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The subject of the publication is the research of customer satisfaction and its connection with company performance, quality, innovation and knowledge. The main goal is to analyze the mutual relations of the above factors, including their systematization on the basis of empirical findings in companies across industries in the CR. The publication captures a theoretical analysis of the basic relationships of the above quantities and discusses them with the results of the analysis of primary data from companies. The purpose is to clarify to what extent connections assumed in the literature are reflected in the Czech environment and how much they influence the subjective and objective performance of companies. Both types of indicators were used in the construction of models and it was found that results based on them differ and that models within the different indicators also differ.

In recent years, increasing attention has been paid to the circular economy, including the automotive industry. Although core return management for remanufacturing processes has a long tradition in the automotive aftermarket, the circular economy has intensified the effort to improve sustainable practices in this market. The automotive aftermarket is very complex, and intermediaries play the dominant role in the process of core returns. However, most existing research on core return management is focused on the experience of manufacturers and remanufacturers; the practices and views of the intermediaries are almost unknown. This article presents findings from an exploratory study addressing the experiences and perceptions of market trends and their impact on the core return management of 18 French and German spare parts dealers and core brokers. The results provide new knowledge and offer novel insights into the challenges that should be addressed in the automotive aftermarket path towards the circular economy

The article presents empirical survey results concerning two objectives. The first objective was to describe barriers of reverse logistics (RL) development in Czech companies. The other one was to research whether there are different views of these barriers between company experts and top managers. The analyses are based on data obtained through a questionnaire survey of 102 representatives of companies operating in the Czech Republic. The study applied basic statistical methods used in quantitative research.Based on answer frequencies of respondents, the main internal barrier of RL development is its little importance in comparison with other activities, followed by the lack of systematic management, and unskilled workforce. On the other hand, customers are regarded as the most significant external barrier due to their careless handling with products and packaging as well as their pressure on the sale price. The obtained data also speak volumes about the differences in the view of the RL importance (in the second part of the article). Employees whose work is directly connected with reverse flows report the insignificance of RL as a barrier less frequently than top managers, who quoted this opinion in 50% cases.

PurposeThe purpose of this paper is to explore whether Czech companies believe that value is being generated by reverse logistics (RL), and whether (and how) they track its costs and benefits. The quality of performance measurement of RL was related to three corporate attributes. The findings were then compared to the results of an older study to describe developments over the past five years, and to evaluate the changes during this time period.Design/methodology/approachThis exploratory research is based on data from 102 Czech companies collected in 2009. The basic statistical tests were applied in the analysis. A part of the paper takes the form of longitudinal research.FindingsOne third of Czech companies surveyed reported that RL had a positive influence on their profits. A positive relationship between the profitability of RL activities and a company's strategic focus on RL was also identified. The level of interest by companies in performance measurement has increased; however, the companies tend to focus on the efficiency of RL while the effectiveness is neglected.Research limitations/implicationsManagers must acknowledge the issue of proper measurement of RL performance, and involve RL in the planning process if they want to improve it. They should focus more on effectiveness, not just on efficiency. The analyzed data express the opinions of executive management, and were not accompanied by financial or production data.Originality/valueThe survey first maps the status of RL performance measurement in the Czech Republic. It finds a relationship between profitability of RL and corporate planning, and it points out that companies focus mainly on RL efficiency, and fail to consider effectiveness in their performance measurement.

PurposeThe purpose of this study is to examine American multinational corporations' (MNC's) web site standardization in Poland and the Czech Republic. The theoretical framework was adopted from global marketing strategy (GMS) theory, which focuses on three primary strategies: strategy to create a uniform brand image; strategy to appeal to cross‐border segments; and strategy to express culturally bound meaning. To this end, MNCs are posited to pursue the standardization of corporate visual components and web site functions, and the localization of textual information.Design/methodology/approachUsing web site content analysis techniques, the similarity between the home (US) and host (Polish or Czech) sites is evaluated, and the existence of web site functions in each site is coded. As a secondary reference point, German sites are also examined. Two native coders per country are employed, and the reliability scores are deemed to be satisfactory. Multivariate analyses, including a multiple discriminant analysis and a multiple correspondence analysis, were applied to test the principal thesis of the study.FindingsThe findings suggest that American MNCs tend to apply a high level of visual components in Polish and Czech sites. However, the level of standardization in textual messages is notably low. Specifically, it appears that the textual information in Polish sites is highly localized – despite their uniform visuals, in the same manner as German sites. In addition, MNCs use web site functions in Polish sites to a similar extent to their home US sites, but to a much lesser extent in Czech sites.Originality/valueThe findings of this study make an important contribution to the literature, electronic commerce research in this region is extremely scarce. In addition, the theoretical framework, based on GMS theory, appears to be a useful stepping‐stone in this area. Along with recent findings in international advertising standardization, this study also provides unique evidence that European integration affects firms' marketing standardization strategy, not only offline, but also in the online marketing environment.

Over the last two decades reverse flows have become a recognized part of supply chain management. It is primarily the material flow that moves in the supply chain in the opposite direction from the material processed into the form of the final product from suppliers to customers into their processes of consumption. In this chapter the answers to the fundamental questions of the management of reverse flows using the example of the Czech Republic are presented, namely on the basis of collected data and information from the long-term empirical research carried out between managers of 150 Czech companies. The first question is why reverse flows are generated, and why do companies pay or not pay attention to them. Furthermore, who carries out the processes associated with these flows and how they are realized, whereas part of this question is, how the performance of these processes and their economic consequences for businesses are monitored. Three accompanying mini-case studies contribute to a better understanding of the present knowledge targeted at reverse logistics management practices.

Kniha pojednava o ekonomicke strance reverzni logistiky: hlavni pozornost je tak věnovana různým druhům ztrat, ktere v tomto podnikovem systemu vznikaji a snižuji jeho výkonnost a nasledně i konkurenceschopnost podniku jako celku. Cilem knihy je definovat výzkumne problemy; konkretně uzka mista omezujici opětovne ziskavani hodnoty za zpětných toků. Text sestava ze tři tematických casti: prvni se věnuje sledovani výkonnosti reverzni logistiky, druha rozebira outsourcing a třeti podporu zpětných toků ze strany informacnich systemů. Vsechny kombinuji teoreticke poznatky z literarni reserse s empirickými zjistěnimi: jednak z kvantitativniho dotazovani mezi zastupci v CR působicich podniků a take z připadove studie konkretniho podniku.

Kniha se věnuje oblasti, již zahranicni literatura oznacuje jako return policy.Do cestiny je zde přeložena jako reklamacni politika a rozumi se ji způsob řizeni reklamaci, ktere prodavajici obdrži z titulu faktických vad produktu a připadně i vad subjektivně vnimaných zakaznikem. Reklamacni politika je představena primarně jako marketingový nastroj spoluutvařejici tzv. rozsiřený produkt. Text doplňuji tři empiricke studie zkoumajici chovani ceských spotřebitelů.

Cilem předkladane monografie je prezentovat dalsi výsledky z několika-leteho empirickeho výzkumu věnovanemu řizeni zpětných toků v Ceske republice a to zejmena výsledky analýz, věnovaných hledani vztahů a sou-vislosti mezi různými proměnnými, jež byly předmětem zkoumani. Vztahy a souvislosti přinasi hlubsi a detailnějsi pohled do ramcove situace zkou-mane problematiky, ukazuji mimo jine, jake podniky, tj. jake charakteristi-ky podniků a jake charakteristicke prvky jejich řizeni zpětných toků souvisi s jinými charakteristikami zkoumaných podniků a s dalsimi prvky řizeni zpětných toků. Vztahy a souvislosti take umožňuji najit odpověď na formu-lovane hypotezy o předpokladanem chovani podniků, postojich, praktikach a dopadech tohoto chovani v konkretně vymezených oblastech.

Monografie představuje cast výsledků empirickeho výzkumu, kteremu se autoři věnuji několik let a který se zaměřuje na přistup ceských podniků k řizeni zpětných toků z hlediska vnimani potencialni hodnoty. Soucasti monografie je kompilace stavajicich poznatků o řizeni zpětných toků a o tvorbě hodnoty v ramci těchto toků.

The European market is increasingly important in the world economy. The expansion of the European Union (EU) advanced further in 2004, by adding ten new member states, a total of 77 million people, and over 700,000 square kilometres of territory. The incorporation of eight central and eastern European countries (Estonia, Latvia, Lithuania, Poland, the Czech Republic, Slovakia, Hungary and Slovenia) and two Mediterranean islands (Cyprus and Malta) was one of the most ambitious initiatives in the five-plus-decade history of European integration. This drastic expansion has changed the way in which multinational enterprises (MNEs) operate their businesses in Europe. Because of these countries’ low labour costs and investment incentives (e.g., tax reduction, construction aid), many firms have moved their production facilities from other regions to these new Member States. In particular, the Czech and Slovak Republics, Hungary and Poland have attracted almost three-quarters of foreign investment (Sheram and Soubbotina 2000), while MNEs have rapidly become the largest advertisers in these countries. To date, however, little research has been available regarding advertising or marketing strategy in this region.

This study examines Websites created by American multinational corporations (MNCs) in the Czech Republic. Utilizing a content analysis technique, we scrutinized (1) the type of brand Website functions, and (2) the similarity ratings between the home (US) sites and Czech sites. Implications are discussed from the Website standardization versus localization perspective.

We adapt the technology acceptance model (TAM) to examine the factors influencing mobile gaming adoption among “global youth.” Our model replaces usefulness with convenience, incorporating visual appeal and escapism as antecedents of fun, and perceived novelty and economic value as antecedents of convenience. Questionnaire surveys were conducted in the U.S., Spain, and the Czech Republic, producing 432 usable responses. In the structural model assessment with the pooled sample, convenience exercises greater effects on attitude toward mobile games than fun, suggesting that the most important driver is probably the capability of being used flexibly at any time and in any place, rather than mere enjoyment. Tests of latent means suggest that most dimensions are perceived more strongly in the Czech Republic. This research was supported by a grant from the Murata Science Foundation (Japan).

This chapter examines Web sites created by American Multinational Corporations (MNCs) in the Czech Republic. Utilizing a content analysis technique, we scrutinized (1) the type of brand Web site functions, and (2) the similarity ratings between the home (U.S.) sites and Czech sites. Implications are discussed from the Web site standardization versus localization perspective.

The global mobile game industry expects spectacular growth in the coming years. Ubiquitous entertainment has been drawing much attention from the “global youth” segment, which seeks innovative, efficient, and enjoyable pastimes. However, little is known about the adoption behavior of mobile games across cultures. This study aims to fill this gap by examining the factors influencing mobile game adoption in the U.S.A., Japan, Spain, and the Czech Republic. The technology acceptance model has been extended by incorporating two variables: inherent novelty seeking and social norms. Our research model received strong support from the American and Japanese samples. However, only modest support was found for the Czech sample. In closing, after recognizing important limitations, we discuss the managerial and theoretical implications.

Within the context of reverse logistics (RL), only a few studies have focused on the management characteristics that lead to effectively implementing RL. From the myriad of potential factors of effective RL, the paper focuses on the role of knowledge management, 1st-tier integration and the extent of RL planning, as these factors and their mutual relations have been neglected by empirical research to date. The paper develops a theoretical model to fill this gap and tests it using structural equation modelling on primary data. The findings based on 146 cases support that knowledge management, the extent of RL planning and the level of integration with the 1st-tier supply chain members are the factors related to the effectiveness of RL. The study underpins the importance of long-term RL planning and deeper integration and collaboration with customers and suppliers for effective RL and so to reduce the negative impact of product returns. Within the context of reverse logistics (RL), only a few studies have focused on the management characteristics that lead to effectively implementing RL. From the myriad of potential factors of effective RL, the paper focuses on the role of knowledge management, 1st-tier integration and the extent of RL planning, as these factors and their mutual relations have been neglected by empirical research to date. The paper develops a theoretical model to fill this gap and tests it using structural equation modelling on primary data. The findings based on 146 cases support that knowledge management, the extent of RL planning and the level of integration with the 1st-tier supply chain members are the factors related to the effectiveness of RL. The study underpins the importance of long-term RL planning and deeper integration and collaboration with customers and suppliers for effective RL and so to reduce the negative impact of product returns.