L1 - Market Structure, Firm Strategy, and Market PerformanceReturn

Technologies transform the total marketing mix of hotel products in the dynamic tourism market, where the distribution is detected as a key factor of market placement and profitability. The main goal of this paper is to explore the distribution channels in the hospitality industry and to identify the most successful elements of online distribution for the purposes of realising future excellence in post-COVID-19 tourism. The online distribution elements that could enhance competitiveness and incentives for reservation were identified and ranked. This was realised by choosing the most representative sample and by researching it using a structured questionnaire, where the mix of competitiveness and marketing elements were evaluated. The research findings present the importance of online travel agents (OTA), tour operators, social networks and conferences (MICE segment). The potential of Global Distribution Systems (GDS) systems is detected and, although not fully valorised in practice, implicate future franchising and contracting with global hotel brands and consortia. The answer to the question: “Which tools and techniques of innovative online distribution should be used and what product elements enhance sales in the hotel industry of the future?” is explored by the scientific methodology, which supports the purpose and presents the main contribution of the paper.
Implications for Central European audience: The paper represents a considerable contribution in the perception of the distribution channels, affirmed for exchange in the Central European tourism market as an emissive market for the receptive offer of Croatian tourism. Considered in the context of the accessibility of Croatia as a car destination that realises both long-term and short-term “impulsive” bookings, promptness, propulsion and dynamism of online distribution channels used by the hotel offer have exceptional importance for income management and profitability. Correspondingly, a positive perception is being developed of the Central European market demand, as well as tourism awareness about closeness and market potentials, which represents a platform for the development of applicative strategies in communication and business. Recognising the effect on intensification of tourist exchange through the affirmation of innovations and technology contributes to the development of science and practice of the hospitality industry.

Mergers and acquisitions (M&As) play an increasingly important role in the expansion of Chinese companies in the European market. The article aims to analyze the largest, in terms of value, M&As conducted by Chinese companies between 2005 and 2015 in the energy sector, in order to present the main premises and consequences of such agreements. For this purpose, the assessment was made based on case studies conducted by the Author, as well as the opinions of experts specializing in the business models of Chinese enterprises, derived from qualitative interviews. Specialized literature on the discussed forms of international expansion of Chinese enterprises was also used. Based on the case study method, analysis of the agreements shows that decisions on conducting M&As are strongly influenced by the adopted strategic directions of the companies’ development, their desire to develop a competitive position on the market and improve their financial condition. The effects, in turn, were addressed, taking into account the dimensions of the strategic and tactical importance for companies.

Over the past two decades, French enterprises have been heavily investing in the Czech Republic. Today, France is the fifth biggest investor to the Czech Republic, and French companies are among the most important employers. The aim of this study is to analyze the presence of French firms in Czech Republic by look at the example the French-Czech mergers and acquisitions (M&A), and to explain the main motivation of the location of French firms in the country. Using a review of documents and secondary data analysis, we observe that French enterprises have invested especially in the Czech manufacturing sector, energy & power, consumer staples and financial services. In this study, we evaluate if French corporations try to optimize their production process within so-called global value chains, and if French companies have invested in their own strategic domain area or another strategic area by using the diversification growth approach. Finally, we present examples of successful mergers and acquisitions of French firms realized in the Czech Republic.

This article analyzes the trends and development of the retailing sector in Central Europe, namely in the Czech Republic, Hungary, Poland and Slovakia. These markets serve about 63 million inhabitants. The retail industry in Central Europe has changed dramatically in the last two decades, and has become a model for successful transformation of emerging markets. The retail market is highly concentrated and dominated by Western European retail chains. International retail chains are using all formats of modern distribution. This article is focusing on the development of hypermarkets, supermarkets and discount stores. Due to international retail chains, Central European countries benefit from a dense network of modern shopping places; the intense competition of highly productive retailers contributes to a lower inflation rate because of the so-called Wal-Mart Effect. The constant pressure on prices influences the marketing strategies of both retailers and suppliers.