Is it Possible to Improve the Relationship between Marketing and Sales?

Kolouchová, Daniela; Rozek, Jan

doi:10.18267/j.cebr.100

Cited by 2 publications

(2 citation statements)

References 9 publications

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“…In the future, it will be essential to identify whether the trust-enhancing mechanisms among sharing economy participants described by Cohen and Muñoz (2016) are perceived equally by people depending on their age or the generation to which they belong. They will need this information for their marketing communication platforms to use targeted marketing messages to help remove distrust in the sharing economy, create and correctly apply mechanisms that encourage entry into the sharing economy and support business in general (Kolouchová & Rožek, 2014).…”

Section: Discussionmentioning

confidence: 99%

The Stranger Factor: How Familiarity Influences Sharing Behaviour across Generations

Pelech,

Dědková

2024

CEBR

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In the sharing economy, P2P platforms must identify the target audience for their marketing campaigns to spend their marketing budget effectively. The challenge is to convince those who are afraid of sharing with strangers. We analysed participant behaviour by testing whether people's willingness to participate differed depending on whether they shared with known or unknown people. Our study focused not only on sharing with strangers and exploring this phenomenon but also on sharing with people we know to verify that these people are generally willing to share idle assets. We defined four groups of sharing economy participants depending on whether they know the counterparty: (1) Active participants afraid of sharing with strangers, (2) Active participants indifferent, (3) Active participants prefer to share with strangers, and (4) Inactive participants. Generation Z will most likely supply their idle assets with strangers, while Generation Y does not mind who they share with. Generation X prefers to share with strangers but is also the most inactive. The demand side is more complicated: Generation Z does not care who they demand from, but other generations' preferences depend on the asset type. Again, Generation X is the most inactive. We assumed that a generational perspective is essential for P2P marketing mix settings. We summarise new findings not only from a theoretical but also from a practical perspective. Implications for Central European audience:We provide a new perspective on sharing idle assets in the context of sharing with strangers. We emphasize a generational perspective and use cluster analysis to define four groups of participants from the perspective of sharing with strangers. P2P platforms operating in the sharing economy can gain more insights into Czech customers' consumer behaviour depending on whether they know the counterparty. The results can also benefit managers in other Central European countries. The findings can also contribute to the theoretical knowledge of the sharing economy and its implications for reducing marketing costs.

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Section: Discussionmentioning

confidence: 99%

The Stranger Factor: How Familiarity Influences Sharing Behaviour across Generations

Pelech,

Dědková

2024

CEBR

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“…Current requires permanent search for and creation of opportunities to deepen relationships with their customers, to satisfy them, to keep on surprising them and keep on determining their loyalty. This means continuously offer customers higher value than competition, which means drafting modern strategies that on one hand ensure company's success and on the other lead to company's increases in profit [4,5]. One such strategy is also strategy of individual care for customers called CRM (Customer Relationship Management).…”

Section: Introductionmentioning

confidence: 99%

Differentiated Customer Relationship Management – A Tool for Increasing Enterprise Competitiveness

Čierna

Sujová

2022

Management Systems in Production Engineering

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The paper focuses on Customer Relationship Management (CRM), based on latest national and international studies of the subject. The goal of the paper is to identify how the selected companies that operate in Slovakia understand the concept of CRM and to what degree they actively use it. Thereafter authors compare different approaches to management of company’s relationship with customers. They wanted to focus on a deeper analysis and decided to use in our orientation and evaluative research also a different approach, such as collaboration with international experts. In the paper the authors identify level of use of social CRM in selected companies in Slovakia and based on expert opinions of members of an international group they design an optimal model of CRM.

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Is it Possible to Improve the Relationship between Marketing and Sales?

Cited by 2 publications

References 9 publications

The Stranger Factor: How Familiarity Influences Sharing Behaviour across Generations

The Stranger Factor: How Familiarity Influences Sharing Behaviour across Generations

Differentiated Customer Relationship Management – A Tool for Increasing Enterprise Competitiveness

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