Grounded theory, a kvalitatív kutatás klasszikus mérföldköve (Grounded theory, the classic milestone of qualitative research)

A grounded theory olyan kutatási módszer, ahol az elmélet az empirikus adatokból fejlődik ki és abban gyökerezik (Glaser - Strauss, 1967). Annak ellenére, hogy a módszer nemzetközileg rendkívül népszerű, a grounded theory nem igazán vert gyökeret a hazai menedzsment- és marketingkutatás talajában. A cikk célja a grounded theory kulcsfontosságú mozzanatainak bemutatása és a módszer népszerűsítése. / === / Grounded theory is a research method in which theory emerges from the data and is grounded in it (Glaser - Strauss, 1967). Despite the international popularity of the method, the grounded theory unfortunately hasn't taken roots in the Hungarian management and marketing research fields. The purpose of this article is to highlight some features and key points of the method and to popularize it among researchers.

Reading before buying - exploring consumer attitudes toward informative function of packaging

Oftentimes, packaging is the first and only marketing tool consumers encounter before a purchase, therefore it is considered to be the most important communication and informative tool (Behaegel, 1991; Peters, 1994). The aim of the research is to better understand food label usage of consumers. To make the identification of behaviour patterns possible and to understand the way consumers use labels on packaging netnography has been chosen as the research method. We identified market factors in our research which result in label use. Based on our results, two large consumer segments were identified: conscious and non-conscious consumer behaviours. Reading information on packaging can be classified in two ways, according to method of use (superficial, conditional, incidental) and place (home, or point of sale).

Agency theory problems behind the fall of shopping centers

The present article assesses agency theory related problems contributing to the fall of shopping centers. The negative effects of the financial and economic downturn started in 2008 were accentuated in emerging markets like Romania. Several shopping centers were closed or sold through bankruptcy proceedings or forced execution. These failed shopping centers, 10 in number, were selected in order to assess agency theory problems contributing to the failure of shopping centers; as research method qualitative multiple cases-studies is used. Results suggest, that in all of the cases the risk adverse behavior of the External Investor- Principal, lead to risk sharing problems and subsequently to the fall of the shopping centers. In some of the cases Moral Hazard (lack of Developer-Agent’s know-how and experience) as well as Adverse Selection problems could be identified. The novelty of the topic for the shopping center industry and the empirical evidences confer a significant academic and practical value to the present article.

Winners and Losers in the Liberalized Energy Retail Sector in Hungary:A Co-evolutionary Approach

This paper examines the recent history of the Hungarian energy trading market in a co-evolutionary framework. Hungary is characterized by a mixed ownership structure with mainly multinational incumbents in energy retail and distribution, while the wholesale is dominantly owned by state-owned companies. The legal framework also has dual characteristics, with free-market regulation for industrial consumers and a regulated price regime for households. Our research method follows a longitudinal approach from the period of market liberalization in 2008 until 2013. We identified strong relationship between the individual and sector performance of the trading companies and the current political ideology and institutional regime.