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Optimal crop plan of cooperative farmers in Osun state, Nigeria: a linear programming approach
Views:434Optimal level of production requires better use of existing resources at the lowest possible cost. Despite the inherent advantage of cooperatives to the agricultural sector, the question of how farmers under cooperative umbrella use farm resource for optimal outcome remains unanswered. This study investigates optimal crop mix for cooperative farmers in rural communities in Southwest Nigeria. Primary data were collected for the study through structured questionnaire. The data were fitted to Linear Programming Model. Three different cropping patterns are identified among the cooperative farmers. Based on the results from linear programming model, only maize, cassava and yam are admitted in the final plan and this combination is to be produced at 2.23 hectares. The gross margin value associated with the plan is ₦156, 235.781 (1$ = N365). Input resources such as land, labour, fertilizer, and chemicals are not fully utilized. The slack values for these inputs are 0.31, 651.20, 1929.6 and 140.76 respectively. The sensitivity analysis shows that seed/seedling is the only binding resource in the final plan with a shadow price which suggests that proper allocation of seed and seedlings would improve returns to cooperative farmers. There is need for appropriate farm management strategies to ensure optimal return for farmers. More education and training is suggested to boost cooperative farmers understanding of optimum strategy that is needed to improve production and earnings.
JEL code: Q10, Q13
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Analysis of the expected income of several family types
49-51Views:477In this essay, I deal with the problem of expected income of family holdings. Despite the fact that expected income is mentioned in numerous specialist publications and in political declarations, its definition and method of calculation are not detailed. On the basis of my research, I define the notion of expected income and I determine its scale concerning different family types for the year 2006, on the basis of a survey I carried out among 198 agriculturists.
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Competiveness of the Hungarian pig sector
103-107Views:291The number of Hungarian pig population was 3.2 million in February 2010, 150 thousand less than in the previous year. This included 226 thousand brood sows, 54 thousand less than in the previous year, and this number is expected to fall further next year. In the past two years the number of brood sows decreased to a larger extent in economic organizations than in private farms (KSH, 2010). Despite the rising costs of feedingstuffs, producer prices for slaughter pigs have decreased, therefore private farms with small herds of brood sows haves old their breeding animals for slaughter houses. However, economic organizations mostly tried to restructure their production and place emphasis on plant production, thus improving their situation. These market changes indicate that the sector continues to scale down, production shrinks, market losses are continuous within the sector and vulnerability threaten the players of the product cycle increasingly.
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The social value of science shops: A cost-benefit analysis
23-30Views:381We describe and apply a method to determine the net social benefits of science shops. University departments operating as science shops coordinate research projects for individuals or civil society organizations (CSO) lacking the financial means to turn to professional consultancy bureaus. Three cases are analyzed; the science shops atWageningen, Brussels and Eindhoven. After investigation, it appears that under the normal assumptions for the application of CBA, the science shops concerned show positive net social benefits.
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Disciplines and practices for selection and workplace orientation within an American company
83-88Views:509The primary objective of this essay is to present how selection and orientation at the workplace are regulated and practiced at an American profit oriented company. Moreover, considering these practices to outline the disciplines which determine and influence them. The first part of this essay is a literature review which specifically illustrates various perspectives of selection and orientation at the workplace. Following this review, the objectives of this paper are enumerated. The next part presents the case study, the half-structured interview and the questionnaire methods used for this research. The results and the discussion parts are separated, because the results part shows how selection and orientation work in practice and then, by examining the results in some detail, the discussion part presents the disciplines which have been extrapolated. In order to support the conceived disciplines this paper also seeks to examine the most important supporting factors in the procedure of work orientation. General and professional/organizational factors of workplace orientation have been collected. Quantitative data from an empirical analysis is used for the research. Qualitative data is a part of a future dissertation. Questionnaires were completed by 80 employees at a distributor company in the United States of America. The results clearly show that the following disciplines should be maintained through these HR processes: equal opportunity, importance of professionalism, documentary, checking, support and continuance.
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The role of social media in gastronomy industry
95-103Views:2049Considering the rapidly changing business environment, staying competitive is a key issue and challenge for companies in the 21st century. The criteria of a company’s success and competitiveness is the changing behavior of the different economic actors and its influence. Through the information society came to the fore, the use of diverse information technology tools and methods has become a significant influence factor in terms of the entrepreneurs or company management and also the customers or other partners. Due to the rapid expansion of new technology developments, the role and importance of social media is continuously increasing. Also statistics show that one of the most regularly used IT tool is the social media and the different web 2.0 applications. The current study is intended to provide a better understanding how social media can emphasize the competitiveness of companies and format the consumer behavior in a special sector – the rapidly developing gastronomy industry. This paper presents an empirical research about the role of social media in the above mentioned industry based on the primary data which are gathered through a survey performed in Hungary. Beyond the empirical results presented, the paper also aims to provide some recommendations for research methodology – based on the international literature review and the Authors’ own experiences – both in gastronomy industry’s and customers’ point of view. Through the analysis the research hypotheses were examined and the most important correlations were identified between the survey results and the Authors’ initial supposition.
JEL Code: D83, L83, M31, Z33
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ANALYSIS OF CONSUMER BEHAVIOUR IN THE EUROPEAN POULTRY MEAT MARKET
Views:944This research has also confirmed that poultry meat is currently in its golden age, not only in our country but also globally. The beneficial physiological effects of poultry meat, its nutritional value (high protein content), and its role in modern nutrition and diets have made it the most popular and 'fashionable' meat product of our time. Healthiness as a megatrend has favoured the consumption of poultry meat, which has been consumed for decades, and is reflected in the growth in production, trade and consumption. The trend of environmental awareness has also pushed the meat market towards the consumption of poultry meat as it is one of the least environmentally intensive compared to other meat types. Poultry meat is the second most commonly consumed meat in the EU, but in some European countries, it has taken over the overall lead (e.g. Hungary, Cyprus, and the UK). Poultry is not only preferred for its healthiness and low environmental impact, it is also an easy, versatile, quick-to-prepare, cheap source of protein. These advantages are expected to lead to further growth in the future in terms of production, trade and consumption, China, the US, the EU and Brazil dominate the poultry sector.
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Pork production and consumption issues from the perspective of the religion and the World's growing population
121-128Views:879In this article we would like to present the production and consumption issues of pork meat in the world. We intend to examine the production and consumption of pork meat from the point of view of the population. The growing population of the world requires an increasing amount of food, especially animal source of protein, ie meat. We want to examine how the world can supply the growing population with food, including (pork) meat. The growing population generates ever-increasing consumption from year to year, and may not be able to satisfy it, adequately supplying the population with food, especially (pork) meat. Livestock farming, especially extensive animal husbandry, will be less able to produce sufficient quantities of meat for the growing needs.
During the analysis of food (meat) data we would like to present the difference between each continent on both the production and the consumption side. Examining the pork consumption, it should be mentioned the differences in the cultural habits, because the pork meat is the most affected in religious restrictions, regulations. The religious affiliation/identity is basically determined by the food and consumer habits, too. Due to the differences in dietary habits and religious culture, we think that the consumption of pork can be highly variable in the world and from country to country as well.
In general, we would like to answer questions about how the world (pork) meat production is going, is the meat consumed in the countries where it is produced (export – import issues), what are the factors that influence (pork) meat consumption (culture and religion impact on pork consumption, animal health issues), and is there enough (pork) meat for the world's growing population.
JEL code: P46, Q18, Q56
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Analysis of consumer habits and attitudes on the Hungarian beef and rabbit market
67-70Views:448As a consortium partner the authors took part in a research project aiming at the development of high added value, healthy and environment friendly animal products. From among the products developed by the consortium (rabbit meat, omega3-fatty acid enriched beef, goose liver from non forcible feeding, selenium-, vitamin-E and natural color enriched eggs) the present study describes the results concerning beef and rabbit meat. The given products are chosen because they are produced in and exported from Hungary in considerable quantities and their competitiveness can be further improved. In order to able to map the consumer preferences a 300 count nationwide, representative, questionnaire based survey was designed and performed. Actual products were tested by focus groups and professional interviews. Beside the specific features of the products a common character is that the marketing strategy focuses on the distinctive nutritional benefits and other quality parameters that seem to be of crucial importance for the targeted consumer segment. Their unique character and health protecting effects make their branding and using community labeling easy. Their positioning points toward the prestige products therefore consumers tend to accept higher prices. In marketing communication the image building advertisement can be a common goal.
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Somatic development and some motor performances of young girls based on age and birth season
117-123Views:308There are numerous publications in the literature reporting physical development and motor performances of children of different ages based on sex and various environmental factors. However, there are not many publications on the birth season effect. The aim of the study was to evaluate the differences among children in physical development and motor performances based on age and birth season. Physical development described by body height and body weight, in addition to motor performance indicators including the twenty-metre dash, standing broad jump, six minutes of continuous running, throwing with a stuffed ball, and obstacle race-tests were studied. The survey included the participation of 426 girls. From the group the seven-, eight-, and nine-year olds numbered 148, 191, and 87 respectively. The group of girls who were born in winter, spring, summer and autumn numbered 114, 110, 89 and119 respectively. The tested data were evaluated with unitrate analyses of variance using SPSS statistical package. Mean value, standard error, standard deviation and coefficient of variation were calculated. The significance of differences between mean values was evaluated using “t” test. Differences with an error below 5% were considered to be significant. Furthermore, a correlation analysis was used to evaluate the relationship between season of birth, body development and motor-related performance data. Age, body height, body weight, throwing a stuffed ball in one hand, twenty-metre dash, six minutes of continuous running, and obstacle race-test are interdependent variables of development and motor performances of young girls of this age. Data from the study results show that the children group included in the tests was quite homogenous in body height, but heterogeneous in body weight and motor performances. Physical development and four of the five evaluated sport skills were affected by the birth season. Development and motor performances of the summer- and autumn-born girls are generally better than those born in winter or spring. Differences are significant except for the obstacle race-test. Age, body height, body weight, throwing with a stuffed ball in one hand, twentymetre dash, six minutes of continuous running, and the obstacle race-test seem to be interdependent variables of development and motor performances of young girls of this age.
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The characteristics of consumer attitudes in the food market in Hungary
43-49Views:429The objective of our research was to examine the health status and health behaviour of the Hungarian population in relation of food consumption by identifying relationships between the underlying factors. In our research we used the objective factors from secondary data concerning nutritional status and body image as a framework for the interpretation of the examined relationship of eating attitudes and body attitudes. We chose survey as our test method, it was carried out on a national representative sample of 1000 people. After the examination of the factor structure of the two attitude measuring questionnaire, five consumer groups have been identified by the cluster analysis. The five clusters are: Uncontrolled Impulse Eaters, Dissatisfied Tense, Uninterested, Overweight Impulse Eaters and Conscious Consumers. This segmentation based on eating attitudes and body attitudes could serve as a guidance for health marketing experts and the manufacturers of health protective food to determine and address their target group.
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TRUST AND TRADE READINESS IN THE AGRIBUSINESS SECTOR THROUGH INTERCULTURAL COMMUNICATION: INSIGHTS FROM A CONSULTANCY FIRM IN INDONESIA
Views:175In the era of global agribusiness, intercultural communication has become increasingly essential for fostering trust and facilitating international trade. This study explores how an Indonesian international consulting firm strategically applies intercultural communication to enhance trade readiness and build trust with global clients in the agribusiness sector. Guided by Communication Accommodation Theory (CAT), the research investigates convergence, divergence, and maintenance communication strategies across diverse cultural contexts, including East Asia, Australia, and the United States. Using a qualitative case study approach, data were collected through key informant interviews and direct observations of client-consultant interactions. The findings reveal that tailored communication, adjusted to cultural norms, client expectations, and technological platforms, plays a significant role in reducing misunderstandings and strengthening client relationships. Convergence strategies, such as mirroring tone and interaction styles, help establish rapport, while strategic divergence reinforces ethical standards and professional identity. Maintenance ensures consistency in service branding. The study concludes that intercultural competence is not merely a soft skill, but a strategic asset that improves trade outcomes, client satisfaction, and long-term partnerships in agribusiness. These insights offer practical guidance for consultants, business developers, and agribusiness firms navigating global markets. Future research may extend this analysis to comparative studies between regions or sectors to broaden understanding of intercultural dynamics in international trade.
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The most relevant factors and trends in energy cooperation between Kazakhstan and China, focused on renewable energy sources (RES)
Views:838This paper analyses the good political and legal environments, mutually beneficial strategic policy, along with level of economic development and growth, superior geographical conditions and cultural integration degree of the important effecting factors of the energy cooperation between Kazakhstan and China. By using the main points listed above this article refers to related trade and investment theories, and it’s divided into two aspects: Kazakhstan's export of Chinese energy products with time series data 1998-2014 and China's investment in Kazakhstan's energy sector with time series data 1998-2016 to construct the vector autoregressive model (VAR).We selected relevant variables and data to construct an econometric model from the perspectives of trade and investment to make an empirical analysis on the influencing factors of energy cooperation between Kazakhstan and China. Our results show that China's demand for large-scale market and for opening to the outside world as well as Kazakhstan’s great energy potential are the most important factors their cooperation. It can be stated that in our days Kazakh legislation is suitable for promoting the Chinese energy investments, but in the long run it would be beneficial to mobilize national capital especially in RES investments and research. In the end, we found the most important reserves in competitiveness of electricity and heat (both from fossil and renewable energy sources) are power grid consolidation and waste heat utilization in the short run.
JEL CODE: F14; Q43
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Segmenting Hungarian people based on healthy eating
65-72Views:425Relying on customer trends healthy eating, which is one aspect of healthy lifestyle is becoming more and more popular. The aim of this study was to understand the healthy eating style of Hungarian adult consumers. An online empirical research with a sample of 1563 respondents (58.7% females and 41.3% males) was conducted in November 2018. Considering healthy eating two factors, namely the choice of healthy foods and the avoidance of unhealthy foods could be distinguished. A hierarchical cluster analysis was conducted to segment consumers. Four groups of consumers were identified: unhealthy food avoiders (20.3%), rejecters (11.8%), neutrals (26.2%) and healthy food choosers (14.7%). Unhealthy food avoiders are seniors. Rejecters are blue collar workers and have financial problems. Healthy food choosers live in families with children over 10 and do not have weight problems. This study is useful for the health sector and the government since targeted marketing programs can be planned to change eating behavior. To decrease overweight and obesity is the goal of all society, especially in developed countries. To increase the well-being of people and their quality of life educating social marketing campaigns are necessary with the aim of raising their awareness and explaining the basic principles of a healthy diet.
JEL Classification: 112, M30, M39
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Potential for Hungarian Grasslands in integrated rural development
37-39Views:291Sustainability and multifunctionality, two key principles, which will determine future development in any activities. On the bases of these principles, society as a whole has already outlined future expectations towards rural areas. Rural functions (economic, ecological and socio-cultural ones) have been declared in European Charter for RuralAreas. To what extend can different rural development initiatives meet these functions? The question may be answered by using the method of multifunctional rural resource analysis (NAGY, 2007). The paper is investigating the potential for Hungarian grasslands by using this methodology. It is concluded that our grasslands, as land use systems in their present conditions can participate in integrated rural development in the most balanced way compared to other land use systems in the county. Economically their potential is good. Ecologically their potential is outstanding. The socio-cultural potential of grassland use in Hungary is also outstanding due to the historical roots.As a future prediction the relative importance of the three grassland functions has been outlined in integrated agriculture and rural development.
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Performance indicators in CSR and sustainability reports in Hungary
137-142Views:620Corporate Social Responsibility (CSR) or Corporate Sustainability reporting is a relatively new phenomenon in Hungary. As the external pressure from the civil society, public authorities and the media has so far been fairly low, this important corporate activity emerged only at the beginning of the last decade. In spite of this, several pioneering companies have started to publish information on its environmental and social performance in recent years. CSR and sustainability reports are seen increasingly as strategic documents that offer a balanced, objective, and comprehensive assessment of a firm’s non-financial performance. In 2008 and 2009, more than a third of the 100 largest companies reported on their non-financial results (most of them were GRI based reports). In 2010, sixty-one organisations published a report about their non- financial performance, and 22 of these for only the first time. The aim of this paper is to present recent attempts to use indicators in CSR and sustainability reports. On the basis of a detailed review of 70 CSR/sustainability reports published during the last 9 years in Hungary, an analysis was made on the performance indicators appearing in the reports. The motivations of indicator selection processes was analysed and the intended roles of indicator set in communication and strategy design was presented. The significance of and limits to the proposed indicators was discussed.
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The effects of climate change on cereals yield of production and food security in Gambia
83-92Views:1361Increasingly, empirical evidences are substantiating the effects of climate change on agricultural production is a reality. In the early part of the 20th century many were skeptical about the so-called climate change that is due to global warming. The Intergovernmental Panel on Climate Change (IPCC, 2007) defines climate change as follows: “climate change refers to a change in the state of the climate that can be identified by changes in the mean or variability of its properties and that persists for extended periods, typically decades or longer” This study analyses the impact of climate change on cereals production (millet and maize) in the Gambia using a time series data for a period of 46 years (1960 – 2013) at an aggregate level to assess the relationship between climate (temperatures and rainfall,) and non-climate variables fertilizer, area planted respectively and yield. The specific objectives of the research are: (1) How climate change affects the expected cereals (Millet and Maize) output or yield in the Gambia. (2) How the level of output risk within cereals (Millet and Maize) farming is affected? In order to achieve these set objectives, the paper will adopt Just and Pope modified Ricardian production functions for climate change impact assessments (e.g., Chen et al. 2004), the paper will also control for the impacts of regular input factors in the production process. The study used a data set for the Gambia comprising variables relevant for cereals production and climate information from 1960 through 2013. There is strong evidence that climate will affects Maize and Millet; according to the analysis 77% and 44% of the variability in the yield of Maize and Millet respectively is explained by the climate and non-climate variables included in the model. Given the effects of climate variables on cereals production, and increasing climate change vulnerabilities on other food production section, the result of this paper will add voice to the growing call for policy makers to step up funding in research and development in climate change adaptation and mitigation.
JEL classification: Q54
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Importance of the generic segment of thye plant protection products – the case of the Polish market
25-33Views:330Authors present results of the analysis of developments in the plant protection products industry, with a focus on its generic part. Authors concentrate on long-term changes of prices, volumes and values of generic pesticides launched into the market. There were two strategic groups of producers identified: research and development (R&D) and generic. The analyses conducted prove that there is a relationship between the amount of generic products on the market and their prices. It is also clear that the number of competitors significantly influences the speed and range of price erosion. Used as examples generic plant protection products were placed on the market with an average price 15% lower comparing to branded pesticides.
JEL code: M31
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Supply chain management practices for SMEs
89-96Views:540In today’s globalized business environment small and medium sized enterprises (SMEs) face many challenges. In order of their survival SMEs need to produce more, at a lower cost, in less time, and with a few defects. They form the most significant group of manufacturing firms and give supports to large companies in many supply chains. In addition, SMEs contribute greatly to entrepreneurship, gross domestic product (GDP) and employment. Despite the fact that micro, small and medium sized enterprises have very important role in business networks, they still have many problems with using supply chain management (SCM) practices. In this research my purpose was to find the best SCM practices as a strategic method to improve SMEs’ performance. First, I give information in general about SCM and the SMEs, then highlight main characteristics of small firms compared to large ones and the reasons why it is essential and efficient to use SCM practices. The article is based on secondary data, using several analysis, surveys, books, journals and my personal experiences collected in this sector. I conclude the research by summarizing my recommendations in connection with SCM practices, the opportunities and barriers.
JEL code: M11
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Analysis of the objective indicators of quality of life in Hajdú-Bihar County
83-89Views:274The rate of unemployment in Hajdú-Bihar County is several percent higher than the national average and the actual number of unemployed people is the highest, resulting in considerable social problems. The majority of families living under the minimum subsistence level cannot cover their housing maintenance costs. These costs include the rents of tenement flats, public charges, water, electricity, gas and district heating charges. Cutting the number of unemployed people and stimulating economic activity is a high priority. Important tools towards achieving these goals include the promotion of non-agricultural activities by households engaged in agriculture, incentives for rural micro-enterprises, the development of rural and agro-tourism and support for traditional arts and crafts. As for general subjective well-being, although its average value is positive, merely 50% of the population is contented. Naturally it does not mean that we are unhappy. 4 respondents out of 5 claim that they are rather happy.This may suggest that the picture is not so pessimistic as it is revealed by questions about living conditions.
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The status of agricultural financing by commercial banks in Zimbabwe
45-56Views:608Agricultural finance is indispensable for enhancing productive capacity in both small-scale and commercial farming. This study sought to establish the current status of agricultural financing by 12 registered and operational commercial banks in Zimbabwe in the year 2019. Questionnaires and interview guides were used to collect data. SPSS and NVivo were used for data analysis. All the commercial banks participated in agricultural financing with an average agricultural loan portfolio of 30%. However, their participation in agricultural lending is yet to reach the pre-land reform maximum of 91.3% attained in 1999. Land tenure and weather risks, as well as lack of collateral among farmers reduced the banks’ appetite for lending to the agricultural sector. The majority of the commercial banks offered value chain finance, invoice finance, overdraft facilities, and term loans to agricultural sector clients that mainly included; suppliers, medium-scale, and large-scale commercial farmers. The study established a mismatch in the demand and supply of loans in the medium to long term tenure range of 1 to more than 3 years. There was low demand for 1-3-year tenure loans according to the commercial banks, and a corresponding deficit in the supply of highly demanded longer-term loans of more than 3 years for capital expenditure (CAPEX). Therefore, government should aim to; stabilize currency; arrest hyperinflation; restore economic stability; address land tenure to ensure the bankability of the 99-year Lease; and create an environment that is conducive for investment in climate and weather resilience infrastructure. Local farmers should also invest in human and physical capital to improve their access to bank credit.
JEL Code: Q14
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Regional benchmarking process in cognac project (Coordination of RDI policies and their coherence with other policies in the Newly Acceded Countries)
29-32Views:284In order to achieve the Lisbon objectives and create a knowledge based society, Europe needs to increase and improve investment in R&D. This requires improving the effectiveness and coherence of research policies at European, national and regional levels. The first cycle of application of the open method of co-ordination (OMC) to the 3% objective provided an overview of the Member States policies in a number of areas, facilitated mutual learning and led to a number of policy recommendations adopted by CREST in October 2004. The current regional benchmarking practice is made with in a 6th Framework Programme project called Cognac, which is the acronym for Coordination of R&D&I policies and their coherence with other policies in NewlyAcceded Countries. The project is focusing on two priority subjects: public research spending and policy mixes and SMEs and research. The project was supported within the first cycle of the RTD-OMC NET call. The benchmarking exercise tries to show the differences in the performance of participating regions. It supposed to choose the best regions at NUTS II level by the two priority topic of the project: “Public research spending and policy mixes” and “SMEs and research”. Geographically the analysis covers the area of the eight partnering regions.
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The cost formation mechanism of milk and animal yield in dairy cattle-breeding in conditions of costs grouping by physiological classification
101-103Views:279This articles crutinizes the cost formation mechanism of milk and animal yield in dairy cattle-breeding in costs grouping conditions by physiological classification, it’s analysis allows to reveal "weak points " in production process of the enterprise and to direct point efforts to overcome negative consequences, and also enables to optimize and more exact prognosis of the company’s financial results.
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Education for rural development and agribusiness in post-socialist Slovakia
133-137Views:292Agricultural education and training in the former Czechoslovakia has traditionally focused on fostering the position of cooperatives and state farms. The destruction of socialist agriculture and the reduction of commuting opportunities in the urban space during the transition have resulted in the handicapped socio-economic position of the Slovak countryside and its population. The role of education and training in fostering agribusiness growth and rural development could therefore become a crucial strategy. The aim of this article is to analyse the current state of education and training for agribusiness and for rural development in Slovakia using the methods of literature research and document analysis. The article interprets general trends in the development of adult education in Slovakia during the transition period. The main priorities and perspectives formulated in the national strategy for education in agriculture (for the period 2007-2013) are discussed in the mentioned context. With a focus on the leading role of the Slovak University of Agriculture in Nitra, the paper assesses the current status of formal and further agricultural education and training offered in academic and other educational institutions. The paper concludes by discussing implications, recommendations and challenges for developing education and training initiatives for agribusiness and rural development.
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Focus points of health tourism in the view point of changing costumer values
23-29Views:301In our study, effecting role of values on consumer’s buying decisions is going to be introduced in accordance with health tourism. Investigation of values has a highlighted role to predict future trends, because trends of consumer behavior are formed by values in several aspects. Furthermore, individual values reflect to subject’s lifestyle, purchasing behavior and decisions in connection with free time activities. Since the end of ‘80s results of social studies pointed out that, status fortifying and demonstrative aspect of consumption have been getting stronger. So, the changes of buying decisions are not based on the social stratums any more, but it represents the values of the individual with the growing effect of subject. Hence, values, expressing the subjective judgments of consumers, are the most precise predictors of long term social changes. In our study mainstreams of health tourism are going to be evaluated on the basis of secondary data. Furthermore, we identify place of health among individual values and its role in consumer decisions. During the analysis, we use data of national representative research to determine the Hungarian society’s opinion and judgments in the viewpoint of health. Uni- and multivariate statistical methods are going to be used to get a wide view in accordance with the investigated topic. Among our most important result, we define those consumer groups, in which health has a highlighted role in consumer decisions. We introduce lifestyle characters of these segments and determine them special needs in connection with purchased goods and services. This type of characterization makes it real to organizations of health tourism to develop a more effective marketing communication strategy and improve service features according to consumer needs.
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