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This proceedings volume presents the latest on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and practice. It highlights strategic research and innovative activities in marketing. 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.

The chapters from the proceedings of the 5th International Conference on Strategic Innovative Marketing 2016 cover areas such as social media marketing innovation, sustainable marketing, customer satisfaction strategies, customer relationship management, marketing research and analytics. The papers have 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 shares their recent contributions to the field and showcases their exchange of insights on strategic issues in the science of innovation marketing.



Erratum to: Strategic Innovative Marketing

Androniki Kavoura, Damianos P. Sakas, Petros Tomaras

Creativity, Innovation and Entrepreneurship Competence in Higher Education


Transversal Competences as a Medium of Teaching. The Case of Creativity, Innovation and Entrepreneurship

Transversal competences are included in some curricula as an independent subject, however they can be a way to enhance learning in specific subjects, which also helps students to develop their new competences. Activities associated to the transversal competences have to be incorporated into the curricula, and should help the student in the learning process. It is necessary to establish the relationship between the activity to be developed and the learning outcome to be achieved. This paper proposes a method to help the lecturers to select the best learning activity using transversal competences as a medium of instruction. The proposal has been applied to the creativity, innovation, and entrepreneurship competence.

Andrés Boza, Marta Fernández-Diego, Leonor Ruiz, Mariluz Gordo, M. M. E. Alemany, Faustino Alarcón, Llanos Cuenca

Using Data Sources, Tools and Applications During Data Mining in Marketing Management of Higher Education

The aim of the paper is to reflect the current state of use of modern information technologies for the purpose of marketing decision-making in the context of Czech higher education system, as well as to bring attention to possibilities offered by data sources, tools and technologies in management of the relationship with prospective applicants. The paper is primarily focused on results of research comprising several stages (both qualitative and quantitative) which were collected over a period of 3 years at the Faculty of Multimedia Communications of Tomas Bata University in Zlín (Czech Republic). The objective of the research was to analyse data about prospective and actual applicants, and to model a system of record keeping, processing, analysing and assessment of the data for marketing management of educational institutions. This research is supplemented by a secondary data analysis, particularly a legislative environment, cultural habitual practice, availability of technologies and lifestyle trends of the generation Z comprising the possible target group of applicants.

Martina Juříková

Integration of the Theory and Practice in Continuity with the Development of Key Competencies—One of the Necessary Areas of Solutions for the Czech University Education

This is where the abstract should be placed. It should consist of one paragraph giving a co Human capital presents the most important asset of every society and particularly of education, which predetermines new possibilities for the social growth, it represents the principal social, ethical as well as political imperative. At the same time, the success within the competitive environment of the global market is subject to the high-quality workforce that is able to participate in the production of the top and innovative goods and services. A significant role belongs also to university education in continuity of the narrow link to the needs of the society and economy with the reflection in the strategic planning. The need to reach the still-persisting, ineffective interdependence of the “knowledge triangle”, i.e., the system of science and research, tertiary education and the area of innovations particularly with the economy area becomes one of the priority goals. The fundamental need thus lies in the orientation on quality and readiness of university graduates with the aim to increase their employability in the labor market, which is primarily based on required key competences of university graduates, i.e., acquiring the proper knowledge, skills, and abilities reflecting both the requirements of the educational subjects, as well as the requirements of employers in the necessary continuity of the integration of the theory and practice. The study presents the key data in the area of tertiary education with the focus on the specifications of the educational sector in the Czech Republic (in confrontation with the EU), with the possibilities for employability of university graduates in the labor market.

Marcela Göttlichová

New Ways of Marketing Analytics


Social Media Analytics Empowering Customer Experience Insight

The potential of social media in marketing communications is widely acknowledged, but in terms of making use of social media enabled analytics there are still uncovered possibilities for marketers. The focus of this paper is on analyzing the customers’ affective experiences appearing in the social media content. Through action design research, a framework that enables to analyze affective experiences from social media content is developed. The novelty of the framework is that it takes into account the different emotion families as well as the intensity of the affective experience, taking a one step further of the generally used sentiment analysis techniques in social media context. Through this kind of framework, the marketers are able to better catch even the weak emotional signals of the customers and to guide the customer to more valuable emotional path. This paper presents the developed framework and its pilot testing, carried out as part of a wider research process involving two research projects and researchers from three different universities.

Jari Jussila, Mika Boedeker, Harri Jalonen, Nina Helander

Emotion-Gauge: Analyzing Affective Experiences in B2B Customer Journeys

In B2B relationships, the role of affective experiences has not been particularly salient. Nevertheless, B2B customers do have affective experiences during their encounters with a firm, which eventually form an affective path of the customer journey. This affective path has an effect on the perceived value of the B2B relationship which consequently defines the customer experience. There are various frameworks for the sphere of human affective experiences, ranging from detailed circular models to less detailed dimensional ones. They are useful in explaining the affective state of a person on a certain moment. However, the temporal dimension is not salient in these frameworks. Frameworks for the customer experience do consider the temporal dimension, but they lack the depth of assessing affective experience. This paper presents a novel tool, Emotion-Gauge, which takes into account both temporal dimension and variations in pleasure, arousal and dominance of affective experiences. Emotion-Gauge reveals the affective path a B2B customer travels when encountering various business activities, thus enabling companies design their activities in managing the affective path and consequently enhancing positive customer experience and value creation. The paper reports the results of testing Emotion-Gauge by empirical research using case study methodology. The findings of the study indicate that affective experiences are salient, vary with different phases of the interaction, form unique affective paths, and are related to various factors during a business project.

Tuula Andersson, Mika Boedeker, Vilma Vuori

Customer Perceived Value—A Key in Marketing of Integrated Solutions

Value creation and value perception are essential concepts for a marketer—if you understand what kind of value should be created for the customer you have an edge over your competitors. The customer perceived value is not, however, an easy task to understand. It is especially complicated in case of integrated solutions, which are usually highly complex entities for customer to buy. In this paper, we examine the marketing of integrated solutions where high-technology components play a key role, paying special attention to customer value perception. In the paper, we argue that the understanding of customer value perception is remarkable in integrated solutions context and the best way to get a hold of it is through effective value analytics. We base our argumentation on an empirical case study of a company producing complex integrated solutions for their industrial customers.

Nina Helander, Virpi Sillanpää, Vilma Vuori, Olavi Uusitalo

Reliability and Perceived Value of Sentiment Analysis for Twitter Data

Social media offers rich data sources for companies that want to understand how they are perceived by their stakeholders. Sentiment analysis over Twitter can produce information about people’s feelings toward their brand, business, and directors (Saif et al. 2012). Based on this information, companies can take actions to enhance their customer experiences and perceived brand value. This study investigates the reliability and perceived value of two sentiment analysis tools developed to understand Finnish language, in contrast to human evaluators. For this purpose, a dataset of tweets from a Finnish software company was collected. For evaluating reliability Krippendorff’s α (Krippendorff 2007) is computed. Perceived value of the automatic and human evaluator classified sentiment is evaluated by interviewing the case company representatives. The results point out that the analysis carried out by the human evaluators was perceived more valuable by the company representatives than the automatic analysis, due to different granulation level of the analysis. Compared to the automatic analysis, the human evaluators were able to put the identified emotions from the tweets better into a context, which in turn diminished the potential misinterpretation of who was the target of the most negative tweets.

Jari Jussila, Vilma Vuori, Jussi Okkonen, Nina Helander

Development and Marketing Strategies in Innovative Technological Enterprises


Measuring the Impact of Burnout on Job Satisfaction and Organizational Commitment

The aim of this research is to measure and analyze the impact of burnout on job satisfaction and organizational commitment. The data are obtained from 150 Greek SMEs’ employees who responded to a structured questionnaire. Data have been analyzed using descriptive statistics and correlation analysis. The research results indicate a correlation between burnout and job satisfaction. Furthermore, a correlation is observed between job satisfaction and organizational commitment.

G. Zapantis, M. Skordoulis, M. Chalikias, D. Drosos, A. Papagrigoriou

The Relationship Between Subordinates and Supervisors and the Impact on Job Satisfaction and Efficiency of the Employees

Enterprises today are facing intense pressures because of the increased competition, aiming at their survival. The purpose of this study is to investigate the factors that are derived from the relationship that is developed between supervisors and subordinates and finally leads to job satisfaction and high employee performance. The survey was conducted in private and public obstetric clinics in Greece through a sample of 100 subordinates and 30 supervisors, using a structured questionnaire with five-point Likert scale. The research results show that the main factor that affects job satisfaction and employee performance is the relationship that is developed between the supervisor and subordinate.

G. Tsitmideli, G. Sidiropoulos, M. Chalikias, D. Drosos, P. Kalantonis

6th Symposium on Management Challenges (IANOS): Crisis Kills or Links?


The Role of Organizational Culture in the Greek Higher Tourism Quality

Organizational culture is considered to be important, if not essential, in all industries and businesses nowadays. Every company has its own unique personality, just like people do. This unique personality of an organization refers to its culture. In order to become more effective, organizations have realized how important is the role of their culture and the critical effects it has especially within the tourism industry. The quality of the services and products is affected to a high extent.

D. Belias, E. Velissariou, A. Koustelios, K. Varsanis, D. Kyriakou, L. Sdrolias

Integrating Total Quality Management Philosophy in the Greek Tourism Sector

Tourism sector is currently facing challenges due to the fast paced environment, the changes that it needs to keep up with and the financial crisis as well. Within a highly demanding framework the needs for high standards and total quality management arises. Organizations that are related to tourism need to introduce a philosophy of sustainability by developing innovative practices that will enable them to reserve their competitive advantage. Therefore, total quality management can be a useful tool in improving their products and services by focusing in quality parameters.

D. Belias, E. Velissariou, A. Koustelios, K. Varsanis, D. Kyriakou, L. Sdrolias

The Role of Organizational Culture in Greek Higher Education Quality

The relationship between organizational culture and effectiveness is established in the literature. This study provides insight into the role of organizational culture viewed in the context of quality management in higher education in Greece. Considering the market forces of competition and socioeconomic conditions, the political context and students’ learning experiences and expectations, it is legitimate to apply the marketing paradigm in tertiary education. It appears that due to the impact of economic recession on higher education and the difficulty to accept and implement quality assurance practices in Greece, transformation of the existing organizational culture in higher education institutions is perceived to be the means for quality assurance systems to be accommodated in Greek higher education.

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

Integrating Total Quality Management Philosophy in Greek Higher Educational Institutions

In the highly demanding contemporary environment, organizations, and more specifically higher education institutions, are expected to respond to constant changes and financial crises, by developing innovative practices and delivering quality products and services. As quality and innovation are perceived to be sources of competitive advantage, the implementation of Total Quality Management (TQM) is suggested. The TQM philosophy can be useful for Greek higher educational institutions, improving the quality of services provided.

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

Relationship Between Supervisor’s Emotional Intelligence and Transformational Leadership in Hotel Organizations

The primary objective of this research is to investigate the relationships between hotel managers’ emotional intelligence competences and transformational leadership giving emphasis on supervisor–subordinate interaction. Hotel managers that comprehend the importance of emotional intelligence are in a position to identify the needs and the feelings of their subordinates, to actually express their interest and work collectively. Participants were 149 employees representing 117 Greek and Cypriot hotel organizations. Findings indicate positive associations between supervisor’s intrapersonal and interpersonal emotional intelligence competencies and her/his transformational leadership in hotel organizations. Implications for management include that supervisors in modern hotel organizations should further develop emotional intelligence competencies and enhance their transformational leadership with focus on human resources development.

Tryfon Vasilagos, Panagiotis Polychroniou, Leonidas Maroudas

Dynamic Combination of Automatic Forecasts for Corporate Budgeting

In this paper, an optimal dynamic combination model of automatic forecasts is proposed for corporate budgeting purposes. During the budgeting process, financial managers usually have to create forecasts for various economic quantities such as sales, the cost of goods sold, net earnings, etc. This situation is becoming exponentially more complex if we take into account the various production lines and business segments of the firms. In such an environment, it is very important for a forecasting model to have the ability to produce fast, reliable, accurate, and cost-effective forecasts on a timely basis. The purpose of this paper is to provide a forecasting methodology for budgeting purposes that incorporates all the desirable properties that financial managers expect of a forecasting model that supports a modern budgeting system. Our forecasting methodology utilizes various automatic forecasting models for univariate time series that are combined to produce a single optimal forecast for each financial quantity under consideration.

Sotirios D. Nikolopoulos

Financial Text Mining in Twitterland

We live in a “big” world with “big” information needs and “big” economic data in the form of texts, charts, and numbers. However, although the information set that one may use to analyze a company or to make financial decisions contains both text and numbers, traditionally, theoretical and applied economic research overemphasized the importance of numbers in the decision-making process. In recent years, advances in hardware and software technologies but most importantly the development of advanced text mining and machine learning algorithms has made the efficient utilization of financial text data a reality. In this paper, we review and present several techniques used for financial text analysis and we highlight some potential problems that may arise during the implementation phase of text mining for accounting/financial applications.

S. D. Nikolopoulos, I. Santouridis, T. Lazaridis

2nd Symposium on Business Modelling


Stuffing Keyword Regulation in Search Engine Optimization for Scientific Marketing Conferences

In this study, the authors highlight the importance of Keywords in the process of Search Engine Optimization in an effort to increase the global ranking of websites in search engines. Through the usage of tools and indicators, the authors proceed into the extraction of appropriate keywords that can be used in websites for the construction of text and content. In addition a dynamic simulation modeling process takes place in order to calculate and estimate the proper distribution of a company’s resources which intends to invest in the optimization of its website for the improvement of the current presence in the digital marketing world.

Ioannis C. Drivas, Apostolos S. Sarlis, Damianos P. Sakas, Alexandros Varveris

Communicating Strategically for Improving Team Effectiveness in ICTs Organizations

This research seeks to demonstrate the effectiveness of communication strategies and practices from decision makers to employees in the Information and Communication Technologies organizations. The purpose is the creation and eventual promotion of a communicational model that embraces best practice relative to overall team effectiveness. By placing decision makers and employees in the center of attention, we examine relations among several communication and team effectiveness practices in ICTs sector. Employees’ recognition, the motivation of exchange and sharing information, clear vision of goals and objectives for employees, and the troubleshooting effectiveness of team, are some of the major factors that indicate the relationship between Communication Strategies and Team Effectiveness. Via the application of a cross-cultural quantitative methodological tool in more than ten countries with a response rate more than 69%, we evaluate communicational strategies that decision makers adopt and their impact in Teamwork Effectiveness in the sensitive sector of ICTs.

I. C. Drivas, D. P. Sakas, C. Riziotis

2nd Symposium on Healthcare Services: Special Aspects and Challenges in an Evolving Environment


Improve the Effectiveness of the Provided Healthcare Services and the Efficiency of a Public Hospital in the Light of a Manager

The profile of a success Manager in a Public Hospital is framed by knowledge and skills that respond to the duties and competences of a contemporary Manager in Healthcare Management. In order to cope with the administrative challenges of a public hospital under its present legal form, it is necessary to design a business plan, taking advantage of the potentials he comes across studying its environment. The study of Venizeleio Pananeio General Hospital in Crete (VPGH) shows the variety of the factors that affect it and the imperative for structural changes in state health section. That entails to improve the hospital’s provided health services and overall performance, through the implementation of the appropriate management tools, considering priorities. In this assignment priority is given to ensure the quality of the provided health services, to improve funding methods and to manage the staff.

Maria Papadaki, Charalampos Platis

The Use of Information System at Public Hospital Pharmacies in Greece: Myths and Reality

In Greece, nowadays, there is a huge disappointment for the health system because of the high participation of households in it. While the health system, (law 1397/1983), was designed to guarantee to whole population the free access to medical services, in 2006 more than 38% of its income was spent to private health services equivalent to 3.5% of GDP. Among the countries of OECD only USA, Switzerland and Mexico had a higher participation in private health. This paper presents the results of a study realized in 2009 regarding the procurement processes, the new technologies use and the time required for its implementation by the personnel in Greek public hospitals. The objective of this article is to present the research results and to propose a new way of procurement reducing not only the implementing time required but also the requisition costs of the necessary goods and services.

Ioannis Karafyllis, Charalampos Platis, George Pierrakos

Organization Style and Its Effect on Employee Satisfaction and Personal Performance

Within this work we try to investigate the impact of organization style on employee satisfaction and personal performance, which reflects the opinion of employee about the organization style of their organization. Employee satisfaction and personal performance are among 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, organization style is one of the most vital factors in the provision of safe, high quality, and reliable services in the health care 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 organization style in relation to employee satisfaction and personal performance. 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 (Data Base 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

A Prospective Evaluation of Health-Related Quality of Life of Cancer Patients Receiving Day and Home Care Services in Greece

The objectives of this study were to examine the health-related quality of life (HRQoL) in cancer patients compared with general population norms and to assess the HRQoL of cancer patients who receive home care compared to patients who receive day care services in Greece. Methods. In total, 113 patients with cancer were enrolled in the present study which was conducted in two specialized hospitals. The Health Overview SF-36 scale (SF-36) was employed to measure HRQoL. Questionnaires were filled out with personal interviews, from July to August 2011. Internal consistency reliability was tested via Cronbach’s alpha coefficient. Parametric t-test and ANOVA were used for comparisons. Results. Of all participants, 38 patients received home care services and 75 patients received day care services. The SF-36 results showed that all patients presented low mean values in Physical Component Summary (PCS) and Mental Component Summary (MCS), 38.4 and 35.9 respectively. Cancer patients’ SF-36 scores differed significantly from those of an age- and sex-matched sample from the Greek normative population, except for Role Emotional. Moreover, cancer patients, who received day care services, responded with a higher mean value in Physical Function and Bodily Pain, than patients who received home care (p ≤ 0.05). Provision of day care services seems to be quite important for patients with cancer, especially for their Physical Function. Conclusion. It is important for patients to receive a combination of day care and home care services, although there is a need to empower community nurses and care givers towards this direction through continuous training and new technology tools.

George Pierrakos, Dimitra Latsou, Aspasia Goula, John Pateras, John Nikolados, Charis Platis, Markos Sarris, Sotiris Soulis

The Role of Local Government in the Provision of Social Services in the Third Age. Case Study: The Municipality of Volos

The aim of the current study is the definition of quality of life on aging population, specifically, the users of Help at Home social program at Volos’ Local Authority. An attempt has been made to compare users of Help at Home program with those who did not participate in the program. The studied sample consisted of 100 cases that were benefited, whereas the other 100 were not. The collection of data was carried out from December 2015 to April 2016 through a questionnaire which included demographic, social, financial (socioeconomic) features as well as the EQ-5D questionnaire. Data processing of demographic features shows great influence between ischemic heart disease (p = 0.269) and accident falls (p = 0.353). Regarding the analysis of the second studied sample, the statistical significant tests results are sex (p = 0.300), education (p = 0.287), and family functioning (p = −0.206) are the key factors of the perceived quality of life status whereas the diagnosed diseases exercising a negative impact on this specific studied sample are joint diseases (p = −0.307), ischemic heart disease (p = −0.203), and hypertensive disease (p = −0.203). The influence of all the self-reported features about health status is largely related to anxiety/depression level with the higher negative effect (p = −0.647) and less to the mobility level (p = −0.303). Thus, the perceived quality of life status between the two studied samples does not display a significant difference.

Athanasia Papadimitriou, Charalampos Platis, Emmanouil Zoulias

Marketing Communications in Online Communities


Pharmaceutical Marketing STAR

Social media networks have become essential to the modern business world, and are especially a new channel for firms to connect with their clients and to establish a social customer relationship. Pharmaceutical firms can engage with health professionals and patients providing information and also obtaining feedback and referrals for online communities. This can be a powerful tool to build on with much more potential to explore. This work analyzes the social media profile and content created by pharmaceutical companies to develop a model for social media use. Their social media activity on both Facebook and Twitter was analyzed, and as a result, storytelling, triggers, amusement and reaction (STAR) model was proposed. The adoption of this model can enhance engagement online and therefore increase brand value and connectivity with consumers.

Tiago Costa, Teresa Tiago, Flavio Tiago, Sandra Faria, João Couto

Comparison Shopping Websites and Their Impact on Consumers’ Purchase Intention

The vastness of the internet prevents most consumers to directly find what they need (the exact time they need it) without the use of a search engine. Even then, though, most results are based on website popularity and keyword advertisement. To overcome this, search engines with a limited scope and increased precision, have arisen. Dealing with information about products and services, from airline tickets, hotel bookings, insurance, consumer products even to food delivery, comparison shopping websites provide a helpful connection between consumers and businesses. In this paper, the way businesses and e-commerce in general is affected by comparison shopping websites is examined. The concept of comparison shopping website user/consumer is examined using various demographic, psychographic, and other relevant factors that are assumed to affect the use of a comparison shopping website, the relevant selection criteria and their impact on purchase intention. Data from 207 users were collected in order to test the validity of the proposed theoretical model. The main results of the analysis suggest that the use of product comparison shopping websites is affected mainly by the frequency of internet usage, perceived usefulness, and ease of use. Furthermore, comparison shopping websites seem to play an important role in shaping purchase intention.

Theodoros Kentistos-Rannos, Prodromos D. Chatzoglou

The Role of Branding for Companies and Countries


Influence of Marketing Communication Tools on Brand Building in the Context of Marketing Management and Corporate Prosperity

Modern marketing communications must respond to new trends, to the social development, the development of information technology, changing demographic, psychographic and behavioural characteristics of customers, their shopping behaviour and lifestyle preferences. Shortening of time and distances, when communication even over large distances can take place in real time, is the paradigm of these changes. Modern marketing communications are based on relationship marketing, whose basic philosophy is comprised of creating positive experience with the brand, focus on supporting the customers’ repetitive purchases, direct interaction between the product supplier and the customer, value of the brand from the point of view of the customer, high level of customer services. The study demonstrates the importance of particular criteria for the creation of an image as the result of the use of marketing communication tools. The goal of marketing communication is to create a positive image of a brand, create a love brand, which has an impact on corporate prosperity. Creating a brand is the responsibility of the entire company. In order to manage the company effectively, it is necessary that all the members of particular levels of the corporate structure adopt this philosophy. This approach gives rise to the necessity to systematically form the image towards the external public as well as towards the internal public—employees of the company. Building of the image then becomes an effective tool for marketing management, the source of competitive advantage and long-term prosperity.

Olga Juraskova, Martina Jurikova, Romana Cockova

Current Perception of a Brand in Czech Consumers’ Mind

Nowadays, the development and management of brands is a key element of strategic marketing management regardless of the type of market, regardless of the type of products we offer, regardless of which needs of which type of customers we intend to meet. The presented study analyzes managerial processes and decisions related to strategic development and management of a portfolio of brands, its synergic and multiplication effects, and specifies key factors influencing the increase in the value of brands in relation to the influencing of opinions and preferences of consumers regarding brand products. Last but not least, this study presents the results of primary representative quantitative research carried out at the turn of the year 2014 using a sample of 1028 respondents by the Department of Marketing Communications of the Faculty of Multimedia Communications of Tomas Bata University in Zlín. The main aim of the research was an analysis of opinions and preferences of Czech customers towards a brand and brand products, and of the identification of the influence of brands on the shopping behaviour of Czech citizens. The research was focused on branches of profit organizations emphasizing the importance and the customers’ ability to identify the producer and the country of origin.

Martina Juříková, Josef Kocourek

Generation Z and Religion in Times of Crisis

Even though religion is an important factor because of its influence on people’s attitudes and behaviors, limited research exists on the subject, especially in times of economic crisis. This paper empirically examines for the first time the relationship that generation Z—the youngest adult generation—has with religion and the church. The study investigates the impact of the crisis on Gen-Z’ers, their attitudes and behavior toward church and religion and how this was affected by the harsh economic conditions. Factor, cluster, and ANOVA analysis were used on the research for profiling the segments and results showed significant differences between different segments of Gen-Z’ers according to their attitudes toward the church and faith. The study advances our understanding of the relationship that Generation Z has with religion in times of economic uncertainty and brings significant practical implications that are discussed in the paper.

Aikaterini Stavrianea, Irene Kamenidou

Consumer-Brand Relationship Development Process in the Context of Online Booking Services: The Role of Cognitive and Affective Drivers

The objective of this study is to propose a conceptual model that considers separately the cognitive and affective aspects of brand relationship quality in online services and investigate their mediation effects on the link between brand evidence (e-service quality; brand value, and self-image congruence) and brand loyalty. To test the proposed model, a survey of 971 customers of online booking platforms was conducted using a structured questionnaire and established scales. Data was analyzed with PLS–SEM. Results indicate that all brand evidence constructs significantly affect both aspects of brand relationship quality. The affective aspect of brand relationship quality is the most important direct determinant of brand loyalty, followed by the cognitive aspects and brand value. E-service quality and self-image congruence affect both brand relationship quality aspects only indirectly, through brand loyalty. This means that brand relationship quality aspects partially mediate the brand value-brand loyalty link, while they fully mediate the effects of e-service quality and self-congruence on brand loyalty. Finally, implications of these findings and directions for further research are provided at the end of the paper.

A. N. Giovanis, P. Athanasopoulou, S. Mamalis

Fashion Brands, Social Media, and Consumers’ Exposure to Marketing Messages

Current research devotes little attention to consumers’ perceptions of marketing messages on social media. This study investigates whether consumers’ perceptions of fashion brands’ social media marketing actions match brands’ intended and actual marketing intensity. The findings suggest a big overlap between both, although they also point to some exceptions. Consumers’ exposure to social shopping messages is prevalent; the most frequent social media marketing messages from a consumer’s view relate to representational actions, with low volume of engagement-related contents. Additionally, this study proposes specific dimensions of social media marketing activities, in order to improve measurement instruments of social media marketing actions that combine companies’ and consumers’ perspectives.

Artha Sejati Ananda, Ángel Hernández-Garcia, Lucio Lamberti

A Report on Museum Branding Literature

Recent social, financial and technological developments have changed dramatically both the NPOs’ and museums’ activities and orientation. Today, museums striving for their viability are urged on marketing and branding orientation. Despite its importance, still museum branding is a neglected research field. This is the first paper to remedy this problem by classifying the recent research by 2016 on museum branding. Drawing on a review of 33 papers this study categorizes the available research relating to the NPOs and museum branding. Therefore, the findings should make a major contribution to research on NPOs and museum/cultural marketing by serving a classification of the recent literature and by recommending both new research venues and profitable managerial recommendations to museums practitioners and scholars.

Zoe-Charis Belenioti, George Tsourvakas, Chris A. Vassiliadis

“Greek Breakfast”: A New Tourism Brand Name for an Age-Long Gastronomy Tradition

Current trends in international tourism market portray gastronomic tourism as one of the most powerful elements for enriching tourist experience while increasing destination competitiveness. As a result, over the past years significant efforts have been recorded to effectively use local gastronomic culture as a vehicle for development in mature and emerging destinations. “Greek Breakfast” is an innovative program which was successfully designed and implemented by the Hellenic Chamber of Hotels, in order to enrich breakfast content in hotels with local agro-dietary products, as well as with traditional foods and viands from various parts of Greece. The program, by taking advantage of the rich and diverse Greek gastronomic tradition, aims at differentiating the identity of the Greek hotel product, while at the same time it advances conditions for the development of local production structures through immediate (local) as well as implicit (exports) consumption. Until today, the program “Greek Breakfast” attracted substantial number of businesses (hotels and producers) by creating, establishing and projecting a new, distinct touristic product for the Greek hotel industry. The current efforts have focused on increasing the acceptability and usability of the “Greek Breakfast” at national as well as international level, through a complete nexus of digital marketing actions that target different groups of interest. The philosophy of redesigning the program, will be based on the extensive use of New Technologies of Information and Communications (ICT), Web 2.0 tools, interactive links and online networking open to all target groups (hotel owners, national-international tourists/clients, producers).

Alexios-Patapios Kontis, Aristeidis Gkoumas

User Generated Content and Marketing


Cliff Diving in Virtual Communities

A niche new to global tourism and hospitality managers that combines the growing popularity of tourism with sports is attracting worldwide interest. Red Bull is one of the companies that promote several sporting events across the world that have demonstrated the ability to effectively mix tourism with sports. Evidence shows that people adopt different attitudes regarding tourism sports events choosing either “serious sports tourism” or “casual fan leisure”. Moreover, these tourists tend to bond and interact in distinctive ways in virtual communities linked to the event. The two groups of sport-seeking tourists share a common bond—the sporting event—but their preferences and behavior are quite different. In this sense, uncovering these patterns of tourist behavior can lead to more desirable event offerings, both from the point of view of the destination as well as for the promoting brand. This work analyzes two virtual communities on Facebook and Instagram that are associated with two Red Bull cliff diving events in Portugal and Denmark. An analysis using the STAR model identifies the links between active members of the communities.

Teresa Tiago, Flavio Tiago, Sandra Faria, João Couto

Attitude Toward Change: Factors Affecting Hospital Managerial Employees’ Resistance to Change

Resistance to change has greatly concerned researchers over the last 15 years, since it is proven to be the main failure cause of all change initiatives, especially when it comes to business process reengineering. The aim of the present study is to point out the major factors affecting managerial employees’ attitude toward change in healthcare organizations. The survey was conducted in six Greek hospitals, three of which are large University Hospitals, with total participation of 134 employees. The results revealed that the main factors influencing managerial employees’ attitude toward change are their personality traits, their perception of business process reengineering (BPR), as well as the management–employee relationships.

Vasiliki Amarantou, Stella Kazakopoulou, Prodromos Chatzoglou, Dimitrios Chatzoudes

Innovations on Shipping Management and Marketing


Are Greek Tanker Operators Aware of IMO’s Sustainable Maritime Transportation System and Willing to Follow Its Goals and Actions?

This paper discusses the subject of maritime transport sustainability. Motivated by the IMO document on a Sustainable Maritime Transportation System (SMTS) that has been launched on September 26, 2013. It aims to identify the awareness of shipping (with particular focus on oil tanker operators located in Greece) with regard to the sustainability incorporation into everyday practice. In particular, the perception of oil tanker operators in Greece is explored as regard the willingness to implement sustainable goals and acts. Tanker operators’ views are recorded with respect to the advantages, disadvantages that may be faced in the possible implementation of the sustainability concept proposed by IMO. In recent years, international shipping has made substantial efforts to include concepts of sustainability in the normal operation of ships. Hence, there is evidence that the environmental performance of ships is enhanced (e.g., with new regulations for air emissions). However, the industry seems to focus more in energy efficiency practices and particularly in solutions that have immediate refund On the other hand, consumers of goods that are transported all over the world tend to become more sensitive to the environmental and social impacts of products they buy and/or use. Many big charterers’ firms are adopting sustainability practices for goods that are not to be carried onboard-substandard ships. As far as the demand side becomes more sensitive in terms of sustainability, the interest will be passed on to all stakeholders of maritime transportation.

Athena Parsotaki, Aristotelis B. Alexopoulos

Strategies in ‘Shipping Business Management’

The paper deals with the tactics and strategies applied by shipping companies. During current depression in the dry cargo sector, shipowners adopted two tactics: to ‘survive’ and ‘look after opportunities.’ Shipowners are mostly reactive-managers and apply Porter’s strategy of ‘cost leadership’ mainly through economies of scale, cutting-down fleet’s average age as well total costs. This has been applied in 1986 and in 2016. The poverty of research about shipping strategic issues, given also that nowadays all management functions became strategic, is worth noting. Lately (2013) maritime economists showed an interest in strategies. This we believe is due to the fact that many maritime companies are now listed and data are now available. The need of shipowners to find funds for the larger and more expensive ships, led them to ‘stock exchanges.’ This led into the creation of two separate classes of shipping companies: those that remain outside the stock exchanges, which we call them ‘traditional’ and the ‘modern’ ––those inside. Certain economists argued that there is an antagonism between the two classes and that the strategies of the second are unquestionably superior and more profitable than the first’s…Is this true? We do not blame shipowners for having a limited number of strategies, (excluding liners), as ‘Academia left them helpless’; despite GARCHian, neural networking and chaotic models, no forecasting at firm’s level is used or trusted so far. Shipowners feel that a shipping crisis is coming, but they do not know when and for how long it will last…

Alexandros M. Goulielmos

How Do Dry Bulk Freight Levels Affect Minor Dry Commodity Trade and Shipping Marketing During Economic Recession Periods?

The aim of this research is to delineate the impact of dry bulk freight on minor dry commodity parcel sizes during economic recession periods. Although this relation is mostly disregarded in mainstream literature during economic boom periods, in case of economic downturn, it may propel the increase of parcel size up to the optimum point where economies of scale are achieved. The research continues by examining the impact of this phenomenon on the development of the underestimated concept of shipping marketing.

Konstantina Athanasiou

The Process of Employing Greek Ship Officers Onboard Greek Ships: A Proposal for a New Recruiting Tool

The employment levels of Greek seafarers have substantially declined in recent history, making it part of the phenomenon of the global shortage of ship officers. It is a complex problem with many and different causes. Human resources by rendering the competitive advantage of shipping companies sustainable, shipping companies needed effective hiring tools in order to recruit the right seafarers. The industry acknowledged inadequacies in institutional and organizational levels and the recruitment methods so far have been proven inefficient. This research aims at examining the recruitment methods used by the largest Greek-owned shipping companies during the hiring process of Greek shipping officers through a field survey. The survey revealed that the usual hiring methods used by crew managers were too simple for the personnel selection and proposes a new effective recruitment model. The proposal is depended upon different kind of constants and variables which are based on a dynamic database that can regularly be updated, i.e., with data such as the soft and hard skills of ship officers, in order to gain maximum productivity with the highest levels of safety. The research is organized as follows: the first section refers to an introduction of the portfolio of Greek shipping companies (i.e., their history, organizational structures, management practices, and fleet information) followed by a brief analysis of the Greek marine manpower. The next section discusses the factors that have affected the seafarers’ employment levels in the Greek maritime industry followed by the role of human resource management (HRM) and how it affects the company’s structure along with the analysis of the recruiting methods and hiring tools used by the shipping companies. Section “Methodology” describes the methodology and presents a flowchart that includes a new recruiting model and section “Data analysis and Findings” contains the data analysis and discusses the results. The findings provide the basic outcomes of the field survey and discuss the significance of them in regard to the research questions.

Aristotelis B. Alexopoulos, Panagiotis Karagiannidis

Evolution of Logistics Centers and Value-Added Services Offered in Port Areas and the Importance of Marketing

The evolution of ports and logistics centers along with their value-added services has led to an increase in the global competition amongst these ports. The competition nowadays is focused more on the services provided by the port and less on the actual location of the port, thus emerging new challenges to the ports to keep up with the competition and maintain their customers satisfied. In the present article, we examine the evolution of ports and logistics centers, and how can marketing be used as an assisting strategic tool so as to achieve a competitive advantage in the market.

Afroditi-Anastasia Menegaki, Aristotelis B. Alexopoulos

The Role of Marketing in the Shipping Industry in Case of Accidents

For the purposes of this research paper, a marine accident was assessed, in order to find out the degree of the impact such an accident had in the neighboring affected states and the surrounding environment. It was found that the accident of the tanker, due to the insignificant environmental damages it caused, had a very small impact in international and local legislation or procedure scheduling regarding such accidents. However, examining it from a different perspective, the role of the shipping company, especially nowadays with the legislative framework regarding maritime incidents and oil spills, is of paramount importance marketing wise. The company’s approach and actions before and after an accident are linked sometimes to her very existence, i.e., maintaining fame to clients (charterers) and coastal states and port state control. Through this cross evaluation of what was actually done and what should have been done, had this accident occurred nowadays, in a marketing oriented scope, suggestions are made for the specific accident, as well as marine accidents in general with respect to the company’s approach and actions in order to preserve its ‘brand name’ in the shipping industry.

Anastasios Georgakis, Aristotelis B. Alexopoulos

The Commercial and Economic Effects of Fuel Additives in the Maritime Industry in a Heavily Environmentally Regulated Market

The aim of this paper is to quantify the impact of fuel additives in the commercial management of a vessel and to determine the benefits of its use. As the shipping industry has recently began to impose emission regulations in a large scale, and vessels’ costs already seem to grow due to the presence of such regulations, it is crucial for owners, especially of older vessels or heavy consumers, to minimize the damages. Along with the imposition of such regulations and due to speculations of regulations to be possibly imposed in the future, a fuel additive market for the maritime industry has arisen. This paper examines the impact of such additives in the commercial management of the vessel from the chartering point of view and benefits from port authorities in respect to emission regulations. Furthermore, it examines the costs and benefits of such additives taking into account changes in performance, maintenance, and port-related costs.

Jason Merkouris–Stylopoulos, Aristotelis B. Alexopoulos

2nd Symposium on Business Informatics and Modelling


Software Protection and Piracy Focusing on the 2008 Crisis: A Comparative Study and Simulation Modeling Regarding the Case of Greece, Germany, and England

In this paper, the relationship between software security and piracy rates is been analyzed, by utilizing an information set for three European nations of extreme importance as regarding the 2008 economic crisis, Greece, Germany, and England. Having undergone thorough research and empirical analysis, taking into consideration Monte Carlo simulation technique we discover proof that research and development impacts negatively piracy rates. We likewise find that piracy rates are affected negatively by per capita income. The above discoveries are supportive to the consideration of different descriptors recommended by the empirical literature on piracy.

John Hlias Plikas, Nasiopoulos K. Dimitrios, Panagiotis Delis, D. S. Vlachos

Decision Support Systems and Strategic Information Systems Planning for Strategy Implementation

In the current changing environment, businesses have to be competitive and to make effective decisions to achieve their aims. Strategic Information Systems Planning (SISP) and Decision Support System (DSS) contribute to this effort. The purpose of this paper is to propose a model which combines both the SISP and DSS under the concept of change management to enable the firm, to acquire and store significant information for its strategic decisions more effectively. The paper contributes to the DSS literature by suggesting a model that is believed to support the empirical research of SISP in DSS field. It expands the scope of SISP on DSS field, stating the need for more research to be conducted regarding the DSS in SISP through strategic management. By identifying phases that affect the strategic decision-making, a number of implications are accrued.

Fotis Kitsios, Maria Kamariotou

Modeling and Simulation of Promotion Procedures for IT Companies Through Facebook

The last years have seen a rapid increase both of the number of users on social media and particularly on Facebook and also, on the number of different types of applications available for use (Kluemper et al., Research in personnel and human resources management, Emerald Group Publishing Limited, Bingley, 2016). This paper attempts to model and simulate the promotion of new IT products processes. The study of the results obtained through simulation dynamic model, which was developed in order to test the potential profitability of a business.

Tsiavos G. Panagiotis, Pachtiti E. Foteini, Nasiopoulos K. Dimitrios, Damianos P. Sakas, D. S. Vlachos

Modeling and Simulation for the Development of Innovative Ideas for Video Games in Smartphones

In this research, paper will be highlighted the dominant role that the video games hold nowadays. It is undeniable that as time and technology go by, more and more people spend time playing games on their smartphones. As shown by recent studies, 44% of the game developers are working on a game that will be released on smartphone or tablet (Game Developers Conference 2016). This has led, in turn, to a growing number of companies taking interest in releasing video games for smartphones, increasing the competition. Due to the above, companies have realized the significance of importing more and more innovative ideas in their video games so they get more appealing to buyers, resulting in holding a bigger share in video games market. The impact of these innovations in a company’s function and the profit, or loss, they can cause will also be investigated. This will be examined via the modeling and simulation procedure of the innovations’ developing process, which is proven to be the safest and quickest way to try different environmental factors, observe how they influence the model and compare different outcomes.

Tsomis Konstantinos, Koukouris Georgios, Damianos P. Sakas, Nasiopoulos K. Dimitrios, D. S. Vlachos

Mobile Commerce and Success Factors. Simulation and Modeling of the Problem

Mobile commerce (m-commerce) is a rapidly growing industry, which derives from e-commerce, and within the next few years is expected to conquer a great part of the global market share. There are several factors that can play a major role in the success of an m-commerce website. The ones that should be taken most into account can be distinguished in three categories. The first one is Security and Trust, which concerns safe transactions online and giving the user a sense of trust and no second thoughts when buying a product through his/her smartphone. Second, Personalization–Localization, which is about adjusting properly the content depending on the user’s preferences and local needs, trends, and conditions. Last but not least, user’s convenience, which can be described in three sub-categories: Speed, Accessibility, and Mobile Friendly Design. All of the above contribute in a pleasant online experience for the user. This research takes the investigation of the most crucial factors one step further, examining them from a different perspective, through the innovative way of a dynamic simulation model. After the appropriate data were given to the model in order to make it sufficient to run and return valuable information, the simulation was executed for the desired time (in this research a year), the results were collected and the conclusion that came up was that security-trust is the most crucial factor in the success of m-commerce, whose absence could result in the minimization of it as far as sales are concerned.

Aristotelis Chantzaras, Nasiopoulos K. Dimitrios, D. S. Vlachos

The Simulation Model of Supply Chains on the Macroeconomic Level is the Tool to Control the Economic Development of the Region

The management of economic development of the region is associated with the search of conditions and ways to achieve sustainable macroeconomic controlled system. This problem cannot be solved by fragmental solutions based on the analysis of fluctuation trends in the indicators, properties, and case elements. It is necessary to apply methods that will allow to research and to bring in order any region as a complicated macroeconomic system with a lot of interrelated elements and systems. To solve this problem, we applied the simulation modeling method. The novelty of this study is that as an instrument of economic growth at the macro level we consider the supply chain in the context of the formation of an integrated system of supply chains and the balanced development that meets the interests of all participants, economic agents, and targets of socioeconomic development of the region (the achievement of social effect). Particular industry supply chains and levels of integration of supply chains systems have been identified to determine the cost-effectiveness at various levels, based on categories such as price, quality, time, commercialization, and innovation. The simulation method makes it possible to form a holistic view of the system of regional supply chains and to conduct a comprehensive analysis of the balance between performance and efficiency at each level of the supply chain system. An experimental method of management, modeling, and forecasting, allowing to see the problems with the system approach was used in the developed simulation model, implemented on the basis of AnyLogic software.

Natalia Lychkina, Elena Molodetskaya, Yulia Morozova

Calculating Handling of Business Resources for Establishing a Successful Information’s Technology Project

The current paper aims to introduce a dynamic simulation model of how an information technology business should share its resources in order to hire persons with specific characteristics, suitable and efficient for an effective project team, with the supreme goal to bring to an end a successful information’s technology project. The model is developed and simulated using iThink platform.

Christos Chaldezos, Damianos P. Sakas, Nasiopoulos K. Dimitrios, Despina S. Giakomidou

Calculating Handling of Company Resources for Establishing an Effective Project Team

This paper suggests the management of company resources in order to establish a successful project team. The proposal is being reported after modeling the essential soft skills of a project team, interacting with the negative factors and providing the benefits to the team. Hence, is mentioned what a project manager must do as leader of an effective project and which parameters should follow for establishing it. Last but not least, a one year simulation is represented—the best scenario—after many case studies. The model and the simulation developed in iThink platform.

Christos Chaldezos, Damianos Sakas, Nasiopoulos K. Dimitrios, Despina S. Giakomidou

Businesses: The Association Between Their Export Performance and Information and Communication Technology Adoption

Today’s world is characterized with rapid engineering and technological increase where enterprises search to develop competitive vantage based on the extensive use of information and communication technology, a crucial succeeder in today’s competitive market. Information and communication technology, a factor characterized as a foundation and complementary to innovation, affects business exploitation, exploration and market competitive presence in several ways. This paper aims at explaining how the Information and Communication Technology trajectory and its adoption affects the export intensity of business sphere along with other important variable factors using a large data sample of 3500 business firms using hybrid simulation with Anylogic 7.2 University and eventually analyzing empirically this relation through an economic based regression analysis model using E-Views 8. The explanatory variables include many factors extensively analyzed. The analysis is based on the epidemic model of information and communication technology in business sphere. The reason this paper was created is to provide the ultimate combination compounding of crucial factors that affect the information and communication technology adoption of businesses that seek to adopt new technological ways to expand their export performance and intensity. Thorough research through the paper resulted in a robust pattern across the adoption variables used that lead to the successful adoption of the information and communication technology key factor in businesses as regarding their export activity and their export intensity.

John Hlias Plikas, Nasiopoulos K. Dimitrios, Eleni-Karveli Glynou, Damianos P. Sakas, D. S. Vlachos

Modelling the Process of a Web-Based Collaboration Tool Development

Internet provides a lot of tools and technologies designed to help people collaborate and communicate with each other. Collaboration tools are a category of tools such as chat, application sharing, videoconferencing and e-mail (Dobre, Seria Matematică - Informatică – Fizică LVIII:51–56, 2006). In additition, online collaboration tools are based on webpages, clients and servers, so all the aspects of a competitive webpage should be considered in order to make a good collaboration tool. Modelling is the process of representing a physical system, or natural phenomenon, or even an idea. In this paper we will simulate the process of developing a web-based collaboration tool, in order to find how the available resources should be properly distributed.

Nasiopoulos K. Alexandros, Sakas P. Damianos, Nasiopoulos K. Dimitrios, Vlachos S. Dimitrios

Comparing Scrum and XP Agile Methodologies Using Dynamic Simulation Modeling

A software development process is designated as an aggregation of methods, practices, and techniques that are used to procure and substantiate software and its produced product (Wadhwa and Sharma, Adv Comput Sci Inf Technol 2:370–374, 2015). The majority of agile methods promote teamwork, cooperation, and adjustability through the life cycle of the developing procedure (Moniruzzaman and Hossain, Global J Comput Sci Technol 13, 2013). The first and maybe best known agile methods, between others, are Scrum and eXtreme Programming (XP) (Salo and Abrahamsson, Softw Process: Improv Pract 12, 2007). Scrum is more focused on management practices for software development, whereas XP emphasizes on the activities of software implementing (Mushtaq and Qureshi, Inf Technol Comput Sci 6, 2012). In this paper we explore the principles of two agile methodologies, XP and Scrum, and we propose the appropriate methodology for the development of collaboration tools.

Nasiopoulos K. Alexandros, Damianos P. Sakas, D. S. Vlachos, Nasiopoulos K. Dimitrios

The Development of New Ideas for IT Products, Through Social Media

In this research the question that will occupy us is the development of new ideas for IT products, through the social media. Thanks to the social media, every business can interact with its public, thus with its collaborators. One of the most important forms that appear is the Facebook. The Facebook pages present the possibilities with which the development of new ideas can be achieved, as they give the opportunity to the businesses to proceed to the analog environment and thereby to emerge. The development, however, of those ideas in order to bring the desired results is distinguished in certain phases, which must also be satisfied. These phases–steps will be analyzed in the continuation of our study.

Pachtiti E. Foteini, Nasiopoulos K. Dimitrios, Damianos P. Sakas, D. S. Vlachos

Multicriteria Assessment of Alternative Policy Scenarios for Achieving EU RES Target by 2030

The cost-effective promotion of renewable energy sources and the support of electricity markets exert much pressure on the governments of the European Union Member States (EU MS). European institutions and national policy makers aim for the continuous improvement of energy policy portfolio in order to assist the development of Renewable Energy Sources (RES), which must be carried out effectively in a time horizon until 2030. This paper attempts to assess alternative policy scenarios suggested by legal EU instruments, focusing on the implementation of the common binding RES target of 27% in gross final energy demand in EU-wide level, included in “2030 Climate and Energy Policy Framework”. Thereupon, multicriteria method Fuzzy TOPSIS is set for quantitatively evaluating strategies, maintaining group decision-making and sharing optimally the common RES target between the MS. The best alternative proposed is undertaking “indicative national RES targets with incentives for over-commitment”. Conclusions can draw attention to committing MS towards climate resilience, urging for further support of RES electricity production.

Ioannis Papadogeorgos, Aikaterini Papapostolou, Charikleia Karakosta, Haris Doukas

Mechanisms of Management Process Improvement of an Educational Institution

The innovation complex of educational institutions management system reorganization is considered here. Offered by D. Norton and R. Kaplan “The Balanced Scorecard” is the efficient mechanism of organization mission and strategy achievement. The implementation of the BSC is discussed to organize budget social organizations and educational institutions performance. BSC is the organization mission and strategy realization, to realize that it is necessary to formulate the mission, strategy, “goals hierarchy” of a university and also the assumed results and clear definition how to achieve them. At creation the BIS at a state educational institution the clients or public are distinguished as a main strategy link. Strategic goals must be formulated for each group of “clients”. The main objectives of regional higher education are considered here. Educational process aims achievement is analysed by introduction of the system of balanced indices BIS into the educational process. The group of organization effectiveness indices is considered in this article.

Omarova Naida Omarovna, Omarov Omar Alievich, Ivanova Yelena Vladimirovna

6th Symposium on Integrated Information


The Cooperative Role of Marketer and Programmer on SEO Strategies in Scientific Journals

In the era of digital marketing competitiveness Search Engine Optimization process holds the reins for a strategically sustainable web positioning and presence for each website which is under the paternity of a company. However, the reduced financial flexibility entails risks in the way of disseminating company’s resources for improving of website visibility. In this research paper the authors proceed into sequential steps in order to indicate not only a proper dissemination of resources for augmenting website visibility, but also to estimate a return on investment which a company potentially has via using an actuarial dynamic simulation modeling approach. In this work, the authors adopt several SEO recommended rectifications that the literature review indicates in order to be practically implemented into the under examination websites correlated with the promotion of scientific journals into the field of marketing. Thereafter, a dynamic simulation procedure takes place in order to specify a proper distribution of company’s resources in precision with an improvement of websites’ organic reach, thus the higher visibility of them.

Apostolos S. Sarlis, Ioannis C. Drivas, Alexandros Varveris

Implementation and Dynamic Simulation Modeling of Search Engine Optimization Processes. Improvement of Website Ranking

In this research paper the authors highlight the importance of Search Engine Optimization of a company’s website in order to improve its visibility in the global ranking of websites. First, the authors implement an SEO analyzing tool for the identification of rectifications that need to be done for the augmentation of website’s visibility. In the next step the recommendations that SEO analyzer indicated implemented and completed improving in this way the overall SEO rating. Thereafter, a Dynamic Simulation Modeling process takes place for the estimation of the proper time and way of spending company’s resources for the augmentation of website’s visibility. The model predicted and estimated that the total satisfaction of a decision-maker regarding this return on investment is gradually increased as each one of these recommendations implemented in a specific way of resources’ distribution, strengthening the final decision in order to adopt such a digital marketing tool in decision-maker’s quiver.

A. S. Sarlis, I. C. Drivas, D. P. Sakas

Instagram Company Page Creation Modeling and Simulation

Instagram is the largest image-based social media platform. For this reason, it provides an excellent opportunity for companies to promote their products or services. The purpose of this project is to quantify the income of an organization/company arising from the utility of Instagram in accordance to the resources invested by modeling the promotional process. This paper begins by thoroughly analyzing Instagram platform in order to fully understand its function. After this is done, we set the objectives that need to take place in order for company to achieve its final goal. The main aim is no other than modeling the augmentation of interaction between organization and users, resulted in this way further mouth to mouth hearsay via Instagram. Subsequently, several actions are defined in order to accomplish these individual goals. However, these actions depend and rely in a plurality of factors, a situation that leads in the inability of predicting a specific result. This inability that leads in random and ambiguous should be addressed via the usage of dynamic simulation models. These models give the advantage and the ability for user to predict the result with the usage of specific data. Using iThink editor, data quantified and adjusted presenting to user the forthcoming results and simulating a situation regarding the actions of him. This decision-making tool contributes maximally in the prevention of negative or incorrect decisions and also in the optimization of working time splitting in order to accomplish an action. In the current research approach, a dynamic modeling process took place for the construction of an account in this specific social media platform.

A. S. Sarlis, D. P. Sakas, D. P. Vlachos, A. Antoniou

Two Years on—Developing Metrics for Crowdsourcing with Digital Collections

The National Library of Finland has been supporting crowdsourcing from the spring of 2014, when a new version of the presentation system of digitized newspapers, newspapers and ephemera was released at Since then, there has been steady increase in the usage of the crowdsourcing features. These new functionalities enable any registered user to collect clippings from articles, images and anything else from the digital collections, creating their own set of interesting material. The purpose of this research is to follow how the usage of the crowdsourcing features has evolved over the 2 years when it has been available. In addition, we evaluate how the contractually opened in-copyright materials have been used in crowdsourcing. What the metrics tell, is that there has been steady increase in the interest to the crowdsourcing, based on the metrics of collected clippings. Overall, it is possible to see steady increase over 6-, 12- and 24-month periods. However, there is still significant variance between users—the top users cover 46% of all clippings, whereas there is a long tail of users with just one clipping. Based on this data and the work ongoing in development projects, we feel that crowdsourcing is a viable way for a digital library to attract new kinds of users—both the general public and researchers. However, crowdsourcing requires advocacy, and we should put additional focus on communication, functionalities and availability of the new content.

Tuula Pääkkönen

Ethics and Medical Research

Modern achievements of Medicine are spectacular, but the human life has been threatened from this progress. There is a demand for an ethical direction in science with the best possible minimalism. Modern ethics is in a state of crisis: there are some ethical dilemmas arising according to which society is wondering if and to which level it is legal and feasible medical research to cross some boundaries. Human being focused research should be driven by respect for genetic identity of a human being for the protection of anyone who participates. Researchers should pay respect and protect human rights as well as citizen rights and therefore neither taking part in illegitimate inequitable and segregative practices deliberately, nor convincing at them. Some dilemmas arising directly as far as the medical research ethics is concerned, as well as to “when it can be moral or not.” Bioethics is not coming to put a halt on progress, on the contrary it is coming to prove those safeguards that will ensure the respect for human dignity, autonomy and meritocratic living.

Kotsori Ioanna Soultana

Is the Market Value of Software Vendors Affected by Software Vulnerability Announcements?

Nowadays, information security constitutes an urgent issue for businesses and researchers. The security vulnerabilities existing in computer systems are sources of different problems. An indirect and emerging issue, regarding the economic consequences of the vulnerabilities, is the impact of software vulnerability announcements to the stock price of the responsible software vendors. The scope of this paper is the study of the stock market reaction when vulnerability announcements occur and the correlation analysis between the impact of these events and vulnerability severity according to scoring systems. To find the impact to the stock market, the well-established in economics event study methodology was used. The dataset in this research was collected from the US-CERT (United States Computer Emergency Readiness Team) website, consisting of year’s 2014 records while the total number of vulnerability announcement events is 75. The results show a slight but not statistically significant negative impact of such events to the stock price of the corresponding firms.

Georgios Spanos, Lefteris Angelis, Kyriaki Kosmidou

Conceptual Search Algorithms for FDB Databases

Information retrieval is a necessary and important process for all information systems. In a traditional database information retrieval is carried out via query languages like SQL using keywords while any conceptual information is ignored. The current research is based on the FDB model which allows the management of any multilingual database both at data and interface levels through a universal schema and provides the definition and administration of any multilingual thesaurus. Two different algorithms have been defined for conceptual search in any multilingual FDB database by exploiting the information provided by multilingual thesauri. The first conceptual search algorithm provides common search parameters for all the keywords that form the search criteria. The second algorithm is more flexible than the first one since it allows different search parameters for each keyword; it enables the user to exploit the information provided by the thesauri in a different level for each keyword. At the same time, on a higher level, the user can define logical operators in order to connect the different keywords and their corresponding terms that come from the thesaurus. The purpose of the current paper is to present the conceptual search algorithms and their features, as well as conclusions and recommendations for the interface of a system that will implement conceptual search in any FDB database.

E. N. Petraki, E. J. Yannakoudakis, C. A. Kapetis

Blocking for Entity Resolution in the Web of Data: Challenges and Algorithms

In the Web of data, entities are described by interlinked data rather than documents on the Web. In this talk, we focus on entity resolution in the Web of data, i.e., on the problem of identifying descriptions that refer to the same real-world entity within one or across knowledge bases in the Web of data. To reduce the required number of pairwise comparisons among descriptions, methods for entity resolution typically perform a preprocessing step, called blocking, which places similar entity descriptions into blocks and executes comparisons only between descriptions within the same block. The objective of this talk is to present challenges and algorithms for blocking for entity resolution, stemming from the Web openness in describing, by an unbounded number of KBs, a multitude of entity types across domains, as well as the high heterogeneity (semantic and structural) of descriptions, even for the same types of entities.

Kostas Stefanidis

Analysis of GWAP Collected Tags in the Description of Heritage Materials

This paper explores possible approaches in analysis of folksonomies in subject indexing of heritage materials in order to examine user tags as a method complementing traditional subject access in the online environment. Research was undertaken using crowdsourcing methods, namely Game With a Purpose, where corpora of 14,402 submitted tags on selected 80 heritage objects divided into 4 categories (library, archive, museum and photographs) was gathered for statistical, linguistic and content analysis.

Tomislav Ivanjko, Sonja Špiranec

Selective Monitoring of the Safety of Railway Buildings

Landslides are a serious problem for humans and assets in many parts of Europe. This work reports about a case study devoted to rank the railway buildings in a region of central Italy according to the degree of exposure to the landslide hazard. The method integrates both descriptive and spatial data into a geographical database.

Paolino Di Felice

Group Recommendations in MapReduce

Recommender systems have received significant attention, with most of the proposed methods focusing on recommendations for single users. However, there are contexts in which the items to be suggested are not intended for a user but for a group of people. For example, assume a group of friends or a family that is planning to watch a movie or visit a restaurant. In this paper, we propose an extensive model for group recommendations that exploits recommendations for items that similar users to the group members liked in the past. We follow two different approaches for offering recommendations to the members of a group: considering the members of a group as a single user, and recommending to this user items that similar users liked, or estimating first how much each group member would like an item, and then, recommend the items that would (dis)satisfy the most (least) members of the group. For each of the two approaches, we introduce a different MapReduce algorithm, and evaluate the results in real data from the movie industry.

Vasilis Efthymiou, Petros Zervoudakis, Kostas Stefanidis, Dimitris Plexousakis

APANTISIS: A Greek Question-Answering System for Knowledge-Base Exploration

As users struggle to navigate on the vast amount of information now available, methods and tools for enabling the quick exploration of the databases content is of paramount importance. To this direction we present Apantisis, a novel question answering system implemented for the Greek language ready to be attached to any external database/knowledge-base. An ingestion module enables the semi/automatic construction of the data dictionary that is used for question answering whereas the Greek Language Dictionary, the Syntactic and the Semantic Rules are also stored in an internal, extensible knowledge base. After the ingestion phase, the system is accepting questions in natural language, and automatically constructs the corresponding relational algebra query to be further evaluated by the external database. The results are then formulated as free text and returned to the user. We highlight the unique features of our system with respect to the Greek language and we present its implementation and a preliminary evaluation. Finally, we argue that our solution is flexible and modular and can be used for improving the usability of traditional database systems.

Emmanouil Marakakis, Haridimos Kondylakis, Papakonstantinou Aris

News Articles Platform: Semantic Tools and Services for Aggregating and Exploring News Articles

As the Internet grows daily and millions of news articles are produced everyday worldwide by various sources, the need to store, index, search, and explore news articles is more than prominent. In this paper, we present an integrated platform dedicated to news articles, providing storage, indexing and searching functionalities, implemented using semantic web technologies and services. Besides using the developed APIs, the users through intuitive graphical user interfaces can save articles from RSS channels, import them through wrappers from external news sites or manually insert them using forms. A search engine on top allows the users to explore all registered information. All components have been implemented using semantic web technologies, using a novel ontology to model the news domain, a triple store for the management of data and web services exchanging JSON-DL messages. The registered articles become automatically part of the Linked Open Data cloud, enabling better data and knowledge sharing. Our preliminary evaluation shows the high quality of the developed platform and the benefits of our approach.

Koralia Papadokostaki, Stavros Charitakis, George Vavoulas, Stella Panou, Paraskevi Piperaki, Aris Papakonstantinou, Savvas Lemonakis, Anna Maridaki, Konstantinos Iatrou, Piotr Arent, Dawid Wiśniewski, Nikos Papadakis, Haridimos Kondylakis

Data Mining of World Bank Indicators

World Bank annual report contains vital data indicators about many countries. Data mining techniques helps in studying the underlying relation between different indicators. This research proposes a clustering system for Egypt’s World Bank indicators. The proposed system has three phases; preprocessing phase, clustering phase and analysis phase. Preprocessing phase consolidates Egypt’s data and prepares it for clustering. Clustering phase estimates the appropriate number of clusters and uses K-Means to cluster both years’ data and indicators data values. Analysis phase uses principle component analysis to find the most important indicators for each type of cluster. The results indicate that years’ clusters are more compact and separated than indicators’ clusters.

Maha A. Hana

Why Today’s Marketers Are Getting It Wrong

There is no denying that the media landscape has changed, and that marketers must adapt to be successful in the future. Younger consumers (particularly Millennials) have become the center of attention for marketers. The consumer behaviors and the way this group uses media have led to drastic changes in the ways companies and organizations attempt to communicate with them. The result has been a “throwing out of the old, and replace with the new” mentality where traditional methods are no longer considered effective or even relevant. This discussion will explain why this new strategizing may be going in the wrong direction, starting with who is being targeted, the methods used to reach them, and the measurement of the results of these efforts

Michael A. Belch

Ontology-Based Term Matching Approaches in Social Media

Social media domain has its own terms, phrases, grammar, and emoticons. Text mining and analysis needs specific natural languages techniques as well as specific ontology that include slang terms and expressions. Moreover, the discovery of new information from the social media forums can be applied through the matching between slang terms, expressions, and social media ontology. This paper investigates ontology-based matching approaches applied in social media.

Mariam Gawich, Marco Alfonse, Mostafa Aref, Abdel-Badeeh M. Salem


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