Raksti konferenču krājumā un tēzes (BVEF) / Conference Papers and Abstracts

Permanent URI for this collection

https://dspace-dev.lu.lv/handle/7/54075

Browse

Now showing 1 - 6 of 6

Improved innovative product strategy assessment model in market research context
(University of Latvia, 2019) Braslina, Liga; Batraga, Anda; Skiltere, Daina; Legzdina, Aija; Braslins, Girts; Cildermane, Eva
In the innovation economy, companies more often face the need quickly and efficiently evaluate not only their existing product and service portfolios in the context of the industry’s potential, but also evaluate theoretical concepts of innovations. There are various systems for evaluating innovation concepts and already existing products and/or services for companies that are planning to expand their business in a new industry. The innovation economy is characterized by the convergence of innovations and the most demanded products on the market with continuous market upgrades. A company which wants to grow in a new industry faces an assessment challenge between already existing, demanded products and the choice of innovative concepts in the context of the company's most perspective growth. As market examples show, a successful company’s entry into a new industry can be related to both an innovative concept and an innovative business model of existing, demanded market products. The aim of the study is to analyse the appropriateness of the existing assessment systems of innovations concepts and market bestselling products from the perspective of an enterprise, considering an expansion into new industry. The theoretical benefit of the study is to highlight a new, complementary model in the assessment of the company's growth strategy in the context of developing new industries and markets. The practical contribution of the study is an improved combined industry and company assessment model. Proposed model is company growth perspective assessment tool in the context of new products, either it is completely new to market or new to company, but already known in the market.
Influence of integrated marketing communication tools upon consumers’ buying decisions in the context of sustainability
(University of Latvia, 2019) Batraga, Anda; Skiltere, Daina; Salkovska, Jelena; Bormane, Santa; Legzdina, Aija
A topical business subject of nowadays is the influence of integrated marketing communications (IMC) for sustainability upon various consumer audiences and their buying decisions. From the standpoint of businesses the use of integrated marketing communications in product promotion contributes to the consumption of sustainable, ecological products and, consequently, a healthy lifestyle, yet the factors influencing buyer’s buying decisions still remain topical. In this research the authors surveyed buyers of Latvian food retail chains to find out the influence of promotion-related integrated marketing communication tools for sustainability upon buyers’ buying decisions. The research brings conclusions regarding a customer-oriented approach to the processes of integrated marketing communication for sustainability, incl. the making of integrated marketing communication for sustainability to increase consumer awareness of sustainability. Purpose of the article: The purpose of the research was to study and assess the influence of promotion-related integrated marketing communication tools for sustainability upon buyers’ buying decisions. The object of the research is promotion-related IMC tools for sustainability. The subject of the research is the influence of product promotion tools for sustainability upon buyers’ buying decisions. Methodology/methods: The research makes use of the results of the studies of food retail chains conducted by the authors in 2017 and 2018. The survey of buyers is based on the results of the survey of leading marketing specialists of food retail chains in 2017. Drawing on the conclusions the authors surveyed randomly selected buyers of Latvian food retail chains with a sample of 1,003 respondents. In order to attain the goal and objectives, the following quantitative and qualitative methods of economic research were used: survey, comparison, grouping, evaluation, market investigation, comparative analysis. The study is based on scientific papers published by Latvian and foreign scholars, general and special literature, and periodicals. The survey data were processed and analysed using the SPSS 23 software. Findings: The research confirmed the hypothesis that the use of integrated marketing communications for sustainability in product promotion enhances consumer awareness of sustainability. The results of the research are of both theoretical and practical value.
Latvian pharmaceutical market: a review of marketing components and development trends
(University of Latvia, 2021) Kite, Matiss; Batraga, Anda; Salkovska, Jelena
In-depth market assessment is crucial prior making investments into product development and decisions on marketing strategy, especially in markets with small volume and low value like Latvian pharmaceutical market. Transparent market data and constant market reviews are expected to retain already existing pharmaceutical suppliers and attract new ones; although annual reports of general market figures are available publicly, reviews of pharmaceutical market marketing figures and activities are not being published. By assessing and studying Latvian pharmaceutical market and its marketing components the possible risks and development trends can be outlined and further addressed by pharmaceutical producers and suppliers. Purpose of the article: The purpose of the research is to assess Latvian pharmaceutical market figures, trends of its marketing key components and their influence on pharmaceutical entrepreneur marketing activities. The findings of this article could later be used by pharmaceutical entrepreneurs to align their marketing strategies for Latvian market and by governmental institutions to better understand pharmaceutical market composition and how the market could be governed to make it more attractive to pharmaceutical entrepreneurs. Objective: To review Latvian pharmaceutical market, its figures and trends of marketing components and outline market specifics for the use of potential entrepreneurs. Methodology/methods: In order to attain the goal and objectives, the following quantitative and qualitative methods were used: secondary data research of governmental reports and industry databases, content analysis of the recent scientific and professional literature available and in-depth interviews of pharmaceutical industry experts. The study is based on scientific papers published by foreign scholars, non-governmental organizations and reports from international organizations, governmental and industry bodies. Findings: Latvian Pharmaceutical market is quite dependent on supplies from foreign producers, but due to low pharmaceutical product prices and small market volume, there is a risk for product supply disruptions and shortages. Over the counter pharmaceutical product demand and promotion activities are linked to seasonal trends; for prescription products relationships with key opinion leaders and other public relations are the main focus of marketing activities.
Possibilities of using chatbots in digital marketing strategy of Latvian companies
(University of Latvia, 2021) Salkovska, Jelena; Batraga, Anda; Kaibe, Liene
: Companies are willing to retain the gained consumers' attention, and the ways to achieve it include, for example, improving consumers' experience and increasing their engagement. In a competitive environment, the companies need to think about how to effectively develop a digital marketing strategy that meets the requirements of a digital consumer. A chatbot is a computer program that can be created with artificial intelligence and gives organizations the opportunity to create new points of contact with the audience, keep their attention, and promote sales. The objective of the research is to study the possibilities of using chatbots in digital marketing strategy of Latvian companies. In order to obtain data and to analyse the possibilities of using chatbots in digital marketing strategy of Latvian companies, a survey of Internet users and expert interviews have been conducted. Methodology/methods: In order to achieve the objective of the research, the method of qualitative and quantitative research has been used: referential analysis, expert interview, and interrogation of Internet users. Findings: The study provides recommendations to digital marketing specialists and company managers pertaining to the possibilities of using chatbots in digital marketing strategy, based on the wishes of Internet users and expert opinions. People are ready to use chatbots in future. Most of respondents want to use chatbot in company’s homepage and communicate with chatbot freely writing its question/request. Respondents want to use chatbot to get information on the company/product/service and get answers to their questions.
Possible consequences of Brexit on European pharmaceutical market
(University of Latvia, 2020) Batraga, Anda; Kite, Matiss; Duboviks, Janis; Salkovska, Jelena
Brexit has been a hot topic of discussions since the referendum held in June 23 2016; the long and difficult negotiations and multiple delays of the Brexit have caused uncertainty and confusion in pharmaceutical industry in both UK and EU. As EU pharmaceutical companies have been part of UK pharmaceutical market for decades and makes considerable contribution to UK`s health system it is important to acknowledge what the Brexit might bring to the industry and how the company marketing strategies should be aligned to cope with the consequences caused by Brexit. Purpose of the article: The purpose of the research is to assess the influence of Brexit on EU and UK pharmaceutical markets and industry in order to acknowledge potential risks, challenges for conducting marketing activities in UK pharmaceutical market after Brexit. The findings of this article could later be used by pharmaceutical industry professionals to better understand the Brexit influence on pharmaceutical industry and align their marketing strategy. Objective: To assess the possible consequences of Brexit on UK and EU pharmaceutical markets and industry. Methodology/methods: In order to attain the goal and objectives, the following quantitative and qualitative methods were used: meta and content analyses, analysis of the most recent scientific and professional literature available and in-depth interviews of industry experts. The study is based on scientific papers published by foreign scholars, general and special literature, periodicals, governmental and industry reports. Findings: the research outlined the challenges that pharmaceutical industry is facing due to Brexit process; it also outlines the possible future challenges that industry might face in the future and outlines possible solutions that can be adapted in practice.
Radio listeners’ downward trends and changing profile in the Latvian market
(University of Latvia, 2020) Batraga, Anda; Rukers, Ilgvars; Salkovska, Jelena
The purpose of this research is under the scope of radio marketing strategy decisions indicate main reasons, which lead to diminishing number of radio listeners in general, as well as determination of radio listeners’ changing profile and forecasting future trends in the Latvian radio market. To conduct the research, regular listeners’ research empirical data analyses were applied. In the article the following research methods were used: academic and industry literature analysis, radio listeners’ annual researches for period from 2008 to 2017 (10 year dynamics with sample size of each research not less than 1932 respondents), and correlation analysis. The research results reveal changing patterns and dynamics of radio listeners’ profile, as well as indicate the change reasons, building strategic recommendations for both radio brand development and content ingredients for radio recovery tactics in media market. Under the changing and cross-competitive conditions of media industry, downwarding audience trends for radio stations must be perceived as warning signals in order to take appropriate strategic measures for sustaining radio role as one of the leading media channels in the market.

Browse

Browsing Raksti konferenču krājumā un tēzes (BVEF) / Conference Papers and Abstracts by Author "Batraga, Anda"

Results Per Page

Sort Options