Anna Závodská

Knowledge in Value Creation Process for Increasing Competitive Advantage

The aim of this paper is to compare companies by using value creation model and to determine knowledge in these processes. The framework for the value creation process shows problems of case companies in different phases of this process. Knowledge is compared in each of the individual phases of the process and its role in different types of companies. There is identified role of knowledge for increasing competitive advantage. The methodology involves case study from which data are derived and analyzed. The analysis shows that the framework for the value creation process can be used as an analytical tool for value overview in different phases and there is a need for different approaches to improve business and create new value for customers. Based on the analyzed problems, proposed recommendations for improvement are made. These recommendations are based on providing value innovation for customers (end users of software product). Value innovation of software product is considered as crucial for improvement of the companies in machinery industry. Company A has created new value through remote service. This remote service provides several advantages. Customers can prevent problems in machines by implementing software product which is still analyzing and evaluating data from machines. Company B and C were not able to create major value innovation for several years.

Identification of Motivational Factors Influencing the Return of Researchers Focusing on the Slovak Environment

Poor conditions for research, depreciation of value of researchers, and low salary are only few factors influencing foreign migration of young Slovak researchers in recent years. This paper focuses on understanding the problem of brain drain and analyzing factors which are affecting the migration of Slovak researchers mainly to EU countries. Based on these factors, few ideas were suggested to maximize the benefits of return and reintegration of a returnee. Evidence suggests that a reasonable salary level, financial grants possibilities, and experts to collaborate with should be guaranteed in order to ensure smooth return of the researchers. This paper deals with factors influencing decision-making process of researchers working abroad when considering their return. Based on the analysis recommendations to increase the motivation of the researchers to return were proposed. There were proposed changes in reward structure of researchers at the university. These changes can significantly affect attitude of researchers towards moving back to Slovakia and maximize the potential value associated with their international mobility.

Developing Entrepreneurial Education at the University Focused on Start-ups

Research have shown that majority of start-ups fail. The reasons can be expressed as follows: premature scaling, poor product, ignoring customer needs, etc. This failure is caused by the lack of entrepreneurial skills of founders and their co-workers. Creating favorable start-up ecosystem requires cooperation of many stakeholders such as companies, public institutions (universities, self-governing regions, etc.) as well as enthusiastic individuals. Universities play crucial role in the ecosystem creation. They are actively trying to prepare students for their entrepreneurial career. They are organizing events as well as offering courses, which should help students to succeed with their start-ups. This paper describes the development of an entrepreneurial course at the University of Žilina. There was used case study method for describing several years of experiences with creation of such a course. Authors have tested various approaches in order to develop complex system of startup education which consists of university course, related thematic events and practical experience for students aiming to establish their own business. The system consists of using simple visual tools and related practical activities which will further improve their entrepreneurial knowledge. This proposed system serves as a basis for future research.

Reintegration of Slovak Researchers Returning to Slovak Companies

This paper focuses on understanding the problem of brain drain and identifies crucial activities which must be done in order to successfully reintegrate Slovak researchers. This reintegration process should lead to valuable knowledge sharing, R&D development, educating next generation of excellent researchers as well as increased economic growth. R&D does not relate only to universities but also companies which want to be innovative. Therefore, we focus our research on companies that has R&D department and may be willing to reintegrate returnees working at any research institutions or universities. Based on the knowledge gained from our research conducted in research institutions in Slovakia and best practices from Israel we proposed recommendations (on national, regional and company level) to create systematic approach to reintegration process. These recommendations can significantly affect attitude of researchers towards moving back to Slovakia and bringing the potential value associated with their international mobility to companies.

Creating Collaborative Innovative Environment Through Knowledge Management in Pharmaceutical Industry

Innovation is crucial for organizations in order to remain competitive. However, not all innovations are successful. For innovation to be successful, it is important to co-create value with a customer. This paper investigates the impacts and consequences of innovation activities in three pharmaceutical companies. The study shows that two out of the three companies failed in their innovation because of the lack of co-creation of value. A model based on the co-creation of value from knowledge management was proposed.

Knowledge Management Tools and Their Role in Doctoral Studies

Knowledge management (KM) plays an important role in coordination of students’ activities during their doctoral studies. To maximize its effect, students need to use it effectively. Many existing KM tools can be used in students’ doctoral studies, however, many students are lack of knowledge in them. Students either use KM tools ineffectively or not use them at all. KM tools are important for doctoral students’ research because these tools can increase students’ awareness of issues that they face in their research. Hence, we proposed a set of tools to increase students’ knowledge of KM tools and their role, which are summarized in the proposed framework. Based on the problems many doctoral students face at the University of Žilina, the proposed set of tools should enable students to increase the quality level of their doctoral thesis and research.

Developing Start-up Ecosystem in Small Cities: Case of Žilina and Leipzig City

Favourable start-up ecosystem is prerequisite for emerging start-up companies to succeed on the market taking into account their missing resources. Companies, government, universities as well as region are actively seeking to develop new activities, which would help start-up companies to succeed on the market. From government point of view the support of start-up activities is crucial in two ways: it is solving the problem of unemployment and supporting the economy therefore there were increased initiatives for start-up companies in the last year. This paper describes the development of two ecosystems in Leipzig and Žilina region. There was used case study method for describing current situation in the two cities where Leipzig city was used as an example of best-in-class small city start-up ecosystem. By the analysis of Leipzig city the problems in Žilina city ecosystem were detected. To enhance emerging and succeeding of start-ups in Žilina region there was proposed a framework for creating favourable start-up ecosystem. There was missing any framework, which would involve current activities concerning start-ups. Therefore the new framework was developed with an objective to interconnect current activities with a common goal (help developing innovativeness and entrepreneurship in the region by improving existing ecosystem). To achieve this goal several different activities will be provided (education, networking, consulting, etc.) for start-uppers. The proposed framework should support policymakers and practitioners in setting up new start-up ecosystem and serve as basis for future research.

Collaboration and Knowledge Sharing as a Key to Success of Entrepreneurial Ecosystem

Collaboration and active interaction among people with different backgrounds is crucial in order to be able to solve complex and multidisciplinary problems experienced by start-up entrepreneurs. Their success is depending on social relations pattern over a set of persons, positions, groups, and organizations. The need for the collaboration has increased over the years as start-up entrepreneurs are competing with global players with advanced personal, financial, technological and other resources. Therefore, this paper describes and analyzes a complex collaborative environment to support knowledge sharing and coordination of actions to increase success rate of new entrepreneurs in the Zilina region. During the past seven years a collaborative environment around which motivated individuals organize themselves to attain a common objective has been developed.

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.

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.