0000000000347489
AUTHOR
Daina ŠķIltere
Marketing Communications of Latvian Social Enterprises from a Consumer Perspective
The purpose of this study is twofold - to contribute to the further understanding of social enterprises’ marketing by providing a consumers’ perspective on the content that social enterprises generate in order for them be to be able to better understand their strengths and weaknesses and to establish a reference point with regards the current situation to be able to compare and measure improvement in with regards social enterprise marketing in the future and, if needed, provide fact-based evidence to assist social enterprises in their call for support from public authorities. Among tasks of research are 1) analysis of recent scientific publications associate with social enterprises, their c…
CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION
Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communications used in the marketing strategy of Latvian food retail chains. Methodology/methods: The followi…
Impact of Regulatory Decisions of the Republic of Latvia on Sustainable Product Supply Provided by the Food Retail Chains
This article reflects the impact of regulatory decisions of the Republic of Latvia on the food retail sector and sustainable product supply provided by food retail chains, as well as on operational trends. Attention has been drawn to the law of the Republic of Latvia on the key characteristics of foodstuffs and sales on the market. The research covers development of classification of the main instruments characterizing the products subject to the national regulation, as well as development of a scheme of the impact of the Latvian authorities on the operation of food retail chains. To implement the goal and tasks of the research, the authors have applied quantitative and qualitative research…
INNOVATIVE PERFORMANCE AND INNOVATION SYSTEM OF LATVIA
The research andanalysis of strengths and weaknesses of national innovation system is extremelyimportant to successful and efficient innovation support policymaking.Innovation support policies should take into consideration all specifies ofnational innovation system in the country, not being one-size-fits-all. Untilnow, little analysis on the Latvian innovation system was made. The paper aimsto show Latvian innovative performance and to propose factors forwell-functioning innovation system of Latvia. This research gives apossibility to researchers and policy-makers to investigate the mismatchbetween policies and problems and identify policy gaps. KEY WORDS: innovativeperformance, innovation…
FACTORS THAT MOTIVATE LATVIAN CONSUMERS TO PURCHASE PRODUCTS AND SERVICES FROM SOCIAL ENTERPRISES IN LATVIA: THE CASE OF SOCIALLY RESPONSIBLE CONSUMPTION
The purpose of the study is to -determine the relative importance of various factors that motivate Latvian consumers to purchase products and services from social enterprises in order to provide practical suggestions and recommendations for Latvian social enterprises that would allow them to improve their performance. The primary method used by the study is quantitative research by the means of an online survey of Latvian consumers of social enterprise products /services. The results of the research indicate that Latvian consumers find the product / service quality aspects, as well as aspects of social responsibility and convenience of the shopping location, on average, as most motivating t…
Development of a complex approach for evaluation of statistical data
Integrated marketing communication as a business management tool in the context of sustainable development
AbstractThe problem of nowadays is that consumers lack information on food products, their composition and quality, nutritional value, packaging, its impact on the human health and environment, reuse and recycling possibilities, etc. Integrated marketing communications (IMC) as a business management tool may not only draw the consumers’ attention and incite a purchase, but also provide information and serve as a facilitator of consumers’ knowledge and competence on products, their nutritional value, use and utilisation. The goal of the research is to assess the impact of IMC for sustainability upon demand at Latvian food retail chains and the impact of the use of IMC for sustainability upon…
Sustainability: Economic, Environmental and Public Issues. Marketing Possibilities
The research aims to update the corporate marketing role in promoting sustainability. The study is based on the assessment of today’s economic, ecological, and social responsibility issues, as well as public issues associated with the development of sustainability. The following scientific research methods have been applied in the research: analytical, comparing, graphical, statistical and surveillance methods. The authors have studied sustainability issues, i.e., economic, environmental and social, in the world and particularly in Latvia, as well as their impact on public welfare. In research, there was chosen and analysed the Latvian food retail industry, which makes a significant contrib…
THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATIONS ON THE DEMAND OF SUSTAINABLE PRODUCTS AT LATVIAN FOOD RETAIL CHAINS
Research background: There are a number of product-related tools subject to regulation by state authorities and controlled by subordinate authorities. From the viewpoint of sustainable development, novelties in the legislation, government regulations and other regulatory enactments would enable the state to not only enhance the assortment of sustainable products at food retail chains, but also to raise the awareness of consumers, thus also triggering changes in demand for sustainable (ecological, environment-friendly, high-quality) products. Consumers lack information on the characteristics of the products purchased; they are not knowledgeable about the nutritional value, packaging, raw mat…