Benefits of Computer Based Content Analysis to Foresight

Purpose of the article: The present manuscript summarizes benefits of the use of computer-based content analysis in a generation phase of foresight initiatives. Possible advantages, disadvantages and limitations of the content analysis for the foresight projects are discussed as well. Methodology/methods: In order to specify the benefits and identify the limitations of the content analysis within the foresight, results of the generation phase of a particular foresight project performed without and subsequently with the use of computer based content analysis tool were compared by two proposed measurements. Scientific aim: The generation phase of the foresight is the most demanding part in terms of analysis duration, costs and resources due to a significant amount of reviewed text. In addition, the conclusions of the foresight evaluation are dependent on personal views and perceptions of the foresight analysts as the evaluation is based merely on reading. The content analysis may partially or even fully replace the reading and provide an important benchmark. Findings: The use of computer based content analysis tool significantly reduced time to conduct the foresight generation phase. The content analysis tool showed very similar results as compared to the evaluation performed by the standard reading. Only ten % of results were not revealed by the use of content analysis tool. On the other hand, several new topics were identified by means of content analysis tool that were missed by the reading. Conclusions: The results of two measurements should be subjected to further testing within more foresight projects to validate them. The computer based content analysis tool provides valuable benchmark to the foresight analysts and partially substitute the reading. However, a complete replacement of the reading is not recommended, as deep understanding to weak signals interpretation is essential for the foresight

The Application of Business Network Approach for Small and Medium Enterprises (SME) with regard to their Buying Behavior

This paper presents a research study on Business Network (BN) approach within Small and Medium Enterprises (SME) based on the customer´s buying behaviour. We believe that the interconnection of BN, SME and buying behaviour is not sufficiently explored and there is a need for further studies in this respect. The main focus of this study is the explanation of customer´s buying behaviour in Business to Business market (B2B) which is motivated by customer´s effort to find a solution to his/her problems of rationalization or development. One of the major existing problems for SME is lack of resources (financial, human, technological) needed for the implementation of customer requirements (customer purchase). Lack of resources can be used from company´s Business Network of suppliers and customers. Therefore, not only it is necessary for SME to know their BN and develop relationships with their own suppliers and customers, but also with suppliers of their customers. Using BN approach has resulted in creating strong relationships in BN, thus building a stronger network and gaining a competitive advantage for SME. The BN approach was applied in the market of manufacturing plastics companies which face great competition from SME in Zlín region

Determinants Influencing the Adoption of New Information Technology Supporting Healthy Life Style: The Example of Wearable Self-Tracking Devices

Purpose: The presented study aims to identify key factors affecting the adoption of wearable electronics in Czech women. The results of the study can give insight on how to design an optimized wearable self-tracking device. Methodology/Approach: The well-established Unified Theory of Acceptance and Use of Technology (UTAUT) framework served as a baseline for research on key determinants of behavioral intention to use wearable self-tracking devices. Findings: The strongest factor was identified as the habit. The second strongest predictor affecting behavioral intention and use was the construct of performance expectancy. Personal health motivation, as a factor reflecting the nature of the subject examined, was the third strongest factor. The determinants of price value, effort expectancy, and social impact influence the adoption and use of these products. Facilitating conditions, personal inovativeness, personal control over diet and hedonic motivations did not play a significant role. Research Limitation/Implication: The tested sample included 808 interviewed women, but only from the Czech Republic. Scale already defined Eating control behavior as a measure of healthy lifestyle in terms of eating was the first usage in UTAUT 2 model. Originality/Value of paper: The study aims primarily to uncover the determinants of the usage of wearable electronics. Secondarily, it extends the theoretical framework of UTAUT2 by testing personal factors such as personal inovativeness, personal motivation to health, and personal control of eating as variables explaining behavioral intention and usage

Integration of Marketing and Logistic Criteria in Segmentation of B2B Market

This article deals with the B2B market segmentation as the tool for formulation of the marketing and logistical strategy. An empirical study on the market of secondary cardboard packaging represents the research approach carried out by personal and electronic questioning in order to determine customers' expectations, demands, preferences and characteristics, results in the processing by the factor and cluster analysis, discovered and designed segments with usage of marketing and logistics factors and their profiles. The research focused on existing and potential customers was primarily motivated by finding ways to discover new opportunities in value creation for specific segments on stagnant market. The important part of the study is the confirmation or refusing of hypotheses concerning the behavior of created B2B segments.marketing, B2B market, segmentation, corrugated cardboard, package, logistic, B2B trhy, segmentace, vlnitá lepenka, obaly, marketing, logistika