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Industrial 4.0 Revolution: Can it Positively Step into a Sustainable Hospitality?
Views:232Technological advancements recently affected production, social and sustainable development. Few publications have addressed the industry 4.0 contribution to the sustainable hospitality industry. In this study, we review the ways and effectiveness of industry 4.0 in achieving sustainable development goals in the hospitality sector. Due to the modernity of the issue, resources used in this paper included articles from databases like SCOPUS, Sage, Elsevier, and google scholar using keywords such as big data analytics, simulation, Artificial intelligence, Industry 4.0 in hospitality, sustainable hotels, Industry 4.0 adaption in hospitality and smart hospitality system. This literature paper outline has five main sections—section one introduces industry 4.0. Section two is a literature review that includes Industry 4.0 connotation, sustainable development (SD), (SD) goals, challenges of (SD), and industry 4.0 solution for SD challenges. Industry 4.0 and sustainable hospitality. Section three is the methodology. The conclusion is the fourth section.
JEL classification code: L83
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Integrated approach in Ukrainian dairy industry: a case study from Poltava region
Views:247Integration processes in the field of agriculture, and particularly in dairy industry, have real prospects for improving the efficiency of business entities in this industry due to technological features. Particular attention should be paid to vertically integrated business models that allow hedging of various risk groups and minimizing costs due to the optimal combination of the efforts of enterprises belonging to such associations.
The purpose of the article is to study the current state of dairy industry in Poltava Region, Ukraine, and to show one of the conceptual ways to increase its economic efficiency. The paper presents a theoretical hypothesis concerning the necessity of vertically integrated agricultural formation’s creation in order to improve the competitiveness of dairy production in the region and having positive effect on sustainable development of dairy industry.
The practical significance of the study includes the possibility to use findings and recommendations set out in the paper for introduction of mutually beneficial economic relations between agricultural, dairy and trade enterprises in concluding agreements on joint activities based on a successful example from Poltava Region, and contribute to the stabilization, development and increase of the enterprises’ efficiency in Ukrainian dairy industry.
JEL code: F15, Q13
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Integrated agribusiness in the dairy industry of Ukraine: main characteristics and success factors
59-68Views:138Ukraine belongs to the TOP 20 global producers of milk. Despite its position, the Ukrainian dairy industry is suffering from a permanent deficit of raw milk supplied for processing. on average, in 2007–2011 over half of the produced raw milk did not reach the processors. one of the reasons behind this lasting trend is that the structure of initial production of raw milk is dominated by households (having a share of 80%); the latter produce milk mostly for their own consumption and leftovers are sold at marketplaces where they can get more attractive prices. nevertheless, already today we observe results of largescale investments into the industrial production of milk made in the last few years. This article stresses an important place of the dairy industry in the agriculture of Ukraine, as it provides the population of vital food products, many of which are strategic in the export potential. Authors present essential characteristics of the concepts “agro-industrial integration” and “agroholding”, discloses their role and place in the agrarian sector of the economy, and justifies the necessity of the creation an integrated production in the Ukrainian dairy sub-complex. The study aims at identification and description of latest trends in Ukraine’s dairy market. Moreover, authors present a successful Ukrainian example of Milkiland N.V. as one of the TOP 5 players in the Commonwealth of Independent States (CIS) dairy market.
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Total Quality Management in the food industry – Current situation and potential in Germany
83-87Views:469The requirements in terms of information availability, risk precaution and control in the food industry continue to increase. In this context the interest of companies in the Total Quality Management (TQM) approach is also increasing. This development attracts notice to Business Excellence and connected systems. Similarly, various quality management tools and techniques are available. In this regard a research project analyzed to what extent the companies in the food industry apply different activities of the TQM scheme. The research calculates the importance that the companies attach to different requirements of TQM and how they implement them. Additionally, statistical analysis provides evidence that there is a positive correlation between the implementation of the activities of TQM and the medium- to longterm success of a company. In this article the methodology and major findings of this research project are presented.
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Assessing the financial viability of the floricultural industry in Ghana
119-126Views:207This study determines the financial viability of the floricultural industry in Ghana using both discounting and non-discounting investment appraisal methods. The feasibility analysis suggests that large-scale floricultural firms are more profitable particularly with the production of cut flowers. However, investors with limited capital can venture into small-scale production specifically cut flowers. The conclusion is that the floriculture industry is financially viable therefore investors are encouraged to expend their resources in the industry. We recommend that the government and stakeholders need to create institutional support to enable the already established firms to further develop and attract new investors in the sector.
JEL. Code: Q13
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Green networks: Innovative capacity of SMEs in the Dutch greenhouse horticulture industry
43-50Views:165The Dutch greenhouse horticulture industry is characterized by world leadership in high-tech innovation. The dynamics of this playing field are innovation in production systems and automation, reduction in energy consumption and sharing limited space. However, international competitive advantage of the industry is under pressure and sustainable growth of individual enterprises is no longer a certainty. The sector’s ambition is to innovate better and grow faster than the competition in the rest of the world. Realizing this ambition requires strengthening the knowledge base, stimulating entrepreneurship, innovation (not just technological, but especially business process innovation). It also requires educating and professionalizing people. However, knowledge transfer in this industry is often fragmented and innovation through horizontal and vertical collaboration throughout the value chain is limited. This paper focuses on the question: how can the grower and the supplier in the greenhouse horticulture chain gain competitive advantage through radical product and process innovation. The challenge lies in time- to-market, in customer relationship, in developing new product/market combinations and in innovative entrepreneurship. In this paper an innovation and entrepreneurial educational and research programme is introduced. The programme aims at strengthening multidisciplinary collaboration between enterprise, education and research. Using best practice examples, the paper illustrates how companies can realize growth and improve the innovative capacity of the organization as well as the individual by linking economic and social sustainability. The paper continues to show how participants of the program develop competencies by means of going through a learning cycle of single-loop, double-loop and triple loop learning: reduction of mistakes, change towards new concepts and improvement of the ability to learn. Finally, the paper illustrates the importance of combining enterprise, education and research in regional networks, with examples from the greenhouse horticulture sector. These networks generate economic growth and international competitiveness by acting as business accelerators.
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The role of social media in gastronomy industry
95-103Views:1323Considering 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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The understanding of international tourism development
61-62Views:113Tourism is travel for recreational, leisure or business purposes. Tourism has become one of the major players in international commerce, and represents at the same time one of the main income sources for many developing countries. This growth goes hand in hand with an increasing diversification and competition among destinations (Unwto, 2010).Working and serving in this pumping industry means to understand and react to the needs of all these people moving around this “small” planet! Success is defined by those who understand these needs and fulfill them to the satisfaction. Unfortunately, our industry is rather slow and we can be characterized as reactive instead of innovative.We adapt too slow compared to other industries that define the needs of their costumers before the costumers actually calls for it!
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The understanding of international tourism development
53-54Views:149Tourism is travel for recreational, leisure or business purposes. Tourism has become one of the major players in international commerce, and represents at the same time one of the main income sources for many developing countries. This growth goes hand in hand with an increasing diversification and competition among destinations (Unwto, 2010).Working and serving in this pumping industry means to understand and react to the needs of all these people moving around this “small” planet! Success is defined by those who understand these needs and fulfill them to the satisfaction. Unfortunately, our industry is rather slow and we can be characterized as reactive instead of innovative.We adapt too slow compared to other industries that define the needs of their costumers before the costumers actually calls for it!
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Tourism Development Challenges of an Island Destination in a Aging Society, Case Study of Ojika Island of Japan
31-38Views:350Japan’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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Analysis of the chain of the banana industry of Ecuador and the European market
57-65Views:1076Bananas are among the four main crops in the world, including wheat, rice, and corn. It is the most exported fresh fruit in the world in terms of volume and value. The European Union (EU) is the largest banana importer globally with an estimated volume share of 33%. Ecuador is the top exporter since it is responsible for one-quarter of the world banana exportation. It represents 22% of total world exports, 27% of total agricultural exports in the country and 8% of the value of all exports (including oil). The present work analyzed the chain of the banana industry of Ecuador and its position in the EU market. A non-experimental empirical method with a quantitative and qualitative approach was used supported by scholarly literature and secondary research data collection. Results obtained show that the main countries destination shipped 87.8 % of total bananas exported from Ecuador in the period of 2007 – 2017. The largest importer of Ecuadorian banana is the European Union (28.9%). In Ecuador, approximately 78% of the banana producers are small companies, by adding the medium ones 95.6% is reached. Thus, the production of bananas in the country is mainly based on the family economy. In 2019, the official banana box price for producers in Ecuador is USD 6.30. In the EU market, it can reach over USD 18.00. It suggested an unfair payment to small and medium producers.
JEL CODE: Q13, M16, M21
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Water footprint in Hungary
83-91Views:192More and more news report on water-related extreme environmental phenomena. Some of these are natural, which are often beyond the human race. But others are definitely due to anthropogenic effects. I think the water footprint index is able to highlight national and international water-use processes and gives us the opportunity of organizing a sustainable, consumer-, environmental- and governancefriendly management. 81% of the fresh water withdrawal is from surface water bodies in the EU. In Europe as a whole, 44% of abstraction is used for energy production, 24% for agriculture, 21% for public water supply and 11% for industry. Public water supply is confined to ground waters. To the water resources related human activity caused qualitative and quantitative amortisation will grow worse in the foreseeable future due to the climate change. Beside seasonal differences the sectoral differences are increasingly becoming critical between different areas, such as Southern and Western Europe. The former, wrong agricultural support system has worsened the situation since it gave financial aid for the used improper techniques of water-intensive crop cultivation. By today, this seems to be solved. Public water abstraction is affected by many factors, of which mostly are based on social situation and habits, but technological leakage receives a big role as well. Interesting, that for example the residents’water consumption in Eastern Europe decreased because price were raised and regular measurements were introduced. But in Southern Europe it increased due to tourism in the past period. Industrial water withdrawal decreased across Europe because of the decline of industry and the development of technologies. According to the European Environment Agency (EEA), the Union needs a sustainable, demand-driven leadership which focuses on the preservation and use efficiency. This have already appeared in politics and legal administration as well. Current research calls the attention to the significance and difficulties of this kind of domestic estimation presented trough the water footprint calculation of bread and pork in Hungary. The received data indicate the domestic water consumption trends in a modern approach. There is no doubt for me about the urgent necessity of water footprint calculation because as a result innovative, sustainability supported environmental, social, economical, and political relationships can be created – not just on local, regional or national level, but on interregional, European and even global stage.
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The role of chamber system in development of agricommerce in Serbia
79-82Views:122This research is carried out in order to be determined the role of Chamber system in development of agricommerce along with successful preparation of Serbia for EU accession. On February 28, 1857 Prince Aleksandar Karaðorðeviæ signed the Decree, called THE CONSTITUTION OF THE TRADE. By this Decree, the first BusinessAssociation in Serbia was constituted. Under the Law on retail stores passed in June 1910, the first chambers were established. Those were the following:
• The Chamber of TRADE
• The Chamber of CRAFTS
• The Chamber of INDUSTRY
• The Chamber ofWORKERSToday, in conditions of economic and social reforms and transfer toward market oriented economy, chambers in Serbia chose to reconsider their role, by using experiences of chambers in countries with developed market economy.The chamber strives to be organized as independent, business oriented and expert association of economic operators. The structure of economy, from the aspect of important economic indicators (total revenue, profit), shows dominant share of manufacturing andagro-industry, trade, financial and other services sectors, transport, telecommunication, and construction industries. By generating over 30% of GDP and employment, Belgrade plays vital role in the economy of the whole Serbia. That is an advantage, but also the responsibility to constantly stimulate faster development and higher living standards by inciting the positive changes in economic and overall environment.
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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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Changes in the Relationship Between ICT Use and Economic Development in EU Member States 2010-2016
91-100Views:229In this study, we examined some ICT indicators of the EU Member States between 2010 and 2016 based on data of the World Bank and Eurostat. We wanted to know, how can the EU Member States be grouped according to these indicators, and which group can Hungary belong to. With the help of international literature reviews, three indicators were chosen. According to these we created three groups (underdeveloped, developing, developed) with the K-Mean cluster method that is classified by their level of development. Interesting changes took place during the period under review. By the end of the analyzed period, six countries lost their “developed” rating among others some founding members. There were also interesting changes in the clusters. The value of some indicators increased more than 40% in some cases, surprisingly, only in one case measured reduction. The proportion of ICT specialists decreased in developing countries (by 1%). The highest growth rate was observed in the developed countries in e-commerce. Because of the high proportion of ICT professionals and the share of e-commerce in the developed cluster we assumed that service would be the dominant sector. The two-sample t-test did not confirm our hypothesis. We supposed the focus in developing countries will be on the industry, due we think the developed countries started to outsource their SSCs (shared service centers) to less developed countries. With the help of a statistical indicator, we confirmed our assumption, but the result not so convincing since the significant level is only 11%. Although we thought that the underdeveloped group of countries was based on agriculture, statistical studies did not support our hypothesis.
JEL Classification: O13, O14, O52
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New types of tourism and tourism marketing in the post-industrial world
41-45Views:182At the end of the 20th century in the most developed countries economy and society went through profound transformation. The emerging post-industrial society can be characterised by the dominance of service industry, more leisure time of the population, higher disposable income and more conscious consumers. These conscious consumers are more and more quality orientated and reject undifferentiated mass products. New customers of tourism and hospitality industry are not only more affluent – so less price conscious – and more quality orientated but they are also seeking activity, participation, fantasy, and experience. These new types of tourists are interested rather in aesthetic aspects of life and are seeking highly differentiated, personalised experience. In the following article the authors, professors of the French ESSCA business school overview theoretical aspects of new, post-Fordist tourism demand and present examples of the new tourism and hospitality products having emerged in the developed countries during the last years.
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New types of tourism and tourism marketing in the post-industrial world
33-37Views:283At the end of the 20th century in the most developed countries economy and society went through profound transformation. The emerging post-industrial society can be characterised by the dominance of service industry, more leisure time of the population, higher disposable income and more conscious consumers. These conscious consumers are more and more quality orientated and reject undifferentiated mass products. New customers of tourism and hospitality industry are not only more affluent – so less price conscious – and more quality orientated but they are also seeking activity, participation, fantasy, and experience. These new types of tourists are interested rather in aesthetic aspects of life and are seeking highly differentiated, personalised experience. In the following article the authors, professors of the French ESSCA business school overview theoretical aspects of new, post-Fordist tourism demand and present examples of the new tourism and hospitality products having emerged in the developed countries during the last years.
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Profitability and efficiency – an analysis of the financial impact of the Szechenyi Plan in the Hungarian hospitality industry
51-56Views:203Continuous changes in the market and macroeconomic factors have made a significant effect on the tourism sector in Hungary. A heavily growing number of hotels could be observed in the past decade. The main question about the hotels built with high investment costs was their expected time of return. Keeping Hungary’s natural conditions in mind, is it more expedient to build new hotels or refurbish old ones? I was seeking answers for these questions during my work. My research was aiming to explore the impacts of the non-refundable subsidies – financed by the government – provided for new health and wellness hotel projects carried out within the framework of the Széchenyi Plan. On the other hand, my study was expanded to the analysis of balance sheets and profit and loss accounts data of the hotels of Hungary according to their star (quality) rating. The major findings of the research: Considering high developmental costs subsidies play an important role in the hotel industry. It is impossible to carry out such investments using internal sources only. However, exclusive bank loans finance could drive insolvency so it is extremely risky. Non-refundable subsides provided for hotel investments created stable, countable payroll taxes and other forms of incomes for the country. In order to achieve more profitable operation, providing higher quality of services is indispensable. Taking Hungary’s conditions into account this can be reached more likely among four star rated hotels than any other star (quality) ranked establishments.
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Environmental Corporate Social Responsibility (ECSR) in Polish food sector enterprises from Częstochowa region – empirical analysis
101-105Views:165The purpose of the paper is the assessment of implementation of Environmental Corporate Social Responsibility (ECSR) concept in Polish food industry in Czestochowa region. ECSR is an important part of the concept of corporate social responsibility (CSR). The food industry has many impacts on the environment and strongly depends on natural resources, that is why companies’ environmental consequences of their functioning are important part of corporate management. The most popular activities in the area of the CSR in Polish enterprises relate to the environmental protection. The analysis of the research results indicates, that 38% of the surveyed enterprises follow the ECSR rules, including mostly large manufacturing enterprises. The ECSR is seen as a tool for creating positive image and reputation of a company on the market and for enhancing the organizational culture of an enterprise. Unfortunately, surveyed enterprises have not perceived the ECSR concept as a tool for creating a competitive advantage on the market yet.
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Empirical research on corporate strategies in Hungarian dairy industry
169-179Views:190Corporate strategy has never been as important as it is nowadays. Markets are changing rapidly because of consumer demands, innovations, information flow and economic changes. Our paper concentrates on Hungarian dairy industry (hereinafter dairy) and four main objectives were defined to be analysed: (1) domestic dairy company features, (2) main strategic characteristics, (3) how companies’ strategy resonates on the consumer side and (4) companies’ financial background were analysed as well. A company database was made in order to prepare for the primary research and to understand better the nature of today’s market. B2B (26 companies) and B2C (503 people) surveys were used in order to gain primary data. In 2017 132 Hungarian companies were observed in milk processing, but 44% of the market participants are not present in dairy competition. It is a fairly fragmented market structure because 10-20% of the annual turnover is accumulated among the 80-90% of competitors. The factor analysis of the data proved that the dairy companies followed m strategies at the same time; and it is assumed that most of them are unconscious. Strategically, the majority of the dairy sector is not up-to-date and modern enough. SMEs sector management skills and strategic preparedness are considered to be out-of-date and insufficient. Strategic planning can possibly have an influence on financial results, which was only partly proved by the analysed criteria system. The production and use of own raw milk supplies might make companies experience financial benefits. Nearly 78% of the respondents would rather purchase goods made from own raw material. The willingness to pay a higher price for this was in average 5-15%.
JEL Code: L1, L66
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An ICT-based traceability system in compound feed industry
59-64Views:199The term traceability refers to recording of flow of products along the food chain from production to consumption with inclusion of all intermediate applications involved in processing/packaging stages. The aim for establishing traceability in the food chain is to provide the timely identification and recall of batches of product from the market when a risk threatens the health of consumers. Since compound feed products are basic inputs in livestock and poultry production, ICT-based feed traceability systems can be considered as a initial step in food traceability management. These systems are simply information recording systems that are designed to trace and track the flow and characteristics of animal feed along the feed supply chain. This paper describes the architecture and some functional properties of a feed traceability system called as the “feed TRace”, focusing particularly on compound feed and integrated poultry meat industries. The feedTRace aims to improve compound feed supply chain management, to increase feed safety and quality control, and to gain marketing competencies with traceable products in compound feed industry. The system is currently under beta stage, and is tested in two high capacity feed milling plants and an integrated broiler company located inAdana province of Turkey.
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The role of beekeeping in production of oil crops
77-82Views:147Production of sunflower oil are expected to serve larger and larger extent – over the demand of food industry and chemical industry – biofuel production. This could be especially true for that areas where climate is not allowed to grow winter rape safely and economically. Ecological role of honey-bees can be considered undoubtful in preservation of biodiversity of flora and fauna. I analyse the following problems in our study:
• What is the significance of oil plants in European and Hungarian energy production?
• How influence pollination the yields and the safety of production of oil plants?
• What is the role of oil plants in the development of production structure of beekeeping?
• What are the economical advantages of the above-mentioned effects? -
Market power analysis in Mongolian wheat industry
71-76Views:233Mongolia has been in transition from a planned economy to a market economy for more than 20 years. In many sectors of the economy, it is necessary to define which market mechanisms exist. Grain occupies important economic sector in Mongolian economy. The current state of the wheat market has been studied based on NEIO research methods. In this study, the data for years from 2000 to 2017 and from 2007 to 2017 about wheat and wheat seed sector were taken through 6 indicators. We estimated the supply and demand functions for wheat and wheat seed. Using these functions, we defined market behavior, cost function, price elasticities, and market equilibrium. The capacity setting for product prices of wheat producers is weak, and this market is likely free-style competition.
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Legal-economic barriers to price transfers in food supply chains
27-33Views:174Recent price movements have put food supply chains under pressure. On the one side, upward price tendencies on commodity markets result in higher costs to processing firms. On the other side, these firms are confronted with a strong retail sector that is able to prevent compensation to protect consumers’ and own economic interests. Regulatory impediments of European law, especially with respect to foodstuffs, can adversely be utilized as barriers to protect the interest downstream the supply chain. The problem is that legal-economic instruments which can serve to smooth price volatility in supply markets can also opportunistically be used at the expense of the middlesection in food supply chains (i.e., mainly small and medium sized producers). The aim of this article is to identify the legal-economic mechanisms that effect price transfers in food supply chains in the European Union and define policy adjustments to improve pricing mechanisms, while safeguarding the interests of the processing industry. Policy alternatives to improve the smooth functioning of notably intermediate markets in food supply chains are the restructuring of competition law, improved processor information management and creating transparency of value added in the supply chain by means of labelling devices.
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European traditional food producers and marketing capabilities: An application of the marketing management process
41-46Views:136The purpose of this paper is to evaluate the marketing management capabilities of SMEs producing traditional food products, in order to analyse the market orientation of SMEs in the food industry. Following the theoretical approach of Market Orientation, our analysis is based on an assessment of the marketing management process. The methodology refers to a survey developed through a questionnaire published on the web, and a sample of 371 firms based in Belgium, Italy, Spain, the Czech Republic and Hungary was used in the analysis. Cluster analysis was applied to find the different levels of market orientation of the firms. The results revealed a certain lack of appropriate skills in marketing management in the firms of the sample, confirming the evidence found in economic literature concerning SMEs. Nevertheless, cluster analysis outlined a group of firms with good marketing capabilities and market oriented, and these represent a great part of the sample (40%). With regard to the stages of the marketing management process, the most problematic are those of planning and implementation, and control and evaluation, highlighting the difficulties SMEs encounter in carrying out coordinated marketing; which appears to be generally characterised by poor organisational capacity.
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