More Than Words, Brand Destruction in the Online Sphere

The focus of this paper is brand destruction, however in a slightly different sense than the traditional marketing literature depicts it. The concept of brand destruction basically tends to be discussed either (1) as an accidental, counter-productive event in a campaign which leads to the ruining of the brand, or (2) an intentional act by competitors in the market, which results the same breakdown mentioned above. As this paper shows, there are other ways to consider as well, when speaking about brand destruction. An often overlooked type of brand destruction is a rather new phenomenon: destroying the brand by customers or business partners. The adequate scene for this case is the internet itself, especially different social media platforms, e. g. Facebook, Twitter, Tumblr, Instagram, etc. Also popular weblogs can play an important role in brand destruction made by customers or business partners (general cases related to social media are depicted in Lipsman – Mud – Rich – Bruich, 2012). This paper presents a couple of cases in the online field and focuses basically on online communicative activities, in which a brand’s negative properties come to discussion. Both Hungarian and foreign examples are easy to find and they all demonstrate the growing power of consumers. This observation led marketing experts to start talking about the ‘smooth seizure of power by consumers’. Whilst the critic of this concept is considered to be relevant, this paper describes the elements and methods of the ‘seizure’ – from an online social point of view. The key of handling brand destruction cases efficiently lies in the role of social media users. They are not only consumers, but the opportunity for producing online contents is in their hands as well – this fact results in the idea of ‘prosumers’. Thus customers on social media platforms must be handled as a ‘critical mass’: as civic warriors with strong weapons in their armoury. No companies are allowed to feel safe, as the slightest error may well be punished by the crowd.

Foglalkoztatás-bővítési kilátások és akadályok az üzleti szférában(Employment expansion prospects and obstacles in the business sphere)

Empirikus vizsgálatok szerint a vállalatok fejlesztési törekvéseit Magyarországon is elsősorban a piaci kilátások határozzák meg, a finanszírozási körülmények szerepe jóval gyengébb. A beruházások és innovációk végrehajtása elsősorban a műszaki végzettségűek iránti keresletet növelheti, a szakképzetlen dolgozók körében viszont gyakran leépítésekre vezet. A vállalatok igénye és az állást keresők kompetenciái azonban nemcsak a szakmastruktúrában térnek el. A korábban megvalósított fejlesztéseknek a válság idején munkahelymegtartó szerepe volt. A jövőbeni fejlesztések munkaerőigényének kielégítésében mind az üzleti szektor szereplőinek, mind a szakpolitikáknak fontos tennivalói vannak. _______ According to recent empirical research development efforts of companies in Hungary are primarily determined by the market outlook, the role of financing conditions is much weaker. Implementation of investments and innovation can increase in first row the demand for technical professionals and often causes dismissals in unskilled labour. The demand of companies and competences of job seekers diverge not only in the professional structure. Earlier fulfilled development had workplace keeping role during the recession. Both actors of business sector and policies have important tasks to do in satisfying labour demand of future developments.