trying to clarify the related issues based on insufficient information resources. This study deals with the changes that the new situation has brought to the environment of regional marketing and marketing communication, especially in tourism. The work evaluates the mathematical analysis of data obtained from entities operating in marketing communication in regional marketing and tourism. Based on predetermined hypotheses, this research includes the quantitative and qualitative evaluation of subjects’ responses, providing a comprehensive explanation of the various impacts of the pandemic on the activities of entities whose main activity is to intersect with marketing. It seems interesting that not all changes are negative.
4
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Regional Policy and Regional Marketing at the Level of Small and Medium-sized Enterprises in Slovakia

88%
Labudová L., Jánošová D.
Political Preferences
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2020
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issue 26
41-54
EN
The article focuses on the characteristics of regional policy, regional development, regional marketing and regional marketing communication from a theoretical perspective. Subsequently, we characterize research that was realized in 2019 and included V4 countries - Slovakia, Poland, Hungary, Czech Republic, along with Serbia. Its aim was to characterize the main reasons of the failure of small and medium-sized enterprises and approach the current challenges of small and medium entrepreneurships, the main question we tried to answer was- How to prevent SMEs from failure? The activities related to the project led to the clarification of different aspects of business activities that can lead to successful and/or unsuccessful entrepreneurial activities. For the purpose of this article, we have selected eight research questions from Slovakia that are currently relevant to the topic of the article. We outline the main obstacles to business success in Slovakia, we characterize external factors that created business difficulties and three questions deal with marketing and marketing communication, because standing in a strong competitive environment requires, among other things, the ability to sell one´s business to customers. The aim of the article is to point out the factors that influence business and success in the market of small and medium enterprises in Slovakia.
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