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Focus points of health tourism in the view point of changing costumer values
23-29Views:146In 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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Price risk management using by a specified futures model
97-101Views:104The principal achievement of this paper is to introduce the operation of a specified ‘Futures’ model and it’s practice for decision makers of financial institutes through an example based on the price data’s of grain futures market from EU assessment 2004 to these days in Hungary. Based on a theoretical foundation, the calculation model was developed in order to assist short and long-term marketing decisions. The economical basis of the model is the combinative use of two market institutions: public warehousing and futures market. This electronically developed and working model ‘using excel background ‘allows all of the participants of the market: producers, consumers,banks and traders, to use this model in immediate calculations. In addition it helps in order to establish the own business strategy. The model can be used to analyze price influencing factors therefore; it can also be used for policy-making decisions for market participants as well as banks dealing with trade financing activity.
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Use of methods and tools for an effective small and medium-sized enterprise in Szabolcs-Szatmár-Bereg county in Hungary
Views:197Small and medium-sized enterprises form the engine of the Hungarian economy, both in terms of their number and their employment rate. Therefore, the efficient operation of this sector is in the interest of many economic actors. However, experience shows that today's SME sector still needs to develop in many ways to become efficient. This study aimed to analyze whether SMEs use the necessary methods and tools to be efficient. Planning and the development of strategy are very important methods and tools for efficient and organized work, as it defines and clarifies the direction taken by an enterprise. However, the survey and the in-depth interview showed that they are not necessarily considered important for the participating SME leaders. According to the interview, one of the reasons is that SME leaders have a better understanding of everyday tasks and their implementation than the managers of large companies. Furthermore, in most cases, the SME leader is personally involved in everyday work. This provides the advantage of having the opportunity to fully understand the enterprise, thus managing, and developing it more effectively, as he or she can intervene more flexibly, faster, and more accurately if necessary. However, due to the small size of the organization, the manager also must perform the tasks of several functions (marketing, management, finance, etc.), which require multidisciplinary knowledge and skill. In SMEs, due to their specificities, it is difficult to apply best practices in large enterprises in both management and various functions.
JEL code: M21
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Analysis of consumer habits and attitudes on the Hungarian beef and rabbit market
67-70Views:232As 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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Demand and supply of labor market: A case of UAE
145-153Views:250United Arab Emirates (UAE) witnessed a progress of growth booming since its establishment, which as result puched all economic componets to indicated a active movement in term of employment and capital investment as well. This steady economic growth has been marked by an increase in the income by the country’s citizens, both national as well as the foreign residents This paper to axamine the supply and demand of labor market in UAE. The technique used to source the data is a secondary resource and methodology employed in descriptive and analytical. The study found that, the diversification of the economy, and enhance the role of private sector increased the demand for labor as well as increased the diversification for nationalities in the country. From other side, because of diversification strategy, the foreigners labor have more numbers in total employment structure.
JEL CODE: O12
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Tourism Development Challenges of an Island Destination in a Aging Society, Case Study of Ojika Island of Japan
31-38Views:351Japan’s inbound tourism numbers have been steadily rising in the past decade due to active promotion, easing of visa regulations, rapidly developing Asian economies and the depreciation of the Japanese Yen. The government’s goal is welcoming 40 million foreigners yearly by 2020, and leading them to rural destinations. There is a concern whether rural destinations in Japan are prepared for this sudden surge of tourists. The plans to bring masses to rural destinations implies a steady supply of tourism service, but the ageing and shrinking population of Japan together with the migration towards cities, leave some destinations without a key resource: workforce. This paper tries to understand the current situation of such rural, isolated communities, and whether they have the capacity to develop and expand the tourism industry. The case study was carried out on Ojika, an island destination in Nagasaki Prefecture. Several visits to the destination, participant observation and structured as well as unstructured interviews with stakeholders provide the primary data for the research. Through interviews with town officials, businesses and residents, different approaches to the demographic problems are introduced. The results show that the tourism development strategies cannot concentrate only on the strictly tourism industry elements of the destination but have to look at the community and infrastructure too, in this case, the labor market. The demographic change in society can put a limitation on development, thus counter measurements have to be considered and included in the tourism strategy. Further research is needed on less remote destinations, where there is a land-connection with another settlement, and whether a “commute based workforce” can ease the problem or by raising the costs of labour, a different, feasibility problem arises in the accommodations.
JEL Classification: Z32
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Genetic-based personalized nutrition in Hungary – is there a viable business model?
Views:792A move from population-based nutrition guidance toward personalized nutrition may offer a more effective strategy than before to improve dietary habits of citizens worldwide. However, a significant number of consumers are not willing to adopt the highest level of personalization, i.e., gene-based personalized nutrition. The purpose of this paper is to examine whether there is a viable business model for genetically based personalized nutrition services in Hungary, and what business model would promote a higher level of consumer acceptance of the new technology. As a first step, a systematic Internet search was conducted to gather personalized nutrition counselling services that meet four criteria: they are related to nutrition; show some level of personalization; offer a product or service; and use some kind of consumer information to personalize a product or service. The second step was an expert content analysis of the service providers’ websites to identify the nine elements of the Business Model Canvas, based in which business model archetypes were identified. We can conclude that the vast majority of services available in the Hungarian market are based on phenotypic information; gene-based personalized nutrition is only rarely found. Our results suggest that business models of the Hungarian market differ significantly from the models identified by previous research. Of the eight identified business model archetypes, the “All in one place” model would promote a higher level of consumer acceptance of nutrigenomics-based services.
JEL code: I12, M31
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Strategic approach to sustainable business of Galenika Fitofarmacija A.D. in a context of accession of Republic of Serbia
109-110Views:109Strategic management is ultimately concerned with the quest for sustainable advantage. To be practical, advantage for commercial firms concerns earnings and sustainable means a concern with earnings into the future. Pearce and Robinson define strategic management as a set of decisions and actions that results in the formulation and implementation of plans designed to achieve a company’s objectives. David says that strategic management can be defined as the art and science of formulating, implementing, and evaluating cross-functional decisions that enable an organization to achieve its objectives. Strategy is also hierarchical concept – it takes place at three different levels: corporate, business, and functional. These levels correspond with the activities of managers in different parts of the organization.
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Caves, as touristic attractions in Hungary: Adventure, health, culture, ecotourism
51-58Views:218Hungary offers abundant opportunities for discovering the mysterious world of caves. In Hungary there are around 4100 caves; although only a small number of them are open to the public, they offer a variety of attractions. As they are an important part of tourism, switching them, exploring them and making them accessible for a wider audience generates interest for visitors from different parts of the country. The adrenaline releasing sports offers us new ways of coping with stress, and has had an increasing importance in our lives in the 21st century. Discovering these underground miracles presents a new challenge for travelers. The interest in caves exploded in the 20th century, when ecotourism, longing to get back to nature, and the goal of improving one’s health became leading motivations for travelling. The present research is aimed at surveying, to what extent students of the recreation department are familiar with the opportunities provided by cave tourism and how up-to-date their related knowledge is. The following work introduces opportunities in cave tourism and intends to expose upon gaps in the related marketing strategy. The research questions are the following: Are students familiar with opportunities of cave tourism? What services do the caves they know offer? Are they up-to-date in cave-related news? On what forums do cave tourism appear?
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Performance indicators in CSR and sustainability reports in Hungary
137-142Views:397Corporate 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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Krishna consciousness in Europe: The way farming communities became the focal points of marketing
13-24Views:268Krishna Consciousness is regarded as one of the most successful new religious movements in terms of marketing in the Western World. The aim of this research was to identify and analyze the marketing strategy the members of the Krishna-conscious community apply in Europe via content analyses, field research observations and in-depth interviews. The marketing mix of services marketing (7P) are often suggested to be applied by religious communities as well, however, this concept has boundaries due to the principles of the religions, which may not be altered for the sake of marketing. The research has shown that in Europe Krishna-conscious communities have overcome this problem by shifting the product from religion to a complex touristic product, which is realized in the form of farming communities, which have become an important rural tourist attraction in some countries. As the comparison of the websites of the different institutions has shown that rural and farming communities are the ones, which focus mainly on attracting people, who are not familiar with Krishna Consciousness yet, while the websites of the other institutions communicate mostly with devotees or people already interested in the religion or its certain aspect (cuisine, education), rural and farming communities were the institutions chosen to be analyzed more closely. The marketers of these tourist attractions are therefore free to make certain modifications in the marketing mix, as its focus is a tourist attraction, not the religion itself; while the transmission of knowledge about the religion happens in the touristic attractions only. Seven European farming communities of six different countries have participated in the research so far, which may be extended to further communities and continents on the future for a more thorough analysis.
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New business strategies of football clubs
67-73Views:621The study investigates new strategies of football clubs in function of last few years’ trends in European football leagues. There were many changes in international professional football during the last 10-15 years that had significant effect on the success of certain clubs. We show empirical evidences about these effects based on data about revenues, transfer balance, financial and sport successes. We focus on Western European leagues and classify clubs based on their business and sport strategies.
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Education, scientific-research and consulting work in agriculture of Serbia
11-18Views:142Serbia has small number of producers2 which have encircled production system (from primaryproduction to processing), which do business successful, introduce marketing strategy and production standards, registered their products' mark of origin, succeed to export on EU market, use internet or has its own internet domain, etc. For creation of such, competitive and modern agricultural producer, there is necessity for production specialization, any kind of cooperation and better organization. In same time, there is more space for bigger financial support of state, as expert and consultative support „created“ through strong partnership between public and private sector, i.e. tough and constructive cooperation of state and farmers sector, like as institutions of education, science, research and consultative work. In the paper was given review of number and territorial dispersion of educational institutions, current scientific-research work and consultative functions in agriculture in Serbia, than was pointed out main problems in their functioning and previous work and also proposed concrete suggestions for overcoming of existing limitations, as for modernization /reorganization of those institutions, in a way to be more useful for agricultural producers.
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The Investigation of Factors Influencing the Market Prices of Agricultural Land in Hungary
5-10Views:142The role of land (as the basis and the resource of agricultural production) is the most significant among the resources of production. The ownership of land, its use, the issue of its price and value, they have been key problems of political, social, legal and economic decisions. There were theoretical and practical experts throughout the world, and we intensively have to deal with the issue of land evaluation. In our research using empirical data collection and statistical methods, we examined not only the factors have influenced on land prices, but its effect as well.
We have proven that the „golden crown”-based land evaluation system (golden crown is a measurement unit of the quality of agricultural land in Hungary) can show the land quality differences even today, but in spite of this, the results of calculations (and also the practice) increasingly justify and urge the necessity of the introduction of a modern land evaluation system.
namese professionals graduated in Hungary, the reputation and popularity of Hungarian agricultural products and technologies, the achievements of R&D in the field of agriculture – could not be utilized from Hungarian side. Vietnam, however still preserved its socialist political establishment,but in terms of its economic development strategy and economic policy has gradually been standing on the basis of market orientation. Vietnam, with its population of ninety million shows a rapid and successful development and it means good opportunities even for Hungarian entrepreneurs.
It would be a mistake to leave these potentials unused.
JEL Classification: Q10, Q24, Q30
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Exploring the value of brands on the montenegrin bottled spring water market
39-41Views:139The branding strategy is based on future goals relating to clients, aimed at increasing awareness of the brand, creating a positive brand image and establishing a preference for the brand and ensuing brand loyalty. A brand is a very important factor for competitiveness and establishes a leadership position in the market, given the major impact that this form of intellectual property has on the perception of consumers and the success of innovative products on the market. The bottled water market has increased by about 35% in the last five years on the global level, dictated by young consumers who are becoming increasingly aware of the significance of proper nutrition in maintaining health. The research presents qualitative information on the market value of bottled water brands, the general characteristics of retailers, as well as on their target customers. The main task of this paper is to confirm the usefulness of marketing research in modern business as well as to present the benefits of brand value measurement to current or future brand owners. It is to be hoped that the results presented in this paper may serve as a good basis for upgrading marketing activities, based on a better understanding of target customers and their particular needs, through better communication for the purpose of stronger corporate branding.
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Strategy for the restaurant business in Russia in terms of sanctions and import substitution
71-80Views:177This article describes the situation established in August 2014 in Russia. The article considers an example of a famous restaurant «Metropol» (Moscow), taking into account the prevailing situation in Russia. The study of customer attendance, assortment and price policy towards the main products forming the restaurant’s menu was conducted. As a result, recommendations were given, in order to preserve the client base and revise the assortment of dishes.
JEL CODE: M21
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Relationships between coping strategies and psychoactive substance use
102-108Views:258The study examines the relationship between coping strategies and smoking and alcohol consumption among athletes, recreational athletes and non-athlete individuals.
The factors examined were measured by a validated questionnaire version of Folkman-Lazarus (1980) (Ways of coping) (16 items) and asked about the smoking and alcohol consumption patterns of the respondents. The total sample number was 813 people, of whom 341 were athletes, 292 were recreational and 180 were non-athletes. 54.4% of the sample is female and 45.6% is male. In my research, I focused on mapping intrapersonal coping strategies among athletes, recreational athletes, and the non-athlete individuals, and explored gender differences. Furthermore, how smoking and alcohol consumption appear as a negative coping strategy in the measured sample.
As a method besides descriptive statistics the Kolmogorov-Smirnov test was used to verify normality, and the hypotheses were tested with non-parameterized test (Kruskal-Wallis, and Mann-Whitney).
For coping strategies I found a significant difference among the non-, recreational and competitive athletes, and there is a significant difference between genders as well.
In the case of cognitive restructurings, there was a significant difference in favor of sports and recreational athletes versus non-athletes, while in problem analysis and passive coping I found a significant difference in favor of women compared to men.
Significant differences were also found in the case of psychoactive substance use. Among the three groups, as the intensity of sport increases, the number of smokers decreases. In the case of smoking, a significant difference was found in the coping strategies referring to reduction of the stress in the whole sample. In the case of alcohol consumption, in coping strategies were found significant differences between stress reduction, problem analysis and passive coping.
JEL CODE: M21, O21
ARTICLE IN PRESS!
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Establishment of the Customer Perspective of the Balanced Scorecard System at Sports Enterprises Through the Example of a Hungarian Football Club
5-16Views:798In our present world, more and more attention is being paid to the evaluation and monitoring of different sports organizations, which is because the support of spectator sports has become an important issue. Our fundamental assumption is that football clubs of our time should operate just like large companies in the business sectors. Obviously, it is an essential prerequisite that controlling, a controlling system or a performance measurement system be applied at the business entities operating the clubs. According to our experience, conscious financing of organizations is often neglected in the course of the management processes of sports companies. It is necessary to create the conditions at these organizations that enable managerial decision support and the establishment of a controlling system. It is essential to find controlling methods and tools that can be successfully applied in the life of a sports organization and that ensure the harmonization and coordination of different processes. Consequently, controlling provides a higher level of transparency and information supply for decision makers. The aim of present study is to introduce the Balanced Scorecard (The Balanced Scorecard is a balanced strategic system of indexes, which measures the performance of companies for the sake of implementing the strategy), one of the tools of strategic controlling and its application to sports companies through an example of a Hungarian football club.
JEL Classification: Z23
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An Agro-Food Waste Commercial Utilisation Behaviour Lens among Urban Agro-producer Households in a Developing Economy
Views:161Small-urban farm businesses utilise agro-food waste emanating from own production and other levels of food supply chain activities to supplement conventional inputs. Out of these, the food produce surplus from agro-producer households is offloaded to the urban market. As such, the aim of the study was to assess the determinants of agro-food waste commercial utilisation behaviour among urban agro-producer households. An electronically-designed research tool was administered to 456 agro-producer households to collect self-reported estimates of their agro-food waste utilisation behaviour. Results indicated higher budget share towards conventional inputs (0.73) compared to agro-food waste (0.27) but the observed suboptimal production intensification could be rectified with increased use of agro-food waste. Structural equation modelling results indicated that attitude, environmental awareness and concern, motivation and perceived moral obligation had positive significant influence on commercial utilisation intention. The adopted constructs for the model could explain 79.1% of the commercial utilisation behaviour variance. Furthermore, commercial utilisation intention, risk perceptions and perceived behavioural control had significant influence on the commercial utilisation behaviour. Findings are an indicator that agro-food waste commercial utilisation intentions among small-urban farm businesses would likely transition to commercial utilisation behaviour. Since behaviour can be learnt and developed, aspects that contribute to commercial utilisation intentions and behaviour would need to be stimulated. As a strategy of reducing the collectible waste, urban authorities may introduce tailor-made programs meant to stimulate commercial utilisation intention and behaviour in small-urban farm businesses. In valuation of agro-food waste, methodologies that could factor in utility would provide more precise insights in its commercial utilisation.
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New sources of employment to promote the wealth-generating capacity of rural communities
15-21Views:165New Sources of Employment to Promote the Wealth-Generating Capacity of Rural Communities (acronym: RuralJobs) is a collaborative research project partly funded under the European Commission Research and Development 7th Framework Program. The Rural Jobs consortium consists of partners drawn from eight European Union (EU) countries (Bulgaria, France, Hungary, Italy, Lithuania, Romania, Spain and UK). The project began on February 2008 and finished in October 2010. RuralJobs quantified labour market, demographic and economic trends, and the impact of employment creation measures and policies in seven, representative “reference areas” across the EU, and used the information to demonstrate how rural development measures can be better targeted and how rural development policies should evolve.We identified labour market, demographic and economic trends in rural areas across EU-27 and the potential for new sources of employment outside traditional primary and secondary sector activities, and examined the interaction between different types of rural area (peri-urban, remote, high environmental/amenity value etc.). We identified employment growth areas where rural development programmes can be targeted to increase their contribution to employment creation. Our strategic objectives were the following: review of employment policies and programmes, scenarios for new sources of employment according to rural typologies, recommendations for better targeting of strategies, dissemination and mainstreaming. The main outcome expected is that the results will allow a better targeting of rural development measures and future evolution of rural development policies in line with the Lisbon Strategy.
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Greener cement sector and potential climate strategy development between 2015-2030 (Hungarian case study)
65-74Views:387Advancing the domestic industrial production towards a sustainable, resource-preserving direction can become an important pillar to support competitiveness in the European Union, as well as in Hungary. Reaching the de-carbonization goals for industrial production via lowering the production volume may result in less desirable macro-economic effects, so decisions which concern the industry require a lot of attention from the climate policy as well. In the case of the cement sector, economic actors have to be motivated to make energy-efficiency investments and technology developments, which also show promise in terms of business efficiency. In the more natural-resource-intensive branches of the industry, both innovations and technological developments will be required to reduce the amount of used non-renewable energy resources, keep it in the industrial cycle, and reduce environmental load. The importance of greener cement will be essential in the near future to reduce the sector’s CO2 emission levels. We need to identify more sector branches which relate to sustainability, which can aid the country in establishing long-term competitiveness that points towards the de-carbonization goals. The cost-efficiency aspects of this development process are the most tedious questions in today’s business planning.
JEL classification: Q55
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Optimal crop plan of cooperative farmers in Osun state, Nigeria: a linear programming approach
Views:247Optimal 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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The role of emotions and perceived control in the recovery strategy of service companies
65-68Views:136The purpose of this study is to investigate the effectiveness of service recovery tactics. The reseach included a qualitative study based on 30 interviews with customers and employees of a telecommunication company. This was followed by a quantitative study using between subject experimental designs based on scenarios. Our research results suggest that employees’ positive emotions and perceived control during the recovery process make consumers more satisfied.
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The role of social media in gastronomy industry
95-103Views:1325Considering 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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Sport sponsorship in Finland: the case study of FC JJK Jyväskylä
135-140Views:161This paper seeks to analyse sport sponsorship in Finland via using the case study of Football Club JJK Jyväskylä from the Finnish Premier League. The results of a master’s thesis conducted on FC JJK fans’ sponsor awareness and sponsor orientation is presented. This research has provided implications to the management of the club, such as how to increase sponsorship efficiency, how to benefit from applying sponsorship alignment as well as relationship marketing. In order to successfully implement the study, an online survey, interviews, and participant observation was utilised. In addition, statistical data were obtained from the club.
It has been concluded that JJK fans’ sponsor awareness and attitude stood at a low level, therefore JJK’s sponsorship strategy was advised to be reorganised. Conclusions from this paper might be beneficial for clubs from peripheral football countries, including those from Hungary as well. The size and level of Finnish and Hungarian football clubs are fairly similar and both countries can be considered as peripheral football countries at present.
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