The Role of Marketing in Corporate Competitiveness: Marketing Practice Analysis of Hungarian Companies

The objective of this article is to analyse the marketing practice of Hungarian companies. On the one hand, the role of marketing function in the company has been revealed, and on the other hand the relationship between marketing efforts and market performance has been investigated. In frame of the Hungarian Competitiveness Studies, 300 marketing executives were surveyed to rate the marketing practice of their companies, concentrating on branding, pricing policy, applied marketing channels and promotional activities. The results confirm that sophisticated marketing practice leads to higher business performance. Keywords: marketing tools, competitiveness, performance

Between plurality and proportionality: an analysis of vote transfer systems

The paper considers a general model of electoral systems combining district-based elections with a compensatory mechanism in order to implement any outcome between strictly majoritarian and purely proportional seat allocation. It contains vote transfer and allows for the application of three different correction formulas. Analysis in a two-party system shows that a trade-off exists for the dominant party between the expected seat share and the chance of obtaining majority. Vote transfer rules are also investigated by focusing on the possibility of manipulation. The model is applied to the 2014 Hungarian parliamentary election. Hypothetical results reveal that the vote transfer rule cannot be evaluated in itself, only together with the share of constituency seats. With an appropriate choice of the latter, the three mechanisms can be made functionally equivalent.

The regulatory environment of the section of the non-standardized goods market - The findings of an interview research on Hungarian construction industry small enterprises

In this paper the behavior of economic actors shown in the uncertain quality goods markets is examined from the perspective of the sociology of markets. The analysis uses the findings of in-depth interviews conducted in 2011 and 2012 respectively amongst small and medium size entrepreneurs working in construction industry. In the Hungarian construction industry neither formal rules, nor vocational chambers, are able to create a safe environment for entrepreneurs. Nevertheless, networks created as a result of micro-selection steps might be able to enforce the quality of services, observe deadlines and what is more, ensure payment discipline. In this market, the typical high risk can be reduced by relationships. Networks reduce also the cost of transactions, since the important part of the services in this field could only be standardized at significant costs.

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.

Szolgálatosodás Nyugat-Európában és Magyarországon. Hol tartunk és merre haladunk? – Egy nemzetközi felmérés nyomán (Servitization in Western Europe and Hungary – Based on an international survey)

A szerző tanulmányában nyugat-európai és magyarországi termelővállalatok szolgálatosodását vizsgálta. A cél a szolgálatosodás mértékének és megtérülésének elemzése volt. A vizsgálatokat az IMSS kérdőíves felmérés adatain végezte el, stratégiai, operatív és eredményességi dimenziók mentén. Munkájában nemcsak Nyugat-Európa és Magyarország vállalatainak szolgálatosodásáról ad képet külön-külön, hanem az adatok közvetlen összehasonlításával megbízható összehasonlító elemzést is végzett a két térség között, melyet a tanulmány legfőbb hozzáadott értékének tekint. Nyugat-Európában a szolgáltatások kiemelkednek a versenycélok közül, míg Magyarországon gyenge helyezést érnek el a stratégiai prioritási sorrendben. Működési szinten mindkét helyen átlagosnak mondható a szolgáltatások nyújtását támogató akcióprogramokba fektetett erőfeszítés nagysága. Ez azonban nem feltétlenül mond ellent a stratégiai szintnek Nyugat-Európában, hiszen az is mondható, hogy a szolgáltatásokkal kapcsolatos programok nem zárják ki azt, hogy más területen is fejlesszenek (pl. lean programok). Az eredmények mindkét térségben a szolgálatosodás paradoxonát mutatják. ______ The paper focuses on the servitization of manufacturing companies in Western Europe and Hungary. The author's goal was to analyse the degree and the returns of servitization. The investigations were conducted using data of the IMSS, considering the dimensions of strategy, operations and returns. Besides giving a picture of the servitization of Western European and Hungarian companies, the paper also offers a reliable comparative analysis between the two regions, which can be considered as main value added of the paper. Services are among the most important competitive goals in Western Europe, but have a low ranking in Hungary. Regarding the operational level, programs supporting the offering of services are in the average in both places. This does not necessarily contradict the high strategic level in Western Europe, because we can say that programs related to servitization do not rule out improvement initiatives in other areas (e. g. lean programs). The service paradox is experienced in both territories.

Schizophrenic public administration reform in Hungary. Tension between anti-NPM systemic and pro-NPM organizational reforms

The aim of the paper is to highlight the main characteristics of the recent Hungarian public administration reform, as well as to reveal the inconsistent nature of some of its elements and to describe the connected risks. The starting point of the article is the Magyary Zoltán public administration development programme. The reform steps are compared to the ideal type NPM approach. The Hungarian public administration reform can be characterized by strong centralization and the revitalization of Hungarian anti-liberal traditions at macro level, and by the support of the enhancement of market rules and management at micro level.

Minsk and Budapest, the two capital cities. Selected studies of post-socialist urban geography and ecological problems of urban areas

The official cooperation between the Hungarian and the Belarusian geography began to be outlined in a sunny afternoon of June 2010 in the Minsk building of the Geographic Faculty of the Belarusian State University, four years ago. Then we reviewed the potential frames of cooperation with Professor Ekaterina Antipova. It was supported by the academican Károly Kocsis, member of the Hungarian Academy of Sciences, director of the Geographical Research Institute, and we could also win the support of the dean Ivan Pirozhnik and the academician Vladimir Loginov from the Belarusian State University and the National Academy of Sciences of Belarus, respectively. This informal cooperation became official in the autumn of 2010 in the frame of the Academic Mobility Agreement Project between the Hungarian and the Belarusian academies of sciences. Since then several publications have appeared about Hungary and Belarus in the geographic journals of both countries, however, this is the first, long awaited, significant common publication. Besides the project-based co-operations like e. g. the EastMig (www.eastmig.mtafki.hu) and the ReSEP-CEE (www.mtafki.hu/ReSEP_CEE_Be.html) supported by the Visegrad Fund, a vivid student exchange program was also launched from the autumn of 2010 between the Geographic Research Institute of the Hungarian Academy of Sciences, and the Geographic Faculty of the Belarusian State University with the scholarship program of the Visegrad Fund. Later the Department of Economic Geography of the Corvinus University of Budapest, headed by István Tózsa became also an active partner of the cooperation. The publishing expenses of this book are also fully financed by the Department of Economic Geography.

A cafeteria-rendszer továbbfejlesztésének lehetőségei – múlt, jelen és jövő (Evolution of Flexible Remuneration/Cafeteria Systems – Past, Present and Future)

A cikkben a szerzők először áttekintik a cafeteria-rendszer legfontosabb jellemzőit (célját, tipikus „stakeholdereit” és HR-stratégiai kérdéseit). Ezt követően megvizsgálják, milyen átalakuláson ment át a béren kívüli juttatások rendszere 1996-tól – az első ilyen rendszerek magyarországi megjelenésétől – napjainkig. Áttekintik azt is, milyen mozgatórugók idézték elő a főbb változásokat, és ezekhez a piaci szereplők hogyan alkalmazkodtak. Szintén vizsgálják a 2012-re vonatkozó legfőbb változásokat, és ezek lehetséges kihatásait a cégek juttatási politikájára, valamint elmutatnak néhány alternatívát az új feltételek közötti lehetőségekre és kihívásokra. Empirikus felméréseik tükrében kitérnek arra is, hogy főleg a szervezeti méret és kisebb részben a tulajdonforma szignifikánsan befolyásolja a cafeteria-rendszerek alkalmazását. _________ The authors review firstly the most important features of the cafeteria system (goals, typical “stakeholders” and strategic HR issues). Then they examine the evolution of the system of flexible benefits since 1996, the first appearance of such systems in Hungary. Authors also analyze how the main drivers caused the changes, and how the key players of the cafeteria systems adapted to these movements. The reader also can find insights about the major changes for 2012 and about the potential impact of these changes on benefit policies of Hungarian firms. The contribution shows some alternative opportunities and challenges driven by different influencing factors. They also touch upon the light of empirical surveys, that the cafeteria systems are significantly influenced to a lesser extent by the form of ownership and to a bigger extent by the organizational size.

Chaos Theory and Socio-Economic Renewal in Hungary

We utilised methods of chaos theory that were originally used in a 1990’s study to analyse the behaviour of various Hungarian socio-economic macro indicators, both historically and their expected behaviour in the future. In this study, we present the method adapted to PC and the behaviour of the selected macro indicators. We characterize the pathways our society and economy has experienced and where they are heading to into the future by the means of these indicators. Comparing the present results of analysis with the results twenty years ago (when today’s present was the future) we came to the conclusion that most of the indicators became less chaotic, thus the socio-economic courses were getting more stable over the past two decades. We conclude that the opportunity to change them is slowly diminishing, it will be more and more difficult to renew the Hungarian socio-economic indicators, and to turn the processes to more desirable courses. Recommendations for change interventions are then provided.

Tanácsadói szerepek, kompetenciák (Consultant roles and competencies)

A szakirodalomban található tipikus tanácsadói szerepek, tulajdonságok rendszerezését követően került sor a Borsod-Abaúj-Zemplén megyei tanácsadók kompetenciáinak vizsgálatára a tanácsadók, valamint a vállalkozók értékrendje szerint. A nemzetközi összehasonlíthatóság érdekében a szerző, Frank Höselbarth (2000) reprezentatív felmérésében alkalmazott 21 tulajdonság, kompetencia alapján vizsgálta meg a megyei helyzetet 2001-ben és 2005–06-ban is. A szakirodalomban található tipikus tanácsadói tulajdonságok, kompetenciák (tudás, készség, tapasztalat) összefoglalását tartalmazza a németországi felmérésben alkalmazott 21 jellemző. A magyar és német tanácsadók tulajdonságaiban a szerző nem tapasztal lényeges eltérést. Az elméleti és empirikus kutatási eredményei alapján vázolja fel a tanácsadói kompetencia modellt. _______ After the taxonomy of the typical characteristics of consultants, the author made a surveys and analysis of the characteristics of consultants located in Borsod- Abaúj-Zemplén County according to the value systems of consultants and entrepreneurs. In order the maintain international comparability, she applied the 21 factors used in the representative study of Frank Höselbarth (2000) to analyse the situation of B-A-Z County both in 2001 and in 2005-06 as well. The 21 criteria applied in the German study is a summary of the typical characteristics of consultants, found in the literature. The author did not find significant difference in the characteristics of Hungarian and German consultants.

Project finance in Hungarian electricity sector. Effect of feed-in tariff system’s change onto power plant investments

The research analyses the former and the current status of the small gas-motor power plant investments in the Hungarian energy sector. It discusses the development of project financing in the segment and the major changes and effects of new regulations and subsidy-policy implemented in 2010. The objective of this paper is to present the results of an empirical research of the so called GCHP projects, and to draw conclusion concerning how classic project financing conditions were present and changed during the last decade, and how regulation affected the current and future financial status of these projects.

Bank financing of Hungarian SMEs: Getting over to credit crisis by state interventions

In this article we aimed to present and analyse the 21st century history of bank financing in the Hungarian small and medium enterprise (SME) sector in the period ranging from 2000 to 2012. The credit products offered by banks and credit unions are the most fundamental means of external financing capable of fulfilling the financing needs of a wide array of SMEs. The conditions of accessing credits and their prices exert a decisive influence on the profitability and business opportunities of SMEs. As a result of economic slowdown SMEs had to face higher interest rates, decreasing credit limits, and bank financing options that became increasingly slowly accessible alongside stricter conditions. Due to this process SMEs business performance had been falling continuously which has a destructive contribution to the national economy. In the first chapter of the article we present the dynamic development of credit financing in the Hungarian SME sector, along with the causes that triggered it, then we will continue with the negative tendencies dating from the onset of the 2008 debt crisis. In the second chapter we discuss the vicious circle, due to which the business performance of the SMEs, as well as the conditions of access to credits and their prices, have entered into a negative spiral. In the third and final chapter we make suggestions regarding the direction and means of necessary government intervention, in order to stop and reverse the negative tendencies observed in SME credit financing.

Introduction of soft budget constraint as an analyzing tool into public management. The case of the Hungarian public administration reform

Public management reforms are usually underpinned by arguments that they will make the public administration system more effective and efficient. In practice, however, it is very hard to determine whether a given reform will improve the efficiency and effectiveness of the public administration system in the long run. Here, I shall examine how the concept of the soft budget constraint (SBC) introduced by János Kornai (Kornai 1979, 1986; Kornai, Maskin & Roland 2003) can be applied to this problem. In the following, I shall describe the Hungarian public administration reforms implemented by the Orbán government from 2010 onward and analyze its reforms, focusing on which measures harden and which ones soften the budget constraint of the actors of the Hungarian public administration system. In the literature of economics, there is some evidence-based knowledge on how to harden/soften the budget constraint, which improves/reduces the effectiveness and hence the efficiency of the given system. By using the concept of SBC, I also hope to shed some light on the rationale behind the Hungarian government’s introduction of such a contradictory reform package. Previously, the concept of SBC was utilized narrowly in public management studies, mostly in the field of fiscal federalism. My goal is to apply the concept to a broader area of public management studies. My conclusion is that the concept of SBC can significantly contribute to public management studies by deepening our knowledge on the reasons behind the success and failure of public administration reforms.

The financial stability and access to financing of SMEs in Hungary

The present study was prepared within the framework of cooperation between the Competitiveness Research Centre, operating within the Institute of Business Economics of Corvinus University of Budapest, and the National Association of Entrepreneurs, based on a commission from the latter. Th e goal of the study was to survey the self-financing capabilities and borrowing opportunities of majority Hungarian-owned small and medium-sized enterprises (SMEs), and to identify potential problems. The results of the research revealed that the high proportion of owner’s equity in the financing structure is not due to difficulties with borrowing, but because enterprises that cover their fi nancing primarily from their own resources have other financing opportunities at their disposal. Although general satisfaction with banks shows a diminishing tendency, it can still be interpreted favourably. The majority of companies have not encountered serious borrowing difficulties. With regard to the system of competitive tenders, company managers have sensed some improvement, but general satisfaction is still lacking. Although the research results suggest that the primary obstacle to growth in 2013 was not the lack of credit or external funding, it is important to emphasize that start-ups, young enterprises and micro-enterprises, which struggle the most with financing worries, were not represented in the analysed database.