Central European Business Review, 2019 (vol. 8), issue 2

Articles

Asymmetric Impact of Advertising revenues on Consumer Behavior: A Bivariate Approach

James T. Strong, Gokce Soydemir, Panagiotis Petratos

Central European Business Review 2019, 8(2):1-14 | DOI: 10.18267/j.cebr.212  

There is very little research in the extant literature on the asymmetry that may exist in consumers reactions to changes in the aggregate level of advertising in the marketplace. Aggregate levels of advertising act as a signal to consumers regarding the health of the economy. In this study, we investigate the extent of this asymmetry in terms of how consumer confidence, which is a proxy for future consumer spending, responds to upturns and downturns in advertising revenues. We find that consumers react with higher levels of confidence to upturns in advertising revenues. However, consumers do not react to downturns in advertising revenue with commensurate...

Governance Team Leadership and Business User Participation - Organizational Practices for Innovative Customer Engagement in Data Compliance Project

Milomir Vojvodic, Christian Hitz

Central European Business Review 2019, 8(2):15-45 | DOI: 10.18267/j.cebr.214  

The study examines the relationship between the governance program teams, business user participation, and innovation in data compliance projects. Many firms continue to struggle with their governance programs as its effective implementation requires organizational change and a higher rate of involvement of those with significant knowledge of the context of the system use. Leadership elements are observed in governance teams and the way how these elements impact both, participation and innovation in recent General Data Protection Regulation (GDPR) data compliance efforts. To test the hypotheses, a quantitative method with Structural Equation Modelling...

Marketing and Artificial Intelligence

Krystyna Jarek, Grzegorz Mazurek

Central European Business Review 2019, 8(2):46-55 | DOI: 10.18267/j.cebr.213  

In recent years, artificial intelligence (AI) has become an emerging trend in different fields: science, business, medicine, automotive and education. AI has also reached marketing. The aim of the paper is to research how deeply AI is applied in marketing and what implications there are for marketing practitioners. Authors stated two research questions - which areas of AI are used in marketing and what implications AI delivers for marketing managers. To answer those questions, the authors conducted research on secondary data with AI examples used for marketing purpose. The analysis of gathered examples shows that AI is widely introduced into the marketing...

Cultural Enterpreneurship Illustrated on the Non-Profit Arts Sector in the Czech Republic

Pavla Petrová

Central European Business Review 2019, 8(2):56-74 | DOI: 10.18267/j.cebr.209  

Creativity in the arts has been influenced by an environment where the integral parts are state provisions, which directly and indirectly support the development of the independent arts sector. The past decades have seen a change in the field of arts and the support thereof as part of creative branches. The paper focuses on new approaches of non-profit arts organizations to receive support for their activities using the principles of cultural entrepreneurship. The research was performed in the Czech Republic in the monitored period of 2008-2016. The theoretical part of the research is concluded by a proposal for a new definition of cultural entrepreneurship...