How market information is transformed into marketing knowledge?

In the future, competitors will have more and more opportunities to buy the same information; therefore the companies’ competitiveness will not primarily depend on how much information they possess, but rather on how they can “translate” it to their own language. This study aims to examine those factors that have the most significant impact on the degree to which market studies are utilised by companies. Most of the work in this area has studied the use of information in strategic decisions a priori. This paper — while reflecting on the findings of research on organisational theories of information processing — aims to bridge this gap. It proposes and tests a new conceptual framework that examines the use of managerial market research information in decision-making and knowledge creation within one single model. Collected survey data, including all the top-income business enterprises in Hungary indicate that market research findings are efficiently incorporated into the marketing information system only if the marketing manager has trust in the researcher, and believes that the market study is of high quality. Decision-makers are more likely to learn from market studies facilitating the resolution of some specific problem than descriptive studies of a more general nature.

Az innovációterjedés lehetőségei egy technológiai piacon (Opportunity of the innovation on a technologic market)

Az innovációterjedés vizsgálatának számos módszere ismert a szakirodalomban, a leggyakoribb a szociológiai alapú közelítés, melynek marketingvonatkozásait alapvetően Rogers (1962) dolgozta fel. Rogers elmélete kettős – egyrészt elméleti szegmentációt nyújt az innováció elfogadásához, másrészt bemutatja a sikeres innovációelfogadás tényezőit. Az elmélet további alkalmazása során egy viszonylag egységes, de – mint ahogy a szerzők 2005-ben végzett kutatásából kiderült – nem feltétlen valós kép alakult ki az egyes fogyasztói csoportokról. A legtöbb innovációs kutatás kvantitatív jellegű, amily eleve feltételezi, hogy pontosan ismerjük a probléma szerkezetét. Radikálisan új megoldások esetében azonban nem feltétlenül rendelkezünk ilyen ismeretekkel, s szükséges lehet egy feltáró kutatás elvégzése. A szerzők vizsgálatukban alapvetően kvalitatív kutatási technikákat alkalmaztak: a résztvevők megfigyelését, a strukturálatlan interjút, mélyinterjút egyaránt használták, és a felhasználók, illetve az érdekelt vállalatok széles körét vonták be a kutatásba. _____________ In their paper the authors study the user acceptance of a new innovation, wifi applications in a technologically less developed market with qualitative research techniques. They used Rogers’ framework of aspects of the diffusion of innovation, to explore whether those factors are traceable and have influence in the spreading of hotspot. Their objective was to explore the factors of diffusion of innovation in a less developed market, what the major possible success factors of introducing wifi solutions for operating hotspots. They found that current users show two separate groups: one group is the technology freak, trend follower innovators. The other group is also technologically well-educated more conservative – security sensitive professional users, innovators in the sense of using the new technology at the earliest stage, but hold negative attitudes towards the new application in question. This raises the question whether companies are to approach these innovators with differentiated strategy.

Knowledge representation and evaluation an ontology-based knowledge management approach

Competition between Higher Education Institutions is increasing at an alarming rate, while changes of the surrounding environment and demands of labour market are frequent and substantial. Universities must meet the requirements of both the national and European legislation environment. The Bologna Declaration aims at providing guidelines and solutions for these problems and challenges of European Higher Education. One of its main goals is the introduction of a common framework of transparent and comparable degrees that ensures the recognition of knowledge and qualifications of citizens all across the European Union. This paper will discuss a knowledge management approach that highlights the importance of such knowledge representation tools as ontologies. The discussed ontology-based model supports the creation of transparent curricula content (Educational Ontology) and the promotion of reliable knowledge testing (Adaptive Knowledge Testing System).

Tudáshasználat és sikeresség- tudásteremtés és -használat a magyarországi borvidékeken (Knowledge-use and success – Knowledge-creation and use on the Hungarian wine-districts)

A cikkben a magyarországi borágazatra vonatkozóan vizsgáljuk a tudáshasználat és sikeresség összefüggését. Magyarország az elmúlt évtizedben elmaradt a magasabb tudást megtestesítő prémium- és szuperprémium- borok irányába mutató világpiaci trendtől. Ennek hátterében vizsgálataink szerint a szőlő- és borágazatban elengedhetetlen és állandóan fejlődő tudás nem eléggé intenzív használata is meghúzódhat. Noha a tudás használata és terjedése ugyan jelentős tényező a különféle vállalkozások sokféleségének magyarázatában, de nem egyértelműen szignifikáns a többféle módon mért sikeresség alakításában. Ugyanakkor azt is megállapíthatjuk, hogy a magyar vállalkozások a tudás saját berken belüli gondozásával és adekvát felhasználásával piaci sikereket érhetnek el. _____ The paper examines the relationship between the use of specific knowledge and success among the Hungarian grape growers and wine makers. In the recent decade Hungary has been left behind by the world trends represented increasing share of premium and superpremium wines (which materialise higher knowledge) in export development. According to the authors’ survey there might be in behind the non-appropriate use and management of knowledge and skills which would be ‘condition sine qua non’ for wine making. However the use and spread of skills is a basic component in explaining the differences of variation among the companies, it is not unambiguous in formulating the business success measured in different indicators. At the same time the authors can conclude that the Hungarian wine enterprises – keeping the idea generation as well as its further development, elaboration and adequate use within the frame of the company – can achieve market success.

Implicit rating: A potential new method to alert crisis on the interbank lending market

A new measure called “implicit rating” is introduced which might be a component of an early warning system. The proposed methodology relies on the aggregation of experts’ knowledge hidden in the transactional data of the interbank market of unsecured loans. Banks are simultaneously assessing the creditworthiness of each other which is reflected in the partner limits and in the interest rates. In the Hungarian interbank market the overall trading volume and the average interest rate did not show any negative trends before the crisis of 2008, however the average implicit partner limit started to decrease several months earlier, hence it might serve as a stress indicator.