Enhancing Promotional Strategies through the Use of Web 2.0

We have witnessed a rising interest – by both academic and managerial field – in the marketing application of Web 2.0 techniques. Yet the effective impact and change it brings is still unclarified. The importance of Web 2.0 is constantly on the rise. We see consumers join social networks, using social tools in an ever greater number, therefor it gives companies a new and effective tool for marketing communication and other marketing-related activities. In our research, we first aim to clarify the definition and boundaries of Web 2.0. Then through a literature review we collect some of the most important areas of marketing to be affected by this seemingly technological change. We also have a brief overview of challenges and risks firms face in this new environment.

Modifying the yield factor based on more efficient use of fertilizer — The environmental impacts of intensive and extensive agricultural practices

The aim of this article is to draw attention to calculations on the environmental effects of agriculture and to the definition of marginal agricultural yield. When calculating the environmental impacts of agricultural activities, the real environmental load generated by agriculture is not revealed properly through ecological footprint indicators, as the type of agricultural farming (thus the nature of the pollution it creates) is not incorporated in the calculation. It is commonly known that extensive farming uses relatively small amounts of labor and capital. It produces a lower yield per unit of land and thus requires more land than intensive farming practices to produce similar yields, so it has a larger crop and grazing footprint. However, intensive farms, to achieve higher yields, apply fertilizers, insecticides, herbicides, etc., and cultivation and harvesting are often mechanized. In this study, the focus is on highlighting the differences in the environmental impacts of extensive and intensive farming practices through a statistical analysis of the factors determining agricultural yield. A marginal function is constructed for the relation between chemical fertilizer use and yield per unit fertilizer input. Furthermore, a proposal is presented for how calculation of the yield factor could possibly be improved. The yield factor used in the calculation of biocapacity is not the marginal yield for a given area, but is calculated from the real and actual yields, and this way biocapacity and the ecological footprint for cropland are equivalent. Calculations for cropland biocapacity do not show the area needed for sustainable production, but rather the actual land area used for agricultural production. The proposal the authors present is a modification of the yield factor and also the changed biocapacity is calculated. The results of statistical analyses reveal the need for a clarification of the methodology for calculating marginal yield, which could clearly contribute to assessing the real environmental impacts of agriculture.

Modifying the yield factor based on more efficient use of fertilizer — The environmental impacts of intensive and extensive agricultural practices

The aim of this article is to draw attention to calculations on the environmental effects of agriculture and to the definition of marginal agricultural yield. When calculating the environmental impacts of agricultural activities, the real environmental load generated by agriculture is not revealed properly through ecological footprint indicators, as the type of agricultural farming (thus the nature of the pollution it creates) is not incorporated in the calculation. It is commonly known that extensive farming uses relatively small amounts of labor and capital. It produces a lower yield per unit of land and thus requires more land than intensive farming practices to produce similar yields, so it has a larger crop and grazing footprint. However, intensive farms, to achieve higher yields, apply fertilizers, insecticides, herbicides, etc., and cultivation and harvesting are often mechanized. In this study, the focus is on highlighting the differences in the environmental impacts of extensive and intensive farming practices through a statistical analysis of the factors determining agricultural yield. A marginal function is constructed for the relation between chemical fertilizer use and yield per unit fertilizer input. Furthermore, a proposal is presented for how calculation of the yield factor could possibly be improved. The yield factor used in the calculation of biocapacity is not the marginal yield for a given area, but is calculated from the real and actual yields, and this way biocapacity and the ecological footprint for cropland are equivalent. Calculations for cropland biocapacity do not show the area needed for sustainable production, but rather the actual land area used for agricultural production. The proposal the authors present is a modification of the yield factor and also the changed biocapacity is calculated. The results of statistical analyses reveal the need for a clarification of the methodology for calculating marginal yield, which could clearly contribute to assessing the real environmental impacts of agriculture.