Central European Business Review, 2014 (vol. 3), issue 3

Editorial

Editorial

Ondřej Machek

Central European Business Review 2014, 3(3):3 | DOI: 10.18267/j.cebr.87

Articles

Food Industry Approach to Rising Prevalence of Children Obesity in the Czech Republic

Květa Olšanová

Central European Business Review 2014, 3(3):7-15 | DOI: 10.18267/j.cebr.88

This paper explores the approach of the food industry towards the issue of rising children obesity in the context of the external regulatory environment and industry self-regulation. It presents the roles and positions of the industry associations, self-regulation and industry representatives through a case study of best practices in applying self-regulation rules. It proves that companies, acting in accordance with the long-term strategy of social responsibility, approach the self-regulation respectfully, because its absence would be a cause for development and implementation of stricter legislation over the long run.

The Risk of Vampire Effect in Advertisements Using Celebrity Endorsement

Tetyana Kuvita, Miroslav Karlíček

Central European Business Review 2014, 3(3):16-22 | DOI: 10.18267/j.cebr.89

In the race to get the attention of the target audience, advertisers often use special attention-getting devices. This in turn exposes them to a higher risk of creating a vampire effect when the core message about the brand or a product is "eaten up" by such devices. The concept of a vampire effect in advertising appears to be under-researched in the current literature. Therefore, this paper provides deeper insights into the vampire effect occurrences in printed advertisements using celebrity endorsement. The paper is based on a qualitative study with an eye-tracking device with 12 participants and on the following experiment with 60 university students....

Chinese Companies in Switzerland

Esther Kessler, Markus Prandini, Juan Wu

Central European Business Review 2014, 3(3):23-30 | DOI: 10.18267/j.cebr.90

In recent years, some of China's leading firms have made headlines with their European expansion, by either opening new facilities or by acquiring or merging with significant enterprises in Europe. The goal of this paper is to contribute to the existing literature by examining Chinese enterprises expanding into Switzerland. The study also allows some conclusions for Chinese companies entering Central and Eastern Europe. We analyze via interviews the motivations of Chinese companies to expand into Switzerland as well as their behavior and the impediments in their internationalization process. Our findings show that Chinese companies fail to take advantage...

Innovation in Small and Medium Enterprises in the Czech Republic

Petra Koudelková

Central European Business Review 2014, 3(3):31-37 | DOI: 10.18267/j.cebr.91

The success of small and medium enterprises (SMEs) is crucial for the development of the Czech economy. Czech SMEs contribute to innovation and economic growth; they provide employment opportunities and stimulate economic growth. The aim of this research is to determine the key elements of growth and innovation in Czech SMEs. A questionnaire survey of innovation in SMEs in the Czech Republic was used; the research was held in the second quarter of 2013. The research results show that innovation has a positive impact on the growth of Czech SMEs and hence it should become a top priority for the Government strategies and policies that aim to promote economic...

Key Trends and Problems of Regional Innovation Systems' Development in Poland and Ukraine

Oleksandr Fedirko

Central European Business Review 2014, 3(3):38-45 | DOI: 10.18267/j.cebr.92

This article is devoted to comparative study of regional innovation development in Poland and Ukraine. Innovation potential and performance of Ukrainian regions assessment is grounded on the regional innovation systems approach, employing selected indicators of the EU regional innovation evaluation criteria. Key trends and problematic issues of regional innovation development are captured through a number of methods: comparative analysis, calculating variation of regional innovation capacity indicators within countries and their correlation versus per capita GDP of regions in Poland and Ukraine. The overall low level of R&D and innovation expenditure,...

The Effect of Perceived Business Ethics on Brand Personality Dimensions & Creation of Brand Equity in Developing Countries

Mohammad Reza Hamidizadeh, Mohammad Reza Karimi Alavije, Morteza Rezaee

Central European Business Review 2014, 3(3):46-53 | DOI: 10.18267/j.cebr.93

Due to multi-dimension viewpoints, since decision-making and purchase process are emerging based on the human spirit or internal value of customers, this research seeks to introduce and analyze a model in this regard. In this research, the effects model of ethicality on brand personality dimensions and creation of brand equity were studied, aiming on raising awareness and highlighting the role of ethical values in branding. The population includes all the customers within Iranian chain stores (as a developing country). The results show that "perceived business ethicality" has a positive effect on responsibility, activity and emotionality. Moreover,...

Interview

John Westby: We Need to be the First in Class

Tomáš Poucha

Central European Business Review 2014, 3(3):58-61 | DOI: 10.18267/j.cebr.95

Discussion

Can Poetry be of Value in the World of Business?

Gillian Pritchett

Central European Business Review 2014, 3(3):54-57 | DOI: 10.18267/j.cebr.94