Template-Type: ReDIF-Article 1.0 Author-Name: Ondřej Machek Title: Editorial Pages: 3-3 Volume: 2014 Issue: 3 Year: 2014 File-URL: http://cebr.vse.cz/cebr/article/download/153/98 File-URL: http://www.vse.cz/cebr/87 File-Format: text/html Handle: RePEc:prg:jnlcbr:v:2014:y:2014:i:3:id:87:p:3-3 Template-Type: ReDIF-Article 1.0 Author-Name: Květa Olšanová Title: Food Industry Approach to Rising Prevalence of Children Obesity in the Czech Republic Abstract: This paper explores the approach of the food industry towards the issue of rising children obesity in the context of the external regulatory environment and industry self-regulation. It presents the roles and positions of the industry associations, self-regulation and industry representatives through a case study of best practices in applying self-regulation rules. It proves that companies, acting in accordance with the long-term strategy of social responsibility, approach the self-regulation respectfully, because its absence would be a cause for development and implementation of stricter legislation over the long run. Keywords: corporate responsibility, Advertising to children, self-regulation, food industry, obesity Classification-JEL: M31, M37, M38 Pages: 7-15 Volume: 2014 Issue: 3 Year: 2014 File-URL: http://cebr.vse.cz/cebr/article/download/134/99 File-URL: http://www.vse.cz/cebr/88 File-Format: text/html Handle: RePEc:prg:jnlcbr:v:2014:y:2014:i:3:id:88:p:7-15 X-File-Ref: http://www.vse.cz/RePEc/prg/jnlcbr/references/88 Template-Type: ReDIF-Article 1.0 Author-Name: Tetyana Kuvita Author-Name: Miroslav Karlíček Title: The Risk of Vampire Effect in Advertisements Using Celebrity Endorsement Abstract: In the race to get the attention of the target audience, advertisers often use special attention-getting devices. This in turn exposes them to a higher risk of creating a vampire effect when the core message about the brand or a product is “eaten up” by such devices. The concept of a vampire effect in advertising appears to be under-researched in the current literature. Therefore, this paper provides deeper insights into the vampire effect occurrences in printed advertisements using celebrity endorsement. The paper is based on a qualitative study with an eye-tracking device with 12 participants and on the following experiment with 60 university students. The research found that a significantly higher risk of creating a vampire effect exists when using an unrelated celebrity as an attention-getting device than when using a related celebrity or no celebrity at all. Marketers are advised to use related celebrities if choosing to stick to this attention-getting approach. However, the concept of “relatedness” should be pre-tested prior to launching an advertising campaign. Keywords: vampire effect, celebrity endorsement, attention-getting device Classification-JEL: M370 Pages: 16-22 Volume: 2014 Issue: 3 Year: 2014 File-URL: http://cebr.vse.cz/cebr/article/download/139/100 File-URL: http://www.vse.cz/cebr/89 File-Format: text/html Handle: RePEc:prg:jnlcbr:v:2014:y:2014:i:3:id:89:p:16-22 X-File-Ref: http://www.vse.cz/RePEc/prg/jnlcbr/references/89 Template-Type: ReDIF-Article 1.0 Author-Name: Esther Kessler Author-Name: Markus Prandini Author-Name: Juan Wu Title: Chinese Companies in Switzerland Abstract: In recent years, some of China’s leading firms have made headlines with their European expansion, by either opening new facilities or by acquiring or merging with significant enterprises in Europe. The goal of this paper is to contribute to the existing literature by examining Chinese enterprises expanding into Switzerland. The study also allows some conclusions for Chinese companies entering Central and Eastern Europe. We analyze via interviews the motivations of Chinese companies to expand into Switzerland as well as their behavior and the impediments in their internationalization process. Our findings show that Chinese companies fail to take advantage of certain benefits of western economies (such as open information and stable rule of law). To move forward efficiently, they should develop competence in dealing systematically with readily available market information, building professional networks that recognize a separation between business life and personal life, and managing their Chinese and foreign employees in the foreign cultural environment. Keywords: China, Globalization, foreign direct investment, Switzerland, Chinese enterprises Classification-JEL: F21, F23, M14, M16 Pages: 23-30 Volume: 2014 Issue: 3 Year: 2014 File-URL: http://cebr.vse.cz/cebr/article/download/137/101 File-URL: http://www.vse.cz/cebr/90 File-Format: text/html Handle: RePEc:prg:jnlcbr:v:2014:y:2014:i:3:id:90:p:23-30 X-File-Ref: http://www.vse.cz/RePEc/prg/jnlcbr/references/90 Template-Type: ReDIF-Article 1.0 Author-Name: Petra Koudelková Title: Innovation in Small and Medium Enterprises in the Czech Republic Abstract: The success of small and medium enterprises (SMEs) is crucial for the development of the Czech economy. Czech SMEs contribute to innovation and economic growth; they provide employment opportunities and stimulate economic growth. The aim of this research is to determine the key elements of growth and innovation in Czech SMEs. A questionnaire survey of innovation in SMEs in the Czech Republic was used; the research was held in the second quarter of 2013. The research results show that innovation has a positive impact on the growth of Czech SMEs and hence it should become a top priority for the Government strategies and policies that aim to promote economic growth and business development in the Czech Republic. Keywords: SMEs, Czech Republic, economic growth, development, innovation Classification-JEL: C23, D22, P20 Pages: 31-37 Volume: 2014 Issue: 3 Year: 2014 File-URL: http://cebr.vse.cz/cebr/article/download/123/102 File-URL: http://www.vse.cz/cebr/91 File-Format: text/html Handle: RePEc:prg:jnlcbr:v:2014:y:2014:i:3:id:91:p:31-37 X-File-Ref: http://www.vse.cz/RePEc/prg/jnlcbr/references/91 Template-Type: ReDIF-Article 1.0 Author-Name: Oleksandr Fedirko Title: Key Trends and Problems of Regional Innovation Systems' Development in Poland and Ukraine Abstract: This article is devoted to comparative study of regional innovation development in Poland and Ukraine. Innovation potential and performance of Ukrainian regions assessment is grounded on the regional innovation systems approach, employing selected indicators of the EU regional innovation evaluation criteria. Key trends and problematic issues of regional innovation development are captured through a number of methods: comparative analysis, calculating variation of regional innovation capacity indicators within countries and their correlation versus per capita GDP of regions in Poland and Ukraine. The overall low level of R&D and innovation expenditure, high variation of regional innovation performance, insufficient effects of innovations on the regional GDP dynamics as well as lack of feasible policy instruments to support innovations constitute the main risks for the regional innovation systems considered. Weak and patchy regional innovation performance in both countries fosters import dependent managerial practices driven by foreign technology adoption. Keywords: regional innovation system, innovation inputs, innovation outputs, variation of regional innovation performance, innovation drivers of regional economic growth Classification-JEL: O31 Pages: 38-45 Volume: 2014 Issue: 3 Year: 2014 File-URL: http://cebr.vse.cz/cebr/article/download/145/104 File-URL: http://www.vse.cz/cebr/92 File-Format: text/html Handle: RePEc:prg:jnlcbr:v:2014:y:2014:i:3:id:92:p:38-45 X-File-Ref: http://www.vse.cz/RePEc/prg/jnlcbr/references/92 Template-Type: ReDIF-Article 1.0 Author-Name: Mohammad Reza Hamidizadeh Author-Name: Mohammad Reza Karimi Alavije Author-Name: Morteza Rezaee Title: The Effect of Perceived Business Ethics on Brand Personality Dimensions & Creation of Brand Equity in Developing Countries Abstract: Due to multi-dimension viewpoints, since decision-making and purchase process are emerging based on the human spirit or internal value of customers, this research seeks to introduce and analyze a model in this regard. In this research, the effects model of ethicality on brand personality dimensions and creation of brand equity were studied, aiming on raising awareness and highlighting the role of ethical values in branding. The population includes all the customers within Iranian chain stores (as a developing country). The results show that “perceived business ethicality” has a positive effect on responsibility, activity and emotionality. Moreover, responsibility and activity have a positive effect on “overall brand equity”. According to total effect, "responsibility" and "perceived business ethicality" have the highest effect on brand equity. Keywords: Perceived business ethicality (PBE), brand personality dimensions, overall brand equity, partial least squares structural equation modeling (PLS-SEM), chain stories Classification-JEL: D22, D63, M31 Pages: 46-53 Volume: 2014 Issue: 3 Year: 2014 File-URL: http://cebr.vse.cz/cebr/article/download/125/107 File-URL: http://www.vse.cz/cebr/93 File-Format: text/html Handle: RePEc:prg:jnlcbr:v:2014:y:2014:i:3:id:93:p:46-53 X-File-Ref: http://www.vse.cz/RePEc/prg/jnlcbr/references/93 Template-Type: ReDIF-Article 1.0 Author-Name: Tomáš Poucha Title: John Westby: We Need to be the First in Class Pages: 58-61 Volume: 2014 Issue: 3 Year: 2014 File-URL: http://cebr.vse.cz/cebr/article/download/154/106 File-URL: http://www.vse.cz/cebr/95 File-Format: text/html Handle: RePEc:prg:jnlcbr:v:2014:y:2014:i:3:id:95:p:58-61 Template-Type: ReDIF-Article 1.0 Author-Name: Gillian Pritchett Title: Can Poetry be of Value in the World of Business? Pages: 54-57 Volume: 2014 Issue: 3 Year: 2014 File-URL: http://cebr.vse.cz/cebr/article/download/151/105 File-URL: http://www.vse.cz/cebr/94 File-Format: text/html Handle: RePEc:prg:jnlcbr:v:2014:y:2014:i:3:id:94:p:54-57