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6th International M-Sphere Conference For Multidisciplinarity in Business and Science

Book of Abstracts

Viseu, Portugal 19 – 22 September 2017 th

nd


M-Sphere Association for Promotion of Multidisciplinarity in Science and Business 6th International M-Sphere Conference For Multidisciplinarity in Business and Science (6th M-Sphere Conference)

Book of Abstracts

Viseu, Portugal 19 – 22nd September 2017 th


6th M-Sphere Conference, Book of Abstracts. Copyright 2017. All rights reserved. The author is responsible for all of the content that has been published. Printed in Croatia. No part of this book may be used or reproduced in any manner whatsoever without written permission except in the case of brief quotations embodied in crtitical articles or reviews.

Organized by: M-Sphere (www.m-sphere.com.hr) Publisher: Accent For Publisher: Tihomir Vranešević Editors: Tihomir Vranešević Claudia Seabra Doris Peručić Miroslav Mandić Irena Pandža

ISBN 978-953-7930-12-7 A CIP catalogue record for this book is available in the Online Catalogue of the National and University Library in Zagreb as 000972655. CIP zapis je dostupan u računalnome katalogu Nacionalne i sveučilišne knjižnice u Zagrebu pod brojem 000972655.


M-SPHERE M-Sphere - Association for Promotion of Multidisciplinarity in Science and Business

MISSION Promote multidisciplinary approach. Promote multidisciplinary approach by encouraging and providing the circumstances to exchange of experiences and ideas from different disciplines, in order to further encourage scientific curiosity in research and practical work, with the aim of achieving positive change in all spheres of science, business and society - respecting multidisciplinary.

OBJECTIVES Acquiring of conditions for achieving a permanent mission of the organization of annual conferences, publishing journals and various forms of education.

VISION Become a focal point of advocacy for multidisciplinary approach in business and society.

GUIDING PRINCIPLE IDEAS WORTH TO SPREAD – RESULTS WORTH TO DISSEMINATE!


Committee of Honor Members for the Conference: Luís Monney Paiva Almeida Henriques Paulo Mendes Odete Paiva João Paulo Gouveia Nuno Marques Nuno Dionísio Francisco Pereira Jorge Amaral José Agostinho Nuno Marques Arlindo Cunha

President of the Instituto Politécnico de Viseu Presidente of the Municipality of Viseu President of the Escola Superior de Tecnologia e Gestão de Viseu City Councilwoman for Tourism, Heritage and Culture City Councilman for Local and Rural Development CEO of Grupo Visabeira Diretor of Delivery Centers for SOFTINSA Commercial Director of Caixa Geral de Depósitos Viseu Administrator Labesfal/Frasenius Kabi CEO TOMIWorld and Celeuma Director of Mariana Seixas Training/Professional School President of the Comissão Vitivinícola Regional do Dão

Scientific Committee Members for the Conference: (Alphabetical order)

Professor José Luís Abrantes Professor Vesna Babić Hodović Professor Ana Paula Cardoso Professor Muris Čičić Professor Carsten Deckert Professor Damir Dobrinić Professor Stjepan Dvorski Professor Didar Erdinç Professor Felicite Fairer-Wessels Professor Manuela Ferreira Professor Raquel Guiné Professor Rainer Hasenauer Professor Jordanka Jovkova Professor Masai Kanai Professor Kalyani Menon Professor Božo Mihailović Professor A. Niyazi Özker Professor Žarko S. Pavić Professor Dušan Radonjič Professor Drago Ružić Professor Claudia Seabra Professor Terje Slåtten Professor Statty Stattev Professor Masaaki Takemura Professor Marija Tomašević Lišanin Professor Željko Turkalj Professor Ivona Vrdoljak Raguž Professor Vesna Vrtiprah Professor Christoph Willers

Polytechnic Institute of Viseu, Portugal University of Sarajevo, Bosnia and Herzegovina Polytechnic Institute of Viseu, Portugal University of Sarajevo, Bosnia and Herzegovina Cologne Business School, Köln, Germany University of Zagreb, Croatia University of Zagreb, Croatia America University in Bulgaria, Bulgaria University of Pretoria, South Africa Polytechnic Institute of Viseu, Portugal Polytechnic Institute of Viseu, Portugal Vienna University of Economics and Business, Austria University for National and World Economy, Sofia, Bulgaria Kindai University, Osaka, Japan Wilfred Laurier University, Toronto, Canada University of Montenegro, Montenegro Balikesir University, Turkey Independent University Banja Luka, Bosnia and Herzegovina University of Maribor, Slovenia University of Osijek, Croatia Polytechnic Institute of Viseu, Portugal University of Lillehammer, Norway University for National and World Economy, Sofia, Bulgaria Meiji University, Tokyo, Japan University of Zagreb, Croatia University of Osijek, Croatia University of Dubrovnik, Croatia University of Dubrovnik, Croatia Cologne Business School, Köln, Germany


Organizing Committee Members for the Conference: (Alphabetical order)

Professor Maria João Amante Professor Madalena Cunha Professor Paula Correia Boris Hudina, prof.pscyh. Iva Gregurec, PhD Professor José Lousado Miroslav Mandić, PhD Professor Paulo Mendes Ana Mulović, MBA Professor Odete Paiva Professor Doris Peručić Professor Diana Plantić Tadić Irena Pandža, PhD Professor Cláudia Seabra Professor Carla Silva Professor Tihomir Vranešević

Polytechnic Institute of Viseu, Portugal Polytechnic Institute of Viseu, Portugal Polytechnic Institute of Viseu, Portugal HDPRO, Croatia University of Zagreb, Croatia Polytechnic Institute of Viseu, Portugal University of Zagreb, Croatia Polytechnic Institute of Viseu, Portugal University North, Koprivnica, Croatia Polytechnic Institute of Viseu, Portugal University of Dubrovnik, Croatia VERN University of Applied Sciences, Croatia University of Zagreb, Croatia Polytechnic Institute of Viseu, Portugal Polytechnic Institute of Viseu, Portugal University of Zagreb, Croatia

Executive Organizers for the Conference: Professor Cláudia Seabra Professor Tihomir Vranešević

CORRESPONDENCE: info@m-sphere.com.hr  


PROGRAM DETAILS Tuesday, 19th September 2017 18:30

Welcome drink in Campus IPV

CAFAC (IPV)

19:45

Bus to Museu Grão Vasco

IPV

20:00

Visit to the National Museum Grão Vasco

Grão Vasco Museum

21:00

Bus to the Hotels

Grão Vasco Museum

09:45

Bus in Hotel Montebelo to IPV

Montebelo Hotel

10:00

Bus in Hotel Príncipe Perfeito to IPV

Príncipe Perfeito Hotel

10:15

Registration

ESTGV auditorium atrium

11:00

Opening session

ESTGV auditorium

11:30

Plenary session Key note speeches: - Visabeira Global by Jorge Sousa, Visabeira Global Administrator - Innovation by Nuno Dionísio, Diretor of Delivery Centers for SOFTINSA

ESTGV auditorium

12:30

WORK LUNCH

CAFAC (IPV)

14:00

Workshop of VCW by Carlos Reis Marques (Diretor Executivo do VCW Center da Nova SBE)

ESTGV auditorium

15:30

COFFEE BREAK

ESTGV auditorium atrium

15:45

Workshop of VCW

17:45

Bus from IPV to the city center

18:00

Visit to the exhibition in the Museum Almeida Moreira

Museum Alm.Moreira

18:30

Visit to the Historic center

City center

09:00

Bus in Hotel Montebelo to IPV

Montebelo Hotel

09:15

Bus in Hotel Príncipe Perfeito to IPV

Príncipe Perfeito Hotel

09:30

Session 1: MARKETING, PROMOTION & CONSUMER BEHAVIOR

ESTGV auditorium

Session 2: TOURISM, LEISURE AND SPORT

Anfiteatro 1

Session 3: ECONOMY, MANAGEMENT AND ACCOUNTING

Anfiteatro 2

Session 4 | 5: AGRICULTURE, FOOD, WINE & LOCAL AND RURAL DEVELOPMENT | HEALTH AND MEDICINE

Anfiteatro 3

Session 6 | 7: CULTURE, ARTS & EDUCATION | INNOVATION AND TECNHOLOGY

Room 9

COFFEE BREAK (between 10:30 and 11:00)

ESTGV Auditorium Atrium

13:00

WORK LUNCH

CAFAC (IPV)

14:30

ESTGV auditorium

16:00

Closing Plenary Session and Conference Feedback BEST PAPER AWARD ceremony Bus to Hotel Príncipe Perfeito and Montebelo

18:45

Bus in Hotel Príncipe Perfeito to city center

Príncipe Perfeito Hotel

19:00

Bus in Hotel Montebelo to city center

Montebelo Hotel

19:30

GALA DINNER (smart dress)

Hotel Grão Vasco

21:00

Teresa Salgueiro Concert After Party Festival das Vindimas

Mercado 2 de Maio

08:30

Bus in Hotel Montebelo to IPV

Montebelo Hotel

08:45

Bus in Hotel Príncipe Perfeito to IPV

Príncipe Perfeito Hotel

09:00

Leaving for Day Trip*

10:00

Visit to Museum of Douro – Peso da Régua

Peso da Régua

12:30

LUNCH at Restaurant D. Hermínia do Marão

Marão Mountain in Douro Landscape

15:00

Visit to Caves Santa Marta with wine tasting

Sta.Marta de Penaguião

16:00

Return to Viseu

Wednesday, 20th September 2017

Thursday, 21st September 2017

Príncipe Perfeito Hotel

Friday, 22nd September 2017

*Note: Minimum 25 participants


CONTENTS TRACK: MARKETING, PROMOTION & CONSUMER BEHAVIOR PERSONAL AND ORGANISATIONAL CHARACTERISTICS AS A FACILITATORES OF THE RELATIONSHIP QUALITY IN THE PORTUGUESE WINE SECTOR����������������������������������������������������������������������������������� 2 NAMERCIO CUNHA - SANDRA LOUREIRO INTERNAL VS EXTERNAL SERVICE QUALITY: EMPLOYEES AND CUSTOMERS IN THE MIRROR ������������������������������� 3 EMIR GANIĆ - VESNA BABIĆ-HODOVIĆ - MAJA ARSLANAGIĆ-KALAJDŽIĆ 3 WHAT MOTIVATES A BOOK PURCHASE? AN ANALYSIS FROM A SAMPLE OF FICTIONAL BOOK CONSUMERS����� 4 LUÍS LEITÃO - SUZANNE AMARO - CARLA HENRIQUES CLARIFYING CUSTOMER BRAND ENGAGEMENT BOUNDARIES: A SYSTEMATIC LITERATURE REVIEW APPROACH����� 5 RICARDO GODINHO BILRO - SANDRA MARIA CORREIA LOUREIRO TACTICAL PRICING OF GROCERY RETAILRES AS THE DRIVER OF TACTICAL CONSUMER RESPONSE����������������������� 6 JELENA FRANJKOVIĆ - DAVOR DUJAK - ANA TRUSIĆ LAW AND MARKETING: PROMOTING FUNDAMENTAL RIGHTS IN THE INFORMATION SOCIETY AND POSSIBLE PUBLIC POLICIES����������������������������������������������������������������������������������������������������������������������������������� 7 FLÁVIO RÉGIO BRAMBILLA - LUIZ GONZAGA SILVA ADOLFO SMARTPHONES: THE NERVOUS SYSTEM OF LIQUID COMMUNICATION ����������������������������������������������������������������� 8 PAULO SILVA - CLÁUDIA SEABRA - ISABEL FERIN CUNHA ACHIEVING LOYALTY OF CUSTOMERS OF RETAIL CHAINS IN CROATIA THROUGH IMPROVING THEIR SATISFACTION���9 PAVAO VRANEŠEVIĆ GUERILLA STRATEGIES AS A STARTING POINT FOR IMPROVEMENT OF MARKETING PROGRAM: CASE OF TEXTILE COMPANY ��������������������������������������������������������������������������������������������������������������������������������������� 10 MARKO GEČEK - MAJA DAWIDOWSKY MAMIĆ OPPORTUNITIES IN EXTENSION OF BRANDS IN FOOD INDUSTRY - EXPLORATIVE RESEARCH�����������������������������11 MARIN PUCAR - TIHOMIR VRANEŠEVIĆ THE RETURN OF KOALA AND KANGAROO EFFECTS: REFINING AN ALTERNATIVE SCALE FOR CONSUMER BEHAVIOR ��������������������������������������������������������������������������������������������������������������������������������������� 12 FLÁVIO RÉGIO BRAMBILLA - BRUNO FERREIRA - PÁVEL REYES MERCADO - DUC NGUYEN NGOC - NICHOLAS G. PAPAROIDAMIS MATERIALISM AMONG TEENAGERS, THE RELATIONSHIP BETWEEN TERMINAL VALUES AND SOCIAL MEDIA USE���13 JANOS DEBRECENI - AGNES HOFMEISTER-TOTH VIRAL MARKETING CAMPAIGNS: THE ROLE OF AROUSAL EMOTIONS AND CONTROVERSY�������������������������������14 DIANA GAVILAN - MARIA AVELLO - CESAR DEL OLMO SHOPPING INTENTION PREDICTION USING DECISION TREES ��������������������������������������������������������������������������������� 15 DARIO ŠEBALJ - JELENA FRANJKOVIĆ - KRISTINA HODAK THE IMPACT OF VARIOUS INFORMATION SOURCES ON MOTHERS OF GENERATIONS X AND Y WHEN PURCHASING TOYS ������������������������������������������������������������������������������������������������� 16 MIROSLAV MANDIĆ - DUBRAVKA PULJAK ONLINE RATINGS AND REVIEWS: THE INFLUENCE OF PEERS����������������������������������������������������������������������������������� 17 DIANA GAVILAN - GEMA MARTINEZ - SUSANA FERNANDEZ LORES

TRACK: TOURISM, LEISURE AND SPORT LINKING SACRED PLACE PREFERENCES WITH PLACE MEANING: A CONCEPTUAL MODEL OF RELATIONSHIP BETWEEN SACRED PLACE MOTIVATIONS AND PLACE ATTACHMENT ������������������������������������� 20 CARLA SILVA - JOSÉ LUÍS ABRANTES - RAM HERSTEIN

vii


GASTRONOMIC TOURISM, A DIFFERENTIAL FACTOR����������������������������������������������������������������������������������������������� 21 SANDRA CUNHA - CLAUDIA SEABRA ARE DESTINATIONS BRANDS? DO THEY HAVE PERSONALITY? ������������������������������������������������������������������������������� 22 CATARINA AMARO - CLÁUDIA SEABRA MOTIVATIONS AND EXPERIENCES OF WOMEN SOLO TRAVELLERS������������������������������������������������������������������������� 23 ANDREIA PEREIRA - CARLA SILVA CYCLOTOURISM IN THE FUNCTION OF DEVELOPMENT OF SLAVONIA AND BARANJA����������������������������������������� 24 DRAŽEN ĆUĆIĆ - RENATA PETROVIĆ - KREŠIMIR HERCEG TERRORISM AND TOURISM: IS THERE A THREAT TO MOBILITY?����������������������������������������������������������������������������� 25 CLÁUDIA SEABRA DETERMINANTS OF THE SOUVENIRS CONSUMPTION: A CONCEPTUAL MODEL��������������������������������������������������� 26 CATARINA AMARO - CLÁUDIA SEABRA - CARLA SILVA MARKETING COMMUNICATION IN THE RIVER CRUISE INDUSTRY ������������������������������������������������������������������������� 27 DRAGO RUŽIĆ - IRENA BOSNIĆ - IVAN KELIĆ DIGITAL MARKETING COMMUNICATION IN THE FUNCTION OF BRANDING OF TOURISM ORGANISATIONS AND DESTINATIONS: WITH SPECIAL FOCUS ON SOCIAL NETWORKS ���������������������28 HRVOJE RATKIĆ - DIANA PLANTIĆ TADIĆ - BRANKA ŠUPUT STRATEGIC POSITIONING OF SMALL HOTELS IN THE TOURIST OFFER OF DALMATIA ������������������������������������������� 29 SANJA GUTIĆ MARTINČIĆ THE IMPORTANCE OF NAUTICAL TOURISM IN THE ISLAND OF FAIAL - AZORES ��������������������������������������������������� 30 HEITOR AMARAL - JOAQUIM ANTUNES - CLARINDA ALMEIDA

TRACK: ECONOMY, MANAGEMENT AND ACCOUNTING GASOLINE AND DIESEL PRICE AND INCOME ELASTICITIES ������������������������������������������������������������������������������������� 32 IVO DRUŽIĆ - TOMISLAV GELO - IVAN ŠUŠNJAR CHALLENGES OF CIRCULAR ECONOMY IN CROATIA ������������������������������������������������������������������������������������������������� 33 ANA ANDABAKA - MARIJA BEG - TOMISLAV GELO IoT INDUSTRIES - A CHALLENGE OF COMPETITION ������������������������������������������������������������������������������������������������� 34 ANTÓNIO PINTO - JOAQUIM ANTUNES - PEDRO REIS -CARLA HENRIQUES INTERNATIONAL DIVERSIFICATION STRATEGIES AND THEIR ORGANIZATIONAL AND EXOGENOUS ANTECEDENTS ��������������������������������������������������������������������������������������������� 35 ANTÓNIO FIGUEIREDO - MARGARIDA VICENTE - ANTÓNIO MÁRIO RODRIGUES - MARIA JOSÉ ANTUNES GAINING STRATEGIC BALANCE BETWEEN INIMITABILITY AND LEGITIMACY IN GENERATING INNOVATIVE BUSINESS MODEL ����������������������������������������������������������������������������������������������������������� 36 HAJIME KOBAYASHI - MASAAKI TAKEMURA - YORITOSHI HARA THE MACROECONOMIC BASED FINANCIAL IMBALANCE PROCEDURE OF EUROZONE AND THE STRUCTURAL EXPECTATIONS AFTER 2008 ������������������������������������������������������������������������������������������������� 37 A. NIYAZI ÖZKER RISK AND FRAUD MANAGEMENT IN THE BANKING SYSTEM ��������������������������������������������������������������������������������� 38 SANDRA BENIĆ THE IMPORTANCE OF THE PROCEDURES FOR THE AWARD OF CONCESSIONS FOR MARINAS IN THE REPUBLIC OF CROATIA – DE LEGE LATA ET DE LEGE FERENDA ������������������������������������������������������������������� 39 NINA PERKO – DORIS PERUČIĆ NETWORK RELATED PROSPECTING BIASES OF INDUSTRIAL SALESPERSONS: HOW NETWORKS DISTORT SALESPERSON’S COGNITION AND BEHAVIOR ����������������������������������������������������������� 40 KENICHI HOSOI - KENETH ICHIRO TSUYE

viii


CHALLENGES FOR SMALL NATIONAL ECONOMIES IN THE 21ST CENTURY ����������������������������������������������������������� 41 LUKSA LULIC - TOMISLAV IVANCEVIC - GORAN LUBURIC IMPORTANCE OF SERVICE QUALITY IN A COMPANY’S REGIONAL DEVELOPMENT – CHALLENGES AND OPPORTUNITIES ��������������������������������������������������������������������������������������������������������������������������� 42 MLADEN PANCIĆ - IVAN KRISTEK - SAŠA ILIĆ THE CONTRIBUTION OF INTERNAL AUDIT TO CORPORATE GOVERNANCE ��������������������������������������������������� 43 ANA MARIA RODRIGUES - ISABEL MARTINS

TRACK: AGRICULTURE, FOOD, WINE & LOCAL AND RURAL DEVELOPMENT EVALUATION OF OPERATING CONDITIONS FOR EXTRACTION OF PHENOLIC COMPOUNDS FROM SUGAR BEET ���46 RAQUEL GUINÉ - FERNANDO GONÇALVES - CLÉMENCE LERAT - THEO EL IDRISSI - EVA RODRIGO - PAULA CORREIA - JOÃO CARLOS GONÇALVE EFFECT OF ADDITION OF OAK STICKS DURING AGEING ON THE CHARACTERISTICS OF A RED WINE FROM DÃO APPELLATION REGION ����������������������������������������������������������������������������������������������������������������������������� 47 FERNANDO GONÇALVES - DIOGO SANTOS - MIGUEL OLIVEIRA VITIVINICULTURE, ENVIRONMENT AND BIODIVERSITY: SUSTAINABILITY ACTIONS ������������������������������������������� 48 ANTÓNIO MÁRIO RODRIGUES - ANTÓNIO FIGUEIREDO - MARGARIDA VICENTE - MARIA JOSÉ ANTUNES SYNERGIES BETWEEN RURAL TOURISM AND RURAL DEVELOPMENT 30 YEARS ITS CREATION IN PORTUGAL: THE CASE STUDY OF VISEU DÃO-LAFÕES REGION ��������������������������������������������������������������������������������������������������� 49 LÚCIA PATO SUSTAINABLE RURAL TOURISM ACTIONS: A CASE STUDY OF A RURAL TOURISM ACCOMMODATION IN THE VISEU DÃO-LAFÕES REGION ������������������������������������������������������������������������������������������������������������������������� 50 LÚCIA PATO - JOANA TRAVESSAS WINE ROUTES: DEVELOPMENT OF WINE REGIONS AND LOCAL COMMUNITIES ������������������������������������������������� 51 ANDRÉ LOPES - CLAÚDIA SEABRA - CARLA SILVA - JOSÉ LUÍS ABRANTES

TRACK: CULTURE, ARTS & EDUCATION ROLE AND IMPLEMENTATION OF MARKETING IN CROATIAN THEATRES - EXPLORATIVE REASEARCH �������������54 DUŠKO LJUŠTINA - TIHOMIR VRANEŠEVIĆ THE INFLUENCE OF LIVE MUSIC ON CONSUMER BEHAVIOR ����������������������������������������������������������������������������������� 55 BRUNO MORGADO-FERREIRA - DIANA MARLI MARKETING IN CROATIAN FEATURE FILM – EXPLORATIVE RESEARCH ����������������������������������������������������������������� 56 IVAN MALOČA DOES SOCIAL MEDIA USAGE INFLUENCE YOUTH’S INTEREST IN POLITICS? ��������������������������������������������������������� 57 ANA PAP - MARIJA HAM - KARLA BILANDŽIĆ EDUCATION WITH SOCIAL MEDIA TECHNOLOGIES ������������������������������������������������������������������������������������������������� 58 JOSÉ LUÍS ABRANTES - ROMEU LOPES - BRUNO MORGADO-FERREIRA - VITOR ROQUE THE CONTRIBUTION OF FOREIGN LANGUAGES IN THE DEVELOPMENT OF ENTERPRISES: A REVIEW OF LITERATURE ������������������������������������������������������������������������������������������������������������������������������������������� 59 ANA COSTA - ANA OLIVEIRA - FÁTIMA SUSANA AMANTE - ISABEL OLIVEIRA - JOSÉ LUÍS ABRANTES - LÚCIA PATO - ODETE AMARAL - SUSANA FIDALGO - VÉRONIQUE DELPLANQ CURRICULAR ARTICULATION BETWEEN PRE-SCHOOL AND 1st CYCLE OF BASIC EDUCATION: CONCEPTIONS AND PRACTICES ��������������������������������������������������������������������������������������������������������������������������������� 60 ANA PAULA CARDOSO - FLORENCIA CARUGATI -CARLA LACERDA - SUSANA FIDALGO INTERNATIONALIZATION OF HIGHER EDUCATION – THE PATH TO AN OPEN SOCIETY OR A MODE OF DIVERSITY SUPPRESSION ��������������������������������������������������������� 61 SLAVICA MANIC

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TEACHING ENGLISH AS A SECOND LANGUAGE: SIMULATED SITUATIONS, ROLE-PLAY AND VERACITY IN EDUCATION SETTINGS ������������������������������������������������� 62 MARIA JOSÉ ANTUNES - MARGARIDA VICENTE - ANTÓNIO FIGUEIREDO - ANTÓNIO MÁRIO RODRIGUES STUDENTS’ SATISFACTION WITH BUSINESS STUDIES AT PUBLIC FACULTY VS. PRIVATE SCHOOL IN CROATIA���63 ANTONELA SAMODOL - IRENA PANDŽA BAJS STUDENTS’ LEARNING PROCESSES FOR SUSTAINABLE KNOWLEDGE ������������������������������������������������������������������� 64 ANETTE OXENSWÄRDH STUDENTS WITH SPECIAL EDUCATIONAL NEEDS IN HIGHER EDUCATION IN PORTUGAL: A LEGISLATION IMPERATIVE REVIEW ������������������������������������������������������������������������������������������������������������������� 65 MARIA MATOS - JOANA SILVA - LÚCIA PAIVA

TRACK: INNOVATION AND TECNOLOGY APPLICATIONS OF MARKETING AS SOCIAL TECHNOLOGY ��������������������������������������������������������������������������������������� 68 FLÁVIO RÉGIO BRAMBILLA SOCIO-ECONOMIC BARRIERS AND DEVELOPMENT OPPORTUNITIES OF ELECTROMOBILITY AS KEY TECHNOLOGICAL INNOVATION OF THE TRANSPORTATION������������������������������������������������������������������������������������� 69 PETER DRÁBIK - PAULÍNA KRNÁČOVÁ ENVIRONMENTAL TURBULENCE AS A MODERATOR BETWEEN CAPABILITIES AND INNOVATION ���������������������70 MARGARIDA VICENTE - MARIA JOSÉ ANTUNES - ANTÓNIO FIGUEIREDO - ANTÓNIO MÁRIO RODRIGUES THE IMPACTS OF CO-CREATION IN INNOVATION CAPACITY������������������������������������������������������������������������������������� 71 ROBERTO DA SILVA VOLMER - MIRELA JEFFMAN DOS SANTOS - FLÁVIO RÉGIO BRAMBILLA ELECTROMOBILITY IN THE EUROPEAN UNION AND IN SLOVAKIA AND ITS DEVELOPMENT OPPORTUNITIES �72 FERDINAND DAŇO - RÓBERT REHÁK INNOVATION IN THE HIGHER EDUCATION MANAGEMENT COURSE THROUGH CO-CRIATIVE PRACTICES IN CLASSROOM ����������������������������������������������������������������������������������������������� 73 FLÁVIO RÉGIO BRAMBILLA

TRACK: HEALTH & MEDICINE EMOTIONAL INTELLIGENCE: THE SELF-EVALUATION OF EMOTIONAL BEHAVIOR, PROBLEMS AND SKILLS IN STUDENTS OF THE 3RD CYCLE OF BASIC EDUCATION ��������������������������������������������������� 76 JOÃO DUARTE - MANUELA FERREIRA - CLAUDIA CHAVES - SOFIA CAMPOS - SARA FELIZARDO - PAULA CARDOSO - DANIEL SILVA - CLAUDIA SEABRA - JOSÉ LUIS ABRANTES SEX EDUCATION AND RISK BEHAVIORS: INSIGHT ON PORTUGUESE GIRLS����������������������������������������������������������� 77 BRUNO MORGADO-FERREIRA - JOSE BASTOS COMPLICATIONS OF FLUIDOTHERAPY IN PATIENTS WITH ACUTE PANCREATITIS - A CONTRIBUTION �������������78 CARLA HENRIQUES - ANA MATOS - CATARINA AFONSO - JORGE PEREIRA THE GENDER DIFFERENCES IN THE EATING BEHAVIOUR OF PRE-SCHOOL AGED CHILDREN��������������������������������79 TINA TÍMEA KÁSLER THE eWOM IMPORTANCE ON HEALTH RISK COMMUNICATION BEHAVIOR ������������������������������������������������������� 80 VICTOR SILVA - JOSÉ LUÍS ABRANTES - ROMEU LOPES - CARLA SILVA - ISABEL MATEOS RUBIO INDEX OF AUTHORS ����������������������������������������������������������������������������������������������������������������������������������������������������� 81

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TRACK: MARKETING, PROMOTION & CONSUMER BEHAVIOR


PERSONAL AND ORGANISATIONAL CHARACTERISTICS AS A FACILITATORES OF THE RELATIONSHIP QUALITY IN THE PORTUGUESE WINE SECTOR NAMERCIO CUNHA - SANDRA LOUREIRO

ABSTRACT With the huge global competition- due to the growing number of producers and an enormous quantity of brands- to be competitive in wine sector, it is crucial to develop new strategic approaches, which go beyond the traditional marketing instruments. In this market, the producer and the distributor are important players that may work together by focusing on their customers and improving the relationship they have with them. Establishing appropriate exchange relationships, and developing quality relationships results in distinct advantages for both partners. For this purpose, we want to understand the perspective that each partner involved in an exchange relationship has concerning the other partner in the same relationship.. Then, this study aims to explore how wine producers and distributors describe the partner characteristics, as a facilitating facet of Relationship Quality (RQ). Therefore, we conducted and analysed 44 in-depth interviews among members of top managers of wine producers and wine distributors. These professionals represented 22 companies and 11 exchange relationships. The data gathered by the transcriptions of the interviews were processed through the application of specialized software (WEBQDA) to develop the content analysis. After this procedure, we sifted the data through a cyclical process in which data interpretation, coding, and conceptualizing occurred simultaneously. Then, the emerging categories were used to code the data interviews. This process of category creation was based on the Grounded Theory . Findings highlight personal and organisational characteristics as core elements to develop an interactive relationship quality among stakeholders. The first stress the role of the people participant in the relationship, which means, Leadership and Personal Social Capabilities. These constructs are not sufficiently developed in the RQ literature but they could characterise the quality of the relationship. On the other hand, the Organisational Characteristics of the companies involved, such as Power, Innovative Propensity and Organisational Social Capabilities are fundamental to the good management of the business relationship. The results of this study promote contributes to better explore and understand the concept of Relationship Quality (RQ) and help business managers to create effective long-term relationships with strategic partners. KEY WORDS: Relationship Quality; Personal Characteristics; Organisational Characteristics; Leadership; Wine sector.

DETAILS ABOUT AUTHORS: NAMÉRCIO CUNHA UNIVERSITY OF AVEIRO AND LUSÓFONA UNIVERSITY AVEIRO - PORTUGAL namercio@gmail.com SANDRA LOUREIRO PROFESSOR INSTITUTO UNIVERSITÁRIO DE LISBOA (ISCTE-IUL), BUSINESS RESEARCH UNIT (BRU/UNIDE) AND SOCIUS, LISBOA, PORTUGAL sandramloureiro@netcabo.pt

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INTERNAL VS EXTERNAL SERVICE QUALITY: EMPLOYEES AND CUSTOMERS IN THE MIRROR EMIR GANIĆ - VESNA BABIĆ-HODOVIĆ - MAJA ARSLANAGIĆ-KALAJDŽIĆ

ABSTRACT The purpose of the paper is to study specific dimensions of service profit chain (SPC) model in higher education, that is, the impact of the internal service quality (ISQ) perceived by employees of University’s departments on the external service quality (ESQ) perceived by students. Focus of the previous studies in most of the cases is related to the satisfaction or an affective attitude of employees and customers or the value perceived by customers as the result of service interaction. The goal of this study is to assess the perception of the same dimensions of quality (measured by SERVPERF model) of both groups interacting in educational processes measured. The research is based on the assumption that affective dimensions should be excluded in order to test the impact of ISQ on the quality of external services provided by employees. That means that level of the quality of support dimensions is the subject of evaluation in order to find out how successful they are for employees’ skills and capabilities development. The research is conducted at the private university in Bosnia and Herzegovina. In new environmental circumstances, new types of universities appear on the market and they have to accept the same rules and instruments as business companies. So, the quality of services, student satisfaction and retention are becoming crucial for their success and sustainability. Empirically, the above link is tested using data from 265 customers (university students) and 40 employees (university faculty) coming from 7 different groups (departments).. The findings reveal that internal service quality perception at the overall level positively impact on the external perceptions of reliability, responsiveness, assurance and overall perceived quality. Implications of the findings are considered and directions for future research identified. KEY WORDS: service quality, higher education, SPC.

DETAILS ABOUT AUTHORS: EMIR GANIĆ LECTURER SSST UNIVERSITY SARAJEVO, BOSNIA AND HERZEGOVINA emir.ganic@ssst.edu.ba VESNA BABIĆ-HODOVIĆ* PROFESSOR vesna.babic-hodovic@efsa.unsa.ba MAJA ARSLANAGIĆ-KALAJDŽIĆ* ASSISTANT PROFESSOR maja.arslanagic-kalajdzic@efsa.unsa.ba FOR AUTHORS*: UNIVERSITY OF SARAJEVO SCHOOL OF ECONOMICS AND BUSINESS SARAJEVO, BOSNIA AND HERZEGOVINA

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WHAT MOTIVATES A BOOK PURCHASE? AN ANALYSIS FROM A SAMPLE OF FICTIONAL BOOK CONSUMERS LUÍS LEITÃO - SUZANNE AMARO - CARLA HENRIQUES

ABSTRACT The main aim of this study is to examine the motivational factors that influence consumers’ purchase of fictional books. Furthermore, it explores if there are differences between the self-purchase of books and the purchase of books as a gift. In order to achieve these objectives, a quantitative empirical analysis was conducted through an online questionnaire, in which a total of 487 valid responses were obtained. Several statistical procedures were then carried out to examine tendencies, associations and differences between groups. The results of this study show that women purchase and read more books than men. Furthermore, older consumers, and also higer educated ones, tend to read and buy more books. Approximately one third of the books purchased are for gifts and the purchase is less impulsive when the book is to offer. The features most valued by consumers in the decision of the book to purchase are the “Title”, “Synopsis”, “Subject covered in book”, “Recommendation of family and friends” and “Books with discount/on sale”. Factor analysis was applied to the 24 items used to assess the attributes valued in the choice of a book and four coincident dimensions were found for the situations of self-purchase and gift-giving. When buying a book for personal use, consumers tend to value the “Recommendation of family and friends” more than when they buy it as a gift. However, “Author and book recognition” is more important when the book is itended to offer. The findings of this study provide important insights regarding consumers’ preferences, which will be useful for marketers to define strategies to satisfy their needs. Moreover, by comparing the purchase of books for own use with the purchase of books as a gift, book stores can strive to satisfy consumers’ demands, by conceiving and implementing new ideas to enhance the purchase of books. KEY WORDS: Books; Consumer behavior; Fictional books; Impulsive buying.

DETAILS ABOUT AUTHORS: LUIS LEITÃO STUDENT leitaoept@gmail.com SUZANNE AMARO CENTRE FOR THE STUDY OF EDUCATION, TECNOLOGIES AND HEALTH samaro@dgest.estv.ipv.pt CARLA HENRIQUES PROFESSOR CENTRE FOR THE STUDY OF EDUCATION, TECNOLOGIES AND HEALTH CENTRE FOR MATHEMATHICS O THE UNIVERSITY OF COIMBRA carlahenriq@estv.ipv.pt FOR ALL AUTHORS: POLYTECHNIC INSTITUTE OF VISEU SCHOOL OF TECHNOLOGY AND MANAGEMENT OF VISEU VISEU, PORTUGAL

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CLARIFYING CUSTOMER BRAND ENGAGEMENT BOUNDARIES: A SYSTEMATIC LITERATURE REVIEW APPROACH RICARDO GODINHO BILRO - SANDRA MARIA CORREIA LOUREIRO

ABSTRACT The purpose of this research is to provide a systematic review of customer brand engagement literature, aiming (i) to bounder a comprehensive conceptualization of this construct, (ii) to summarise its most relevant dimensions, (iii) and identify core issues for future research avenues. An extensive literature review was conducted from online academic databases (EBSCO, ABI/Inform Collection, Web of Science). A total of 30 conceptual and empirical papers rating ABS 2015 3, 4 and 4+ were leached and selected. As this study highlight, research on customer brand engagement has grown considerably over the past ten years. Also, the strategic importance of enhanced understanding of customer brand engagement is increasingly recognised, while becoming a central construct in the marketing field. Consumer brand engagement is proposed as a multi-dimensional construct which comprises cognitive, emotional, behavioural and social dimensions. Also, we can recognise that the theoretical foundations of this concept arise from relationship marketing and service dominant logic. This research provides an overview of the most relevant customer brand engagement literature, focused on quality criteria and underlining future research avenues. Thus, the present study aims to serve as a valuable tool for researchers, mapping the current state of the art of customer brand engagement research in the marketing field, and promoting this research area onwards. This research also provides firms’ useful information regarding customer brand engagement management. As companies deeply understand how to engage its customers, the more efficient they will become. As far as authors know, this is the first attempt to explore systematic review of customer brand engagement that offers a detailed understanding of the current state of the art concerning this issue, and also draws a construct comprehensive conceptualization. KEY WORDS: Customer brand engagement; Engagement; Systematic literature review.

DETAILS ABOUT AUTHORS: RICARDO GODINHO BILRO PHD CANDIDATE ISCTE – IUL, Marketing, Operations, and Management BRU-IUL (BUSINESS RESEARCH UNIT) LISBON, PORTUGAL bilro.ricardo@gmail.com SANDRA MARIA CORREIA LOUREIRO ASSISTANT PROFESSOR (WITH HABILITATION) ISCTE – IUL, Marketing, Operations, and Management BRU-IUL (BUSINESS RESEARCH UNIT) LISBON, PORTUGAL sandramloureiro@netcabo.pt

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TACTICAL PRICING OF GROCERY RETAILRES AS THE DRIVER OF TACTICAL CONSUMER RESPONSE JELENA FRANJKOVIĆ - DAVOR DUJAK - ANA TRUSIĆ

ABSTRACT Price is the most sensitive element of marketing mix, but also the fastest and easiest element to change, and consequently, easiest to copy by competitors. Retail pricing is quite challenging since it includes large number of products in retailers’ assortment. While strategic pricing relates to setting the regular prices and manage targeted price image, tactical pricing relates to daily price changes in very competitive environment. Price promotions are marketing and promotional tool commonly used by contemporary retailers all over the world. They have a special importance for Hi-Lo grocery retailers with a goal of attracting consumers in the store and increasing store turnover and profit. Without meaningful and clever management of price promotions retailers can face profit issues, e.g. due to the lack of impulsive purchases of products that are not at a price promotion. The latter can be associated to the consumers whose behaviour has been affected by regular price promotions. Therefore, the goal of this paper is to investigate consumers’ attitudes and behaviour towards price promotions at grocery retailers. With this intention, the survey questionnaire was conducted among 305 consumers whose answers were analysed using SPSS statistical software. Results suggest that consumers usually shop at multiple retailers, more precisely 3.8 retailers on average and that price promotions can be the main reason of attracting consumers to the store, but mostly for the occasional shopping, not regular. The main motives for consumers’ seeking of favourable prices is that they want to behave rational and they are accustomed to price promotions. KEY WORDS: retail price, tactical pricing, price promotion, consumer behaviour, consumer loyalty.

DETAILS ABOUT AUTHORS: JELENA FRANJKOVIĆ TEACHING AND RESEARCH ASSISTANT jelenaf@efos.hr DAVORI DUJAK ASSOCIATE PROFESSOR ddujak@efos.hr ANA TRUSIĆ TEACHING AND RESEARCH ASSISTANT atrusic@efos.hr FOR ALL AUTHORS: JOSIP JURAJ STROSSMAYER UNIVERSITY OF OSIJEK FACULTY OF ECONOMICS IN OSIJEK OSIJEK, CROATIA

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LAW AND MARKETING: PROMOTING FUNDAMENTAL RIGHTS IN THE INFORMATION SOCIETY AND POSSIBLE PUBLIC POLICIES FLÁVIO RÉGIO BRAMBILLA - LUIZ GONZAGA SILVA ADOLFO

ABSTRACT The Law is not an isolated area of the Social Sciences. On the contrary, it must adapt and understand the mechanisms of society and the market in order to be operated effectively. Marketing is one of the areas of management that not only must be regulated by law, but used by it as a way to effectively implement its practices and disseminate information. In this study the theme is the use of Marketing as a tool to promote fundamental rights, seeking the most appropriate systematics to disseminate information as a public policy that is responsible and effective to the people’s needs. The present study is developed in the form of a theoretical essay, aiming at an in-depth discussion on the relationship between fundamental rights and the information society. This relationship occurs through the use of marketing tools as a way of promoting fundamental rights to society as a public policy. It is sought to study the theme in the perspective of an expanded concept of the field of knowledge, which in Bourdieu’s (2004) vision extends the traditional perspective that focuses only on concepts, theories and methodologies. Fadul, Silva and Silva (2012) adopt this concept in their study, and mention that the focus does not abandon theories, concepts and methodologies, but still consider knowledge and object as part of a larger universe, which includes agents and institutions that produce them, use them and disseminate them as knowledge. Bourdieu (2004) presents field as a space of relative autonomy with its own laws. Although in a partial autonomy, the field of knowledge has its own social context. As Fadul, Silva and Silva (2012, p.1442) present, this relative autonomy “is what makes it possible to distinguish the microcosm from the social macrocosm, the field of knowledge of its social context”. KEY WORDS: Law, Fundamental Rights, Information Society, Marketing.

DETAILS ABOUT AUTHORS: FLÁVIO RÉGIO BRAMBILLA PROFESSOR flaviobrambilla@terra.com.br e flaviobr@unisc.br LUIZ GONZAGA SILVA ADOLFO PROFESSOR gonzagaadolfo@yahoo.com.br FOR BOTH AUTHORS: UNIVERSIDADE DE SANTA CRUZ DO SUL BRASIL

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SMARTPHONES: THE NERVOUS SYSTEM OF LIQUID COMMUNICATION PAULO SILVA - CLÁUDIA SEABRA - ISABEL FERIN CUNHA

ABSTRACT The use of new mobile technologies has become a global phenomenon. There is “a global mobile youth culture” and an “emergency of the sociability in a network” (Castells et al., 2009, p. 183-184). This study main goal is to understand the mobile phone use by the millennials, and inherent gratifications and social effects generated by the use of such equipment, bearing in mind that “the biggest problem with most predictions about technology is that they are invariably made based on how the world works today rather than on how it will work tomorrow” (Morozov, 2011, p. 247). The research carried out through a mixed methodology that met the quantitative and qualitative research included the analysis of 649 questionnaires applied to young adults and 46 posts obtained from the Facebook webpages of the main telecommunications operators in Portugal. Thus, we tried to contribute to an increased knowledge on the use of new technologies and mirror the experience of millennials, from the awareness of a new communication paradigm. Technology transformed communication, uses and attitudes. The flow effect among other results revealed by structural equation model, may serve as a warning to the users themselves, parents, businesses and for schools, which act as educational mediators of language through new technologies because “we may need to learn to use them more responsibly” (Baron, 2008, p. 231). It is for us to manage the risk, to the extent that “society today is confronted by itself through its relationship with risks” (Beck, 1992, p. 183). KEY WORDS: Millennials, smartphones, uses, gratifications, flow.

DETAILS ABOUT AUTHORS: PAULO SILVA INVITED ADJUNCT PROFESSOR POLYTECHNIC INSTITUTE OF VISEU - SCHOOL OF EDUCATION VISEU, PORTUGAL paulosilva@esev.ipv.pt CLÁUDIA SEABRA ADJUNCT PROFESSOR POLYTECHNIC INSTITUTE OF VISEU - SCHOOL OF TECHNOLOGY AND MANAGEMENT VISEU, PORTUGAL cseabra@estv.ipv.pt ISABEL FERIN CUNHA ASSOCIATED PROFESSOR UNIVERSITY OF COIMBRA - FACULTY OF ARTS AND HUMANITIES COIMBRA, PORTUGAL barone.ferin@gmail.com

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ACHIEVING LOYALTY OF CUSTOMERS OF RETAIL CHAINS IN CROATIA THROUGH IMPROVING THEIR SATISFACTION PAVAO VRANEŠEVIĆ

ABSTRACT The purpose of this paper was to show how loyalty of customers of retail chains in Croatia can be achieved through improving their level of satisfaction. More precisely the aim was to find out what values customers of retail chains are looking for, what values they want, what dimensions or aspects of retail chains´ service are most important and valuable to customers, basically what influences their satisfaction and thus their loyalty to particular retail chain the most. In order to obtain answers to these questions the research was constructed and carried out. The research in the form of online questionnaire was carefully designed and carried out by sending link to the questionnaire via e-mail and social network Facebook to friends, colleagues, close relatives and acquaintances that were then asked to distribute the link further. The software used for designing and carrying out the research was Qualtrics and the sample gathered in the end amounted to 310 participants. The methodology and results of the research are laid out in the paper and lot of the paper deals with testing the methodology used and the results obtained. Finally, it is shown how exactly loyalty of customers of retail chains can be achieved by improving their satisfaction. KEY WORDS: loyalty, costumers. retail chains, Croatia, satisfaction, research.

DETAILS ABOUT AUTHOR: PAVAO VRANEŠEVIĆ MAG. OEC. FACULTY OF ECONOMICS & BUSINESS UNIVERSITY OF ZAGREB ZAGREB, CROATIA pavo.vranesevic@yahoo.com

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GERILLA STRATEGIES AS A STARTING POINT FOR IMPROVEMENT OF MARKETING PROGRAM: CASE OF TEXTILE COMPANY MARKO GEČEK - MAJA DAWIDOWSKY MAMIĆ

ABSTRACT Effective marketing strategy is a necessary requirement for achieving set goals, without which the company can’t survive in the market, especially small companies with lower resources. With implementation of guerrilla marketing, goals can be achieved with more innovative and less expensive methods. Smaller company and its current marketing strategy is used to show efficiency of guerilla strategies through innovative guerilla marketing campaign at the company’s point of sale. Before launching new campaign, company and its current marketing strategy is detailly analyzed. In addition to secondary data collected, quantitative research was conducted to investigate current company awareness. After analyzing results, guerilla campaign was designed and was carried out at the company’s point of sale, lasting several days. During the campaign, new wave of research was conducted in order to test campaign successfulness and awareness increase. KEY WORDS: guerilla marketing, marketing strategy, market research.

DETAILS ABOUT AUTHORS: MARKO GEČEK MC University of Applied Sciences VERN - Zagreb markogecek@yahoo.com MAJA DAWIDOWSKY MAMIĆ MM Privredna banka Zagreb, Croatia maja.dawidowsky@gmail.com

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OPPORTUNITIES IN EXTENSION OF BRANDS IN FOOD INDUSTRY - EXPLORATIVE RESEARCH MARIN PUCAR - TIHOMIR VRANEŠEVIĆ

ABSTRACT Paper deals with importance of brand management in food industry and opportunities in extension of popular food brands to new products in brand assortment. The success of past extensions of basic product and extensions of assortment of successful brands was tested at the explorative qualitative level. Special focus was given to possible discrepancy between the actual range of the brand, viewed through assortment of products under the ownership of the brand, and perceived range of the brand from the point of consumers. Under range of the brand it is considered assortment of the basic, main product and products which are result of product extension. Three specific brands in food industry are included in qualitative research which consisted of two focus groups of 8 participants - typical consumers. The brands in question are: Vegeta – international brand in the ownership of company Podravka; Zvijezda – corporative umbrella brand of company Zvijezda that is present also on the markets of neighbouring countries; Mikado – national brand of chocolate company Zvečevo but which covers also the private brand (private label) of global retail chain Lidl which doesn´t have confectionary products in the ownership of Mikado. The goal was to determine at this qualitative level what the appropriate level of brand extension through introduction of new products is from the viewpoint of consumers. KEY WORDS: extensions, brands, food industry, Croatia, explorative research.

DETAILS ABOUT AUTHORS: MARIN PUCAR M.SC, CEO PODRAVKA D.D. KOPRIVNICA, CROATIA marin.pucar@gpodravka.hr TIHOMIR VRANEŠEVIĆ PROFESSOR FACULTY OF ECONOMIC & BUSINESS UNIVERSITY OF ZAGREB ZAGREB, CROATIA tvranesevic@efzg.hr

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THE RETURN OF KOALA AND KANGAROO EFFECTS: REFINING AN ALTERNATIVE SCALE FOR CONSUMER BEHAVIOR FLÁVIO RÉGIO BRAMBILLA - BRUNO FERREIRA - PÁVEL REYES MERCADO - DUC NGUYEN NGOC - NICHOLAS G. PAPAROIDAMIS

ABSTRACT This communication is the result of several discussions between five researchers about consumers and consumer behavior. In fact, the methodology used here is very basic and we only stated an analogy between consumers and two animals (koalas and kangaroos). We propose an original way to classify participants in a survey (or experiment) as one of these two animals. With this, we hope to rise up some minds about the need to become more realistic and less theoretical. This is a conceptual paper. It’s a collective reflection a first meeting among young people whom come from each corner of the world, in Melbourne, Australia, in the 16th World Marketing Congress of AMS in 2013. We hope, at least, to contribute to the association and demonstrate that more than 40 years after its creation the spirit with which the founders fought and worked to enlarge this community around the world, is still more than alive and strong. Respect, tolerance, transparency and trust were the key elements of this manuscript and the matching of passionate young researchers in the area they work and who tries to contribute. They might come to cross someday in any other meeting, but never in this way that the WMC as contributed thereby leveraging what the human being defined as friendship. This paper aims to combine direct non-participant observation, unstructured interviews, and metaphoric transfer to develop a framework on personal selling, adherent to the DART model presented by Prahalad and Ramaswamy (2004), resulting in both, academic and friendship high level co-creation. In the research universe where everything is almost defined by variables, scales, regressions, factorial weights, or interactions, or on the other hand, with an analysis of content, we intend to leave only a record of something that does not need any of that to be authentic, realistic. KEY WORDS: Marketing, Consumer Behavior, Analogy, Survey, Scale.

DETAILS ABOUT AUTHORS: FLÁVIO RÉGIO BRAMBILLA PROFESSOR UNIVERSIDADE DE SANTA CRUZ DO SUL; MESTRADO EM ADMINISTRAÇÃO BRASIL flaviobrambilla@terra.com.br e flaviobr@unisc.br BRUNO FERREIRA PROFESSOR INSTITUTO POLITÉCNICO DE VISEU (IPV) PORTUGAL bruno.ferreira@live.com PÁVEL REYES MERCADO PROFESSOR ANAHUAC UNIVERSITY MEXICO pavelreyesmercado@hotmail.com DUC NGUYEN NGOC PROFESSOR UNIVERSITY OF ILLINOIS AT URBANA-CHAMPAIGN USA duc.nguyenngoc@gmail.com NICHOLAS G. PAPAROIDAMIS PROFESSOR IESEG FRANCE n.paparoidamis@ieseg.fr

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MATERIALISM AMONG TEENAGERS, THE RELATIONSHIP BETWEEN TERMINAL VALUES AND SOCIAL MEDIA USE JANOS DEBRECENI - AGNES HOFMEISTER-TOTH

ABSTRACT The aim of our present study is to investigate the relationship between terminal values, the materialism, and usage of social media among high school teenagers in Budapest, Hungary. This study gives answer on how materialism effects the choice of values teenagers find important and how social media use influence their materialistic attitude. For data collection a paper an pencil questionnaire will be applied in June 2017. The sampling will not be representative. The survey is going to include three major scales. Respondents will rate the importance of individual values provided by the List of Values scale. The Youth Materialism Scale is going to be conducted to measure the level of teenagers’ materilism. The modified Facebook intensity scale is the third scale used to explore the strength of engagement to visible social media sites (Facebook, Instagram and Pinterest). The antecedents of values-materialism-social media use relationship are the respondenst’ gender, family background, attitudes towards money and the milleu of the scools they attend to. KEY WORDS: teenagers, materialism, social media, values, school.

DETAILS ABOUT AUTHORS: JANOS DEBRECENI PHD STUDENT CORVINUS UNIVERSITY OF BUDAPEST; INSTITUTE OF MARKETING AND MEDIA CITY OF BUDAPEST, HUNGARY debreceni.janos@uni-bge.hu AGNES HOFMEISTER-TOTH PROFESSOR CORVINUS UNIVERSITY OF BUDAPEST; INSTITUTE OF MARKETING AND MEDIA CITY OF BUDAPEST, HUNGARY agnes.hofmeister@uni-corvinus.hu  

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VIRAL MARKETING CAMPAIGNS: THE ROLE OF AROUSAL EMOTIONS AND CONTROVERSY DIANA GAVILAN - MARIA AVELLO - CESAR DEL OLMO

ABSTRACT We are immersed in a digital revolution that impacts the whole of society and is shifting the status quo of our daily life. Billions of messages are being shared every day. The aim of this research is to shed light in the understanding of message adoption in the online viral marketing context. We analyze the mediating role of arousal emotions in the relationship between message credibility and message adoption as well as the moderating role played by controversy in such relationship. We selected a real viral marketing campaign, with 3,251 online opinions and over 6 million visualizations. Results show the mediation effect of arousal emotions in the relationship between message credibility and message adoption and the moderating role of controversy in shuch relationship. Under low controversy conditions message credibility increases message adoption. Marketers can benefit from this research to design contagious contents considering the design of emotion-driven contents with low levels of controversy. KEY WORDS: viral marketing, emotions, controversy.

DETAILS ABOUT AUTHORS: DIANA GAVILAN ASSOCIATE PROFESSOR dgavilan@ccinf.ucm.es MARIA AVELLO ASSOCIATE PROFESSOR mavello@ucm.es CESAR DEL OLMO ASSITANT PROFESSOR cesardelolmo@pdi.ucm.es FOR ALL AUTHORS: COMPLUTENSE UNIVERSITY OF MADRID FACULTY OF SOCIAL SCIENCES MADRID. SPAIN

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SHOPPING INTENTION PREDICTION USING DECISION TREES DARIO ŠEBALJ - JELENA FRANJKOVIĆ - KRISTINA HODAK

ABSTRACT The aim of this paper is to create a model for predicting shopping intention of households of two counties in eastern Croatia by using decision trees, as well as find meaningful variables affecting shopping intention. Data sample consists of 305 respondents, who are persons older than 18 years involved in buying groceries for their household. The research was conducted in February 2017. In order to create a model, several input variables were included, such as demographic data about respondents, the importance of price in shopping decisions, perception of retailer’s image, price-image dimensions (price-level perception, value for money, price perceptibility, price processing, evaluation certainty) etc. This model attempts to classify respondents in one of two categories according to their shopping intention. Among several compared classification algorithms for constructing decision trees statistical significance analysis of the results was conducted. Algorithm that produced the highest accuracy was chosen as the most successful for modeling shopping intention of households. KEY WORDS: shopping intention, price image, retailer’s image, classification algorithms.

DETAILS ABOUT AUTHORS: DARIO ŠEBALJ TEACHING AND RESEARCH ASSISTANT dsebalj@efos.hr JELENA FRANJKOVIĆ TEACHING AND RESEARCH ASSISTANT jelenaf@efos.hr KRISTINA HODAK STUDENT krhodak@efos.hr FOR ALL AUTHORS: JOSIP JURAJ STROSSMAYER UNIVERSITY OF OSIJEK FACULTY OF ECONOMICS IN OSIJEK OSIJEK, CROATIA

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THE IMPACT OF VARIOUS INFORMATION SOURCES ON MOTHERS OF GENERATIONS X AND Y WHEN PURCHASING TOYS MIROSLAV MANDIĆ - DUBRAVKA PULJAK

ABSTRACT This paper looks at how belonging to different generations, namely the X and Y generations, is related to preferences regarding the various sources of information when purchasing toys. The base of the research were the psychological characteristics of both generations in general. Furthermore, the collected facts were used to confirm negative results. The sources of information were divided into the marketing dominant sources, such as advertising, sales promotion and the Internet, while the consumer dominant sources included children, family and friends. The paper uses exclusively the qualitative research method, with the in-depth interview as the chosen technique. The sample consists of twenty mothers in an equal ratio; ten mothers who are the members of the Generation X, and ten mothers from the Generation Y. All the mothers in the research have children younger than seven years of age, because of their relevant but not excessive impact on the mothers and their ability to make decisions when buying toys. The purpose of this method is to get into the core of the issue, and come to comprehensive answers that could be elaborated in more detail. Also, although the interview reminder exists, and it is listed at the very end of this paper, the interviews were conducted through engaging in casual conversation. The goal was to make the mothers more open and objective. The reminder was, therefore, used in cases when there was no specific subject was discussed. The survey obtained results showing a clear distinction between the members of these two generations, proving that it is important to know the mothers’ age group to be able to use a quality approach. The X Generation mothers get the information they need via television, catalogs and by visiting the stores of their choice. We can say that they are the traditional group. However, the Y Generation mothers clearly prefer the Internet and their circle of friends as the source of information. The common variable for both generations are their children as the consumer dominant source of information. KEY WORDS: The Generation X and Y, mothers as buyers, marketing directed to mothers, purchasing decisions, toys.

DETAILS ABOUT AUTHORS: MIROSLAV MANDIĆ PhD, ASSISTANT PROFESSOR FACULTY OF ECONOMICS AND BUSINESS UNIVERSITY OF ZAGREB ZAGREB, CROATIA mmandic@efzg.hr DUBRAVKA PULJAK MA ZAGREB, CROATIA dubravka.puljak@gmail.com

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ONLINE RATINGS AND REVIEWS: THE INFLUENCE OF PEERS DIANA GAVILAN - GEMA MARTINEZ - SUSANA FERNANDEZ LORES

ABSTRACT Our society is increasingly relying on the digitalized aggregated opinions of others. This paper analyzes the impact of good vs. bad ratings when customers engage in purchasing behaviors. The study focuses in the hospitality sector, during the first stage of the decision process when booking a hotel. The goal is to test the interaction between numerical ratings and the amount of verbal reviews while controlling subject susceptibility to interpersonal influence. The study conducts a full factorial between subjects design of 2 levels of ratings (good vs. bad) x 2 levels of reviews (high vs. low) in a decision controlled setting. Results suggest an asymmetric interaction between numerical ratings and reviews; when the rating is good, the trust in the rating depends on the number of reviews but conversely, if the rating is bad, the number of reviews has no effect on how trustworthy the rating is. KEY WORDS: teenagers, materialism, social media, values, school.

DETAILS ABOUT AUTHORS: DIANA GAVILAN ASSOCIATE PROFESSOR dgavilan@ccinf.ucm.es GEMA MARTINEZ ASSITANT PROFESSOR mgmnavarro@ccee.ucm.es SUSANA FERNANDEZ LORES ASSITANT PROFESSOR susanafernandezlores@pdi.ucm.es FOR ALL AUTHORS: COMPLUTENSE UNIVERSITY OF MADRID FACULTY OF SOCIAL SCIENCES MADRID. SPAIN

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TRACK: TOURISM, LEISURE AND SPORT

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LINKING SACRED PLACE PREFERENCES WITH PLACE MEANING: A CONCEPTUAL MODEL OF RELATIONSHIP BETWEEN SACRED PLACE MOTIVATIONS AND PLACE ATTACHMENT CARLA SILVA - JOSÉ LUÍS ABRANTES - RAM HERSTEIN

ABSTRACT Sacred places are described as places of creation, devotion and power with a deep emotional meaning that attract people for many reasons. From the literature review, it is accepted that tourism motivation is multidimensional concept. Tourists seek to satisfy not one single need but a number of distinct needs simultaneously. People are attracted and emotional linked to sacred environments. Sacred places offer a range of psychological, spiritual and personal benefits providing potential affective link with tourists. Place-attachment influences what individuals see, think and feel about the place and therefore includes emotional and symbolic expressions. People develop a sense of belonging, identity, and dependence to certain places that visit or live and so place-attachment is a multidimensional construct that incorporates two dimensions that have recently been applied to tourism area: (1) Place-dependence that represents the functional dimension and is described as visitors’ functional attachment to a particular place and their awareness of the uniqueness of a setting; (2) Place-identity which is the symbolic dimension and refers to the connection between a place and one’s personal identity and contains both cognitive and affective elements. An extensive literature review focusing on the concept of place-attachment and motivations provide a framework which allows assess the emotional and functional bounds that tourists could have to sacred places. Insights from an empirical study of 300 tourists in Fátima (Portugal), Santiago de Compostela (Spain) and Jerusalem (Israel), indicate that the multi-dimension scale incorporates three motivations dimensions to visit sacred places as tourism destinations: Faith, Identity and Appealing. The focus of this article is to explore the relationship between these motivations with place-attachment, by summarizing, systemizing and discussing these distinct dimensions. The results could have potential practical implications for sacred destination’ planning, marketing and management, promoting their own differentiating and unique features that attract tourists and involve emotionally tourists with these settings. KEY WORDS: Tourism, Sacred Places, Motivations, Place-Attachment.

DETAILS ABOUT AUTHORS: CARLA SILVA PROFESSOR POLYTECHNIC INSTITUTE OF VISEU, PORTUGAL csilva@estv.ipv.pt JOSÉ LUÍS ABRANTES PROFESSOR POLYTECHNIC INSTITUTE OF VISEU, PORTUGAL jlabrantes@estv.ipv.pt RAM HERSTEIN PROFESSOR ACADEMIC CENTER SOCIAL SCIENCES & MANAGEMENT, ENGINEERING AND MARINE SCIENCES, ISRAEL ramh@ruppin.ac.il

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GASTRONOMIC TOURISM, A DIFFERENTIAL FACTOR SANDRA CUNHA - CLAUDIA SEABRA

ABSTRACT Gastronomic Tourism has grown considerably worldwide and even at European level. According to the World Tourism Organization (UNWTO, 2012), the destinations and tourism companies are aware of the importance of gastronomy to diversify tourism and stimulate local, regional and national economic development. Gastronomy has always been part of the history of Portugal as a product that gave it authenticity and glamor. This article intends to make known the strategic product Gastronomy, as a tourist product of excellence with high development potential for Portuguese Tourism. We have analyzed several published studies correlating the main ideas and doctrines, focusing the importance of Gastronomic Tourism and gastronomic events for the development of regions and gastronomic routes as a differentiating factor. As well as the profile of gastronomic tourist, the phases of the experience of gastronomic tourism and gastronomic tourists behavior were analyzed. KEY WORDS: Gastronomic Tourism, Gastronomy, Gastronomic Routes.

DETAILS ABOUT AUTHORS: SANDRA CUNHA MASTER’S DEGREE STUDENT catarina.amaro@gmail.com CLÁUDIA SEABRA PROFESSOR cseabra@estv.ipv.pt FOR BOTH AUTHORS: POLYTECHNIC INSTITUTE OF VISEU VISEU, PORTUGAL

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ARE DESTINATIONS BRANDS? DO THEY HAVE PERSONALITY? CATARINA AMARO - CLÁUDIA SEABRA

ABSTRACT Brand personality consists of a set of human characteristics associated with a specific brand (Aaker, 1997). Brand personality plays a highly important role in the consumer behaviour area. Past research shows that brands can serve as conduits used to communicate consumers’ own identity, status and aspirations. This symbolic use of brands is due to the fact that consumers identify with brands with traits of human personality. For this reason, the brand personality concept has gained increasing attention in marketing literature. Research in the area of destination brands personality, can contribute for the strategy, positioning and communication of tourism destinations since each one has unique characteristics. Thus, as the human personality affects the relationships between people, the destination brand personality builds the basis of the relationship between the consumer and the destination because represents the emotional and humanized side of the destination. So, becomes essential to analyse its influence in the consumers’ decision making, especially in the destination choice process. This study intends to make a literature review of the brand personality literature, including destination brands. The main goal is to analyse the importance given by the consumer to a destination brand intimately linked with its emotional and human perspective. KEY WORDS: Destination Brand Personality; Consumer Behaviour in Tourism; Decision Making; Destination choice; Destination Marketing.

DETAILS ABOUT AUTHORS: CATARINA AMARO MASTER’S DEGREE STUDENT catarina.amaro@gmail.com CLÁUDIA SEABRA PROFESSOR cseabra@estv.ipv.pt FOR BOTH AUTHORS: POLYTECHNIC INSTITUTE OF VISEU VISEU, PORTUGAL

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MOTIVATIONS AND EXPERIENCES OF WOMEN SOLO TRAVELLERS ANDREIA PEREIRA - CARLA SILVA

ABSTRACT The concept of female solo traveler, despite recent, has become a relevant tourist segment. As tourists, these women are looking for journeys that bring more than a trip to another location. They choose to go alone in the pursuit of adventure, independence, feeling of personal fulfillment, individuality and escape. They do not travel solo because they have no choice or because they are loners. They are driven by specific motivations. In this analysis, are grouped a set of motivations and their profile based on literature review, to gain a better understanding of why women choose to travel alone. Even if it is a market that has not been very explored and studied has gained numerous supporters around the world, translating into an expressive impact not only in sociological terms, but also in its tourist experience. This article explores the different motivations of women and individual travelers. KEY WORDS: Women, Motivations, Solo Traveler.

DETAILS ABOUT AUTHORS: MANDREIA PEREIRA MASTER STUDENT POLYTECHNIC INSTITUTE OF VISEU, PORTUGAL arapereira7@gmail.com CARLA SILVA PROFESSOR POLYTECHNIC INSTITUTE OF VISEU, PORTUGAL csilva@estv.ipv.pt

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CYCLOTOURISM IN THE FUNCTION OF DEVELOPMENT OF SLAVONIA AND BARANJA DRAŽEN ĆUĆIĆ - RENATA PETROVIĆ - KREŠIMIR HERCEG

ABSTRACT Cycling tourism and other forms of using bicycles in tourism are among the most rising parts of touristic activities. It is estimated that in European scopes traveling share during which is bike riding main activity or bicycle is main transport vehicle will rise in next ten years over 10%, and even more important is the market segment of those who are using cycling as important additional activity during the holidays. It follows that cycling tourism is one of the tourist products with the biggest development potential. Rich cultural and historical heritage from different periods, attractive and diverse environment, plentiful gastro offer, favourable climate, presence of big markets, country security, plenty of roads with lower intensity of motor traffic and roads suitable for cycling provide Slavonija and Baranja comparative advantages for developing cycling tourism. Primary goal of this work is setting up directions and defining steps for developing cycling tourism in Slavonija and Baranja, with reference to critical activites that will lead to increasing consumption and number of overnight stays in seasons 2017.-2020., increasing number of cycling tourists incoming by generating demand through development and promotion of new products and services. This work tries to define a vision of space as a whole and to detect cycling tourism market segments. KEY WORDS: cycling tourism, development, Slavonija and Baranja.

DETAILS ABOUT AUTHORS: DRAŽEN ĆUĆIĆ ASSITANT PROFESSOR, PH.D FACULTY OF ECONOMICS IN OSIJEK DEPARTMENT OF NATIONAL AND INTERNATIONAL ECONOMICS dcucic@efos.hr RENATA PETROVIĆ M. SC., DOCTORAL STUDENT TRADE AND COMMERCIAL SCHOOL “DAVOR MILAS” OSIJEK rencipet@gmail.com KREŠIMIR HERCEG MAG. OEC NGO (ASSOCIATION OF MARKETING ACTIVITIES LIMA) kherceg@gmail.com

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TERRORISM AND TOURISM: IS THERE A THREAT TO MOBILITY? CLÁUDIA SEABRA

ABSTRACT Europe is the tourist region with more arrivals ever. Tourist arrivals continue to grow and reached in 2015 a total of 608 million, representing over half the world’s total (51%) and providing 36% of all tourist revenues obtained worldwide - US$ 451 billion (euro 406 billion). In fact, seven of the top 10 tourist destinations are European countries. This numbers show the importance of tourism sector to most European economies. However, and as pointed by WTO, one of the major key trends felt among the tourism community is an “increased global concern about safety and security” (UNWTO, 2016). In the old continent, terrorism is becoming frighteningly frequent. Recently, European countries have been targeted by several attacks that are shaking important foundations upon which European identity is based: freedom, mobility, culture fruition and a happy way of life. The recent terrorist events mainly targeting beaches, museums, resorts, airports, train and subway stations, restaurants, discos, festivals, prove the high value of tourists as terrorist targets. In 2014 and 2105 only, more than 2170 (GTD, 2017) attacks targeted people who just wanted to live the European way of life: to be happy and have fun, working, living and travelling freely around the old continent… These events marked the beginning of a new unsafety environment. The positions are radicalized; the discourses are hard and proactive. The European countries are preparing measures to strengthen security and modify its legislation to prevent further attacks. Some voices arise, asking for changes to the free movement of people, questioning the Schengen agreement even, with the return to border controls. How do these attacks on freedom, mobility and way of life, condemned by all, manage to create, in turn, limitations to those same freedoms and way of life? There is a constant state of alertness which forces us Europeans to be in a constant state of discomfort that is almost comfortable. This daily contact with terrorism makes it strangely close and almost tolerable. It is urgent to understand this phenomenon! To our knowledge no studies were conducted regarding the impacts of terrorism on people’s life in Europe. Safety is one of the most fundamental conditions granted to human beings, it is an anthropological need and a vital part of the human condition. So, it is important to understand the real effects of terrorism on the individuals’ life, to address both the material and the psychological cost of terrorism in the people’s behavior. This requires a full analysis and the extension and improvement of our knowledge on the terrorist intrinsic nature that will be achieved through the collection of relevant data which will be used to answer the remaining questions (Llussá & Tavares, 2007). 1. Is there an European identity regarding safety? Do the new generations identify themselves with the European culture? Do Europeans feel Europe as a common project regarding safety against terrorism? In which entities and organizations do the Europeans rely on to feel safer? 2. What is the real effect of the terrorism fear on citizens´ activities and behaviors, specifically on people’s daily life, including mobility, activities, decisions and plans for future? 3. Which measures do citizens consider critical to their security and safety? Which behaviors are they willing to adopt and which measures or regulations do they consider essential? This study will help the EU, governments, organizations and firms on the managerial and public side to build effective security measures and crisis plans, to ensure that policies and regulation meet citizens and organizations’ needs and expectations. KEY WORDS: Terrorism, tourism, threat, mobility.

DETAILS ABOUT AUTHOR: CLÁUDIA SEABRA PROFESSOR SCHOOL OF TECHNOLOGY AND MANAGEMENT POLYTECHNIC INSTITUTE OF VISEU VISEU, PORTUGAL cseabra@estv.ipv.pt

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DETERMINANTS OF THE SOUVENIRS CONSUMPTION: A CONCEPTUAL MODEL CATARINA AMARO - CLÁUDIA SEABRA - CARLA SILVA

ABSTRACT The souvenirs, with different meanings for each consumer, can be considered an experience of the visited place, allowing a subsequent memory of the same place. During his travels, the tourists have a tendency to buy tangible memories of the visit, something that lasts a long time in the time and that helps to recall them the visited madness and the experiences there experienced in life. Many tourists feel that his travels are not complete if they don’t buy souvenirs. (Swanson and Horidge, 2006). The souvenirs have been contributing significantly to the shops of tourist products and represent the good form of the tourists to try the local culture (Lin and Pei-Chuan, 2015). Empirical studies have been trying to explore the area of the souvenirs. These have been investigating several slopes like the meaning of the memories; buyers of souvenirs; authenticity of the memories; perceptions of the tourists and intentions / motivations of purchase. This study tried to do the revision of the literature in the area of the souvenirs like tourist product and cultural growth of a region. The objective is to analyze in what way the souvenirs as cultural product can promote the image of a region and what is the perception of the tourists when buying this products. KEY WORDS: Consumer Behavior in Tourism; Cultural Tourism; Souvenirs; Authenticity.

DETAILS ABOUT AUTHORS: CATARINA AMARO MASTER’S DEGREE STUDENT catarina.amaro@gmail.com CLÁUDIA SEABRA PROFESSOR cseabra@estv.ipv.pt CARLA SILVA PROFESSOR csilva@estv.ipv.pt FOR ALL AUTHORS: POLYTECHNIC INSTITUTE OF VISEU VISEU, PORTUGAL

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MARKETING COMMUNICATION IN THE RIVER CRUISE INDUSTRY DRAGO RUŽIĆ - IRENA BOSNIĆ - IVAN KELIĆ

ABSTRACT River cruising represents one of the fastest growing segments of tourism with a tendency of further accelerated growth. At the same time, in the midst of market competition growth, the contents, boats, organization, business philosophy and strategies of all involved in river cruises are gradually changing, and there is a need for use of the marketing concept as well as a thoughtful management of the marketing program. In recent years, riverboat operators have increased their marketing budgets multiple times, leading to increased exposure of their products to potential consumers, increased visibility of products and has indirectly influenced a sustained increase in river cruising sales. The aim of this paper is to examine and determine the basic characteristics of the marketing communications on the river cruise market that are communicated by the key holders and creators of river cruises, or riverboat operators who use different media for transmission of messages such as newspapers, radio and telephone as a traditional media and Internet as a new media that allows direct connection with consumers, creating interactions and relationships with them. For the purpose of collecting primary data, analysis of documentation method was used, including the analysis of websites of the largest riverboat operators. The contribution of the work will be expressed by identifying the key determinants of the application of marketing communications to achieve the business goals of riverboat operators in conditions of strong market competition and demanding demand under the influence of new technologies, with a strong need for adventure travel and discovery of new and unknown. KEY WORDS: cruise industry, river cruise, riverboat operators, marketing communication.

DETAILS ABOUT AUTHORS: DRAGO RUŽIĆ PROFESSOR UNIVERSITY OF J.J. STROSSMAYER OSIJEK, FACULTY OF ECONOMICS IN OSIJEK OSIJEK, CROATIA ruzic@efos.hr IRENA BOSNIĆ VIROVITICA COLLEGE, DEPARTMENT OF TOURISM VIROVITICA, CROATIA irena.bosnic@vsmti.hr IVAN KELIĆ ASSISTANT UNIVERSITY OF J.J. STROSSMAYER OSIJEK, FACULTY OF ECONOMICS IN OSIJEK OSIJEK, CROATIA ikelic@efos.hr

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DIGITAL MARKETING COMMUNICATION IN THE FUNCTION OF BRANDING OF TOURISM ORGANISATIONS AND DESTINATIONS: WITH SPECIAL FOCUS ON SOCIAL NETWORKS HRVOJE RATKIĆ - DIANA PLANTIĆ TADIĆ - BRANKA ŠUPUT

ABSTRACT In the past years due to the development of the Internet and technology new trends in marketing communication in all industries as well as tourism have been set. The development of web 2.0 concept caused exponential development. However, this brought on a high level of turbulence in digital marketing communication so all new channels of communication which nowadays make up an integral part of integrated marketing communication should be in the function of branding tourism organisations and destinations. The fundamental aim of this research was to establish to which extent selected Croatian tourism organisations and destinations use digital marketing communication channels, social networks in particular, and for what purposes is digital marketing communication primarily used on social networks on the Croatian tourism market. In the research an in-depth interview was conducted with experts, representatives of eight selected tourism organisations and destinations i.e. tourism boards, hotels, restaurants, and travel agencies. Based on the obtained results it has been concluded that selected tourism organisations and destinations for the purpose of branding use digital channels of marketing communication in cases where the brand power and size does not affect the success of digital communication but the key is well defined digital marketing strategy directed towards the target group of tourism organisation or destination. Furthermore, if taken into consideration the speed with which global trends in digital marketing communication are developing, the obtained results imply that Croatian tourism organisations and destinations still have significant space to additionally exploit the potential of digital channels of marketing communication, social networks especially. KEY WORDS: branding, digital marketing communication, social networks, tourism.

DETAILS ABOUT AUTHORS: HRVOJE RATKIĆ, MM hrvoje.ratkic@gmail.com DIANA PLANTIĆ TADIĆ, PHD diana.plantic-tadic@vern.hr BRANKA ŠUPUT, B.A. branka.suput@vern.hr FOR ALL AUTHORS: UNIVERSITY OF APPLIED SCIENCES VERN’ TRG BANA J.JELAČIĆA 3, ZAGREB, CROATIA

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STRATEGIC POSITIONING OF SMALL HOTELS IN THE TOURIST OFFER OF DALMATIA SANJA GUTIĆ MARTINČIĆ

ABSTRACT Understanding of strategic positions is one of the basic prerequisits in market risks of organizations when they appear on their respective markets. Also, this understanding is essential in maintenance as well as growth of competing positions of organizations. This research is focused on the tourism market of Dalmatia (Croatia), i.e. on the position of small hotels in this tourist market. It encompassed all four Dalmatian cantons with about 320 small hotels. It is assumed that strategic positioning is indispensable for these hotels in profiling their tourist offer in this market. The survey was conducted by means of a direct poll during the year 2015, and only the hotel directors participated in it. The sample consisted of 100 participants (n=100), and it was modelled in accordance with the quota representative sample. There is to be believed that the representativeness of the sample was fully achieved as as almost every third hotel partipated in this research. Methodologically, the research was conducted by means of the basic SPACE settings (The strategic position and action evaluation matrix). In quantitive processing, a factor analysis method was used, the method which encompassed all four dimensions of this multidimensional matrix. I order to assess the financial strength of the hotels, the following parameters were used: the return of the capital invested, business profitability, liquidity, net cash flow, the ratio of required and available capital, market mobility, and the degree of the risk involved. The parameters for ndetermining the competition advantages were: the rate of the market participation, the achieved level of service quality, the life cycle of the tourist product, the degree of customers loyalty, the ability of substitute offer, technological know-how, the strength and structure of the competition, and the vertical integration degree. The strength of activity consisted of the following parameters; total market potential, profit potential, financial stability, resource s structure, capital intensity, activity entering barriers, capacities utilization and production degree. The stability of the environment was expressed through the degree of technological chnges, the structure of demand, the market price, and the competition strength and intensity. The objective of this paper was to show, by means of already mentioned portfolio analysis, the possibility as well as the procedure for strategic market positioning of small hotels. The hypothesis was formulated as follows: strategic positioning of small hotels is an important step in managing their competitive positions. Upon the strategic analysis, strategic positioning of small hotels was made within this multidimensional matrix. The results that have emerged from this indicate that a good percentage (78%) of small hotels are characterized by conservative market profiles as well as reluctance to take significant risks while attempting to pursue only existing jobs without any significant effort. Only 4% of hotels in researched sample were positioned in the matrix field of aggressive market profiles. This constelation is not favourable for creation and maintenance, let alone for for growth of competitive positions of small hotels in Dalmatia tourist market. It will therefore be necessary for them, if they wish to achieve this goal, to make significant steps and changes toward strategic repositioning. KEY WORDS: strategic positioning, small hotels, portfolio analysis, tourist market.

DETAILS ABOUT AUTHOR: SANJA GUTIĆ MARTINČIĆ PHD STUDENT UNIVERZITET MODERNIH ZNANOSTI CKM MOSTAR BOSNIA AND HERZEGOVINA gutic.sanja@gmail.com  

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THE IMPORTANCE OF NAUTICAL TOURISM IN THE ISLAND OF FAIAL - AZORES HEITOR AMARAL - JOAQUIM ANTUNES - CLARINDA ALMEIDA

ABSTRACT The main objective of this work is to realize the importance of Nautical Tourism in the Island of Faial and, thus, to differentiate the island as destination of Nautical Tourism and Tourism of Nature and Adventure. It is also intended to indicate the necessary actions that can contribute to the increase of the attractive capacity of Faial, its valorization and development and, mainly, the affirmation of the island of Faial and the city of Horta as the Capital of Nautical Tourism. In order to better understand the importance of nautical tourism, surveys were carried out on 160 tourists that circulated in the island of Faial during the period between July 1, 2016 and August 31, 2016, and some interviews were conducted, both to entrepreneurs in the Maritime-tourist branch as well as the Regional Tourism Director. Through this work it is concluded that Faial is an island facing the sea, not only in the present but through a historical past connected to the whaling and, together with the neighboring island of Pico, knew how to use this history and this tradition, adapting to the new reality of Whale Watching. Taking in advantage of what the island has the best, its landscape, nature, natural attractions, diversity of fauna, tranquility, security and authenticity, it will be necessary to focus on a sustainable and structured development, not only in what is directly Connected to Tourism, Nautical Tourism and the Sea, but to everything that can bring to the island better quality of life, better quality of services, better access and connections, at a fair but differentiating price. It is important to live up to the past and the nautical history of the island and to know how to take advantage of the product “Triângulo”, joining synergies between the three islands where all will benefit, differentiating Faial and Horta, in order to make this destination a reference of Nautical Tourism. KEY WORDS: Tourism, nautical tourism, Azores, Faial, Horta.

DETAILS ABOUT AUTHORS: HEITOR AMARAL STUDENT heitorcb68@gmail.com JOAQUIM ANTUNES PROFESSOR jantunes@estv.ipv.pt CLARINDA ALMEIDA PROFESSOR clarinda@estv.ipv.pt FOR ALL: POLYTECHNIC INSTITUTE OF VISEU VISEU, PORTUGAL

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TRACK: ECONOMY, MANAGEMENT AND ACCOUNTING

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GASOLINE AND DIESEL PRICE AND INCOME ELASTICITIES IVO DRUŽIĆ - TOMISLAV GELO - IVAN ŠUŠNJAR

ABSTRACT The paper analyzes the price and income elasticity of demand for petroleum products, gasoline and diesel. With regard to the share of petroleum products in the structure of household expenses, as well as the share in the government budget revenues, the elasticities of demand for petroleum products are one of the elements for the implementation of the economic policy. The paper provides a theoretical overview of elasticities. The price, income and cross-elasticity of demand and their application to petroleum products are presented. The difference between the short-run and long-run effects on the elasticity of demand for petroleum products is emphasized. The influence of fiscal policy on the elasticity of demand, with regard to both price and income, is analyzed. The conclusion that can be drawn from all the analyzed studies is that the elasticity of demand for petroleum products (price and income) has decreased over time. KEY WORDS: demand, gasoline, price, income, elasticity, transport.

DETAILS ABOUT AUTHORS: IVO DRUŽIĆ* PROFESSOR idruzic@efzg.hr TOMISLAV GELO* ASSISTANT PROFESSOR tgelo@efzg.hr IVAN ŠUŠNJAR PRVO PLINARSKO DRUŠTVO ZAGREB, CROATIA ivan.susnjar@ppd.hr FOR AUTHORS*: UNIVERSITY OF ZAGREB FACULTY OF ECONOMICS AND BUSINESS ZAGREB, CROATIA

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CHALLENGES OF CIRCULAR ECONOMY IN CROATIA ANA ANDABAKA - MARIJA BEG - TOMISLAV GELO

ABSTRACT “Take-make-consume-dispose” approach or a linear model of economy is nowadays replaced with circular economy or “take-make-consume-take-make…” approach. Instead of throwing away circular economy recycles and reuses. The main idea is, as the nature returns everything back to the cycle, the economy also needs to have a closed loop in order to be sustainable. Two reasons lie behind this claim. First, the world population is increasing at growing rates and the scarce resources are to be exhausted. Second, linear economy leads towards environmental degradation that contributes to the climate change. Circular economy systematically changes the way the economy functions. The governments support use of renewable energy resources and waste management as well as discovery of new technologies. The goal of this paper is to assess the Croatian economy in the light of circular economy. Unlike the rest of the European Union which is considered the greenest region of the world, Croatia is lagging behind. The shift to circular economy is yet to begin and this paper is considering the most important steps Croatia will have to make to accelerate the transition process. KEY WORDS: circular economy, Croatia, waste management, renewable energy.

DETAILS ABOUT AUTHORS: ANA ANDABAKA ASSISTANT PROFESSOR aandabaka@efzg.hr MARIJA BEG ASSISTANT PROFESSOR mbeg@efzg.hr TOMISLAV GELO ASSISTANT PROFESSOR tgelo@efzg.hr FOR ALL AUTHORS: UNIVERSITY OF ZAGREB; FACULTY OF ECONOMICS AND BUSINESS ZAGREB, HRVATSKA

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IoT INDUSTRIES - A CHALLENGE OF COMPETITION ANTÓNIO PINTO - JOAQUIM ANTUNES - PEDRO REIS -CARLA HENRIQUES

ABSTRACT The value creation in industry in developed countries is being driven by the fourth stage of industrialization, denominated by Industry 4.0. The new industrial revolution will be motivated by next-generation information technologies such as Internet of Things (IoT), cloud computing, Big Data and data analysis, robotics, mobile computing, simulation and modeling, Cyber-physical systems, among others. This opens new horizons for industry to become more efficient, modernize processes and develop innovative products and services, increase quality and shorten the time to deliver products or services. However, the challenges are countless creating difficulties for companies in the adoption of these technologies leading to heavy investments, organizational and process changes besides the need to reinforce skills and knowledge. This paper aims to make a powerful and deep literature revision pursuing a technical analysis of the Industry 4.0 requirements. We also bring up-to-date the IoT environment as well as the IoT Ecosystem and its application to new products and services indicating the current and future usages of IoT. Further, we will address the main risks and challenges associated with IoT and define the regional attractiveness measures as growth drivers that leaders must put in place to appeal for companies chasing 4.0. Finally, a field work is undertaken to identify the current appealing factors of Industry 4.0 in the region Dão-Lafões. KEY WORDS: IoT, Industry 4.0, cloud, Big data, Ecosystem.

DETAILS ABOUT AUTHORS: ANTÓNIO PINTO PROFESSOR spinto@estv.ipv.pt JOAQUIM ANTUNES PROFESSOR jantunes@estgv.ipv.pt PEDRO REIS PROFESSOR pedroreis@estv.ipv.pt CARLA HENRIQUES PROFESSOR carlahenriq@estv.ipv.pt FOR ALL AUTHORS: POLYTECHNIC INSTITUTE OF VISEU SCHOOL OF TECHNOLOGY AND MANAGEMENT OF VISEU VISEU, PORTUGAL

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INTERNATIONAL DIVERSIFICATION STRATEGIES AND THEIR ORGANIZATIONAL AND EXOGENOUS ANTECEDENTS ANTÓNIO FIGUEIREDO - MARGARIDA VICENTE - ANTÓNIO MÁRIO RODRIGUES - MARIA JOSÉ ANTUNES

ABSTRACT International operations, with its multiplicity of objectives, can be seen as a diversification strategy, sometimes even as a strategic option taken as an effective alternative to product diversification. Focusing on a sample of SMEs of Portuguese manufacturing industries, this study analyzes the international diversification strategies and their organizational and exogenous antecedents. Specifically, entrepreneurial orientation and dynamic capabilities of the firm are two factors of organizational nature, while the environmental uncertainty arising from the diversity of the different markets is studied as an exogenous antecedent. Data collected in 390 companies through an online questionnaire, its processing and analysis through the use of a structural equations model suggest the existence of different types of influence of the antecedents, according to companies’ options in various dimensions of the international diversification strategies. These results provide guidelines for managers and generate directions for future research. KEY WORDS: international diversification; entrepreneurial orientation; dynamic capabilities; environmental uncertainty.

DETAILS ABOUT AUTHORS: ANTÓNIO JOSÉ FIGUEIREDO PROFESSOR ajfigueiredo@estv.ipv.pt MARGARIDA VICENTE PROFESSOR margarida@estv.ipv.pt ANTÓNIO MÁRIO RODRIGUES PROFESSOR amario@estgv.ipv.pt MARIA JOSÉ ANTUNES PROFESSOR maria.jose.l.antunes@gmail.com FOR ALL AUTHORS: POLYTECHNIC INSTITUTE OF VISEU HIGHER SCHOOL OF TECHNOLOGY AND MANAGEMENT OF VISEU VISEU, PORTUGAL

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GAINING STRATEGIC BALANCE BETWEEN INIMITABILITY AND LEGITIMACY IN GENERATING INNOVATIVE BUSINESS MODEL HAJIME KOBAYASHI - MASAAKI TAKEMURA - YORITOSHI HARA

ABSTRACT This work analyses a case of Japanese construction equipment company as a typical successful servitization process. Servitization is defined as a phenomenon in which services are occupying a larger part of the added value in customer offerings (Vandermerwe and Rada, 1988). Servitization means a value proposition creating new Product-Service-System (PSS). For underpinning PSS, business model must be contrived which can be characterized by several design themes and design elements (Zott and Amit, 2010). The design themes capture the common threads that orchestrate and connect the focal firm’s transactions with external parties. These contribute for customer’s profit to deliver efficiency, lock-in, reciprocity, and novelty. The design elements involve transactional content (PSS), structure (activity links), and governance with other stakeholders. Novel business models refer to new ways of conducting economic exchanges among various stakeholders that could lead to inimitability. Less strategic similarity through servitization design could increase differentiation and inimitability. However, novel business model innovation also requires more strategic similarity as legitimacy for its diffusion and social acceptance. Low legitimacy diminishes the ability of a firm to acquire resources from potential exchange partners in the business model. Legitimacy challenges occur because the firm’s servitization strategies reject the conventional wisdom that is incorporated in the industry consensus. As a result, adopting novel design themes and elements needs to balance between inimitability and legitimacy and generate moderately novel configurations of design elements (Deephouse, 1999, Snihur and Zott, 2013). Prior research findings on servitization emphasized on mainly efficiency as a design theme and product-service system’s contents as a design element, based on static empirical studies. As the methodology, we adopt more holistic and dynamic view of servitization phenomenon in this paper. Our research focuses on the issue of strategic balance in a Japanese company in terms of design themes and elements of servitization business model. KEY WORDS: servitization, business model innovation, design theme, design element, strategic balance.

DETAILS ABOUT AUTHORS: HAJIME KOBAYASHI PROFESSOR hkoba@meiji.ac.jp MASAAKI TAKEMURA PROFESSOR takemura@meiji.ac.jp YORITOSHI HARA PROFESSOR hara@meiji.ac.jp FOR ALL AUTHORS: MEIJI UNIVERSITY SCHOOL OF COMMERCE TOKYO, JAPAN

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THE MACROECONOMIC BASED FINANCIAL IMBALANCE PROCEDURE OF EUROZONE AND THE STRUCTURAL EXPECTATIONS AFTER 2008 A. NIYAZI ÖZKER

ABSTRACT In this study, we attempt to analysis macroeconomic imbalances process especially in Eurozone due to its some different features related to global financial crisis after 2008. The concerned different features put forth the alteration macroeconomic effects on the countries included in Eurozone, certainly that fact result in the being different these countries’ structural expectations after 2008. It appears that ways of searching international stability and economic growth have determinative effects on the Eurozone together with some countries’ government debts. Euro Plus Pact, as financial procedure based, consider tax competition in international agreement stability towards to economic growth in the scope of public and private financial obligations in limited access finance. In the addition, the other reason of based financial imbalance procedure is to also use the financial billfold-wallet for developing countries granting emergency loans to member states in return for the enactment of macro economic reforms. But it is forgotten that means that the Eurozone countries have some limited fiscal global integrations also to review of each its own national budget, which in the scope of the financial imbalances procedure. KEY WORDS: Eurozone; Government Debts; Financial Imbalances; Financial Crisis. JEL Codes: E62; F15; F33; F34; F38

DETAILS ABOUT AUTHOR: A. NIYAZI ÖZKER ASSOC. PROF. DR. PUBLIC FINANCE DEPARTMENT FACULTY OF ECONOMIC AND BUSINESS ADMINISTRATION BANDIRMA ONYEDI EYLUL UNIVERSITY TURKEY niyaziozker@yahoo.com

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RISK AND FRAUD MANAGEMENT IN THE BANKING SYSTEM SANDRA BENIĆ

ABSTRACT In today’s dynamic and risky environment, complex surroundings, it is challenging to make decisions for management and to do tasks for employees. Banks and financial institutions are present in our life. They have to offer the best services to the clients, deal with different real life situations, respond to technological and regulation changes. They also can suffer direct financial losses due to market movements or defaults. The very simple definition of risk, the potential for loss, varies widely depending on the industry and other factors. Fraud is a global problem, it can exist in any organization at any time, it is dynamic, it is increasing. Fraud, also financial crime in general, is one of the biggest risks that many organizations face. Banks have to manage risks adequately as well as to be aware of and manage fraud. The aim is to lower losses, protect assets and clients, respond to regulation rules. It is important to bring together and learn from risk and fraud practices. This paper sets the following objectives: higher awareness of both risks and fraud in banking, suggestions for understanding risk management and applying fraud prevention process in banking. KEY WORDS: Risk, Fraud, Management, Banking. Note: The views expressed in this paper are not offical views of Zagrebačka banka d.d., UniCredit Group.

DETAILS ABOUT AUTHOR: SANDRA BENIĆ M.A., ZAGREBAČKA BANKA D.D. UNICREDIT GROUP CROATIA sanab14@hotmail.com

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THE IMPORTANCE OF THE PROCEDURES FOR THE AWARD OF CONCESSIONS FOR MARINAS IN THE REPUBLIC OF CROATIA – DE LEGE LATA ET DE LEGE FERENDA NINA PERKO – DORIS PERUČIĆ

ABSTRACT This article analyses the procedures of the award of concessions for marinas in the Republic of Croatia de lege lata (of the existing law) and de lege ferenda (of the law that is to be proposed) and gives measures for improving the valorisation of the maritime domain. Croatia is one of the most desirable nautical destinations in the world due to its natural resources (climate conditions, beautiful landscape, 6278 km of coastline with 1185 islands, rocks and reefs), good infrastructure, quantity and locations of the nautical tourism ports and personal safety. Croatia’s tourism development strategy to 2020 identifies nautical tourism as one of the main strategic target. For this reason it’s important to efficiently manage the natural resources including the maritime domain as one of the most important Croatian strategic resources. Maritime concessions serve as a vehicle of economic development and allow control and supervision over the use of the maritime domain so that it can be protected. The award of concessions for marinas is regulated by legal acts which will be analysed in this article. KEY WORDS: Croatia, nautical tourism, maritime domain, concessions, marinas.

DETAILS ABOUT AUTHORS: NINA PERKO PH.D. MINISTRY OF THE SEA, TRANSPORT AND INFRASTRUCTURE HEAD OF SECTOR nina.perko@pomorstvo.hr DORIS PERUČIĆ ASSOCIATE PROFESSOR UNIVERSITY OF DUBROVNIK DEPARTMENT OF ECONOMICS AND BUSINESS ECONOMICS e-mail: du.doris@gmail.com

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NETWORK RELATED PROSPECTING BIASES OF INDUSTRIAL SALESPERSONS: HOW NETWORKS DISTORT SALESPERSON’S COGNITION AND BEHAVIOR KENICHI HOSOI - KENETH ICHIRO TSUYE

ABSTRACT The purpose of this study is to investigate how salesperson networks distort their prospecting behavior. Salespersons can be regarded as relationship managers for their customers. Social network theory teaches causal relations between network structure and sales performance. However, they do not reveal how to build those networks. Assessing the first step of this issue, we might focus on the salesperson prospecting process. In order to build an ideal network, salespersons need to know who their contacts are. Moreover, based on social network theory, we can categorize prospective customers into four types as an empirical model. These types are characterized by salesperson’s cognitions. Salespersons have tendencies which show behavioral preferences, namely, some customer will be visited frequently, some will not. Consequently, the model has two dimension: relationship history and network position of prospect. According to above categorization, salespersons networks can be classified by four customers: Leader/Existing (LE), Follower/Existing (FE), Leader/New (LN), and Follower/New (FN). Our primary hypothesis was that salesperson’s cognition was sometimes skewed by customer’s type. The model has been tested by the questionnaire survey with 300 samples. We found that salespersons have a tendency to try to connect with LE type of customer. However, in some specific situation, those prospecting behaviors cause different results in salesperson performance. Lastly, we will discuss implications mainly based on a social network perspectives and future research possibilities. KEY WORDS: salesperson network, network position, relationship history, network bias.

DETAILS ABOUT AUTHORS: KENICHI HOSOI PROFESSOR hn-hosoi@hue.ac.jp KENNETH ICHIRO TSUYE ASSOCIATE PROFESSOR, D.B.A. ki-tsuye@hue.ac.jp FOR BOTH AUTHORS: HIROSHIMA UNIVERSITY OF ECONOMICS DEPARTMENT OF BUSINESS ADMINISTRATION HIROSHIMA, JAPAN

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CHALLENGES FOR SMALL NATIONAL ECONOMIES IN THE 21ST CENTURY LUKSA LULIC - TOMISLAV IVANCEVIC - GORAN LUBURIC

ABSTRACT Changes that occur in the modern world impose new challenges for national economies. The current socioeconomic order is facing collapse. The project of creating a global world is facing collapse. Free trade, the single global market, freedom of circulation of capital today are more vulnerable than ever. The abolition of free trade, the termination of the liberalization of international capital markets today are more certain. After 30 years of development of international globalization processes, it now comes a period of stagnation. Protectionism and economic nationalism are terms that are reused again as the prevailing mindset in leading economies and no.1 ‘free’ economic system of the world – the United States. The new leader of economic freedom, to universal astonishment, becomes China. All the subsequent results in order to redefine the national economic policies, especially small national economy such as Croatian. So far, small national economies based their economic growth and economic development primarily on liberalization and the principles of free trade. These principles have enabled small national economies access to national markets of large economies, as well as reverse circulation of capital from developed to underdeveloped national economies. Now everything is put into question. Lately, countries (markets) that have a population (national market) of 200 million inhabitants or more use terms like protectionism and economic nationalism. At the same time, economic nationalism and protectionism directly pose a threat to the development of small national economies that have used liberalization of capital markets and free trade to increase the inflow of foreign capital and investment and increased exports of goods and services. It is now almost certain that these processes have come to an end – or so it seems? Small national economies such as Croatian now must redefine its economic development strategy. This paper tends to detect the challenges that will face small countries like Croatia in the new circumstances of economic development and social surroundings. KEY WORDS: Protectionism, economic nationalism, national economy.

DETAILS ABOUT AUTHORS: LUKŠA LULIĆ PHD, DEAN luksa.lulic@vpsz.hr TOMISLAV IVANČEVIĆ PHD, SENIOR LECTURER tomislav.ivancevic@vpsz.hr GORAN LUBURIĆ MA, LECTURER goran.luburic@vpsz.hr FOR ALL AUTHORS: ZAGREB SCHOOL OF BUSINESS ZAGREB, CROATIA

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IMPORTANCE OF SERVICE QUALITY IN A COMPANY’S REGIONAL DEVELOPMENT – CHALLENGES AND OPPORTUNITIES MLADEN PANCIĆ - IVAN KRISTEK - SAŠA ILIĆ

ABSTRACT Regional development contributes to a company’s productive investment which can be seen in all business areas. An example of productive investments are acquisitions which also bring opportunities of internal potential development, infrastructure, computer technology efficiency, but also various challenges caused by organisational changes. Every company aims to regional development, but in order for a company to stay on the market it has to face challenges put in front of it as well as maintain the level of service provided. In this paper, we will touch base on regional development in a few examples of future acquisitions, and all challenges and opportunities which will be put in front of a company through acquisitions and especially in a challenge of accomplishments and quality standards implementation in order to accomplish the same level of service quality in new organisations. An organisation will successfully respond with the help of economy models carried out through organisational plans and PMI plans. We will be using amended Parasuraman model of service quality measurement for service quality measurement. Challenges and opportunities are closely related because they interfere with each other and it is important to emphasise that every challenge has its successful solution model through PMI plans. That way, opportunities, or better yet – added values are created which will have an impact on regional development and in that way sustainable development which is a goal of every country. KEY WORDS: organisational opportunities, quality, service quality development, regional development, Parasuraman model.

DETAILS ABOUT AUTHORS: MLADEN PANCIĆ ASSISTANT PROFESSOR pancic@efos.hr IVAN KRISTEK ASSISTANT PROFESSOR ikristek@efos.hr SAŠA ILIĆ PANTURIST D.D. CITY OF OSIJEK, REPUBLIC OF CROATIA sasa.ilic.panturist@gmail.com FOR AUTHORS*: JOSIP JURAJ STROSSMAYER UNIVERSITY OF OSIJEK FACULTY OF ECONOMICS IN OSIJEK OSIJEK, CROATIA

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THE CONTRIBUTION OF INTERNAL AUDIT TO CORPORATE GOVERNANCE ANA MARIA RODRIGUES - ISABEL MARTINS

ABSTRACT In recent years we have been witnessing a constant concern for reforming the structure of power and control of enterprises, specifically after the great financial scandals widely reported in the media globally. Examples in the United States, Enron, WorldCom and Tyco, and Europe, Royal Ahold companies, Skandia Insurance of Sweden and Parmalat. To respond to the imperatives of change, countries have been strengthening their legislation relating to corporate governance, introducing onerous penalties for defaulters, as well as the regulators of securities markets and the professional associations related to accounting, audit and finance, national and international levels, through self-regulation. In this perspective, a revision of literature was effected in order to identify the methodology to follow and to define some hypotheses of inquiry. We analyzed the reports of government adopted society of forty-four companies quoted in the Stock Exchange of Lisbon (not included the three Corporations Sports, given its specifics) relative to the economic exercise of 2010, to verify the model adopted, the presence of executive and nonexecutive directors, independent of these directors, supervisory boards and committees, including the executive committee, the external and internal audit. Given the self-regulation of business, and based on global survey conducted by The Institute of Internal Auditor (IIA) on the internal audit activity on a global scale, we analyzed some points that are relevant in this investigation: characterization of the internal auditor; characterization of internal audit activity, performance measurement, monitoring of corrective actions and perception of the value-added contribution, testing some hypotheses. KEY WORDS: Corporate Governance; non-executive directors; Internal Auditing; Internal Audit Activity; Valueadded Contribution. ACKNOWLEDGMENTS: This work is financed by national funds through FCT - Fundação para a Ciência e Tecnologia, I.P., under the project UID/ Multi/04016/2016. Furthermore we would like to thank the Instituto Politécnico de Viseu and CI&DETS for their support

DETAILS ABOUT AUTHORS: ANA MARIA RODRIGUES PROFESSOR FACULTY OF ECONOMY OF THE UNIVERSITY OF COIMBRA PORTUGAL anarodri@fe.uc.pt ISABEL MARTINS PROFESSOR POLYTECNIC INSTITUTE OF VISEU VISEU, PORTUGAL isamartins@estgv.ipv.pt

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TRACK: AGRICULTURE, FOOD, WINE & LOCAL AND RURAL DEVELOPMENT

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EVALUATION OF OPERATING CONDITIONS FOR EXTRACTION OF PHENOLIC COMPOUNDS FROM SUGAR BEET RAQUEL GUINÉ - FERNANDO GONÇALVES - CLÉMENCE LERAT - THEO EL IDRISSI - EVA RODRIGO - PAULA CORREIA - JOÃO CARLOS GONÇALVES

ABSTRACT This work allowed identifying the most suitable extracting conditions to improve the extraction of phenolic compounds with antioxidant activity from sugar beet. For the experiments, the sugar beet was grounded and samples of 5 g were taken to perform extractions with methanol, for different times (15 and 60 min.) and using different volumes of the extraction solvent (50 and 100 mL). For each of the combinations three successive extraction steps were performed and in each extract were quantified the total phenolic compounds (TPC) and the antioxidant activity (AOA), both by spectrophotometric techniques. The results proved that using three successive extraction steps over the same sample was beneficial and allowed increasing the bioactive properties of the extracts. Furthermore, it was also found that clearly an extraction time of 15 min. was appropriate, thus avoiding the need for longer extraction periods. It was further concluded that using 100 mL of extraction solvent was not so improving as compared to 50 mL, and considering the costs and environmental disadvantages associated with methanol, then the lowest volume should be chosen. The TPC in the fresh beetroot varied from 1.5 to 2.5 mg GAE/g and the AOA from 16.7 to 19.3 µmolTE/g. KEY WORDS: Antioxidant Activity, Bioactive Phenols, Extraction Conditions, Phenolic Compounds.

DETAILS ABOUT AUTHORS: RAQUEL GUINE* raquelguine@esav.ipv.pt FERNANDO GONÇALVES* fgoncalves@esav.ipv.pt CLÉMENCE LERAT** clemence.lerat@hotmail.fr THEO EL IDRISSI** theoei@hotmail.com EVA RODRIGO DEPARTMENT OF BIOLOGY, FACULTY OF SCIENCES, UNIVERSITY OF GRANADA GRANADA, SPAIN rodpereva@hotmail.com PAULA CORREIA* paulacorreia@esav.ipv.pt JOÃO CARLOS GONÇALVES* jgoncalves@esav.ipv.pt FOR AUTHORS*: CI&DETS RESEARCH CENTRE AND DEPARTMENT OF FOOD INDUSTRY, POLYTECHNIC INSTITUTE OF VISEU VISEU, PORTUGAL FOR AUTHORS**: DEP. FOOD INDUSTRY, UNIVERSITY TECHNOLOGICAL INSTITUTE OF ANGERS ANGERS, FRANCE

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EFFECT OF ADDITION OF OAK STICKS DURING AGEING ON THE CHARACTERISTICS OF A RED WINE FROM DÃO APPELLATION REGION FERNANDO GONÇALVES - DIOGO SANTOS - MIGUEL OLIVEIRA

ABSTRACT This study evaluated the impact of the addition of oak sticks to a red wine from Dão appellation region. Six types of sticks with different geographical origin (French or American) and level of toasting (light, medium or strong) were added to the wine and left to ageing during 3 months. Physical and chemical parameters, color intensity and hue, and phenolic composition were performed. Also sensory analysis was carried out by a trained panel test. The results obtained at the chemical level showed no significant differences. The amount of anthocyanins tended to decrease, while tannins present higher values for wine aged in presence of oak sticks. The panel test described a positive differences in the “boisé”, “fumé” and “vanilla” aromas of wines. In general it was possible to observe an improvement in the sensorial characteristics of the wines by the use of oak sticks. KEY WORDS: Red wine, sticks, wine ageing, sensorial analysis.

DETAILS ABOUT AUTHORS: FERNANDO GONÇALVES CI&DETS RESEARCH CENTRE AND DEPARTMENT OF FOOD INDUSTRY POLYTECHNIC INSTITUTE OF VISEU VISEU, PORTUGAL fgoncalves@esav.ipv.pt DIOGO SANTOS POLYTECHNIC INSTITUTE OF VISEU, AGRARIAN SCHOOL VISEU, PORTUGAL dmsskxl@gmail.com MIGUEL OLIVEIRA ADEGA COOPERATIVA DE SILGUEIROS VISEU, PORTUGAL geral@adegasilgueiros.pt

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VITIVINICULTURE, ENVIRONMENT AND BIODIVERSITY: SUSTAINABILITY ACTIONS ANTÓNIO MÁRIO RODRIGUES - ANTÓNIO FIGUEIREDO - MARGARIDA VICENTE - MARIA JOSÉ ANTUNES

ABSTRACT The rational use of resources is currently a widely discussed topic in any organization, especially in those of productive scope. Measures of different levels − strategic, tactical or operational − are increasingly being implemented, so it is pertinent to analyze their effect on the distinct dimensions of sustainability: environmental, economic and social. Any strategic process must go through those that are considered the four crucial stages: analysis, formulation, implementation and control. The perfect knowledge of the environment and its emerging needs along with an in-depth survey of the organizations internal situation will allow us to achieve truly differentiating levels of excellence. This research, carried out in a wine-producing organization – Adega Cooperativa de Mangualde – identifies its crucial activities, the main strategic, tactical and operational actions that have been implemented in the last eight years, fits them into the above-mentioned dimensions of sustainability and determines its relative weights. Emphasis is placed on grapes suppliers − the capital holders −, as regards their mode of production and its impact on biodiversity and the environment. Raising public awareness of this issue is of great importance and people should be encouraged to alter their behaviour by changing some attitudes in everyday life. This awareness to achieve sustainable development becomes even more important insofar as it is a cooperative institution with a management model of well-defined specific characteristics. KEY WORDS: Strategy, Sustainable vitiviniculture, Environment, Biodiversity.

DETAILS ABOUT AUTHORS: ANTÓNIO MÁRIO RODRIGUES PROFESSOR amario@estgv.ipv.pt ANTÓNIO FIGUEIREDO PROFESSOR ajfigueiredo@estgv.ipv.pt MARGARIDA VICENTE PROFESSOR margarida@estv.ipv.pt MARIA JOSÉ ANTUNES PROFESSOR maria.jose.l.antunes@gmail.com FOR ALL AUTHORS: POLYTECHNIC INSTITUTE OF VISEU HIGHER SCHOOL OF TECHNOLOGY AND MANAGEMENT VISEU, PORTUGAL

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SYNERGIES BETWEEN RURAL TOURISM AND RURAL DEVELOPMENT 30 YEARS ITS CREATION IN PORTUGAL: THE CASE STUDY OF VISEU DÃO-LAFÕES REGION LÚCIA PATO

ABSTRACT In Portugal rural tourism was created officially in 1986. Since then, it has been advocated as a particular way to promote the development of the so called less favoured regions, mostly interior and mountain regions, due to its potencial for the synergies it is able to create in other sectors of local economy and revitalization of local culture and traditions. However, 30 years passed of its creation, doubts regarding the real contribute of rural tourism towards rural development subsist, particularly in the aforementioned areas, where the level of entrepreneurship tends to be incipient. The purpose of this paper is therefore to explore the real contribution of rural tourism to rural development after 30 years of its creation in Portugal. Based on the results of a qualitative research carried out in Viseu Dão-Lafões, an interior region of Portugal, this paper reveals that in spite of some notable efforts and offers, there still exists a wide gap between the rhetoric and the benefits that rural tourism has been producing in the economic and cultural life of the region. On the one hand, there is still a lack of coordination between rural tourism promoters and other local economic agents - farmers, handcraft companies, tourist animation companies, etc. On the other hand, innovative and co-creative offers and experiences based on local culture and traditions are still incipient. Therefore we conclude that after 30 years of its creation, the contribution of rural tourism towards rural development of the Viseu Dão-Lafões Region continues to be only modest. KEY WORDS: Rural Tourism, Rural Development, Synergies, Viseu Dão-Lafões.

DETAILS ABOUT AUTHOR: LÚCIA PATO PHD IN TOURISM FROM THE UNIVERSITY OF AVEIRO (UA) ASSISTANT PROFESSOR IN AGRARIAN SCHOOL POLYTECHNIQUE INSTITUTE OF VISEU (IPV) MEMBER OF THE RESEARCH UNIT CI&DETS FROM IPV AND GVCOOP FROM UA. mljesus@esav.ipv.pt

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SUSTAINABLE RURAL TOURISM ACTIONS: A CASE STUDY OF A RURAL TOURISM ACCOMMODATION IN THE VISEU DÃOLAFÕES REGION LÚCIA PATO - JOANA TRAVESSAS

ABSTRACT Sustainable tourism aims at to minimize environmental and cultural damage, and contribute to long term economic growth of the region. Rural tourism is one of the types of tourism that better can lead to the sustainability of tourism by offering authentic countryside lifestyle, where tourists can relax themselves and enjoy nature and country lifestyle in a ‘genuine scenario’. However, due to lack of human resources in rural areas, the units that follow a strategy of genuine sustainability are scarce An exceptional and amazing example of sustainability in rural tourism is located in the Viseu Dão-Lafões Region. The purpose of this paper is to investigate the strategies that the promoter of the accomodation follows in terms of preservation of the unit and the partnerships established with others stakeholders. Using a case study approach, this study elucidates that in a peripheral community that suffers of an ‘inferiority syndrome’, it is possible to follow a genuine sustainably strategy. Results show that in an environmental point of view, the supplier of the unit has developed diverse proposals: a biological swimming pool, an animal farm, a garden of organic aromas, a permaculture garden and an initiative that intends to promote local biodiversity – charcos com vida. In a social point of view the supplier has established diverse partnerships with local producers. We conclude that the offer of genuine and sustainable proposals leads, on the one hand, to the success of the lodging unit, and on the other hand to high levels of satisfaction by meeting the expectations of the tourists. Moreover, with the creation of partnerships with other stakeholders, this same offer contributes to the sustainable development of the community where the unit is located. KEY WORDS: Rural Tourism, sustainability, accommodation, Viseu Dão-Lafões.

DETAILS ABOUT AUTHORS: LÚCIA PATO PHD IN TOURISM FROM THE UNIVERSITY OF AVEIRO (UA). ASSISTANT PROFESSOR IN AGRARIAN SCHOOL POLYTECHNIQUE INSTITUTE OF VISEU (IPV) MEMBER OF THE RESEARCH UNIT CI&DETS FROM IPV AND GVCOOP FROM UA VISEU, PORTUGAL mljesus@esav.ipv.pt JOANA TRAVESSAS ENVIRONMENTAL ENGINEER. CASA DAS PALMEIRAS PROMOTER MANGUALDE, PORTUGAL casadaspalmeiras.gandufe@gmail.com

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WINE ROUTES: DEVELOPMENT OF WINE REGIONS AND LOCAL COMMUNITIES ANDRÉ LOPES - CLAÚDIA SEABRA - CARLA SILVA - JOSÉ LUÍS ABRANTES

ABSTRACT Wine tourism, an emerging tourism product, has an increasingly important role in the development and promotion of wine regions internationally, and this trend is also evident in Portugal. Each wine region has developed various forms of wine tourism, by organizing fairs and wine festivals, creating wine museums and establish wine bars and/or interpretation centres, providing visits to wineries, cellars, vineyards, farms, tastings, wine spas, wineproducing villages, and, of interest to this presentation especially, organizing wine tours. The wine routes, which have existed in Portugal since 1996, constitute a tourist product with great potential for the development of the wine regions. This paper analyzes the country’s 12 wine routes according to Getz’s 2000 methodology. The study aims to profile a sociodemographic of the wine tourism in Portugal, and provide information about their experience enoturstica. KEY WORDS: Wine Tourism, Consumer Behavior, Local Communites, Tourism Marketing.

DETAILS ABOUT AUTHORS: ANDRÈ LOPES MASTER IN TOURISM MANAGMENT lopes1078@gmail.com CLAÚDIA SEABRA* ADJUNCT PROFESSOR cseabra@estv.ipv.pt CARLA SIVA* ADJUNCT PROFESSOR csilva@estv.ipv.pt JOSÉ LUÍS ABRANTES* PROFESSOR jlabrantes1966@gmail.com FOR ALL AUTHORS: SUPERIOR SCHOOL OF TECHNOLOGY AND MANAGEMENT POLYTECHINIC INSTIUTE OF VISEU, VISEU, PORTUGAL

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TRACK: CULTURE, ARTS & EDUCATION

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ROLE AND IMPLEMENTATION OF MARKETING IN CROATIAN THEATRES - EXPLORATIVE REASEARCH DUŠKO LJUŠTINA - TIHOMIR VRANEŠEVIĆ

ABSTRACT Due to challenge of finding the balance between art component of theatre shows and reaching the desired attendance of shows the purpose of this paper was to look at the role and implementation of marketing in theatre industry in Republic of Croatia. The general mission of theatre industry needs to be viewed through its artistic and educational characteristic but also it is necessary to achieve financial goals in order to fulfil this mission. The main aim of this research was aimed at finding the answer to basic question of whether marketing can be helpful in this regard or not. It was hypothesized at that that marketing isn’t applied neither enough nor systematically nor correctly in theatre industry in Republic of Croatia and that correct and systematic implementation of marketing concept of business management would even in its first phase of implementation stopped the trend of declining theatre attendance while it would in the long run and through universal application changed the course/direction of the trend. The research was carried out by interviewing 6 experts that acted as theoretical sample and that were specifically chosen on the basis that they represent active and respected Croatian theoreticians and practitioners in theatre industry. They in a way, partly, determine and create theatre plays, especially in part which represents final “product” of the theatre industry. Through interviews with them obtained was the qualitative insight into the state of theatre industry in general as well as insight into trends related to theatre industry. KEY WORDS: role and implementation, marketing, Croatian theatres, explorative research.

DETAILS ABOUT AUTHORS: DUŠKO LJUŠTINA DIRECTOR THEATRE “KEREMPUH” ZAGREB, CROATIA dusko.ljustina@kazalistekerempuh.hr PROFESSOR FACULTY OF ECONOMIC & BUSINESS UNIVERSITY OF ZAGREB ZAGREB, CROATIA tvranesevic@efzg.hr

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THE INFLUENCE OF LIVE MUSIC ON CONSUMER BEHAVIOR BRUNO MORGADO-FERREIRA - DIANA MARLI

ABSTRACT Music, as marketing strategy, has played a key role for several companies. Related to this situation and given the constant evolution of preferences by increasingly demanding consumers, we intend to study the relationship between ambient music and live music on consumer behaviors. More specifically, our study aims to understand the influence of live music consumer behavior in relation to ambient music, as well as the aspects that consumers consider to be most relevant to their use in night spaces. To realize the accomplishment of this investigation by a field experiment, the Mills Bar in Viseu city was the chosen space. For this, a quantitative survey was conducted through a questionnaire survey and a non-random sample was obtained. The research was conducted in two phases: the first with ambient music and the second with live music, in which the playlist of songs was the same and in total the response of 99 respondents was extracted. To analyze consumption perceptions, a cocktail was offered to consumers in order to understand if the classification given to the drink was higher when there was live music. The results of the live music condition expose positive effects on the taste of the drink and show that consumers attribute a better quotation to the ambient and to the service of the bar. About music’s questions, 60.9% of respondents fully agree with the question “I can’t live without music” when there are live music and only 26.4% when there is ambient music. This may be explained by the fact that consumers are more sensibility when they’re in presence of live music. KEY WORDS: live music, ambient music, sensorial marketing, consumer behavior.

DETAILS ABOUT AUTHORS: BRUNO MORGADO-FERREIRA PROFESSOR OF MARKETING morgado.ferreira@estgv.ipv.pt DIANA MARLI MASTER’S STUDENT OF MARKETING diana7marli@gmail.com FOR BOTH AUTHORS: POLYTECHNIC INSTITUTE OF VISEU SCHOOL OF TECHNOLOGY AND MANAGEMENT OF VISEU VISEU, PORTUGAL

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MARKETING IN CROATIAN FEATURE FILM – EXPLORATIVE RESEARCH IVAN MALOČA

ABSTRACT Croatian cinematography and Croatian feature films in general are not achieving great success neither in terms of viewership, especially when it comes to box office, nor in terms of recognition and reputation and are seen by the public as inferior to foreign movies, particularly American movies. Despite the rewards they are receiving at festivals in Croatia and in the rest of the world the general perception of public and even among the members of profession is negative. In regards to that, the aim of this paper, of this research, was to find the answer whether marketing can be helpful in achieving the better success of Croatian feature film, what the role of marketing in the film industry really is or can be. Throughout the paper it was hypothesized that marketing isn´t applied neither enough nor systematically nor correctly in Croatian film industry and that better, more correct and systematic, implementation of marketing would help Croatian feature films achieve much greater success in terms of viewership and, but also that it would help Croatian film industry in the long run to gain much better reputation and recognition both in the film world and among general public. Concerning the research, the research was carried by interviewing 20 experts on the Croatian feature films and films in general that were specifically chosen by the authors on the basis of their knowledge in the matter and their professions. Among the participants were film critics, distributors, cinema owners, directors, producers, film theoreticians and academic professors with a Ph.D. in film art. Through interviews with them obtained was the qualitative insight into the state of Croatian film industry, Croatian feature films and marketing in Croatian feature films, as well as insight into trends related to those. KEY WORDS: marketing, croatian feature film, experts, explorative research.

DETAILS ABOUT AUTHOR: IVAN MALOČA PRODUCER, „INTERFILM“ ZAGREB, CROATIA ivan@interfilm.hr

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DOES SOCIAL MEDIA USAGE INFLUENCE YOUTH’S INTEREST IN POLITICS? ANA PAP - MARIJA HAM - KARLA BILANDŽIĆ

ABSTRACT The power and the influence of Internet and the emergence of new media has significantly changed the world together with people’s habits, behaviour and communication. Over the years, social media have spread in most aspects of people’s lives, especially among young generations. The role of social media has been investigated in many areas and it has also become very popular in the area of politics. Socially desirable goal is to encourage and increase the level of political participation, especially among young people. Previous research has shown that one of the influential factors for political participation is interest in politics. The purpose of this research was to determine the role of social media in shaping young people’s interest in politics and political issues. The survey was conducted using online questionnaire among young people between the age of 15 to 25. Results are being discussed. KEY WORDS: political interest, internet, social media, youth.

DETAILS ABOUT AUTHORS: ANA PAP ASSISTANT anapap@efos.hr MARIJA HAM ASSOCIATE PROFESSOR mham@efos.hr KARLA BILANDŽIĆ STUDENT karlabilandzic@gmail.com FOR ALL AUTHORS: JOSIP JURAJ STROSSMAYER UNIVERSITY OF OSIJEK FACULTY OF ECONOMICS IN OSIJEK OSIJEK, CROATIA

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EDUCATION WITH SOCIAL MEDIA TECHNOLOGIES JOSÉ LUÍS ABRANTES - ROMEU LOPES - BRUNO MORGADO-FERREIRA - VITOR ROQUE

ABSTRACT Undergraduate students interact with social media in their daily lives, not only for social connections and leisure, but also for learning purposes. A study conducted in Romania show insights on how users of Online Social Networking (OSN) understand and use platforms in their personal and professional lives, how they connect to it and how they perceive the effects of this tool on their lives (Fuciu, Gorski, & Dumitrescu, 2016). The main activities undertaken in their personal life are communicating with friends, looking for information about activities or projects and viewing photos. The main activities undertaken in their professional life are the promotion of company’s activity by communication and sharing. Regarding the influence of OSN on their lives, OSN has influenced positively their personal and professional lives. Nevertheless, there is a correlation between the negative impact and the impact on the personal life of the respondents. In fact, students consider also OSN to be addictive. Otherwise, students demonstrate positive beliefs and attitudes concerning social media usage in education. In certain aspects, the use of these social media technologies leads to better psychosocial and academic outcomes (Barry, Murphy, & Drew, 2015; Junco, 2012; Mao, 2014; Moran, Seaman, & Tinti-Kane, 2011). Several authors give evidence for the roles of these tools as drivers of change for teaching and learning practices. Nevertheless, apparently around us, higher education scholars do not follow these trends. The use of these tools in the classroom for teaching and learning purposes are scarce, limited and sporadic (Manca & Ranieri, 2016; Mao, 2014). According to the results of a study to an Italian academic staff, the age and the seniority seem to influence the adoption of Social Media and that the frequency of use depends on scientific discipline. Furthermore, this research shows a “more favorable attitude towards personal sharing and connecting with peers in professional networks” (Manca & Ranieri, 2016, p. 63). However, there might be other reasons than those related to any kind of technological incapacity or aversion. The present research aims to contribute to a better knowledge on the field. The objective is to understand on how higher education scholars in Portugal are using Social Media for personal, teaching and professional purposes. The exploratory research was carried out with an online survey designed for teachers from two high schools. It is expected to give some contributions for the improving of the educational system by integrating social media technologies not only in the teaching/learning process but also in institutional e-learning platforms. KEY WORDS: social media, education, technologies, teaching/lerning strategies, high school. DETAILS ABOUT AUTHORS: JOSÉ LUÍS ABRANTES PROFESSOR COORDENADOR INSTITUTO POLITÉCNICO DE VISEU ESCOLA SUPERIOR DE TECNOLOGIA E GESTÃO DE VISEU VISEU-PORTUGAL jlabrantes@estgv.ipv.pt ROMEU LOPES PROFESSOR ADJUNTO INSTITUTO POLITÉCNICO DA GUARDA ESCOLA SUPERIOR DE TURISMO E HOTELARIA SEIA-GUARDA-PORTUGAL romeu_lopes@ipg.pt BRUNO MORGADO-FERREIRA PROFESSOR ADJUNTO INSTITUTO POLITÉCNICO DE VISEU ESCOLA SUPERIOR DE TECNOLOGIA E GESTÃO DE VISEU VISEU-PORTUGAL morgado.ferreira@estgv.ipv.pt VÍTOR ROQUE PROFESSOR ADJUNTO INSTITUTO POLITÉCNICO DA GUARDA ESCOLA SUPERIOR DE TURISMO E HOTELARIA SEIA-GUARDA-PORTUGAL vitor.roque@ipg.pt

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THE CONTRIBUTION OF FOREIGN LANGUAGES IN THE DEVELOPMENT OF ENTERPRISES: A REVIEW OF LITERATURE ANA COSTA - ANA OLIVEIRA - FÁTIMA SUSANA AMANTE - ISABEL OLIVEIRA - JOSÉ LUÍS ABRANTES - LÚCIA PATO ODETE AMARAL - SUSANA FIDALGO - VÉRONIQUE DELPLANQ

ABSTRACT Foreign languages have been the subject of research due to their importance as a means of communication. In fact, the competitiveness of companies is, nowadays, influenced in part by the communication resulting from their contact with companies from different countries, which requires a thorough knowledge of the language of these countries. On the other hand, for the success and progression of workers, it is crucial they acquire and develop foreign language skills. In this context, there have been multiple efforts by the European Commission to promote language learning in Europe and worldwide. In fact, over the past few years, several studies have demonstrated the need of companies to value foreign language skills among workers and collaborators. Multilingualism becomes, therefore, increasingly fundamental to the growth of the economic power of companies, and the competence in foreign languages can be the key factor to enter the labour market. Thus, the present study aims to understand the importance of foreign languages in the development of enterprises and their workers. The research question underlying the review of literature is: “What is the perception of companies regarding the importance of foreign languages for their economic progression and for their workers? To answer this research question, a review of the literature was conducted taking into consideration documents, reports and other secondary sources. For the collection of scientific evidence, research was carried out in the following databases: Science Direct from Elsevier; PubMed; B-on; Google Scholar and in the RCAAP portal. We used as descriptors of our search the following terms: industry, foreign language, multilingualism, higher education, employment, enterprise, among others. KEY WORDS: foreign languages, employability, competitiveness, career development.

DETAILS ABOUT AUTHORS: ANA COSTA ASSOCIATE PROFESSOR anacostalopes@esev.ipv.pt

ODETE AMARAL ASSOCIATE PROFESSOR mopamaral@gmail.com

ANA OLIVEIRA FULL PROFESSOR amholiveira@esev.ipv.pt

SUSANA FIDALGO FULL PROFESSOR susanafidalgo@esev.ipv.pt

FÁTIMA SUSANA AMANTE UNIVERSITY OF TRÁS-OS-MONTES AND ALTO DOURO susanamante@esev.ipv.pt

VÉRONIQUE DELPLANCQ FULL PROFESSOR vero@esev.ipv.pt

ISABEL OLIVEIRA ASSOCIATE PROFESSOR ioliveira@estgl.ipv.pt

FOR ALL AUTHORS: THE POLYTECHNIC INSTITUTE OF VISEU (IPV) RESEARCH UNIT CI&DETS FROM IPV VISEU, PORTUGAL

JOSÉ LUÍS ABRANTES FULL PROFESSOR jlabrantes@estgl.ipv.pt LÚCIA PATO ASSOCIATE PROFESSOR mljesus@esav.ipv.pt

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CURRICULAR ARTICULATION BETWEEN PRESCHOOL AND 1st CYCLE OF BASIC EDUCATION: CONCEPTIONS AND PRACTICES ANA PAULA CARDOSO - FLORENCIA CARUGATI -CARLA LACERDA - SUSANA FIDALGO

ABSTRACT Curricular articulation between Preschool Education (PE) and the 1st Cycle of Basic Education (1st CBE) is a fundamental process in adapting the child to school. Teachers, as the curriculum managers, should seek to establish links with childhood educators, facilitating the transition between these two levels of education in a harmonious process, which promotes the sequencing of the educational process. In this context, we sought to understand how 1st CBE teachers concretises the curricular articulation between PE and the 1st CBE. We attempt to meet some goals, such as finding the importance and the meaning that 1st CBE teachers attribute to curricular articulation, to find out which aspects of the student profile are favoured when consulting individual pupil records and the most common initiatives with regards to that articulation. We conducted an empirical study with a descriptive and analytical methodology, using a questionnaire survey applied to a sample of 45 teachers of the 1st year of the 1st CBE in the municipality of Viseu (Portugal). From the data obtained, it is worth highlighting the great importance teachers attribute to curricular articulation, favouring knowing how to be (citizenship), the sense of autonomy and the children’s ability to communicate, as well as the teachers’ commitment to carrying out a variety of activities and projects, in addition to themed commemorations and parties. Articulation between the two levels of education facilitates the transition between these levels and contributes to children adapting to school appropriately, thereby promoting school success for all students. KEY WORDS: Curricular articulation, preschool education, 1st cycle of basic education, educational continuity, teachers.

DETAILS ABOUT AUTHORS: ANA PAULA CARDOSO PROFESSOR INSTITUTO POLITÉCNICO DE VISEU, CI&DETS, ESEV CORRESPONDING AUTHOR a.p.cardoso62@gmail.com FLORENCIA CARUGATI MASTER IN EARLY CHILDHOOD AND PRIMARY EDUCATION fscarugati@gmail.com CARLA LACERDA PROFESSOR INSTITUTO POLITÉCNICO DE VISEU, CI&DETS, ESEV clacerda@esev.ipv.ptr FOR ALL AUTHORS: VISEU, PORTUGAL

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INTERNATIONALIZATION OF HIGHER EDUCATION – THE PATH TO AN OPEN SOCIETY OR A MODE OF DIVERSITY SUPPRESSION SLAVICA MANIC

ABSTRACT The idea of internationalization, among other things, is based on the understanding that reliable knowledge is not longer produced in a local, isolated environment, but predominantly at the international level. Therefore, the internationalization of higher education is a global process which is expected to enable (through cooperation, dialogue and mobility) the deepening of integration in order to improve the quality of education. Since this definition does not incorporate some of contradictions of the very concept, this paper will try to elaborate more accurately myths and doubts referring to the evolution of this idea. Is process of internationalization basically driven at creation of an open society through various forms of fluid globalization, or is it imposed process resulting in outcomes which completely contradict to basic motives generating the above mentioned process? In contrast to closed systems, considering any idea or a value which differs as a threat to their stability, open systems do quite the opposite - emphasize that they survive owing to the various ideas and beliefs, i.e. the existence of differences represents precondition for their development. If the auspice of internationalization stimulates the mobility of teachers and students in order to get to know the difference in cultures, to achieve mutual learning and acquire new sources of inspiration for research and / or improvement of the teaching process, internationalization might be understood as a path to the open society. On the other hand, much of what is being done under the guise of internationalization simply obeys the broader reform process in the field of education, causing internationalization becomes an end per se. Being institutionalized through national and supranational policy and further operationalized in details through precisely defined activities (such as implementing international strategy, increasing outgoing student mobility, recruiting international students, improving staff mobility and so on and so forth), internationalization appears to become strictly articulated imperative. The purpose of this coercion focused on skills and competencies is to achieve greater flexibility and adaptability in the labor market, to be fit for the job and, above all, to maintain “the fit”. At the same time, it is the way of suspending individuality and to stifle diversity as fundamentals for creating an open society. KEY WORDS: internationalization, higher education, open society, standardization.

DETAILS ABOUT AUTHOR: SLAVICA MANIC ASSOCIATE PROFESSOR FACULTY OF ECONOMICS UNIVERSITY OF BELGRADE slavica@ekof.bg.ac.rs

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TEACHING ENGLISH AS A SECOND LANGUAGE: SIMULATED SITUATIONS, ROLEPLAY AND VERACITY IN EDUCATION SETTINGS MARIA JOSÉ ANTUNES - MARGARIDA VICENTE - ANTÓNIO FIGUEIREDO - ANTÓNIO MÁRIO RODRIGUES

ABSTRACT In this research, we reflect upon the main objectives when teaching English as a second language and suggest a set of simulated situations, which enable ESP students to improve their command in English. This paper also aims to help ESP teachers understand the need to use authentic materials in the classroom. We analyzed the needs of students of the tourism course, ex-students of the tourism course, employers of the tourism area and teachers of the tourism course, thought data collected by questionnaires and interviews. The English materials used on the tourism course were also analyzed. This paper is divided in four sections, the first one presents a reflection on contextual authenticity and authentic materials, the second one focus on the description of the course and strategies or activities that should be taken into account. In the third section it is analyzed the course book that is being used in most ESP subjects and we discuss the lack of authentic materials being used in the classroom. In the last section it is discussed the role of the ESP teacher. This study offers an important contribution to ESP teachers once it allows new visions on teaching English as a second language. KEY WORDS: Teaching English as a Second Language (TESL), English as a Foreign Language (TEFL), English for Specific Purposes (ESP), Needs Analysis (NA), English for Academic Purposes (EAP). ACKNOWLEDGMENTS: This work is financed by national funds through FCT - Fundação para a Ciência e Tecnologia, I.P., under the project UID/ Multi/04016/2016. Furthermore, we would like to thank the Instituto Politécnico de Viseu and CI&DETS for their support.

DETAILS ABOUT AUTHORS: MARIA JOSÉ ANTUNES PROFESSOR maria.jose.l.antunes@gmail.com MARGARIDA VICENTE PROFESSOR margarida@estv.ipv.pt ANTÓNIO FIGUEIREDO PROFESSOR ajfigueiredo@estgv.ipv.pt ANTÓNIO MÁRIO RODRIGUES PROFESSOR amario@estgv.ipv.pt FOR ALL AUTHORS: POLYTECHNIC INSTITUTE OF VISEU; HIGHER SCHOOL OF TECHNOLOGY AND MANAGEMENT VISEU, PORTUGAL

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STUDENTS’ SATISFACTION WITH BUSINESS STUDIES AT PUBLIC FACULTY VS. PRIVATE SCHOOL IN CROATIA ANTONELA SAMODOL - IRENA PANDŽA BAJS

ABSTRACT Due to the rapid increase in the number of Business Schools, the question regarding overall quality of higher education and the extent to which they are threatening a well established public universities that stand for decades is imposed. Therefore, the main purpose of this paper is to determine students’ satisfaction with two institutions of the same study area, business economics and management banking, insurance and finance, but different status of founder – public university and private school, both on the undergraduate and graduate level. Also, consequently, the goal is to analyse whether there are some differences in students’ satisfaction between these two institutions and also examining the corellation to determine which of the elements of satisfaction (the quality of teachers, non-teaching staff, environment and organization) influence the most overall students’ satisfaction. KEY WORDS: Students, satisfaction, business studies, public faculty, private school, Croatia.

DETAILS ABOUT AUTHORS: IRENA PANDŽA BAJS PhD, ASSISTANT PROFESSOR FACULTY OF ECONOMICS AND BUSINESS UNIVERSITY OF ZAGREB ZAGREB, CROATIA mmandic@efzg.hr ANTONELA SAMODOL UNIV. BACC. OEC. ZAGREB, CROATIA dubravka.puljak@gmail.com

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STUDENTS’ LEARNING PROCESSES FOR SUSTAINABLE KNOWLEDGE ANETTE OXENSWÄRDH

ABSTRACT The concept of sustainability has become one of today’s most widely used and controversial concepts. It is therefore important to develop activities within all educational contexts in order to increase understanding of the goals for more sustainable practice. This also means that the teachers themselves must take more responsibility for their assignment, interpret and understand e.g. the content of the concept of sustainability and demands for new courses. They need, doubtless and naturally, new methods and tools. Traditionally teachers plan their lessons, different tasks and how they are assessed, entirely themselves. This is now slowly changing not at least due the sustainability approaches, which mean demands on for more collective learning practices, not only among students but also among university teachers themselves. This paper studies a university course that took place at Uppsala University in spring 2017. The course, called Sustainable Business Development, included both theoretical and practical exercises. This paper aims to study how some students are using the course design to create knowledge on Sustainable Business Development, within the division of Quality Technology of the Department of Engineering Sciences at Uppsala University. In this study, inquires, observations and focus group discussion and interviews with students were performed and used as empirical sources. Students learned through both individual and collective learning processes. Literature studies, scalable learning sequences, organized individually, gave them preunder- standing and the tools for further knowledge. The discussions in group clarified and deepened they understanding of sustainability. They experienced that the whole process of learning got easier to manage by collective learning. The results show that education organizations are in great need of creating tools and arrange structures and give space and time for this combined type of learning for all students in order to create understanding for the issues students are learning in general and not at least on issues of sustainability. The major implication of the study is that it includes only one course and one subject. The study makes a contribution to the knowledge about learning processes at the university. KEY WORDS: individual and collective (collaborative) learning, collegial learning, sustainability, assignment. ACKNOWLEDGMENTS: This work is financed by national funds through FCT - Fundação para a Ciência e Tecnologia, I.P., under the project UID/ Multi/04016/2016. Furthermore, we would like to thank the Instituto Politécnico de Viseu and CI&DETS for their support.

DETAILS ABOUT AUTHOR: ANETTE OXENSWÄRDH PHD, SENIOR UNIVERSITY LECTURER UPPSALA UNIVERSITY DEPARTMENT OF INDUSTRIAL ENGINEERING VISBY, SWEDEN anette.oxenswardh@angstrom.uu.se  

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STUDENTS WITH SPECIAL EDUCATIONAL NEEDS IN HIGHER EDUCATION IN PORTUGAL: A LEGISLATION IMPERATIVE REVIEW MARIA MATOS - JOANA SILVA - LÚCIA PAIVA

ABSTRACT The aim of this paper is to present a review of the legislation on higher education for students with special educational needs (SEN), in Portugal. Given the insufficient existing legislation, for these students in higher education, we identify difficulties in the teaching process. The existing legislation for primary and secondary education and the scarce existing legislation for higher education are confronted. With the purpose to effectively integrate these students in the higher education, some proposals are presented. KEY WORDS: SEN, Legislation, Higher Education, Basic and Secondary Education.

DETAILS ABOUT AUTHOR: MARIA MATOS PROFESSOR cristinapeixoto@estgv.ipv.pt JOANA SILVA PROFESSOR jfialho@estgv.ipv.pt LÚCIA PAIVA PROFESSOR lsousa@estgv.ipv.pt FOR ALL AUTHORS: ÁREA CIENTÍFICA DE MATEMÁTICA, INSTITUTO POLITÉCNICO DE VISEU (IPV) CI&DETS, CAMPUS POLITÉCNICO VISEU, PORTUGAL

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TRACK: INNOVATION AND TECNOLOGY

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APPLICATIONS OF MARKETING AS SOCIAL TECHNOLOGY FLÁVIO RÉGIO BRAMBILLA

ABSTRACT The present study presents one of the faces of Marketing, not recent but little discussed in practice and in academia. Just as the traditional confusion of the understanding of Marketing only through one of its operative variables, that of advertising, another erroneous understanding culminates in the notion that the area is effectively centered only, and only on financial profit (money) as a function of Profitability of companies of a strictly mercantilist nature. In studies like Edvardsson, Tronvoll and Gruber (2011), Vargo (2009) and Gummesson (2008), the real notion of Marketing is discussed, and its social function highlighted. This element allows affirming that Marketing is useful for the most varied types of organizations, and that its foundations extrapolate the simplistic notion that it is a discipline that aims at profit for profit. As a practical example of these issues, mention should be made of campaigns aimed at raising funds for charitable and non-profit organizations, where the financial contribution made in Marketing seeks to raise funds to expand social and assistance actions, which brings the area closer to marketing a socially responsible notion. KEY WORDS: Social Marketing, Social Technology, Social Causes.

DETAILS ABOUT AUTHOR: FLÁVIO RÉGIO BRAMBILLA PROFESSOR UNIVERSIDADE DE SANTA CRUZ DO SUL MESTRADO EM ADMINISTRAÇÃO SANTA CRUZ DO SUL, BRASIL flaviobrambilla@terra.com.br ; flaviobr@unisc.br

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SOCIO-ECONOMIC BARRIERS AND DEVELOPMENT OPPORTUNITIES OF ELECTROMOBILITY AS KEY TECHNOLOGICAL INNOVATION OF THE TRANSPORTATION PETER DRÁBIK - PAULÍNA KRNÁČOVÁ

ABSTRACT Electromobility is currently the most dynamic and developing technological innovation in the field of the passenger and freight transportation. Key aspects of its dynamic development include especially the operational costs of electric vehicles and the ecologization of transportation by using the electric drive vehicles. For the above-mentioned key aspects, the more massive increase in the use of electromobility is recorded especially in the field of “city logistics”. The aim of our research is to identify barriers and opportunities of sale promotion and using of electric vehicles by conventional transport users. Consumers consider many factors when buying a car, but in terms of the automotive market, purchasing power of the population and marketing support of electromobility in the Slovak Republic, the aspect of ecology of transportation and long-term cost efficiency are not the primary criteria for their decision-making process. Based on the results of consumer research and analysis of legislative, economic and social conditions, the aim of this paper is to identify possibilities for increasing consumer awareness in the field of electromobility and to suggest recommendations for the automotive industry (manufacturers and retailers of electric vehicles, associations of electromobility, companies providing electric vehicle services (charging stations), government institutions and the non-profit sector. The presented paper is output of the research project with funding from the European Union’s Horizon 2020 research and innovation programme under the Marie Skłodowska-Curie grant agreement No. 734459 eMobilita: Electromobility in urban transport: a multi-dimensional innovation (socio-economic and environmental effects) and the project VEGA No. 1/0380/17 Economic efficiency of electromobility in logistics. KEY WORDS: electromobility, electric vehicle, consumer awareness, city logistics, ecology.

DETAILS ABOUT AUTHORS: PETER DRÁBIK ASSISTANT PROFESSOR peter.drabik@euba.sk PAULÍNA KRNÁČOVÁ ASSISTANT PROFESSOR paulina.krnacova@euba.sk FOR BOTH AUTHORS: UNIVERSITY OF ECONOMICS IN BRATISLAVA FACULTY OF COMMERCE BRATISLAVA, SLOVAK REPUBLIC

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ENVIRONMENTAL TURBULENCE AS A MODERATOR BETWEEN CAPABILITIES AND INNOVATION MARGARIDA VICENTE - MARIA JOSÉ ANTUNES - ANTÓNIO FIGUEIREDO - ANTÓNIO MÁRIO RODRIGUES

ABSTRACT This research examines how marketing capabilities and technological capabilities influence export performance. More specifically, we investigate the mediating role of innovation in the relationship between capabilities (marketing and technological) and export performance. In addition, we investigate the moderating role of technological and market turbulence in the relationship between capabilities and innovation. The study draws on data collected by an online questionnaire using a sample of Portuguese exporting manufacturing firms. A structural equation model was used to test the hypothesis. The findings show that marketing and technological capabilities significantly contribute to export performance via organizational innovation intensity. In both high and low technological turbulence the innovation effects of marketing capabilities are higher than the effects of technological capabilities. However, market turbulence does not moderate the relationship between capabilities and innovation. Implications for scholars and practitioners are discussed along with suggestions for future research. KEY WORDS: Marketing capabilities, Technological capabilities, Export performance, Innovation. ACKNOWLEDGMENTS: This work is financed by national funds through FCT - Fundação para a Ciência e Tecnologia, I.P., under the project UID/ Multi/04016/2016. Furthermore, we would like to thank the Instituto Politécnico de Viseu and CI&DETS for their support.

DETAILS ABOUT AUTHORS: MARGARIDA VICENTE PROFESSOR margarida@estv.ipv.pt MARIA JOSÉ ANTUNES PROFESSOR maria.jose.l.antunes@gmail.com ANTÓNIO FIGUEIREDO PROFESSOR ajfigueiredo@estgv.ipv.pt ANTÓNIO MÁRIO RODRIGUES PROFESSOR amario@estgv.ipv.pt FOR ALL AUTHORS: POLYTECHNIC INSTITUTE OF VISEU; HIGHER SCHOOL OF TECHNOLOGY AND MANAGEMENT VISEU, PORTUGAL

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THE IMPACTS OF CO-CREATION IN INNOVATION CAPACITY ROBERTO DA SILVA VOLMER - MIRELA JEFFMAN DOS SANTOS - FLÁVIO RÉGIO BRAMBILLA

ABSTRACT This paper proposes an analysis of how companies are using value creation for the development of innovation capacity. Therefore, the theoretical approach used was that of Prahalad and Ramaswamy (2004), through the interaction blocks. In this sense, the practices of value creation through the interaction with their audiences that sought to increase the innovation capacity of the Companies (value co-creation). For this, a qualitative exploratory research was carried out; the tool used was the multiple cases study technique, in three companies denominated as, company 1, company 2 and company 3. Where: company number 1 makes non-alcoholic beverages, the company 2 commercializes fuels and, the company 3 manufactures alcoholic beverages. From the analysis of the cases and the approach studied, the article presents the relationship between the uses of value co-creation to increase the capacity for innovation and also shows how the interaction blocks can help this interaction. Also, it shows that both are related to each other, the more value creation is encouraged, the greater the chances of increasing innovation capacity. From these results, the intention is to contribute with advances in the academic field and also in managerial decisions. KEY WORDS: Innovation, Value Co-creation, Service Dominant Logic.

DETAILS ABOUT AUTHORS: ROBERTO DA SILVA VOLMER STUDENT robertovolmer3@gmail.com MIRELA JEFFMAN DOS SANTOS PROFESSOR mirelajs@unisc.br FLÁVIO RÉGIO BRAMBILLA PROFESSOR flaviobrambilla@terra.com.br ; flaviobr@unisc.br FOR ALL AUTHORS: UNIVERSIDADE DE SANTA CRUZ DO SUL MESTRADO EM ADMINISTRAÇÃO SANTA CRUZ DO SUL, BRASIL

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ELECTROMOBILITY IN THE EUROPEAN UNION AND IN SLOVAKIA AND ITS DEVELOPMENT OPPORTUNITIES FERDINAND DAŇO - RÓBERT REHÁK

ABSTRACT The objective of the article is to analyze the current trends in the automotive industry on electromobility in the European Union and in the Slovakia. Partial goal is to identify potential uses of electric vehicles on those markets. The article makes recommendations that would increase the marketability of electric vehicles in the Slovakia and gives focus on prospects of electromobility in the EU and in the Slovakia. Article contains information on benefits for the development of the Slovak economy in the event of electromobility development and SWOT analysis for its implementation. The presented paper is output of the research project received funding from the European Union’s Horizon 2020 research and innovation programme under the Marie Skłodowska-Curie grant agreement No 734459 eMobilita: Electromobility in urban transport: a multi-dimensional innovation (socio-economic and environmental effects) and the project VEGA No. 1/0380/17 Economic efficiency of electromobility in logistics. KEY WORDS: electromobility, electric vehicle, automotive.

DETAILS ABOUT AUTHORS: FERDINAND DAŇO PROFESSOR ferdinand.daňo@euba.sk RÓBERT REHÁK ASSISTANT PROFESSOR robert.rehak@euba.sk FOR BOTH AUTHORS: UNIVERSITY OF ECONOMICS IN BRATISLAVA FACULTY OF COMMERCE BRATISLAVA, SLOVAK REPUBLIC

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INNOVATION IN THE HIGHER EDUCATION MANAGEMENT COURSE THROUGH COCRIATIVE PRACTICES IN CLASSROOM FLÁVIO RÉGIO BRAMBILLA

ABSTRACT The classroom is a (co)-creative environment par excellence, as long as it is properly managed by the teacher. Although the reports of teachers reproducing knowledge and only transcribing matter are commonplace, the purpose of the classroom is the knowledge, the learning and the analytical, critical and constructive capacity of the subjects. Co-create in the classroom is one way to generate higher quality results in education. For the understanding of business education (which presents particularities such as the application of operational elements together with intellectuals) it is important to contextualize the particularities of the environment. Although the practical environment is dissociable from theoretical issues, the critical perspective must be superior and more intensive than the mere reproduction of structures and operational knowledges. In other words, business education should not be based on practice alone, but rather on intellectual resilience. In fact, it is the predominantly practical character that sometimes ends up reducing the content of abstraction and reasoning that a science requires, and with the Administration is not different. Marketing education is an area that seeks to identify best practices for critical professional formation. KEY WORDS: Innovation, Management Course, Value Co-creation.

DETAILS ABOUT AUTHOR: FLÁVIO RÉGIO BRAMBILLA PROFESSOR UNIVERSIDADE DE SANTA CRUZ DO SUL MESTRADO EM ADMINISTRAÇÃO SANTA CRUZ DO SUL, BRASIL flaviobrambilla@terra.com.br ; flaviobr@unisc.br

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TRACK: HEALTH & MEDICINE

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EMOTIONAL INTELLIGENCE: THE SELFEVALUATION OF EMOTIONAL BEHAVIOR, PROBLEMS AND SKILLS IN STUDENTS OF THE 3RD CYCLE OF BASIC EDUCATION JOÃO DUARTE - MANUELA FERREIRA - CLAUDIA CHAVES - SOFIA CAMPOS - SARA FELIZARDO - PAULA CARDOSO DANIEL SILVA - CLAUDIA SEABRA - JOSÉ LUIS ABRANTES

ABSTRACT Adolescence is a period that generates biopsychosocial modifications. This justifies the study of the self-evaluation of the behaviors. The aim of this study is to verify the self-evaluation of the behaviors, problems and emotional competences in students of the 3rd cycle of basic education. A quantitative, cross-sectional, descriptive and analytical study involving a sample of 222 students (115 girls vs. 107 boys), with a mean age of 13.36 years (±0.93 years) and predominance of Portuguese nationality (boys 97.2% vs. girls 97.4%). The boys, 36.4% attend the 7th year and 36.4% attend the 8th year of schooling. The girls, 36.0% are in the 7th year and 24.3% in the 9th year of schooling. Data collection was made through the Youth Self-Report (YSR). Most of the boys (59.8%) practice 3 sports compared to 43.5% of the girls; 34.6% of boys and 43.5% of girls say they have 3 or more hobbies/activities/games. The highest mean value fell in the aggressive behavior (M=6.49 ±4.73). Higher values were obtained in the internalization (M=13.12±8.49) and in the activity scale (M=11.16±4.24). Skills profiles show that boys have a normative competence (75.7%), as well as girls (85.2%). The boys have higher rates of externalization problems; Girls show a better range of activities, and internalization problems and aggressive behavior. The pastime has a positive influence on syndromes, somatic complaints, social and attention problems, delinquent and aggressive behavior and on externalization (activity scale p = 0.000; attention behaviors (p=0.019; delinquent behavior p=0.032) (p=0.000), and delinquent behavior (p=0.012). The results suggest the need for a greater investment of nurses in a closer and more efficient monitoring of adolescents, in order to reduce the incidence of behavioral disorders, promoting the formation of young adults, with correct behaviors and good mental health. KEY WORDS: Self-evaluation; Behaviors, Problems; Emotional skills; Students.

DETAILS ABOUT AUTHORS: JOÃO DUARTE PROFESSOR COORDENADOR ESCOLA SUPERIOR DE SAÚDE-INSTITUTO POLITÉCNICO DE VISEUPORTUGAL duarte.johnny@gmail.com

SARA FELIZARDO PROFESSORA ADJUNTA ESCOLA SUPERIOR DE EDUCAÇÃO-INSTITUTO POLITÉCNICO DE VISEU-PORTUGAL sfelizardo@esev.ipv.pt

MANUELA FERREIRA PROFESSORA COORDENADORA ESCOLA SUPERIOR DE SAÚDE-INSTITUTO POLITÉCNICO DE VISEUPORTUGAL mmcferreira@gmail.com

DANIEL SILVA PROFESSOR COORDENADOR ESCOLA SUPERIOR DE SAÚDE-INSTITUTO POLITÉCNICO DE VISEUPORTUGAL dsilva.essv@gmail.com

CLAUDIA CHAVES PROFESSORA ADJUNTA ESCOLA SUPERIOR DE SAÚDE-INSTITUTO POLITÉCNICO DE VISEUPORTUGAL claudiachaves21@gmail.com

CLAUDIA SEABRA PROFESSORA ADJUNTA ESCOLA SUPERIOR DE TECNOLOGIA E GESTÃO DE VISEU-INSTITUTO POLITÉCNICO DE VISEU-PORTUGAL cseabra@estv.ipv.pt

SOFIA CAMPOS PROFESSORA ADJUNTA CONVIDADA ESCOLA SUPERIOR DE SAÚDE-INSTITUTO POLITÉCNICO DE VISEUPORTUGAL sofiamargaridacampos@gmail.com

JOSÉ LUIS ABRANTES PROFESSOR COORDENADOR ESCOLA SUPERIOR DE TECNOLOGIA E GESTÃO DE VISEU-INSTITUTO POLITÉCNICO DE VISEU-PORTUGAL jlabrantes1966@gmail.com

ANA PAULA CARDOSO PROFESSORA COORDENADORA ESCOLA SUPERIOR DE EDUCAÇÃO-INSTITUTO POLITÉCNICO DE VISEU-PORTUGAL a.p.cardoso62@gmail.com

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SEX EDUCATION AND RISK BEHAVIORS: INSIGHT ON PORTUGUESE GIRLS BRUNO MORGADO-FERREIRA - JOSE BASTOS

ABSTRACT This work is based on a study on sexual behaviors and the use of contraceptive methods by young Portuguese women who have had a first sexual encounter. Thanks to an online data collect, we obtained 403 participations (from 16 to 21 years). 91% of the respondents assumed to be heterosexual, 3% as homosexual, and 6% as bisexual. 90% of respondents report having a high knowledge about sexuality. 86% of the respondents assumed to have had training in sex education, mostly between 10 and 15 years of age. In order of importance of this education (on a likert scale of 7 points), we found that the source of information was self-learning (M = 4,17), boyfriend or girlfriend (M = 3.84), school (M = 3.59), mother (M = 3.45), father (M = 2.56), siblings (M = 2.33) and other relatives (M = 2.18). 63% of the sample reported having only one sexual partner, 24% between 2 and 3 partners, and 13% said they had four and more partners. Regarding the first sexual encounter, we found that 11% of the young women assume they have not used any protection. The most used methods are the male condom and the contraceptive oral pill. 9% of the young women assume that they do not currently use any method of contraception, mainly because they are expensive and / or they diminish pleasure. 29% already have had relationships under the influence of alcohol or drugs. Given these results, we identified a need to rethink sex education and the demystification of popular assumptions. KEY WORDS: risk behaviors, contraception, contraceptive methods, sex education.

DETAILS ABOUT AUTHORS: BRUNO MORGADO FERREIRA PROFESSOR OF MARKETING morgado.ferreira@estgv.ipv.pt JOSÉ BASTOS PROFESSOR OF MARKETING jbastos@estgv.ipv.pt FOR BOTH AUTHORS: POLYTECHNIC INSTITUTE OF VISEU SCHOOL OF TECHNOLOGY AND MANAGEMENT OF VISEU VISEU, PORTUGAL

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COMPLICATIONS OF FLUIDOTHERAPY IN PATIENTS WITH ACUTE PANCREATITIS - A CONTRIBUTION CARLA HENRIQUES - ANA MATOS - CATARINA AFONSO - JORGE PEREIRA

ABSTRACT Aggressive fluid therapy is frequently suggested in the treatment of acute pancreatitis. However, there is some controversy about the effect of this therapy with respect to the increase/reduction of clinical complications and the need for surgery. This study is based on records of 109 patients admitted to the Intermediate Surgical Care Unit of Tondela Viseu Hospital Centre, between 2007 and 2012, with diagnosis of acute pancreatitis. The study explores the relationship between fluid administration in the first 48 hours and the development of local, late, systemic and other complications. The statistical analysis of the data contributed to the clarification of some open questions in this subject and, therefore, to a greater understanding on the matter in question. For each complication under study, the patients were divided into two groups: complication present or absent. Data were explored and statistical tests were used in order to identify variables that differentiate the two groups. Receiver operating characteristic (ROC) curves allowed to relate the amount of fluids at 48 hours with the occurrence of each complication, determining the value of fluids administered up to 48 hours with good sensitivity and specificity. Logistic regression models were used to identify independent risk factors for each complication. There was no significant relationship between fluid therapy at 48 hours with death nor with the occurrence of systemic complications. As opposed, fluid therapy at 48 hours revealed to be associated with local and late complications, presence of infection and need for surgery. KEY WORDS: Acute pancreatitis, fluid therapy, complications, ROC curves, logistic regression.

DETAILS ABOUT AUTHORS: CARLA HENRIQUES PROFESSOR POLYTECHNIC INSTITUTE OF VISEU; SCHOOL OF TECHNOLOGY AND MANAGEMENT OF VISEU CENTRE FOR THE STUDY OF EDUCATION, TECNOLOGIES AND HEALTH CENTRE FOR MATHEMATHICS O THE UNIVERSITY OF COIMBRA VISEU, PORTUGAL carlahenriq@estv.ipv.pt ANA MATOS PROFESSOR POLYTECHNIC INSTITUTE OF VISEU; SCHOOL OF TECHNOLOGY AND MANAGEMENT CENTRE FOR THE STUDY OF EDUCATION, TECNOLOGIES AND HEALTH VISEU, PORTUGAL amatos@estv.ipv.pt JORGE PEREIRA GENERAL SURGERY CONSULTANT TONDELA-VISEU HOSPITAL CENTRE SURGERY SERVICE VISEU, PORTUGAL docjota@netcabo.pt CATARINA AFONSO GENERAL SURGERY RESIDENT TONDELA-VISEU HOSPITAL CENTRE SURGERY SERVICE VISEU, PORTUGAL catarina1afonso@gmail.com

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THE GENDER DIFFERENCES IN THE EATING BEHAVIOUR OF PRE-SCHOOL AGED CHILDREN TINA TÍMEA KÁSLER

ABSTRACT For the past decade childhood obesity rates around the world and in Hungary increased rapidly, while the growing popularity in the consumption of foods with low nutritional value is increasing amongst the preschool age groups. It is vital to examine the eating behaviour of preschool aged children as these are known to affect the daily energy intake and thus are strongly correlated with weight gain. At the same time, only minor research has been conducted in academia regarding the analysis on gender differences in this specific field. Thus, in order to investigate the relationship between the children’s eating behaviour and their gender, Wardle et. al’s 35-item instrument the Children’s Eating Behaviour Questionnaire (Wardle, 2001), followed by possible food allergies and finally demographic questions regarding the children, was surveyed amongst the parents of children aged between 3-7 in Hungary. The sample of N¯365 was then analyzed using SPSS via the INDSCAL method. The findings showed that certain eating behaviours can be linked to genders. Girls desire to drink is generally higher than the one of boys. Boys eat slower than girls and they are also fussier eaters. While boys tend to emotional undereating and girls to emotional overeating. KEY WORDS: eating behaviour, children, pre-school aged children, consumer behaviour, gender, gender studies, Children’s Eating Behaviour Questionnaire.

DETAILS ABOUT AUTHOR: TINA TÍMEA KÁSLER PHD STUDENT CORVINUS UNIVERSITY OF BUDAPEST FACULTY OF MARKETING tina.toth@yahoo.com  

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THE eWOM IMPORTANCE ON HEALTH RISK COMMUNICATION BEHAVIOR VICTOR SILVA - JOSÉ LUÍS ABRANTES - ROMEU LOPES - CARLA SILVA - ISABEL MATEOS RUBIO

ABSTRACT Create effective health risk planning to mitigate the effects of viral diseases and to control their outcomes is an urgent goal to achieve for governments and health organizations. The eWOM – electronic word of mouth – phenomenon and the influence that it exercises on information search and sharing behavior about infectious diseases within the strong ties group made by family and friends is the focus of this research. Constructs as: source credibility; information credibility, and In-Group eWOM are included in the proposed conceptual model. The model consists of six constructs and 18 variables. Results analysis indicate that effective communication in this context must come from credible sources of information, including governments, and official and independent health agencies. Government and health organizations marketers should develop eWOM campaigns and take advantage of internet and social networks capabilities to disclose proper health information to control and mitigate the effects of an infectious disease outbreak. KEY WORDS: Health Risk Communication, Management Communication in Health Care, Social Networks, Health Care Management Innovation, Innovation Strategy.

DETAILS ABOUT AUTHORS: VICTOR SILVA* MSC. ferrsilva@icloud.com JOSÉ LUÍS ABRANTES* PHD. PROFESSOR jlabrantes@estgv.ipv.pt ROMEU LOPES PHD. PROFESSOR INSTITUTO POLITÉCNICO DA GUARDA GUARDA, PORTUGAL romeu_lopes@ipg.pt CARLA SILVA* PHD. PROFESSOR csilva@estgv.ipv.pt ISABEL MATEOS RUBIO PHD. PROFESSOR UNIVERSIDAD DE SALAMANCA SALAMANCA, SPAIN imr@usal.es FOR AUTHORS*: INSTITUTO POLITÉCNICO DE VISEU VISEU, PORTUGAL

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INDEX OF AUTHORS A

Abrantes, José Luis 20, 51, 58, 59, 76, 78, 80 Afonso, Catarina 78 Almeida, Clarinda 30 Amante, Fátima Susana 59 Amaral, Heitor 30 Amaral, Odete 59 Amaro, Catarina 22, 26 Amaro, Suzanne 4 Andabaka, Ana 33 Antunes, Joaquim 30, 34 Antunes, Maria José 35, 48, 62, 70, 72 Arslanagić-Kalajdžić, Maja 3 Avello, Maria 14

B

Babić-Hodović, Vesna 3 Bastos, Jose 77 Beg, Marija 33 Benić, Sandra 38 Bilandžić, Karla 57 Bosnić, Irena 27 Brambilla, Flávio Régio 68, 71, 73

C

Campos, Sofia 76 Cardoso, Ana Paula 62 Cardoso, Paula 76 Silva, Daniel 76 Carugati, Florencia 60 Chaves, Claudia 76 Correia, Paula 46 Correia Loureiro, Sandra Maria 5 Costa, Ana 59 Cunha, Namercio 2 Cunha, Sandra 21

Ć

Ćućić, Dražen 24

D

Da Silva Volmer, Roberto 71 Dawidowsky Mamić, Maja 10 Debreceni, Janos 13 Del Olmo, Cesar 14 Delplanq, Véronique 59 Družić, Ivo 32 Drábik, Peter 69 Duarte, João 76 Dujak, Davor 6

E

El Idrissi, Theo 46

F

Felizardo, Sara 76 Ferin Cunha, Isabel 8 Fernandez Lores, Susana 17 Ferreira, Bruno 12 Ferreira, Manuela 76 Fidalgo, Susana 59, 60 Figueiredo, António 35, 48, 62, 70, 72 Franjković, Jelena 6, 15

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G

Ganić, Emir 3 Gavilan, Diana 14, 17 Gelo, Tomislav 32, 33 Geček, Marko 10 Godinho Bilro, Ricardo 5 Gonçalves, Fernando 46, 47 Gonçalves, João Carlos 46 Guiné, Raquel 46 Gutić Martinčić, Sanja 29

H

Ham, Marija 57 Hara, Yoritoshi 36 Henriques, Carla 4, 34, 78 Herceg, Krešimir 24 Herstein, Ram 20 Hodak, Kristina 15 Hofmeister-Toth, Agnes 13 Hosoi, Kenichi 40

I

Ilić, Saša 42 Ivancevic, Tomislav 41

J

Jeffman Dos Santos, Mirela 71

K

Kelić, Ivan 27 Kobayashi, Hajime 36 Kristek, Ivan 42 Krnáčová, Paulína 69

L

Lacerda, Carla 60 Leitão, Luís 4 Lerat, Clémence 46 Ljuština, Duško 54 Lopes, André 51 Lopes, Romeu 58, 80 Loureiro, Sandra 2 Luburic, Goran 41 Lulic, Luksa 41

M

Maloča, Ivan 56 Mandić, Miroslav 16 Manic, Slavica 61 Marli, Diana 55 Martinez, Gema 17 Martins, Isabel 43 Mateos Rubio, Isabel 80 Matos, Ana 78 Matos, Maria 65 Morgado-Ferreira, Bruno 55, 58, 77

N

Nguyen Ngoc, Duc 12

O

Oliveira, Ana 59 Oliveira, Isabel 59 Oliveira, Miguel 47 Oxenswärdh, Anette 64

Ö

Özker, A. Niyazi 37

P

Paiva, Lúcia 65 Pancić, Mladen 42 Pandža Bajs, Irena 63 Pap, Ana 57 Paparoidamis, Nicholas G. 12 Pato, Lúcia 49, 50, 59 Pereira, Andreia 23 Pereira, Jorge 78 Perko, Nina 39 Peručić, Doris 39 Petrović, Renata 24 Pinto, António 34 Plantić Tadić, Diana 28 Pucar, Marin 11 Puljak, Dubravka 16

R

Ratkić, Hrvoje 28 Reis, Pedro 34 Reyes Mercado, Pável 12 Rodrigo, Eva 46 Rodrigues, Ana Maria 43 Rodrigues, António Mário 35, 48, 62, 70, 72 Roque, Vitor 58 Ružić, Drago 27 Régio Brambilla, Flávio 7, 12

S

Samodol, Antonela 63 Santos, Diogo 47 Seabra, Claudia 8, 21, 22, 25, 26, 51, 76 Silva, Carla 20, 23, 26, 51, 80 Silva, Joana 65 Silva, Paulo 8 Silva, Victor 80 Silva Adolfo, Luiz Gonzaga 7

Š

Šebalj, Dario 15 Šuput, Branka 28 Šušnjar, Ivan 32

T

Takemura, Masaaki 36 Travessas, Joana 50 Trusić, Ana 6 Tsuye, Keneth Ichiro 40 Tímea Kásler, Tina 79

V

Vicente, Margarida 35, 48, 62, 70, 72 Vranešević, Pavao 9 Vranešević, Tihomir 11, 54

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2017 M-SPHERE BOOK OF ABSTRACTS  

2017 M-SPHERE BOOK OF ABSTRACTS - Book of abstracts of work presented at the 6th M-Sphere Conference, Vise, Portugal

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