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Full-Text Articles in Business
Ambush Marketing In Poland Before The 2012 European Football Championship, Marcin Gębarowski
Ambush Marketing In Poland Before The 2012 European Football Championship, Marcin Gębarowski
Journal of Entrepreneurship, Management and Innovation JEMI
Activities belonging to ambush marketing (parasite marketing) are more and more widely undertaken with regard to subsequent, huge sports events. Therefore, this article analyzes the scope of using this form of promotion in the period that preceded the 2012 European Football Championship. A reference has been made to Poland – a country which was a co-host of the championship. On the Polish market, owners of many brands performed actions that aimed at “stealing” image effects which should be achieved only by official sponsors who support such huge tournament (which is considered to be one of the three greatest sports events …
Political Perspective On Technology Alliances – The Cases Of Microsoft And Google, Krzysztof Klincewicz
Political Perspective On Technology Alliances – The Cases Of Microsoft And Google, Krzysztof Klincewicz
Journal of Entrepreneurship, Management and Innovation JEMI
The article presents technological alliances as political activities, helping establish coalitions, co-opt supporters and eliminate rivals. Using the example of Microsoft’s and Google’s partner ecosystems, it discusses specific partnership techniques and their relevance for technology companies. The article offers a rich picture of developments of Microsoft Windows and Google Android platforms, combined with the steps taken by both companies to ensure support from partner firms. The effectiveness of financial, marketing and technological incentives as well as of deterrents depends on expected outcomes (such as: decreasing transaction costs, creating lock-ins, stimulating innovativeness or restricting development of competitive products) and technology life …
The Role Of Hypertext In Consumer Decision Making. The Case Of Travel Destination Choice, Raul Valdez Muñoz
The Role Of Hypertext In Consumer Decision Making. The Case Of Travel Destination Choice, Raul Valdez Muñoz
Journal of Entrepreneurship, Management and Innovation JEMI
Travel is one of the most popular items people tend to be comfortable with purchasing over the Internet. Hypertext is a form of electronic text composed of blocks of words (or images) linked electronically by multiple paths, chains, or trails. This study explores the importance of hypertext in the travel destination choice from websites. Results show that hypertext links containing images of destinations, informative texts, and search tools are the three most important features utilized by tourist website browsers. This study aims to offer insights into new areas for further research on tourism websites design, application and evaluation.