Az e-businesstől az online reklámozásig a versenyképesség tükrében

A „Versenyben a világgal” c. kutatási program 2009-es adatfelvételének két fő aspektusát vizsgálja a tanulmány. Az egyik az e-business / elektronikus kereskedelem területe, a másik a marketing, azon belül is online megoldások területe. Az infokommunikációs technológiák alkalmazása teszi lehetővé a vállalatok számára, hogy online jelenlétükkel és aktivitásukkal hatékonyabbá vagy épp sikeressé tegyék működésüket. Dolgozatunkban azt vizsgáljuk, hogy az egyes iparágak milyen mértékben használják az online marketing és az elektronikus kereskedelem eszközeit. Úgy véljük, hogy fontos hozadéka tanulmányunknak a két terület kérdéskörének kritikája és újrastrukturálására tett javaslatunk a kérdőív szintjén. A kutatásunk eredményei alapján elmondhatjuk, hogy a hazai vállalatok többsége használ valamilyen csatornát vagy eszközt működése során, de az eszközök megoszlása korántsem egyenletes. Míg egyes iparágak változatos megoldásokat használnak, mások szerényebb eszközkészlettel dolgoznak. Megállapításainkat ugyanakkor óvatosan kell kezelni, mivel a mintában a termelő vállalatok felülreprezentáltak voltak, elsősorban a kereskedő és különféle szolgáltató ágazatok rovására. Kvalitatív interjú segítségével vizsgáltunk két vállalatot, hogy megértsük az egyes eszközök (akár online marketing, akár e-kereskedelmi) használata és kerülése mögött álló lehetséges okokat. ________ In our study, we explore two aspects of the program titled „Competing with the world”, conducted in 2009. The field of e-business / e-commerce and online marketing is addressed. Application of info communication technologies through online presence make companies capable of a more competitive and more effective functioning. We examine the extent of use of online marketing and e-commerce tools in various industries. We believe that our critical approach and recommendations based on the structure and textual form is an important increment of our study in the reform and amendment of future research questionnaire. Based on our research, we might pronounce that majority of Hungarian companies use some kind of online channel or tool, however, distribution is not uniform. Some industries work with richer, more diverse tool sets; others use only a single channel or tool. However, we must be careful with our statement, due to the composition of the sample: manufacturing companies were overrepresented in the sample at the expense of commercial and different supplier industries. We examined two different companies through qualitative interviews to understand the reasons behind the use or avoidance of different tools (online marketing and e-business as well).

Costs and Benefits of Stem Cell Research and Treatment: Media Presentation and Audience Understanding in Hungary

This study examined the press coverage and audience understanding of the costs and benefits of stem cell research/treatment in Hungary. A content analysis of five newspapers and a focus group study was conducted. The way participants talked about the costs and benefits in many aspects echoed the dominant framing of the issue in the press (medical benefits = main benefit, high expense of treatment = dominant negative aspect). Even though participants applied analogical reasoning to formulate some risks that were missing from the reporting on stem cells, many gaps of the media coverage were echoed in gaps in lay discussions.

Future of Capitalism

The moral foundation of capitalism should be reconsidered. Modern capitalism is disembedded from the social and cultural norms of society and produced a deep financial, ecological and social crisis. Competitiveness is the prevailing ideology of today’s business and economic policy. Companies, regions, and national economies seek to improve their productivity and gain competitive advantage. But these efforts often produce negative effects on various stakeholders at home and abroad. Competitiveness involves self-interest and aggressivity and produces monetary results at the expense of nature, society and future generations The collaborative enterprise framework promotes a view in which economic agents care about others and themselves and aim to create values for all the participants in their business ecosystems. Their criterion of success is mutually satisfying relationships with the stakeholders. New results of positive psychology and the Homo reciprocans model of behavioral sciences support this approach. The economic teachings of world religions challenge the way capitalism is functioning, and their corresponding perspectives are worthy of consideration. They represent life-serving modes of economizing which can assure the livelihood of human communities and the sustainability of natural ecosystems. Ethics and the future of capitalism are strongly connected. If we want to sustain capitalism for a long time we have to create a less violent, more caring form of it.

Financial Characteristics of Family Businesses and Financial Aspects of Succession

Family businesses are special in many respects. By examining their financial characteristics one can come to unique conclusions/results. This paper explores the general characteristics of the financial behaviour of family businesses, presents the main findings of the INSIST project’s company case studies concerning financing issues and strategies, and intends to identify the financial characteristics of company succession. The whole existence of family businesses is characterized by a duality of the family and business dimensions and this remains the case in their financial affairs. The financial decisions in family businesses (especially SMEs) are affected by aspects involving a duality of goals rather than exclusively profitability, the simultaneous presence of family and business financial needs, and the preferential handling of family needs at the expense of business needs (although it has to be said that there is evidence of family investments being postponed for the sake of business, too. Family businesses, beyond their actual effectiveness, are guided by individual goals like securing living standards, ensuring workplaces for family members, stability of operation, preservation of the company’s good reputation, and keeping the company’s size at a level that the immediate family can control and manage. The INSIST project’s company case studies revealed some interesting traits of family business finances like the importance of financial support from the founder’s family during the establishment of the company, the use of bootstrapping techniques, the financial characteristics of succession, and the role of family members in financial management.