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About this book

This book presents the latest on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and practice. It seeks to make advancements in the discipline by promoting strategic research and innovative activities in marketing. The book highlights the use of data analytics, intelligence and knowledge-based systems in this area. In the era of knowledge-based economy, marketing has a lot to gain from collecting and analyzing data associated with customers, business processes, market economics or even data related to social activities. The contributed chapters are concerned with using modern qualitative and quantitative techniques based on information technology used to manage and analyze business data, to discover hidden knowledge and to introduce intelligence into marketing processes. This allows for a focus on innovative applications in all aspects of marketing, of computerized technologies related to data analytics, predictive analytics and modeling, business intelligence and knowledge engineering, in order to demonstrate new ways of uncovering hidden knowledge and supporting marketing decisions with evidence-based intelligent tools.

Among the topics covered include innovative tourism marketing strategies, marketing communications in small and medium-sized enterprises (SMEs), the use of business modeling, as well as reflecting on the marketing trends and outlook for all transportation industry segments. The papers in this proceedings has been written by scientists, researchers, practitioners and students that demonstrate a special orientation in strategic marketing, all of whom aspire to be ahead of the curve based on the pillars of innovation. This proceedings volume compiles their contributions to the field, highlighting the exchange of insights on strategic issues in the science of innovation marketing.

Table of Contents

Frontmatter

Erratum to: The Use of Individual Learning Styles in e-Learning

Y. Taratukhina, E. Sarapulova, E. Lavrenova

2nd Symposium on Transportation Marketing: Trends and Future Directions

Frontmatter

Ambient Media in the View of the General Public and Their Relation to this Communication Form

The chapter presents detailed results of a broadband research on the topic of the general public perception of the ambient media in the context of the communication efficiency carried out by means of a mobile platform in more than 70 countries. Commercional and non-commercional entities are forced to search for new opportunities when communicating to their target group and rights of the opportunities may be perceived as the use of the ambient media. In the chapter, the author concludes from the responses of the respondents and demonstrates the value of the ambient media use as well as shows the opportunity for enhancing competitiveness of companies/brands or products by means of the ambient media.

Tomáš Šula, Milan Banyár

Generation Y Marketing—The Path to Achievement of Successful Marketing Results Among the Young Generation

Nowadays, there are discussions about crisis which the entire advertising sector is experiencing due to upcoming new trends in marketing communication in which there are new forms and means of communication constantly arising, whose charm and efficiency has been decreasing due to their mass use. Another problem is the gradual generation change, respectively, emergence of generation Y. Companies that want to reach this group of potential customers by their marketing activities have to find other ways than traditional advertising. Young people are growing up in the digital culture, which is characterized by rapid change of information technology. They are not limited only by the possibilities of their workplace but they are discovering new ones through social networks in the online environment and they are creating communities. These are the main features of the environment in which the generation Y is developing and operating. These all explains why it is now important to talk about generation Y marketing. Based on detailed analysis of the literary sources and results of conducted research the aim of this paper is to develop a model of effective implementation of the generation Y marketing in a company. To solve the problem of unfavourable marketing results among the generation Y there was proposed detailed process for effective use of generation Y marketing in company. The recommendations for successful reaching of young generation by marketing manager of the company were described. Areas of potential problems on which marketing managers must focus to achieve effective marketing communication of their company were pointed out.

Viliam Lendel, Eva Siantová, Anna Závodská, Veronika Šramová

Blueprinting an Event and Tourist Service Marketing Strategy: The Case of the SMF Greek Tourism Small-Scale Sport Event

The research presented in this article is an attempt to define, through mapping, the important Supply-Demand Service(s) Contact-Points, and to discuss the development of a suitable Service Blueprint design system that could be applied to sport events and other relevant events. After a description of the relevant literature of Blueprint Analysis in Services, SBA, the paper presents an application of SBA to a real sporting event (the SMF in 2013). After the results of the SBA analysis the emphasis was given to the discussion and the practical applications or else the useful managerial applications from the use of SBA in Sport and other related events.

Gkarane Sofia, Vassiliadis Chris

The Role of Gender in the Construction of Self Through Fashion Brands

The relation between consumption and identity continues to be an important field in marketing literature. In recent years, because of its symbolic features postmodern consumer culture has been integrated with consumption and products used. Consumers do not buy products only for their benefits but also for their symbolic features, therefore symbolic power in consumption must not be denied. In this context, constructing identity by consumed products and/or consumption processes and symbolic consumption are considered to be interrelated. The aim of this study is to help understanding the role of fashion brands in construction of the identity of the adults. In this study it is analyzed how people construct their social identity by fashion brands, especially in intragroup and non-group social environment, in accordance with Consumer Culture Theory. Focus group work has been selected for research method; focus group discussion has been made with female and male participants resident in Turkey—aged between 20 and 35. The results of the study showed that consumption of fashion brands have an important role in the construction of the identity of the adults. An important result among the outcomes of the research is the difference between men and women in terms of the construction of self through brands. The work reveals that some factors effective for women participants are not effective for men. In addition, the reasonably high level of expression of their self by fashion brands is among the results.

Sonyel Oflazoğlu

Bologna Efforts to Promote Skills and Competences in Higher Education and the Greek Context

The words “skills” and “competences” have appeared intensely in the academic life of the European Higher Education Institutions (HEIs) as in other parts of the world in the past decades. The present study reviews the endorsement of skills and competences under the EU and the Bologna Agreement and attends their evolution through the steering documents that aim to achieve the integration of European Higher Education (HE) systems as well as the enhancement of European graduates’ employability.

Sofia Asonitou, Harris Tromaridis

Core Skills as Marketing and Management Tools: Evidence from the Tourism Sector

Skills’ development is considered as one of the most important drivers of productivity growth and competitiveness at the enterprise level. Employers, academics, and policymakers have recognized the importance of social and professional skills as valuable qualities for a successful career in all sectors of the economy. In Greece, the tourism sector is considered as a key factor for the development of the country and its economic progress. It is also assumed that the human factor in tourism, in the form of service personnel, is critical for the success of a business and conducive to the general favorable evaluation of a destination. The present study combined the skills’ narrative with secondary research data analysis from the tourism sector, and quantified the influence of skills development on the evaluation of the destination and the vacation experience acquired. The findings bear important implications for marketing, management, and educational issues in tourism.

Sofia Asonitou, Ourania Vitouladiti

5th Symposium on Management Challenges (IANOS): Crisis Kills or Links?

Frontmatter

Knowledge Management and Employee General Competencies in Accounting Firms

This paper aims to shed light upon the impact of knowledge management on employee general competencies in accounting firm services (accounting offices). In this study, general competencies consist of abilities regarding (a) communication and teamwork, (b) problem solving and prioritizing, (c) time management and creativity, (d) interpersonal relations, (e) knowledge acquisition and application, and (f) risk taking and challenging. Knowledge management is primarily regarded the knowledge sharing culture, which consists of values about communication and information exchange, human relations, group decision-making and knowledge diffusion. The stimuli of this research can be traced on the empirical inconclusiveness in the existing literature investigating individual competencies and knowledge management mechanisms, as well as their association. The empirical findings from a survey of 141 employees in accounting offices in Central Greece confirm that all types of general competencies are significantly associated with knowledge sharing culture. As a consequence, management may invest on training in order to develop general competencies, which in turn, will boost knowledge sharing. Thus, accounting services firms may build a sustainable competitive advantage on knowledge management.

Panagiotis Trivellas, Nikolaos Kakkos, Ilias Santouridis

Personal Characteristics and Job Satisfaction of Greek Banking Employees

The purpose of the study was to explore the levels of job satisfaction of Greek employees and to examine the effects that specific personal characteristics have on these levels of job satisfaction. The sample consisted of 252 (51.7 %) males and 235 (48.3 %) females of different bank organizations. The results of the present study suggest that in general Greek bank employees are enough satisfied with their job in general. Moreover, MANOVA and post-ANOVA analysis have concluded that specific personal characteristics of the bank employees affect different aspects of their job satisfaction and their levels of job satisfaction in total such as gender, age, marital status, educational level, and the position that they hold in the bank. Also, the years of their general experience as bank employees, the years that they have been working in the specific institution and the years that they have been working in the same position affect their job satisfaction in a statistically significant way.

D. Belias, D. Kyriakou, Athanasios Koustelios, K. Varsanis, G. Aspridis

Social Networking Sites’ Usage in a Period of Crisis. A Segmentation Analysis of Greek College Students

Social Networking Sites possess a dominant position in the agenda of marketers and academics around the world. Despite the penetration, social media and SNSs have in all demographic categories, young persons and students still remain the main users. This paper examines the usage patterns of social media and social networking sites by college students. 512 students of TEI of Western Macedonia have participated in our research, answering questions regarding 18 different usages of SNSs. Four main categories of SNSs usage patterns were identified, that were used along with six more variables to identify segments of SNS users, following the typology proposed by Brandtzæg and Heim (2011). Our findings indicate the existence of four segments of SNSs users. Results are discussed under the prism of the Greek economic crisis, and the implications they have for marketers in planning and implementing social media marketing strategies.

I. Antoniadis, I. Koukoulis, P. Serdaris

Personal Characteristics and Organizational Culture of Greek Banking Employees

The purpose of the study is to examine the Greek bank employees’ attitudes about the present organizational culture of the bank where they work and about their desired organizational cultures after 5 years. The sample consisted of 252 (51.7 %) males and 235 (48.3 %) females of different bank organizations. The results of the present study suggest that bank employees think present organizational culture as controlling while at the same time they would prefer more clan and adaptive types of culture in the organization. Also, ANOVA has shown that in terms of the attitudes about the present organizational culture only the variable of years of general experience as bank employees affect their attitudes, with employees with 1–10 years of experience grading the present culture as more hierarchical and less adaptive and participative. As far as desired organizational cultures are concerned men and women state different preferences, administrators would like it to be more hierarchical and new employees would like it more to promote participation and adaptation to the external environment and less orientated to the market.

D. Belias, Athanasios Koustelios, K. Varsanis, D. Kyriakou, L. Sdrolias

Sustainability, Social Marketing and Host Attitudes About Tourism in the City of Larissa

This paper builds on the Social Norm Approach (SNA) which emphasises the role of norms in shaping attitudes, intentions and behaviour, in order to ground a socially desired behaviour change favouring, for example sustainability. Indeed, environmental sustainability may be regarded as a collective challenge that can only be achieved if a sufficient number of residents cooperate. Hence, the community plays a crucial role to effect lasting changes towards a more ecocentric behaviour. However, higher levels of awareness and knowledge of environmental issues among the general public have not led to the implementation of actual sustainable practices. This study aims to investigate the association of ecocentric attitude with the costs and benefits of urban tourism development. Drawing from a sample of residents in the city of Larissa (Thessaly region), ecocentric attitude shapes the profile of tourism development, recognising higher economic and social benefits, as well as higher costs on natural and cultural environment.

Panagiotis Trivellas, Nikolaos Kakkos, Labros Vasiliadis, Dimitrios Belias

Led to Change or Change to Lead?

Economic crisis has enhanced firms with uncertainty and suffocation causing lack of innovation and negative organizational performance. Moreover, it has caused environmental dynamism, involving continuous changes in the market, affecting organizations’ performance negatively. On the other hand, firms try to innovate and ensure their survival. However, organizations have to change their strategy and implement innovation so that they gain competitive advantage and achieve better performance and sustainability. Could leadership be a critical factor of success for this achievement? The purpose of this study is to show the importance of leadership in a constantly changing environment and how it could help the organizations to change, successfully, towards a sustainable performance. The evaluation of the theoretical framework has been measured by a questionnaire, following a 5-point Likert type scale.

Dimitrios Mitroulis, Fotis Kitsios

3rd Destination and Cultural Marketing Symposium: Trends and Future Outlook

Frontmatter

An Innovative Promotional Tactic to Enhance TV Viewership Using Social Media

Nowadays, the use of mobile devices in tandem with television is a common place for media consumers. The main motive behind this behavior is the never-ending human desire for connection, interaction, and communication. They alternate between different media “broadcasting” devices to enhance their content viewing experiences and enrich their social interactions. Social media and video viewing media are some of the main platforms users employ for sharing and expressing, stating their opinion and posting. The purpose of this essay is to shed light to the needs that lead users to be always connected to social media and explain how the theory of planned behavior applies to our expectation for their actions. Moreover, as surveys bear out that internet users multitask, we are giving from our working experience an innovative path for using media in a creative way and of course vent for further research.

Konstantinos Danias, Angelika Kyrimi, George Marmarokopos

Branding in the New Museum Era

Undoubtedly, museums play a vital role in the economy and tourism constituting of a significant unit of cultural tourism. However, facing either rival competition within the leisure industry or funding cutbacks museums are now adopting for-profit strategies aligned with marketing principles. Today museums have redefined their role and activities to conclude newer and more active experiences and entertainment, shifting to experiential notions of “edutainment” and “artertainment”. This paper extends the current knowledge by drawing on a review of 40 papers. This study presents the fundamental components of brand concept within the museum industry. Precisely, essential elements of branding such as brand equity, brand loyalty, and brand resonance are discussed and set to museum sector. This study makes an important contribution to the field of tourist and cultural marketing by advancing our understanding of museum branding and by proposing both new research topics and valuable managerial implications to museums practitioners and scholars.

Zoe-Charis Belenioti, Chris A. Vassiliadis

e-Marketing in the Hotel Industry: Marketing Mix Strategies

Does the hotel industry fully exploit the e-marketing capabilities? The purpose of this study is to investigate the Internet marketing strategies and practices that are used in the hotel industry. Namely, it examines the level at which the traditional marketing mix model which comprises five dimensions i.e., the traditional 4P’s (Product, Place, Price, Promotion) and the Customer Relations (C) is used as an e-marketing strategy. Quantitative analysis will be conducted in order to examine the above with a random sample of hotels located in Cyprus. This area of study is of vital importance since it explores whether hotels implement comprehensive effective marketing strategies and if they fully exploit Internet potentials in order to innovate their products.

M. Siakalli, A. Masouras, C. Papademetriou

IMC Strategies of Festivals in Destination Branding

Festivals are considered as short-term but major attractions by destination marketers. Integrated marketing communications of festivals will be assessed in this study based on the nature of festivals in terms of destination branding. Since destination branding is a common practice to promote the destination’s history, lifestyle, and culture; festivals are used to create such a reputation by destination marketers. Destination branding is a strategic instrument to publicize a destination’s competitive advantages. Therefore, in this paper, integrated marketing communication strategies of festivals are evaluated that reinforce the branding of destinations through multimethod analysis.

Gökçe özdemir, Duygu Türkmenoğlu

Tourism Innovation: Theoretical and Empirical Review

Tourism has become one of the principal service sectors of the countries. The economic and social importance that it has achieved has been the result of a series of innovations, such as in transportation, in the technologies information and communications and in the services they offer, among others, which have an important role in this sector and benefiting destinations and visitors. Currently, the new segment, known as millennials tourists, are more informed and demand new experiences and higher quality in its stays, forcing businesses, and destinations to find new mechanisms to boost further innovation and new offerings products and services that are differentiated and highly competitive. This article presents a review of theoretical and empirical studies published by experts in international refereed journals and books on topics related to tourism innovation, in which it discussed the importance of this approach to the study of tourism development.

Ruben Molina, Melissa Ochoa, Jorge Victor Alcaraz

The Communication Role of the ‘Imagined Communities’ in the Promotion of International Events

This paper examines the role of the constitutive elements of identity creation for communicating a sense of community in academic conference events. Event organizers utilise mass email campaigns and social media networks to advertise and promote conference events. The demand side, the engaged participant, becomes involved in the process of finding information about these events also basing his/her decisions on specific reasons. The paper argues for the role of the creation of an online community and its constituent elements for identity building of a community of special interest, that of a conference. The research is exploratory in nature and explores whether these constituent elements are significant capable to create and preserve an academic conference community. Creating brand communities with people who are engaged and follow conferences and events can be a strategic innovative communication tool for event organizers. It is a successful decision tool to academic conference organizers that may offer an effective communication plan for the creation of communities of special interest.

Androniki Kavoura, Damianos P. Sakas

e-services Development in the Collaborative World

The survival of modern enterprises will depend on the ability to understand their own role within the physical and social environment. As enterprises try to react to these challenges, they realize that they need to collaborate with other enterprises. Enterprises need to transform in order to participate successfully in a collaborative network. The participation in a collaborative network based on service system framework can change the enterprise’s: (a) understanding of value (value-in-use); (b) customer’s relationship (cocreator of value); (c) operational boundaries (customer can become a codesigner). In order to enable this transformation, we propose e3-value ontology to assist enterprises in developing collaborative value propositions, e-business scenarios, and operations requirements.

George Bithas, Damianos P. Sakas

Business Transformation Through Service Science: A Path for Business Continuity

Globalization, technological change, economic crisis, and an increasing demand for specialization have led to new economic activities, new business models, and new value propositions. As enterprises try to react to these challenges, they realize that they need to transform through collaboration with other enterprises in business networks, in order to: (a) develop new value propositions, (b) reduce operating costs, and (c) engage in value innovation activities. In order to enable this transformation, we propose a Service Science approach to assist enterprises in developing collaborative value propositions.

George Bithas, Damianos P. Sakas, Konstadinos Kutsikos

The Concept of Corporate Reputation Assessment Model—The Stock Market Investors Perspective

The growing importance of reputation in building enterprise value and achieving long-term competitive advantage creates the need for its measurement and evaluation for the management purposes. The paper presents a proposal for corporate reputation assessment model. Due to the complexity and multifaceted category of corporate reputation, we first have focused on the assessment from the view point of stock market investors, which, because of its range, can be considered as a good basis for further research and improvements. In the proposed concept three aspects have been considered—informational, financial, and development, as well as social ones. It was also assumed, that the individual sub-criteria will be based on public sources of information, and as the calculation engine, capable of obtaining synthetic final assessment, there will be used fuzzy logic. The main reason for developing this model was to fulfill the gap in the scope of synthetic measure of corporate reputation, that would provide the higher degree of objectivity by relying on “hard” (not from surveys) and easily available data.

Tomasz L. Nawrocki, Danuta Szwajca

How Nonprofit Organizations in Greece Are Using Facebook as a Public Relations Tool

In recent years, a growing number of organizations worldwide have been using the social media systematically. Social networking sites such as Facebook offer organizations many opportunities for communication and relationship development with their publics. The object of this paper is to describe to what extent and in what way Greek NPOs are using Facebook as a PR tool. The method used is content analysis in a sample of 100 Facebook pages. The analysis is based on Waters et al. (Public Relations Review 35(2):102–106, 2009) and Haigh et al. (Corporate Communications: An International Journal 18(1):52–69, 2013) coding. The research findings show that the majority of Greek NPOs use Facebook as a PR tool for promotional and communicational purposes, but do not utilize its full potential to develop relationships with their publics.

Iordanis Kotzaivazoglou, Dimitrios Pascaloudis, Stella Sylaiou, Dafni-Maria Nerantzaki, Eleni Mantzirtzi

Specifics of Marketing in the Process of Reintegration of Slovak Researchers

The topic of mobility, return, and subsequent reintegration of Slovak researchers is very important and timely. The Ministry of Education is currently preparing new grants for Slovak scientists and experts abroad who are considering return. Reintegration of experienced researchers, however, is a complex process that requires mainly the application of relationship marketing. When establishing relations and cooperation with foreign research organizations, it is necessary to choose the appropriate communication channel and the proper way of addressing these organizations. Based on the detailed analysis of literary sources and conducted research, the aim of this paper is to point out the specifics of marketing in the process of reintegration of Slovak researchers and create successful recommendations for reaching this target group. Different methods were used to solve defined research problems. In particular, these were content analysis (studying of documents), synthesis, comparative analysis, process analysis, statistical analysis, modeling, methods of empirical research, and others. To arouse interest, increase willingness to return and subsequently manage actual return of researchers there was proposed detailed process for successful addressing of Slovak researchers working abroad. To successfully develop the process, it was crucial to map the cooperation of enterprises with foreign research organizations and motivational factors of Slovak researchers to remain in foreign research organization as well as to return to Slovakia. The recommendations for successful marketing activities in the process of reintegration of Slovak researchers were described and areas of potential problems that may arise as a result of specifics of marketing were pointed out.

Viliam Lendel, Anna Závodská, Veronika Šramová

Eye Tracking Measuring of Visual Perception of Erotic Appeals in the Content of Printed Advertising Communications and Analysis of Their Impact on Consumers

This article focuses on an analysis of printed advertising communications. The focus of the research is based on measuring the reactions of chosen samples of respondents on static advertisement, whose goal is to determine the prediction of the impact of erotic appeal on a consumer. The theoretical results are then complemented with a description of the implementation of the research, interpretation of results of eye-camera measuring, and formulation of final recommendations concerning efficiency of the application of erotic appeal in advertising.

Tomáš Šula, Milan Banyár, Martina Juříková

Perceived Behavioural Control in the Theory of Planned Behaviour: Variability of Conceptualization and Operationalization and Implications for Measurement

Ajzen (Organizational Behavior and Human Decision Processes 50:179–211, 1991, Annual Review of Psychology 52:27–58, 2001) argued that according to the Theory of Planned Behavior (TPB), a model widely applied in consumer behaviour research, people act in accordance with their intentions and perceptions of control over the behavior. Intentions are determined by attitude towards the behavior, a personal factor, and a social factor, subjective norm, perceived social pressures from significant referents to perform the behavior and the actors’ motivation to comply with the referents. Attitude and subjective norm are in turn determined by the salient beliefs people hold about the behavior. The TPB extends the Theory of Reasoned Action (TRA) by including a third determinant of intention and behavior, perceived behavioral control (PBC). PBC is assumed to reflect past experience with the performance of the behavior and anticipated obstacles that could inhibit behavior. It seems that the concept of PBC is not defined in a way that is acceptable by every researcher. There has been a variety of operationalisations among researchers and different labeling of the measures used in the literature. It is proposed that factors internal to the individual could be phrased and assessed in terms of ability and factors external to the individual in terms of control. This clarification of the dimensions of PBC would be helpful in consumer behaviour research, as it is expected to enhance the reliability and validity of the definition of the concept of PBC and accordingly enhance the predictive accuracy of both the variable of PBC and the model of the TPB.

Stavros Kiriakidis

The Cultural Organizations’ Revival Lies in the Use of Business Management Strategy. The Case Study of Greek Local Cultural Organizations

Business Management Strategy (BMS) helps the cultural organizations to become active and entangled with the multicultural society, the global scene of culture and the political scene. The BMS leads the cultural organizations’ economic status to a successful level, improves their relationship with the multicultural society and advances mainly their service provision. Under these circumstances, business’ management strategy (BMS) becomes a managerial tool for the cultural organizations’ entrance in the constantly changing, competitive environment, as it is flexible and adaptable to the demands, desires and expectations of the public. In this framework, the use of a simulation model can be a tool for the effective business’ management strategy and also can highlight the need of its development so as the cultural organizations can meet the imminent global competitiveness. Our study can be a reference point, which tends to provide useful information for the forthcoming effective operation of cultural organizations of Greece that can be related to the business’ management strategy. This model is based on the cultural organizations of municipalities of Greece, which on one hand they follow the strong conservative policies of the government’s sector of public services, existing in a state of rest, and on the other hand they are forced to change, to be more innovative and active in accordance with the European Council’s policy for transnational cooperation and cohesion in the field of culture.

Lamprini Trivella, Dimitrios K. Nasiopoulos, Panagiotis Trivellas

Priming Effects on Cross-Cultural Business Ethical Perceptions

This research study examines the effect of cross-cultural priming on business ethical perceptions. Priming is based on the idea that our perceptions, actions, and emotions are affected by unconscious environmental cues. Subjects were primed by being exposed to a series of pictures depicting either a northern European culture or a native Latin American culture. Consequently, the subjects answered a series of ethical scenarios. The results indicate that, for some scenarios, respondents primed with the Latin America culture were more tolerant of unethical business practices than the subjects primed with the northern European culture.

Petros Tomaras, John Tsalikis

2nd Marketing Communication in SMEs

Frontmatter

Understanding Journalists on Twitter: The Czech Case

This article aims to show that journalists in different countries have different approaches to the use of Twitter. After looking at American and German research, it is fair to say that journalists generally perceive their posts on Twitter in relation to their profession. They do not consider Twitter only to be the private sphere. It is therefore important to understand them not only in the public sphere as a whole, but in large companies as well as in small and medium-sized enterprises (SMEs) too. The article examines six of the most popular Czech journalists’ Twitter accounts. The following content analysis supports the conclusions of surveys from elsewhere. The article seeks to demonstrate that Czech journalists perceive Twitter more as a medium to support private conversations with other users than as a medium to promote the content of his or her publisher.

David Klimeš

The Relation of Knowledge Management and Marketing Communication of Small and Medium-Sized Producers in the Segment of Outdoor Clothing in the Czech Republic

The article is involved in the relation between knowledge management and marketing communication of small and medium-sized producers of outdoor clothing in the Czech Republic. Correct management of knowledge is the key factor with regard to high concentration of the Czech outdoor producers. The objective is an optimal communication with customers within the framework of the use of outdoor brand. Small and medium-sized producers, within the competitive struggle, are forced to find savings and to transfer their manufacturing plants outside the territory of the Czech Republic. Awareness of these Czech outdoor brands is frequently rather poor in the Czech market. Consequently, the application of knowledge management, respectively change in style of management towards the complex use of knowledge can be strength for such producers. The article works with the outputs from own research in the field of knowledge management and area of marketing communication of outdoor clothing producers. The subject has focused on organized use of knowledge in marketing activities of producers, where the authors highlight key factors of knowledge management.

Pavel Mráček, Martin Mucha

Reverse Logistics in Marketing Campaigns

Reverse logistics has become more important than ever before because of the requirement for nature protection from all over the world. Adequate activities of reverse logistics should be the basis for SMEs to be competitive and successful. The paper provides an overview of current trends of using reverse logistics activities in marketing communication especially in large enterprises and their influence for SMEs. Theoretical background from the area of reverse logistics supports this approach with data from primary research collected by the author. Adequate marketing campaigns could create acceptable background for effective marketing. The objective of this research is to verify intensity dependence of reverse logistics activities in connection with gender of the customer and identify possible trend of marketing campaigns. The research was aimed at random chosen group of young people in the Czech Republic. The result of the research can be used for the companies that operate in the Czech or Central European market.

František Milichovský

2nd Marketing in Entrepreneurship

Frontmatter

Competitive Strategies and Managers’ Perceptions in Greek Food Manufacturing Firms

The objective of this study is to investigate the perceptions of Greek managers towards competitive advantages in case of Greek food manufacturing industry. According Porter: “there are many sources of competitive advantage: making the highest-quality product, providing superior customer service, achieving lower costs than rivals, having a more convenient geographic location, designing a product that performs better than competing brands, making a more reliable and longer-lasting product, and providing buyers more value for the money. To succeed in building a competitive advantage, a firm must try to provide what buyers will perceive as “superior value”-either a good product at a low price or a “better” product that is worth paying more for”. In order to achieve the above research aims, we administered a survey to 161 Greek managers of Greek food manufacturing firms, during the period January–September 2014. According to our results making the highest-quality product, designing new products and creating unique value for customers, having a more convenient geographic location and having advantage of production specialization are the main sources of Greek food and beverage firms’ competitive advantage. Implications for research and practice are discussed.

Ourania Notta, Aspasia Vlachvei

The Perception of Warning Signs at Different Cultures

An identical warning sign may lead to different effects on the individuals from different cultures. This study aims to reveal the differences between the effects of warning signs on the cigaratte packages on UK and Turkish consumers. If the warning signs can be optimized in accordance with the perceptions of different consumers in different cultures, they may become more influential and more discouraging. In order to understand the participants’ perceptions, not only their replies on the surveys but also their reaction time to each variable were analyzed.

Yener Girisken, E. Eser Telci, Esra Arikan, Efstathios Kefallonitis

Humour—The Strongest Emotional Appeal in Advertising

Humour, along with erotic, sex and fear belongs to the strongest emotional appeals in advertising. Inconsistency—departure from the standard, moments of surprise, in connection with kindness (perhaps even the satirical form), with intellectual humour, but in the first place in the connection with necessary creativity and originality, I consider to be the fundamental characteristics of humour. It is necessary to use humour in advertising in the context with objective and focus group of advertising.

Pavel Horňák

The Links Among Quality, Service Recovery, Value, and Loyalty on the Internet

The aim of this study was to analyze the relationships among electronic service quality, electronic service recovery, perceived value, and loyalty intentions on the Internet. The survey was applied to 291 college students, chosen by random sampling. Multiple regression analyses were used to show the links among variables. Findings showed that loyalty intentions and perceived value were affected by both electronic service quality and electronic service recovery. Besides this, it was found out that perceived value affected loyalty intentions regarding electronic services offered by websites.

Emel Kursunluoglu Yarimoglu

Business Modelling

Frontmatter

Water Footprint Mitigation Strategies for Agrifood Products: The Application of System Dynamics in Green Marketing

Water scarcity (WS), which leads to multiple environmental, social and economic ramifications, has emerged as an indisputable concern for both public and private stakeholders. In this context, the water footprint (WF) concept has been introduced for assessing freshwater consumption and pollution at national, corporate or product level. In the agrifood industry, freshwater is a pivotal constituent since agricultural activities consume 70 % of the global freshwater resources, while food processing operations account for significant freshwater utilization. To that effect, environmentally aware consumers are sensitive to the total product WF generated during agrifood supply chain (SC) operations, as well as to the manner in which the related freshwater exploitation impacts regional WS. Consequently, an increasing number of companies are implementing WF management policies across their agrifood SCs for mitigating freshwater utilization and promoting water-friendly commodities in order to enhance green corporate image and business financial performance. This study proposes a policy-making system dynamics (SD) model for monitoring both the WF of agrifood products and the profitability of the related SCs in terms of net present value (NPV). The model investigates the effect of various market behaviours in the relation between green image factor (GIF) and regional WS, when WF management strategies are implemented. The SD simulation results reveal that WF mitigation policies have a considerable impact on GIF in environmentally sensitive markets, thus increasing the relevant market share and the agrifood SC stakeholders’ profitability. Finally, this research provides managerial insights concerning green marketing interventions in the agrifood sector.

Eirini Aivazidou, Naoum Tsolakis, Dimitrios P. Vlachos, Eleftherios Iakovou

The Role of Perceived Risk in Online Information Search and Pre-purchase Alternative Evaluation of Products with Significant Experiential Attributes

While it has been pointed out that search and prepurchase alternative evaluation phases have changed due to consumers’ use of online media, the factors that determine these changes have not been explained. In addition, although it is accepted that perceived risk leads to further information search; this relationship is not clear in online environments. This research explores the manner in which perceived risk affects information search and alternative evaluation of products with significant experiential attributes when online media is used as a source of information. The findings highlight new insights on the effect of perceived risk in information search and alternative evaluation in online environments.

Gabriela Balladares, Francesc Miralles, Chris Kennett

Electricity Pricing Mechanism in a Sustainable Environment: A Review and a System Dynamics Modeling Approach

Electricity is an undisputed factor supporting human development, while further supporting social wellbeing and fostering economic growth of modern societies. Therefore, the electricity market provides a vivid policy-making arena for the EU regulators, where on-going structural reforms are promoted with the aim to encapsulate and accommodate sustainability aspects. Notably, the EU Member States have adopted the strategic roadmap “Europe 2020” toward reducing greenhouse gas emissions and energy consumption by 20 %, and generating 20 % of energy from renewable sources. However, our research highlights that strategies trying to balance sustainable electricity supply with demand often neglect the societal pricing acceptability of the electricity provided to consumers. Thus far, existing literature focuses on electricity pricing policies that fail to capture the dynamics that have to govern realistic pricing schema in the electricity sector. To that end, this study elaborates the system dynamics (SD) methodological approach to embrace the potential dominant factors within a sustainable electricity system. The proposed SD framework could assist public and private stakeholders in determining a rational electricity pricing policy within a sustainability context. Finally, policy-making interventions are discussed in order to provide managerial insights for the decision-makers.

Charalampos Tziogas, Patroklos Georgiadis, Naoum Tsolakis, Charalampos Yakinthos

Strategic Communication Process for Sustainable Entrepreneurial Environment in Nonprofit Organizations

This research process is focused on the analysis of three axes which are Fair Treatment, Team Effectiveness, and Job Satisfaction of employees and decision-makers who are occupied in Nonprofit Organizations. Nowadays, the reduced financial flexibility imposes a careful delimitation of strategic communication that is implemented by Nonprofit Organizations. The aim is to examine a strategic communication process for a sustainable entrepreneurial environment. More specifically, this research attempts to find a possible correlation between the personal perception of each employee regarding the level he treated fairly in the working environment (Fair Treatment) and the existence of an effective team into which the employee feels he is a part of (Team Effectiveness). The purpose is to draw conclusions on how these two factors impact on the Job Satisfaction of the employee or decision-maker. The possibility to have correlations among the above axes can be operated as a feedback to highlight strengths and weaknesses of Nonprofit Organizations to their decision-makers.

Ioannis C. Drivas, Aikaterini I. Damaskinou, Damianos P. Sakas

Corporate Competitiveness Based on Sustainability and CSR Values: Case Studies of Spanish MNCs

This paper analyses why and how multinational companies are integrating sustainability and CSR values in the corporate strategy. Second, the paper investigates how companies communicate sustainable and CSR activities and finally we explore the impacts of its communication. The analysis is based on case studies with data collected through nine in-depth interviews with senior managers of the most relevant Spanish MNCs. The results show that management and communication of CSR values contribute to the competitiveness of global companies considering the global demands of stakeholders in accordance with instrumental theories of CSR. The results tend to indicate that the communication of CSR has some risks but also some opportunities. When the communication strategy based on CSR values is effective, the relationship with the stakeholders become stronger and the reputation and perception of the firm increase with internal and external stakeholders.

Lopez Belen, Villagra Nuria

Motivations for Participation and e-WOM Among Supporters of Crowdfunding Campaigns

In the crowdfunding model, a campaign succeeds by collecting the funds required over a predefined duration. This study examines the motivations that encourage supporter participation. The results of an empirical study validate the effect of economic, philanthropic, networking, and social utility motivations on the campaign’s success. However, economic sensitivity and gender are important moderators of participation. The results also show that the feeling of social utility encourages electronic word of mouth (e-WOM) and helps develop the social capital of the project creators.

Camille Lacan, Pierre Desmet

Changes in the Legal System of the Non-governmental Organizations in the Czech Republic and the Possibilities for Innovation of Communication Policy in the Non-profit Sector

The oversaturation of the consumer market and the increasing customers’ resistance toward growing attack of diverse marketing tools forms is a typical attribute of today. It is not only the commercial sphere which is affected by the condition, but there is a still more significant need to “fight” for customers, however, also for the non-commercial entities, and thus earn their position in the market. In continuity with this fact, the increasing need to be able to efficiently address the existing as well as potential customers becomes more prominent. And it is here where innovative marketing plays a significant role in the form of identifying new ways and introducing new methods in promotion and medialization of products and services, i.e. in the communication policy. The study points to the current changes in the legal system of non-governmental organizations in the Czech Republic and outlines a possible path based on collaboration between the academic sphere and non-governmental organizations.

Marcela Göttlichová

Environmental Reporting as a Part of a Marketing Communication

The paper aims to examine the role of environmental reporting as the part of marketing communication of a company. This corporate activity can play the important role towards company’s various stakeholders, especially to customers and suppliers. They can evaluate the impact of such marketing information on a company’s corporate reputation and brand image. The research is focused on small and medium-sized enterprises operating in the manufacturing industry. Data applied in the paper has been tested through chi-square test. Research presented in this paper has proved that environmental reporting positively influences concluding of new contracts. Environmental communication and labelling is an important source of information for environmentally conscious consumers and it has the potential to influence their decision-making.

Marie Pavláková Dočekalová, Jana Hornungová

Corporate Social Responsibility and Financial Performance Within the Business Sector in Greece

The present study investigated the association between corporate social responsibility (CSR) and financial performance. The study sample was composed of 124 listed companies in the Athens Stock Exchange during the period 2006–2012. Firm financial performance was measured by return on assets (ROA), return on equity (ROE), return on sales (ROS) and earnings per share (EPS). Information was extracted from the balance sheets of the companies. We used repeated measurement analysis to analyze the data. A linear mixed model was run to determine whether the CSR had an effect on financial performance and whether this effect was dependent on the Wider Section that companies were classified. The analysis showed that there is significant evidence for concluding association between CSR and financial performance.

Olga-Eleni Astara, Christina Beneki, Roido Mitoula, Petros Kalantonis

Healthcare Services: Special Aspects and Challenges in an Evolving Environment

Frontmatter

Management of Medical Crisis Events Using ICT Tools

The goal of the project is to make us realize how essential the political prevention and dealing with crises as well as the emergencies in Hellenic public administration is; this will be accomplished with the help of useful means offered by technology, such as informatics. The survey of an administrative model being able to control any phenomena of crises combined with the necessity for a global modernization of Hellenic public administration through reorganizing various procedures has guided to the choice of a specific procedure of an emergency and its being considered as a model with the use of computer; so that the points which need to be improved are pointed out. More specifically, there is a presentation of the business procedure of aerial search and rescue by using the information tool, MS Project. The already existing situation is presented, followed by a suggestion of reorganizing its procedure. In addition to the above referred, the tool and the methodology of supporting the implementation of operations is presented, together with the documentation and the registration of operations for further processing. It is not easy to realize both a reorganized model as well as its evaluation with the framework of such a project; nevertheless an evaluation of the suggested changes to the procedure and its comparison to the present situation is being undertaken.

Emmanouil Zoulias, Georgia Moutzouropoulou, Charalampos Platis

Long-Term Cancer Patient Care: “New Insight on Training Needs for Health Professionals in Today’s Greece”

Objective: To explore the views of Healthcare professionals (HPs) on their educational needs so they can eventually improve the care provided to their oncology patients as well as their cooperation with the carers and/or families of these patients. Method: This qualitative study used semi-structured interviews and thematic analysis. In two oncology hospitals of Athens—Greece (Metaxa—Ag. Anargyroi), 17 HPs from the corresponding medical/nursing staff dedicated to oncology patients were recruited during July–August 2011. The transcripts were analyzed thematically. Results: All HPs confirmed their need for further education in all areas such as new drugs and technologies, communication techniques for psychosocial support to patients, issues concerning the quality of life of oncology patients. The HPs underlined their need for information training, required particularly by younger HPs and for emotionally through group meetings. Some specific conclusions were related to learning grief management skills and health economics. A common request was for training in the operation of a well-organized interdisciplinary team. Conclusion: Further and better targeted education has been recognized as essential in order to achieve quality home nursing care and this has been a common requirement expressed by both HPs and oncology patients, who are the intended recipients of home nursing care.

George Pierrakos, G Tzamalouks, D Latsou, A Goula, J Pateras, S Asonitou, C Platis

Leadership Capabilities and their Effect on Job Performance, an Approach in Healthcare Sector

Within this work, we try to investigate the impact of leadership capabilities in relation to job performance, which reflects the opinion of employee about their job performance. Job performance is one of the most important factors highly related to workplace health risks as well as for the patients and for the employees. Demanding special conditions of every day operation in health services, require a focus on quality of the therapeutic relationship, quality of life of the patient, and in management of the experience both patients and health workers. These issues are particularly important for people exercise managerial roles requiring management skills of high expertise. From the other hand, job performance is one of the most vital factors in the provision of safe, high quality, and reliable services in the healthcare sector. This paper based on a survey field using the replies of a questioner by 271 nurses operating in Greek hospitals. Results showed that are sufficient connection among job performance in relation to leadership capabilities. The analysis methodology based on modern tools using data mining technologies. Classical statistical methods have their limitations and using data mining methods we can reveal hidden patterns of the data or even unrevealed relationships in data. It combines knowledge and techniques from various scientific fields such as DBM (database management), artificial intelligence, machine learning. To analyze trainee’s opinion, we employed a content analysis and a sophisticated tool named RapidMiner.

Charalampos Platis, Emmanouil Zoulias

Medical Brain Drain in Debt-Stricken Greece: Is There a Way to Address It?

The recent financial crisis has led to an intensification of the emigration of Greek physicians from their homeland. This mass exodus represents a significant human capital flight while in the same time it results in the loss of the resources invested in their education. It is, therefore, necessary to investigate into effective policies aiming towards controlling this phenomenon. Methodologically, a systematic review of the relevant literature was undertaken. Based on this systematic review an action plan for addressing the problem was developed. The main goals of this action plan is to reduce the brain drain, to encourage Greek physicians working abroad to return to Greece and to utilize the valuable skills of both the returning physicians as well as of those working abroad. The interventions proposed are grouped in six main categories. The first category includes measures that enhance the quality of the working conditions and promote the motivation of the medical staff within the Greek National Health Service. The second category deals with matters of graduate and postgraduate medical education, while the third one addresses the issue of poor workforce planning and the resulting oversupply of physicians in Greece. The fourth category addresses issues relating to biomedical research and technology and the fifth one includes measures aiming towards creating global networks of Greek physicians and bioscientists. Last but not least, the sixth category proposes interventions in the area of health tourism and clinical trials aiming to increase productively the demand for medical services in Greece.

Iordanis Sidiropoulos, Konstantinos Paschos, Charalampos G. Platis, Petros A. Kostagiolas

The Importance of Family Planning and the Development of a Robust Network of Relative Centers in the Greek National Health System

The contemporary Greek family confronts serious challenges nowadays. The rates of unintended pregnancies, abortions, and teenage child-bearing are accompanied by a considerable increase, while the sexually transmitted diseases similarly present a high prevalence. On the contrary, the falling birth rate in conjunction with a decrease in marriages shrinks the Greek nation. A high percentage of people in reproductive age appear to miss the necessary scientifically approved information on contraception matters, reproductive, health and family planning in general. Therefore, action is necessary in order to raise public understanding on birth control, fertility, and safe sexual behavior, as well as reforms in the national health system, primarily in the primary health care, aiming to cope with the aforementioned problems. The prompt, organized and systematic development of family planning centers nationwide may constitute a reliable reaction to the accumulation of risks for the Greek society and its survival. The present study depicts a realistic method for the development of family planning centers within the existing health centers of the Greek National Health System and investigates the current framework and possible future difficulties-obstacles through a SWOT analysis. Furthermore, important guiding views and innovative ideas are suggested, which could contribute to the successful growth of these new institutions and the fulfillment of their role. The fundamental belief that supports this study is that the reforms should target the local societies and most importantly the Greek rural and isolated territories, where people have restricted access to organized health facilities and possess limited knowledge on health matters and family planning issues.

Konstantinos Paschos, Iordanis Sidiropoulos, Charalambos G Platis, Petros A Kostagiolas

Assessment of Inhabitants’ Health Care Needs in Local Community

Objective: To identify the inhabitants’ needs for primary health care (PHC) from the local community in Attiki, Athens. Method: Two methods were used. For the data collection of quantitative analysis a designed, self administered questionnaire was used, based on random sampling, from April to August 2013. The sample size was 430 inhabitants from five municipalities. In the qualitative analysis was implemented a semi-structured personal interviews and content analysis, from February to March 2015. 10 out of 430 respondents were chosen to participate. Results: According to the results of the quantitative analysis, respondents suggested activities of public health (75.8 %), care for disabled and elderly people (74.3 %), prevention and health education (74.3 %) and care for patients with long-term illnesses (65.6 %). The willingness to pay local taxes in order to establish a local primary health networks is moderate (51.2 %). Moreover the results of qualitative analysis showed that the respondents would pay local taxes for PHC services provided by local authorities, if they were be awarded of services quality in advance. Conclusion: Respondents believe that local authorities could organize successfully health prevention, health education programmes and establish home care services for patients with chronic diseases. Inhabitants’ willingness to pay local taxes for PHC services is moderate due to the fact that they are sceptical about the quality of service.

George Pierrakos, D. Latsou, C. Platis, A. Goula, A. Giovani, J. Pateras

Innovation and Knowledge-Based Entrepreneurship

Frontmatter

The Role of Marketing Interventions in Fostering the Diffusion of Green Energy Technologies

The energy landscape of the twenty-first century is dominated by ramifications necessitating critically low carbon emissions and efficient utilization of renewable energy sources. Therefore, in order to support the transition to the green energy era a myriad of policies is drafted and implemented with the most notable being the “20-20-20” European directive. Therefore, effective marketing strategies could assist in the transition from fossil fuel based to clean energy production technologies. Thus far, the existing body of marketing literature tackling the adoption of green energy systems is rather limited. In addition, innovation diffusion models in the energy sector are case-depended and can only provide myopic managerial insights. To that end, well-designed intervention policies in the marketing domain could stimulate the environmental awareness of consumers and further foster the diffusion of renewable sources in the energy sector. Hence, in this study we propose a system dynamics (SD) methodological approach to assess marketing interventions that could promote the diffusion of clean energy production. Such modeling could provide important managerial insights with regard to the merit of effective marketing operations towards a robust and sustainable future in the energy landscape.

Charalampos Tziogas, Naoum Tsolakis, Patroklos Georgiadis, Charalampos Yakinthos

Analysis of the Characteristics of Knowledge-Intensive Firms in Greece

Based on a longitudinal study using structured survey technique in high-tech sectors, this paper addresses how innovation and the educational attainment of founder (or founding team) and employees affect the knowledge-intensive firms (KIF from now on) in Greece. In a treatment of KIF we are interested in how the two above mentioned factors correlate with the establishment of the firm, the operation and the strategies which are followed in the setting up stage of the company.

Vasilis Tassis, Theodosia Tassi, Spyros Zois, Stella Souchla, Giorgos Maroulas

A Comparative Analysis of Knowledge-Based Firms in High-Tech Sectors and Knowledge Intensive Business Services

This paper attempts a comparative analysis between firms operating in high-mid manufacturing sectors and knowledge intensive business services. Based on a longitudinal study using structured survey technique in these sectors, we selected specific variables linked to knowledge intensiveness of firms and the innovation results achieved.

Lefteris Papadimitriou, Konstantinos Mpartzeliotis, Stavros Nikas, Mike Vessala

Reporting of Human Capital as One of the Corporate Social Responsibility Areas

Human capital is one of the most important organization resources and, as shown by numerous studies, its role in organizations is constantly growing. This leads to many important consequences for the functioning of modern organizations. One of them is a growing importance of information on the value and structure of human capital in organizations. This information can have a managerial and reporting dimension in accounting. The first one seems to be clear, its scope of implementation is motivated by the individual’s need to use resources in an organization effectively. A more complex matter is a reporting aspect, mainly due to the demand for information from stakeholders, particularly the necessity of a fair settlement with the human capital owners. The lack of legislation in this regard and the essential social nature of the problem makes the reporting of employees human capital together with the level of its remuneration part of a Corporate Social Responsibility (CSR) area. The aim of the article is to provide an outline of the human capital periodic reporting model. In its first part the paper presents important substantive aspects of the CSR functioning in organizations, with particular emphasis on CSR reporting. Next, the original measurement model of the individual human capital is specified together with the principle of fair payment to the employees. The human capital measurement and payment model, takes into account the effects of natural impacts on capital and it respects the fundamental principles of accounting. The last section outlines the system for measuring and reporting human capital of workers, illustrated by a practical example.

Wojciech Kozioł

Strategic Marketing of Heritage, Cultural and Architectural Tourism

Frontmatter

Food Experiences: The Oldest Social Network…

Tourists are placing their trust increasingly in users who upload comments on sites such as TripAdvisor, where they are encouraged to evaluate and describe their own vacation experiences. This phenomenon has led to a loss of importance of Opinion Makers, which has, traditionally, rated services and destinations based on tourism experiences. This work represents a more in-depth examination of the content of textual reviews of restaurants, classified by TripAdvisor “Top 10” in two different cities. A qualitative/quantitative analysis of information contained in these reviews was performed to identify references to dimensions of the DINESERV model and its variants. From this process, some traditional factors were identified. Additionally, a new one has been proposed, extending the conceptual model of institutional DINESERV. TripAdvisor profiles are calculated through a system of points that are assigned according to the number of contributions that users make to the system. However, this system does not take advantage of the richness and utility of textual reviews. This study proposes a new profile system, calculated from the DINESERV factors obtained from an analysis of the reviews; this system reflects with more consistency the real characteristics of users, since their feelings and experiences are taken into consideration in the profiles proposed. This new approach is not exclusive to the TripAdvisor system since the core model features online reviews about restaurants; thus, with minor changes, it can be adapted to other user-generated content sites, allowing the creation of a social knowledge management tool to help restaurants develop successful business strategies.

Teresa Tiago, Francisco Amaral, Flávio Tiago

Tourism Events: The SATA Rallye Azores in Facebook and Twitter

Tourism events and sport activities have been separately widely analyzed due to the experience value offer, which can be integrated into destination marketing. However, little attention has been paid to the integration of sport as a tourism event that attracts casual sport Food Experiences: The Oldest SocialFood Experiences: The Oldest Socials and serious leisure fans. Therefore, clear orientation to client digital interaction is required, acknowledging that tourism and sport fans behavior are mostly influenced by eWOM and is complex comprehending many elements and a specific social media strategy. The present work offers a first glance at social media strategies in sport tourism events, by analyzing the activity on Facebook and Twitter of fans before, during and after the SATA Rallye Azores, documenting the topic criteria used, the engagement and sophistication achieved and transposing the engagement drivers to the components of the STAR (Storytelling, Triggers, Amusement, and Reaction) model. Results show that to have a content-oriented strategy that maximizes the engagement in social media. However, for the sport event chosen the engagement level found was lower than expected and the STAR model dimensions were completely different from the other social media phenomenon, presenting truly low levels of storytelling.

Sandra Faria, Teresa Tiago, Flávio Tiago, João Pedro Couto

Cultural Festivals on Sites of Cultural Heritage as a Means of Development of Alternative Forms of Tourism

This paper aims to investigate the contribution of cultural festivals hosted in historical venues (archaeological or industrial sites) as a tourist policy instrument. More specifically, the focus is put on examining the relationship between cultural activities and the host venues, in the Mediterranean countries, as a key driver for the development of international cultural tourism. This approach will be examined and analyzed through a brief review of international cultural festivals hosted in Mediterranean countries including Italy, Spain, Turkey, France, Cyprus, and Greece. Which are the factors that make the organization of such cultural festivals interesting from a tourist perspective? Which are the marketing tools that have been utilized so far in order to cultural festivals and which other new tools are proposed? Is it possible for a cultural festival to be run independently or does it require support from a broader framework of tourist initiatives in order to become more appealing? What is the purpose of hosting cultural activities in historical venues? Which are the contemporary strategies that can be used for the development of tourism based on the exploitation of the cultural wealth of Mediterranean countries? The article concludes with proposals for defining tourism policy, focusing on cultural festivals held at Heritage sites on a wide scale.

Loukia Martha, Charalampia Agaliotou, Panagiotis Panos

Regional Museums as Centers of Strengthening the Local Cultural Identity and as Tourist Attraction. The Case Study of the Display and the Educational Program of the Archaeological Collection of Thespies (Biotia, Greece)

The case of Thespies inserts a new dimension to the concept of “educational program,” since the learning needs acquire a centripetal character to be subsequently radiated into an array of learning tools and activities. The aim of the educational material is to illuminate aspects of the culture and history of ancient Thespies, and to highlight the interdisciplinary approach applied right through the excavation preparation stage up to the exhibition and interpretation of the findings. The involvement and substantial assistance the local society has offered, during the reshaping of the space, serve as affirmations of the institutional social and instructive role that every cultural institution primarily ought to perform. The present study thus attempts to address the following questions:What is networking museums and how can be related to the use, reuse, and restoration of buildings?Is it possible for new museum to revive the region where it is located?Can the encouragement of active participation of the public in the preparation of a museum to guarantee the creation of a relation between the public and cultural institution?

Popi Georgopoulou, Elpiniki Riga

Cultural Policy and Marketing Management: The Case Study of New Museum of Acropolis

Cultural assets need management and marketing for their existence and development. Even if the ultimate goal is to preserve exactly as they are, with no public access to them, positive management and marketing are still needed to protect them from undesirable change or irreversible damage. Marketing is a customer-focused management tool that can be used to help cultural or heritage attractions achieve their wider organizational goals by linking customer desires with appropriate goods and services. Marketing is an integral element in the overall planning and management process adopted for any cultural development. Marketing means not only to convince some people to use the product as it is but it also means to convince the target audience to enjoy their experiences. The good marketing could be a useful means of selection of appropriate visitors, which can help with problems of sustainability at high-profile attractions and goals. In this paper, it is presented and analyzed the applications of marketing management and targeting in the analysis of the case study of New Museum of Acropolis.

Evangelos Papoulias, Theoklis-Petros Zounis

Symposium on Business Informatics and Modelling

Frontmatter

Information Systems Engineering and Knowledge-Based Enterprise Modelling: Towards Foundations of Theory

The enterprise information systems engineering methodologies do not yet have a theoretical framework. One and only exception is data model design technique which is based on the internal modelling paradigm, because it uses concept of functional dependence in the normalization procedure. A theoretical soundness of knowledge-based approach towards enterprise IS engineering is assured by the use of principles of second-order cybernetics. An enterprise is considered as an entirety of self-managed activities correlated by management functional dependencies. New internal modelling views—a control view and a self-managing view—are included for capturing the management transactions—the key components of the subject domain knowledge. A normalized systems development life cycle is defined as required component of knowledge-based IS development.

Saulius Gudas

Modeling the Promotion Process of Academic Conferences Through Social Media

Social networks are now a crucial part of today’s way of life. Academic conferences is another chapter, that give people the opportunity to explore new ideas and share them with the scientific world. Blending those two factors together in order to achieve a main purpose, could give a remarkable effect. The purpose of this paper is to analyze the promotion process of academic conferences through social media and use simulation models to model that analysis. The reason the paper was created, is to provide this optimal solution to all those seeking how to promote academic conferences effectively through social media. Thorough research through the paper revealed that social media, nowadays used by millions and millions of users can be successfully used to promote academic papers and with great appeal.

John Hlias Plikas, Dimitrios K. Nasiopoulos, Damianos P. Sakas, Dimitrios S. Vlachos

Merchandizing IT Products via Social Networks. Modeling and Simulation of the Procedures

In this paper is going to be analyzed the different ways and results an IT company will gave if it would use simulation modeling for product merchandizing through social networks (Liu et al., Internet Research 25(2):300–316, 2015). All over through these years the companies are developing different ways of marketing methods on the Internet so they can sell more and more. In this research paper, is going to be presented the results which an IT company could have if it would changed the traditional way of selling and advertising products by social media marketing. A company that produces IT products is going to advertise and deliver these, through social networks, a daily habit in our lives and our routine (Dunne et al., Journal of Research in Interactive Marketing 4(1):46–58, 2010).

Theodora Papadopoulou, Dimitrios K. Nasiopoulos, Dimitrios S. Vlachos

The Contribution of Social Media in the Management of Social Relations with Customers. Modelling and Simulation of the Problem

We live in an era where science and technology are at their peak. Tremendous changes and the basic need of mankind to interact with others, led social relations to follow another path. That path is social media. In the beginning, they were used for communication, but quickly gained reputation in other fields. Because of the number of people using social media, companies started to use them with clever strategies, in order to attract people to buy their products (Qualman 2011). A question quickly comes in mind. That question is, in what way social media could be used to maximize company’s profit. That question this paper seeks to answer. The purpose of this paper is to analyze that contribution of social media in the management of social relations with customers and use Dynamic Models, in order to simulate that analysis. Thorough research through the paper revealed that using social media combined with clever strategies, the company could achieve high reputation within its customers and therefore significant profit.

John Hlias Plikas, Dimitrios K. Nasiopoulos, Despina S. Giakomidou

Modeling of Market Segmentation in Social Networks and Media

To reach his goal to market a product or service there is a need to introduce a competitive advantage which should characterize the product. This competitive advantage through various forms of communication of the company (or of the organization) with the customer needs to reach with targeted moves into the appropriate target group. The ultimate goal is to avoid unnecessary waste of resources. In order to find whether the results will have application in the market segmentation in social networks and media, we will make use of simulation models. Thereby, we have the separation of the market for social networks and media to target groups. The highest number of promotions is now based on the Internet which is estimated as faster, cheaper, and wider promotional tool. The research conducted on the Internet and statistics studied, highlighting as a means of communication between the company and target groups of social networks and media. It is reported that worldwide 74 % of adult Internet users have at least one account to them (Pew Internet Project’s research). It followed so that there immediacy consumer contact with the company, which may use many different ways to promote the product. On the part of the company, analyzing properly the data and using social ROI (return on investment), one can pump elements for the success of the product. Finally, creating variables in the model can be done by using a different approach for social networks and media, which results in obtaining data on sales.

Alexandros A. Plessias, Dimitrios K. Nasiopoulos, Despina S. Giakomidou

Modeling of B2C Communication Strategies in Electronic Commerce

In this paper, there has been an attempt to present the B2C Communication Strategies in Electronic Commerce (e-commerce). The factors of success, as they have emerged from the study of successful e-commerce models until our days, are analyzed. We shall study the interactions between business and customers, by setting variables and by using dynamic simulation models as a key decision tool. Through a thorough study of the interactions between business and customers, and by setting variables and using dynamic simulation models, we wish to demonstrate the need for researching such a matter, in a wide range of factors that affect B2C communication strategies in e-commerce. By using the simulation models, we seek to find the optimum solution, with the ultimate aim of maximizing the wealth of a business.

Dimitrios K. Nasiopoulos, Deltouzou Ioanna, Galanis Lida, Papailiou Paraskevi, Despina S. Giakomidou

Robots in the Hospital Setting: A Case Study

Robots in healthcare have emerged in functions ranging from assisting in surgery to offering pediatric companionship. In the United States, robots are considered one of the top health information technology (HIT) trends to watch in hospitals. We employ a case study approach to report the innovative ways in which robots are deployed in one large hospital in Cincinnati. At this hospital, robots assist in laparoscopic and urological procedures. As part of the pharmacy team, the pharmacy robot delivers patient-specific doses of medication. Robotically driven orthosis helps children walk. Still in exploratory stages at the hospital, robots process DNA to spot gene mutations associated with a disease to resolve disorders. The findings of the case study will illustrate the effectiveness of robots in the hospital as well as determine precursors in healthcare operations that are suited for robotic-assistance.

Kalyani Ankem, Joshua Turpin

A Case Study on the Use of 3-D Printing Technologies in an Educational Institution

In the United States, universities are increasingly adopting 3-D printers. At these institutions where this technology is being adopted, students are using 3-D printing technologies to create physical 3-D objects as a part of their learning experience. The creation of physical objects is common in some disciplines like the arts, architecture, and engineering, where design and production play a vital role. We would like to examine the phenomena of 3-D printing, and we would like to answer the following research question: how do students use 3-D printing technologies implemented at universities? To answer this research question, we employ the case study methodology with face-to-face interviews at one implementation location at one university.

Vishal Uppala, Kalyani Ankem

Information Systems Phases and Firm Performance: A Conceptual Framework

Strategic information systems planning (SISP) has been identified as a serious management issue. SISP is fundamental for organizations to succeed in current competitive global marketplace. This paper, based on a methodology about literature review, examines the phases and the measurement of phases success in order to understanding the process of SISP. Identifying 60 scientific articles, between the period 1980, when the concept of SISP appeared, and 2015, we present a composition and an analysis of the findings of a literature review and we focus on SISP process and its impact on firm performance. This paper makes two contributions. First, it explicates relevant fields about the query and concludes to a theoretical model. Secondly, this literature review analysis offers opportunities for future research.

Maria Kamariotou, Fotis Kitsios

Complex Dynamics of Single Agent Choice Governed by Dual-Channel Multi-Mode Reinforcement Learning

According to the modern theory of adaption of socioeconomic systems to unknown environments only the interaction between agents can be responsible for various emergent phenomena governed by decision-making and agent learning. Previously we advocated the idea that adopting a more complex model for the agent individual behavior including rational and irrational reasons for decision-making, a more diverse spectrum of macro-level behaviors can be expected. To justify this idea we have developed a model based on the reinforcement learning paradigm extended to including an additional channel of processing information; an agent is biased by novelty seeking, the intrinsic inclination for exploration. In the present paper we demonstrate that the behavior of the single novelty-seeking agent may be extremely irregular and the concepts of chaos can be used to characterize it.

Ihor Lubashevsky, Arkady Zgonnikov, Sergey Maslov, Namik Goussein-zade

Blended Learning and Business Modeling in Technical Translation Studies

Our work describes blended learning initiative and joint activity of the Department of Applied and Computational Linguistics and the regional Translation Service Provider and its Training Centre. We develop and support the special UNITECH-platform based on Moodle e-learning system to model the typical business processes in translation business practice. In this paper, we focus on the aims, tasks, and structure of the UNITECH-platform and its potential applications. The UNITECH-platform provides support for several academic courses in Translation Studies. This platform for blended learning also stimulates the usage of professional translation and linguistic tools, e.g., ABBYY SmartCAT Computer-Aided-Translation. We also present the results of the UNITECH-platform pilot testing for the course in Technical Translation for two groups of learners studying Linguistics and Translation at the Faculty of Humanities, Ulyanovsk State Technical University.

Ekaterina Sosnina

Creation Technologies for Smart Hypertextual Tutorials in Intercultural Educational Space

The chapter deals with new ways of improvement of students’ bilingual education. In particular, a student group is considered as a separate “learning organization” composed of several teams engaged in educational projects. A modern form of the “learning organization” is a hypertext organization that creates knowledge. The concept is built on the research proposed by Japanese experts I. Nonaka and H. Takeuchi. The authors of the article emphasize that the teamwork has a number of advantages over the individual one. The lecturer does not only teach students but also coordinates the efforts of the team (group), directs them towards development and improvement of the quality of the acquired skills. The result of this study is the creation of the hypertextual methodical tutorial by students themselves corresponding to their wants and needs.

Tamara V. Kuprina, Natalia Yu. Nevraeva

The Use of Individual Learning Styles in e-Learning

This chapter deals with the long-time problem of the individual approach to teaching researchers and has many creative solutions. With the advent of the era of e-learning, this problem is even trickier, since we are dealing with the primacy of electronic systems. This article discusses the problems of the use of individual learning styles in e-learning. It describes existing approaches and analyzes their strengths and weaknesses.

Y. Taratukhina, E. Sarapulova, E. Lavrenova

On Communicative and Didactic Aspects of Mapping An Individual Study Pathway in Electronic Educational Environment

The paper dwells on theoretical grounds for mapping an individual study pathway in electronic educational environment. Here, individual study pathway is viewed as a purposeful plan of a person’s competence profile. Also, the chapter points out parameters for designing a model of individual study pathway. Currently, one can easily state that the major objective of the modern education is to get a person prepared for living in the rapidly changing world with its global-oriented multi-cultural environment. In its essence, global education unites various educational systems and models, based on divergent cultural, religious, philosophical outlooks. Building up a unified educational environment is one of the top priorities for the nearest future. However, this is not an easy task, and is based on preserving national identity on the one hand, and involving cultural and educational integration on the other. Today’s concept of education means lifelong learning. These processes cause the knowledge-based approach in education to be gradually replaced by competence-based one. Nowadays we can witness a number of educational processes migrating into the Internet and, consequently, they are becoming more transparent and more or less multi-cultural. It is obvious that with the application of electronic educational environment (EEE) the didactic functions of a tutor will be changed, and the whole educational process will become autodidactic. And, before mapping an individual study pathway, one must decide how this individualistic approach will be applied in EEE where there is no immediate communication between students and tutors. When studying via the information technologies, a student is supposed to develop individual learning skills and to get well acquainted with the up-to-date online education technologies, which means that the student’s self-motivation becomes a more important factor.

Y. Taratuhina, M. Markaryan, S. Bezus

Information Communication Technology (ICT) in Open and Distance Learning (ODL): A Tool with Potentials in the Field of Education. The Case Study of Greek Educational Institutions

Information Communications Technology (ICT) is the main factor upon which Open and Distance Learning (ODL) bases its development as an alternative way of learning, mainly for adults. It enables the educational institutes to adapt to the constantly changing environment and aligns the learning procedure with the demands of the international market and the needs of the adults who want to keep up with current knowledge of society and world markets. Thus, it boosts “Life-Long Learning” (LLL), which is a part of the strategy of e-Europe “A knowledge society for all” (European Council, Lisbon 2000) (Zafiropoulou 2009; Karakirios et al. 2009). In these circumstances, the utilization of ICT in ODL is supported financially through programs by the European Union (EU) and other international organizations such as UNESCO, to support economy, to fight digital illiteracy, and to improve and/or update the already obtained knowledge that upgrades human resources nationally and internationally (Papadimitriou 2014; Sipsas et al. 2013; Trivella 2015). In this framework, my study can be a point of reference as it intends to provide useful information for the future successful use of ICT in ODL that is gaining space in the field of learning activities on all levels of the educational systems in both the private and public sectors. Also, it highlights the need to utilize properly, and benefit from, the unlimited potentials of ICT in learning, specifically in Greek educational institutions.

Lamprini Trivella

Instrument For Coordination of Social Groups For Increase in Effectiveness in Smart Education

When an enrollee becomes a university student, he enters a new social group that is better educated and more highly cognitive than the one he was in at school. But as soon as he becomes a member of the higher-level cognitive group he is hardly able to adapt to new environment. This chapter deals with the questions of practical realization of coordination of social groups for increasing the level of their education. The prototype of a mobile application was developed under the concept of “smart education.”

Y. Taratuhina, Z. Avdeeva, S. Filatov, F. Paputinsky

Legal Aspects of the Use of Educational and Scientific Information Posted on the Internet for Organizing e-Learning According to the Russian Example

In our research, questions about the legitimacy of using information that was posted publicly explored the features of the use of open licenses and other agreements for the to provide open content for e-learning in Russia. It was shown that the universities (in Germany, Russia, the United Kingdom, the United States, and France) considered the right to use the results of intellectual activity that was created by their employees in different ways. Emphasis is placed on the practice in Russia.

Z. Anna, E. Vladimir

Protection of Confidential Information in Educational Information Environments

The article discusses the possibility of providing students with confidential information for e-learning. We have examined the legal regulation of the regime of trade secrets. There were shown the technical methods of protection and accountability for violations. The paper concluded that the need to adopt a number of legal norms, which specify the procedure for the use of confidential information in e-learning environment.

Zharova Anna, Elin Vladimir

Best Practices for a Scientific Seminar in Business Process Management for Master Students at Russian University

This paper summaries the experience of a group of tutors making research-oriented seminar for masters’ students during the period of 2011–2015 years. For standard curriculum enhancement, the following methods were used: the balanced scorecard, subject-oriented approach for learning process modeling, e-learning platforms, virtual seminar concept, and many others.

Nikolay Kazantsev, Yaroslav Gorchakov, Yulia Bilinkis (Stavenko), Dmitry Torshin

Symposium on Integrated Information

Frontmatter

Communication Role for Applying Anchoring Pricing in the Information Sector

This study aims to examine the role of anchoring pricing, including in commercials on social media pages. It will show the users of social media’s influence by digital advertisements. For this research, we designed a questionnaire that was distributed to a wide variety of people in the science community. Before the final version, we sent the participants a pilot survey. The response rate was 40.25 % of the community that received it. The results indicated that people who make online purchases and use the social media are more likely to be influenced by online commercials.

Dimitriou Anastasia, Emmanouilidi Maroulia, Damianos P. Sakas

An Analytical Framework for the Analysis of an Information Economy

This paper presents an analytical framework, understood as a set of interrelated attributes and analytical methods, aimed to enable the identification and characterization of a country’s information economy. This characterization is in terms of the size, structure, and dynamics of an information economy, and more specifically its economic value created, labour input, jobs, and their wages. An application of the proposed analytical framework has the potential to uncover hidden economic structures and processes, which in turn may guide policy formulation for future job creation, educational efforts, and business environment stimulation, all aimed at a positive economic development.

Volha Pashkevich, Darek M. Haftor

The Use of Social Media for Private Concerns in Organizations: An Interview Study

Social media (SM) enables interactions between people where and whenever they choose. Many organizations have open access to SM and employees have access to such tools during working hours. The objectives of the research were to find out: whether and for what reasons the interviewers used SM for private concerns during working hours and what was the attitude toward such use. The study was undertaken 2013–2015 using open-ended in-depth interviews (the qualitative part of a larger study, the quantitative part was presented at IC-ININFO, Madrid, 2014). Different employee groups were chosen with purposive sampling in eight organizations and interviews were held with executives, HR managers, specialists, and general employees, one from each workplace. The main findings in the interview study were that employees used a considerable part of their working hours for personal use of SM for various reasons. The attitudes toward such use were different according to what position the interviewer held. Work is increasingly performed outside the office and the boundaries between work and private life are becoming increasingly unclear. For this reason, executives need to assess the success rate and performance of their employees and to look at their productivity and worth rather than questioning where and when they have worked or how long it has taken. The findings could be of value to organizations that want to evaluate SM use in their organization and how it impacts their people at work. It can also lay a foundation to further research in the field.

Johanna Gunnlaugsdottir

Toward an Integrated Approach to Information Management: A Literature Review

In this literature review, the author examines the scholarly literature of Information Management (IM) and related fields in the recognition that information has long been an important asset for any organization. However, nowadays the work environment in organizations is more complicated due to the information overload that employees experience on a daily basis. The information deluge requires employees’ swift attention, analysis, and action within a limited time. In response, Information Management aids organizations manage information and realize its potential. This literature review reveals that scholars have given various interpretations to the term according to the perspective (organizational, library, and personal) under which Information Management is examined. Additionally, the term is often used interchangeably with other terms such as knowledge management, data management, content management, etc. Within this multidisciplinary framework, the author presents various definitions of the meaning of Information Management, including a synthesis working concept, to guide her doctoral studies. Paper conclusions recommend an integrated approach to information management which combines the organizational and the library perspective of Information Management, as advanced by Detlor. This proposal emerges out of recognition that a library is a dynamic, living information and knowledge creation organization. Fulfillment of this potential requires that information processes are integrated in librarians’ daily work life in order to contribute to organizational learning. This paper could serve as a starting point for an exploratory research study on an integrated approach for Information Management that can contribute to organizational learning in library organizations.

Niki Chatzipanagiotou

Assessing Library Anxiety in Undergraduate Students Using the Greek Library Anxiety Scale (G-LAS)

The term “library anxiety,” coined by Mellon (1986), has been described as “an uncomfortable feeling or emotional disposition, experienced in a library setting, which has cognitive, affective, physiological, and behavioral ramifications” (Jiao et al. 1996, p. 152). High library anxiety levels have been associated with low research and academic performance. The current study investigates library anxiety in a sample of 279 undergraduate students of Greek tertiary education institutions. Anxiety levels were assessed using an aggregation of items from previously published scales to form the Greek Library Anxiety Scale (G-LAS). Data analysis shows that the G-LAS has good psychometric properties, with alpha values ranging from 0.931 to 0.703 for barriers with staff and rules barriers, respectively. Overall, students report low levels of total library anxiety (mean 2.4).

Konstantinos-Anastasios Doris, Paraskevi-Anna Provata, Eftichia Vraimaki

Retrieval and Dissemination of Information in Distributed and Wireless Environments

This paper investigates a framework for Secure Retrieval and Dissemination of Information (text and image) in Distributed and Wireless Environments (SECRET_DIDWE). Our research focuses on the evaluation and integration of Information Retrieval techniques. Text Retrieval and Content-Based Image Retrieval techniques are mainly studied for use in medical environment. The framework is based on a wireless architecture to enable authorized medical personnel to access medical records in a secure and transparent manner, utilizing an agent-based architecture. A policy-based architecture is part of the framework for utilizing wireless sensor devices, advanced network topologies and software agents to enable remote monitoring of patients and elderly people. These technologies can be used to achieve continuous monitoring of a patient’s condition. Medical information classification based on neural network techniques of SVM (Support Vector Machines) type for supporting diagnosis is also incorporated into the framework.

Christos Skourlas, Anastasios Tsolakidis, Eleni Galiotou, Nikitas N. Karanikolas, Petros Belsis, Dimitris Vassis, Argyro Kampouraki

The Design of a Knowledge Base for the Prevention of Bullying in Elementary School

Bulling among students is a major problem having serious physical and psychological implications all over the world. Research results indicate that both perpetrators and their victims display problematic behavior in school and they have difficulties to cope with their classmates. Many researchers analyze the reasons behind bullying in school environments and try to provide solutions to this problem. In order to decrease aggressive behavior among school students, we suggest that it is crucial that the schools and the families of the children create a relationship to help all the students to shape good personalities. We propose the cooperation of teachers and families, and the use of a fully supervised safety and prevention system which, with the help of Information Technology, will provide knowledge of such situations and help to gradually weaken them. In this work, we describe the design of a pilot monitoring system for one elementary school. Having recorded the potential risks to a child in the school environment, we design a knowledge base that is intended to alert for the events taking place in the schools’ space and calculate the level of risk for each of them. For the easier update of the events in the knowledge base, we created an easy-to-use interface that appeals even to ordinary users.

Christos Skourlas, Panayiotis Kazilas, Garyfalia Vasileiou, Eleni Galiotou

Information Technology Literacy for Deaf and Hard of Hearing Students in Higher Education

The demand for employment in specific computing fields is high, during the last years. However, the deaf and hard of hearing (DHH) persons are significantly underrepresented. In this paper, we study methods for increasing the participation of DHH students in computing fields, in order to provide them equal opportunities with normal students. We focus on the following two key research questions: What is an appropriate inclusive curriculum in Higher Education for supporting DHH students studying information technology? What kind of assistive technology resources (e.g., vocabularies in Sign Language) should be embedded in the curriculum, and how DHH students can be enabled to access and use such resources? A systematic review of the literature is conducted, and the design of an introductory academic course on information technology literacy for DHH students is examined.

Catherine Marinagi, Christos Skourlas, Anastasios Tsolakidis

A Framework for Communities of Practice in Radiotherapy

This paper focuses on the Communities of Practice (CoPs) which is seen as a specific knowledge management strategy. We examine how and why CoPs are established in radiotherapy. Based on experience in the radiotherapy practice we discuss a conceptual framework for the assessment of CoPs in radiotherapy.

Petros Belsis, Argyroula Christopouloy, Christos Skourlas, Anastasios Tsolakidis

Integration of Descriptive and Spatial Data to Rank Public Buildings According to Their Exposure to Landslide Hazard

Landslides are a serious problem for humans and assets in many parts of Europe. A large number of journal papers are devoted to quantify the risk induced by landslides. Once an area where a landslide hazard exists is identified, then it is necessary to select the buildings at risk exposed. This work proposes a general method that ranks the buildings according to the degree of exposure to the landslide hazard. The relevance of the proposed method increases as the extension of the territory becomes large. The method integrates both descriptive and spatial data.

Paolino Di Felice

Integration of Descriptive and Spatial Data to Rank Public Buildings According to Their Exposure to Landslide Hazard: A Case Study

Landslides are a serious problem for humans and assets in many parts of Europe. Once an area where a landslide hazard exists is identified, then it is necessary to select the elements at risk exposed. This work reports the findings coming from a pilot study devoted to rank the buildings located in a large Italian region according their exposure to the landslide hazard. Our experience can be repeated easily elsewhere.

Paolino Di Felice

Hypatia Digital Library: A Text Classification Approach Based on Abstracts

The purpose of this paper is to investigate the application of text classification in Hypatia, the digital library of Technological Educational Institute of Athens, in order to provide an automated classification tool as an alternative to manual assignments. The crucial point in text classification is the selection of the most important term-words for document representation. Classic weighting method TF.IDF was investigated. Our document collection consists of 718 abstracts in Medicine, Tourism and Food Technology. Classification was conducted utilizing 14 classifiers available on WEKA. Classification process yielded an excellent ~97 % precision score.

Frosso Vorgia, Ioannis Triantafyllou, Alexandros Koulouris

Reading Clubs: Current Trends and the Case of Greece

In this paper, following a general reference to the phenomenon of reading clubs in various space and time frameworks including its contemporary expressions (e.g. online communities), we focus on some special aspects of the phenomenon, such as the semi-public reading practice which is realised in reading clubs and the social and socialising functions they perform. Subsequently, we look into the development of such clubs in Greece and explore the ways in which their institution evolves during recession. We come to the conclusion that reading clubs are both an expression of how the so-called civil society works and also a form of self-organisation within that civil society.

Georgios Bikos, Panagiota Papadimitriou

Learning Initiative Trends in Higher Education: A Domestic and International Overview

Higher Educational Institutions (HEI) operate in an environment of continuous change. Relationship building with domestic and international partners equals activities that meet the strategic interests of institutions, stakeholders, and overseas partners who ensure sustainable growth across borders. Domestic relations primarily focus on ways that ensure completion of studies through diversified, sustainable, and experiential curricula. Current trends suggest the need for flexibility in meeting the socioeconomic changes learners face in a globalized world. Strength exists but also establishing new partnerships across national borders will help expand the intercultural and global perspectives of students. A careful orchestration of the internal administrative functions of HEIs will address complexities for both domestic and international learning initiative trends. In particular, closer collaboration with on-campus but also local and international community partners will ensure higher levels of success.

Lorrie Clemo, Jason Macleod, Efstathios G. Kefallonitis

Country-of-Origin and Airline Brand Effects: A Study of Brand Associations

This study examines linkages between country-of-origin brand (country brand) and operator brand using examples in the airline industry. A review of literature examines brand associations that may be (a) shared among the country brand and an airline or (b) are unique to an airline. The importance of both shared and unique association is highlighted. The level of engagement that these associations generate in the consumer audience is exemplified.

Efstathios G. Kefallonitis

Trends Affecting e-Learning Experience Management

The increasing use of technology in higher education has supported different forms of learning and knowledge retention such as e-learning. Global trends suggest that learners from all around the world prefer being in charge of their own education and constantly review the benefits of new learning methods to suit their needs. Advantages and disadvantages in e-learning highlight the opportunities for learners and the technology used. New e-learning platforms allow us to address some gaps in learning design and delivery and provide meaningful, sustainable, and up-to-date information to users.

Jason Macleod, Efstathios Kefallonitis

Strategic Innovative Communication Tools in Higher Education

The world has become very interdependent and global economies now influence many aspects of Higher Education Institutions (HEIs) both at national and international levels. Being flexible and adaptive during times of economic change must now be expected. The know-how in the communication and information technology sectors provides new innovative ways of enhancing the role of universities and their services. Higher education is a field where innovation through the use of technology can be invaluable. A number of innovative trends that exist in higher education are presented, along with an overview of the technological outlook.

Jason Macleod, Stavros Kyriakidis, Efstathios Kefallonitis, Androniki Kavoura
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