The effects of experience in loyalty card adoption on the importance of the attributes of loyalty schemes

The popularity of loyalty programs worldwide shows that this is one of the most efficient marketing tools in highly competitive markets to retain customers. The saturation of loyalty schemes themselves can lead to a fierce competition between firms to gain wider penetration for their cards. The experience of the customers regarding adoption of loyalty programs can affect their attitude towards the different attributes of the programs. We found that more experienced customers evaluate the importance of the soft attributes of the loyalty schemes higher.

The responsibility of futurists in strategic foresight - Hungarian examples

The Futures Studies Department at the Corvinus University of Budapest conducted a few strategic foresight projects at the beginning of the twenty-first century. The goals of two projects were to increase the regional competitiveness of two towns in Hungary; whereas, two other projects dealt with the long-term, 15- to 20- year-long, macro-development opportunities of Hungary. They focused on defining social trends that influence the long-termdecision-making environment of the regions and the country. The two types of experience made it possible to enhance strategic foresight by defining the role and responsibility of professional futurists and average, everyday people.