Publikační činnost Katedry marketingu a obchodu / Publications of Department of Marketing and Business (116)

Permanent URI for this collectionhttp://hdl.handle.net/10084/101871

Kolekce obsahuje bibliografické záznamy publikační činnosti (článků) akademických pracovníků Katedry marketingu a obchodu (116) v časopisech registrovaných ve Web of Science od roku 2003 po současnost.
Do kolekce jsou zařazeny:
a) publikace, u nichž je v originálních dokumentech jako působiště autora (adresa) uvedena Vysoká škola báňská-Technická univerzita Ostrava (VŠB-TUO),
b) publikace, u nichž v originálních dokumentech není v adrese VŠB-TUO uvedena, ale autoři prokazatelně v době jejich zpracování a uveřejnění působili na VŠB-TUO.

Bibliografické záznamy byly původně vytvořeny v kolekci Publikační činnost akademických pracovníků VŠB-TUO, která sleduje publikování akademických pracovníků od roku 1990.

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Now showing 1 - 20 out of 29 results

Country of product origin as a determinant influencing typology of Czech consumers in the beverages market
(Sage, 2024) Velčovská, Šárka; Waliszewská, Lucie
This paper aims to propose a typology of Czech consumers with respect to their attitudes toward the country of origin when purchasing beverages. Attention is paid to four commonly purchased beverage categories: beer, wine, tea and coffee. Using the Computer Assisted Web Interviewing method, the total number of fully completed questionnaires obtained was 396. The selection of respondents was determined by gender and age quotas. The measurement of attitudes involved utilizing a set of 22 statements concerning the beverage origin which were evaluated on a five-point scale. As confirmed by the research results, in each beverage category, the country of origin influences consumers' purchasing decisions differently. When purchasing wine, Czech consumers most commonly verify the country from which it originates. The origin is also important to them when it comes to beer, with the strongest preference for beer produced in their own country. The country from which the beverage originates has a considerably lower importance for coffee and is the least important when buying tea. Based on respondents' attitudes toward the country of beverage origin, four consumer segments were identified, namely "Experimenters,""Picky consumers,""Patriots," and "Pro-European consumers." Factor and cluster analysis were used for this purpose.
Polish sceptics and Czech optimists: Perception of the development within Euroregion Beskydy
(Közgazdaság- és Regionális Tudományi Kutatóközpont, Regionális Kutatások Intézete, 2024) Sucháček, Jan; Urminský, Jaroslav
The openness of space is one of the fundamental ideas behind the existence of the European Union. The bene]ts arising from this should outweigh the disadvantages associated with it. An advantage of openness is the possibility of integrating border regions of different countries into a consistent functional whole where cross -border cooperation takes place. Resulting mechanisms can lead to endogenously driven development of the territories that are typically on the periphery of their countries. However, reality is much more diverse. This is valid also in case of Central and Eastern European countries, where general socioeconomic processes take different forms in different regions and places. The same holds true also for territorial units, such as Euroregions that represent one of the most remarkable geographical embodiments of European integration. At the same time, they constitute one of the institutionalised forms of cross -border cooperation. Euroregions bear a twofold importance in postcommunist countries that for a long time suffered from pretty limited cross -border interactions and cooperation. Our article delves into the municipalities of Euroregion Beskydy at the Polish -Czech border. The main objective of the paper is to analyse and assess strengths and weaknesses of the development as perceived by Polish and Czech municipalities in the framework of Euroregion Beskydy. The article concentrates primarily on a qualitative dimension of the whole issue. This is partly supplemented by a quantitative perspective. The investigation mirrors the state of municipalities on Czech and Polish sides of Euroregion Beskydy from the perspective of municipal managements. From the methodical perspective, the questionnaire was utilised. This allowed respondents to identify the principal strengths and weaknesses of their municipalities based on their own knowledge and perceptions. The questions had a nominal character, and by aggregating similar responses, broader, consistent categories of strengths and weaknesses were established and analyzed. Respondents could name principal strengths and weaknesses of their municipalities on the basis of their own perception. The purpose was to identify substantial developmental domains or problem characteristics in individual municipalities of the researched Euroregion. At the same, it has been found out to what extent optimistic or pessimistic moods are prevailing in individual municipalities of the Euroregion. The research question posed in the framework of this paper is as follows: what are the most frequently mentioned strengths of municipal development at Polish and Czech side of Euroregion Beskydy? The results brought an interesting difference in the perception of the municipal development within Euroregion Beskydy. Respondents on the Polish side of the Euroregion can be characterised by higher rate of scepticism when compared with their Czech counterparts. On the Czech side of the Euroregion, slightly optimistic view on municipal lives is prevailing.
Revisiting antecedents to collaborative consumption in the context of dual role consumers
(Wiley, 2023) Małecka, Agnieszka; Mitręga, Maciej; Pfajfar, Gregor
The purpose of this study is to examine the current factors that influence the attitudes and intentions of experienced dual-role consumers toward collaborative consumption (CC), an area that has received less attention in previous research. Based on a multi-theoretical perspective, we propose a conceptual model that incorporates rational choice theory to explain consumers' beliefs. This model also integrates a sociocultural perspective and establishes a link between consumers' beliefs, their attitudes toward CC, and their intentions to participate in CC, by employing the Beliefs-Attitudes-Intentions framework. A study conducted on a sample of 501 individuals involved in CC as both providers and consumers found a significant and positive relationship between CC attitudes and intentions. In addition, the study found that age negatively influences this relationship, suggesting that the strength of the relationship varies depending on the age of the participants. The effect of risk of property damage, self-utility, and eco-utility on CC attitudes and intentions is significant. The relationship between trust and CC intention is fully mediated by CC attitude. However, consumer resistance to CC only has a positive direct effect on CC intention, but not on CC attitude. No evidence was found that perceived helpfulness of CC has an influence on attitudes toward CC and the desire to participate in CC. The results of this study suggest that for experienced individuals who both consume and provide in the CC context, the decision to continue to participate in CC can be considered a rational choice.
Systematic review of international marketing capabilities in dynamic capabilities view – calibrating research on international dynamic marketing capabilities
(Emerald Publishing Limited, 2023) Pfajfar, Gregor; Mitręga, Maciej; Shoham, Aviv
Purpose – This study aims to conduct a thorough literature review to map current studies on international marketing capabilities (IMCs) applying dynamic capabilities view (DCV). The aim of this study is to increase the chances for more conceptual and terminological rigor in future research in this particular research area. Design/methodology/approach – This is a systematic literature review following the established review process of reviews in leading (international) marketing journals. A multilevel analytical approach was adopted, combining inductive coding with deductive coding and following the logic of antecedents-phenomena-consequences. Findings – Synthesis of 20 rigorously selected previous empirical studies on IMCs applying DCV reveals that academic interest in these capabilities is well justified and growing and there are some well researched antecedents to focal capabilities (e.g. inter-organizational capabilities, outside-in market orientation) as well as their prevalent consequences (e.g. export and innovation performance). There is little knowledge of moderators to these links, especially with regard to consequences. This review illustrates that the current research lacks consistency in how key constructs are defined and measured, provides the guide to future conceptualization and measurement of so-called International Dynamic Marketing Capabilities (IDMCs) and proposes some concrete research directions. Originality/value – The authors extend prior research in the investigated topic by critically evaluating prior works, providing improved conceptualization of IDMCs as well as concrete research agenda for IDMCs structured along recommendations for Theory, Context and Methods (TCM framework).
A look at the future of work: The digital transformation of teams from conventional to virtual
(Elsevier, 2023) Vuchkovski, Davor; Zalaznik, Maja; Mitręga, Maciej; Pfajfar, Gregor
This study addresses the challenges of digitally transforming teams from conventional to virtual environments in response to the unique conditions of a global pandemic lock-down and the need for business survival, rather than as a proactive strategic move initiated and encouraged by senior management. Based on dynamic capabilities theory, we use 18 in-depth interviews to identify the skills and capabilities required for successful transition at the individual and organizational levels. First, at the individual level, communication differences (i.e., informal vs. formal, spontaneous vs. structured, and synchronous vs. sequential) were identified when comparing conventional and virtual teams. Second, at the organizational level, this study identified several challenges related to the digital transformation of teams (e.g., onboarding challenges, barriers in the virtual environment, structural challenges, new team roles such as change manager, chief officer of happiness, etc.). Finally, seven different digital dynamic capabilities are proposed for teams transforming to a virtual environment.
Virtual reality retooling humanities courses: Finance and marketing experience at a Czech university
(MDPI, 2022) Koreňová, Lilla; Gurný, Petr; Hvorecký, Jozef; Lůžek, Petr; Rozehnal, Petr
Virtual reality environments (VRE) allow users to visualize both real-life and imaginary activities. For this reason, they make appropriate training fields at universities, too. However, the positive or negative effects of VRE are still a subject of research. There is a need to verify methods of their deployment, student responses and the impact of VRE implementation. Science and medicine courses are frequently exploiting VRE, while their exploitation in humanities is much less frequent. In our paper, we describe and evaluate their application in finance and marketing courses. Both courses were designed and developed as part of a larger, potentially university-wide project. The courses were enriched by mazes including 3-D rooms with course content elements. Students could explore them and communicate with their lecturers and classmates. To allow anytime/anywhere access, the VRE does not require using any special interface. The finance course was organized as a pedagogical experiment with test and control groups. Due to organizational and scheduling reasons, the VRE in marketing served just as enrichment. At the end of the term, all students using VRE were given a questionnaire assessing their satisfaction. The majority expressed satisfaction. In the finance course, positive opinion was also supported by students' improved grades. In total, 87.5% of students agreed that the application of VRE contributed to gaining knowledge. Based on the positive experience and outcomes, the university plans to expand and to intensify its VRE-supported education.
Regional economies: Reality, and national TV reporting
(Közgazdaság- és Regionális Tudományi Kutatóközpont, Regionális Kutatások Intézete, 2022) Sucháček, Jan; Urminský, Jaroslav
The problem of the spatial patterns of information transmitted by media is insufficiently debated within the literature so far. In relation to territorial marketing, in most countries the role of TV coverage is a pivotal one as it has the most intense impact on the wider schema_dspacedb. Moreover, the TV news-reporting agenda to a large degree also epitomises the press and radio coverage agenda. This paper aims at assessing whether the selected attributes of real economic life in NUTS III regions in Czechia find their adequate portrayal in the regionally related contributions of an economic character that appear in national TV news reporting. Our attention was devoted primarily to the territorial perspective; more specifically, to the 14 self-governing regions in Czechia. In order to reduce the urban character of Prague, two NUTS III regions with the same centre, Prague and Central Bohemia, were aggregated into one territory. This is compliant with their natural geographical characteristics. Thus, the final number of analysed territories reached thirteen. Naturally, the share of news about the given topics in individual regions should roughly correspond to the presence of the themes in terms of territorial statistics. We will attempt to examine the intensity of the above-mentioned congruence. In this article, we shall concentrate on selected economic pillars. These pillars include economic life, economic policy, economic criminality, as well as research, development, and education. These pillars facilitate the evaluation of centralities and peripheralities in Czechia with regard to both material (i.e., real) and intangible (i.e., TV coverage-based) components. The process of gatekeeping plays a critical role in the selection of information that is transformed into media. Moreover, one cannot ignore the media bias - i.e., the bias or perceived bias of journalists and news producers - within the mass media in the selection of events and stories that are reported and the way they are covered. The research question posed in the frame of this article is as follows: can the significant differences between the virtual portrayals and genuine economic characteristics be found in all investigated territories in Czechia? Quantitative content analysis has been utilised for the classification and structuration of individual contributions in TV news reporting. In sum, disproportions between the real and virtual economic characters of regions are identified. Deviations from potential balance could be found in all of four defined economic pillars. Even more, single events may be so intensive that they affect and even distort the whole media portrayal of concrete regions. Subsequently, the relationship between centralities and peripheralities may become more intense and at the same time flexible within the virtual dimension. In this way, the intangible dimensions of centralities and peripheralities can act as either supportive or mitigating powers in relation to their material counterparts.
Negativists, enthusiasts and others: a typology of players in free-to-play games
(Springer Nature, 2022) Klézl, Vojtěch; Kelly, Stephen
The purpose of this paper is to develop a novel multidimensional typology of free-to-play gamers, based on the theory of consumption values and to test whether these types of gamers differ in their premium content consumer purchasing behavior. The study uses a survey of 839 Czech free-to-play gamers, where the players' values are tested across 27 items. Factor analysis is used to identify 6 different factors (values) influencing the gamers, which are then used as variables in a cluster analysis to identify 5 distinct gamer types. Results show that each identified gamer type differs not only in gaming (length of gameplay) but also in purchasing behavior (current purchase and future purchase intention, average monthly spend). One new gamer type, previously unidentified in the literature, has been identified (the enthusiasts), alongside the development of additional details for three of the more "standard" game types (economic aesthetes, identification seekers and killers). Gamers from the Czech Republic are used in the sample, limiting the generalizability of the study. The research complements existing gamer typologies by developing an empirically supported view of free-to-play gamers that is based on value, which results in the identification of one new gamer type. We also extend consumption values theory by identifying the multi-dimensional impact of value characteristics on purchase behavior in a context of emerging commercial and social importance.
Pandemics related-demands upon managers and job crafting in the production sector in Poland
(Taylor & Francis, 2022) Wojtczuk-Turek, Agnieszka; Turek, Dariusz; Mitręga, Maciej
Managers' behaviour is an important determinant of operational performance of manufacturing companies as it is crucial for workforce management. In the time of the COVID-19 pandemic, this group of workers is particularly exposed to high occupational overload, so there is a need to focus on the ways they can proactively activate personal resources to deal with crisis demands. Proactivity and job crafting are among the key elements ensuring the efficient and effective functioning of managers in conditions of high demands. Drawing on the job demands-resources theory (JD-R), this study investigates how distinct new demands upon managers and managers' organizational identification impact on the managers' job crafting. Data were collected during pandemics' outburst using the computer-assisted telephone interviews (CATI) with 147 middle and senior managers from manufacturing companies in Poland, while SEM used to test hypothesized research model. The results show that COVID-19 hindering demands related to general overload increase job crafting only when managers possess high level of organizational identification, while challenging demands connected to information and communications technology use directly leverage job crafting. The findings guide manufacturers that they should be very careful in applying hindering demands in unprecedented environmental changes and always focus on managers' additional personal resources in that context. There should be also more awareness of different types of excessive demands and different psychological mechanism they trigger.
Population development of municipalities in the Moravian-Silesian Region after 1990
(Český statistický úřad, 2022) Šotkovský, Ivan
Testing the antecedents of customer knowledge sharing on social media: a quantitative analysis on Italian consumers
(Emerald Publishing Limited, 2022) Baima, Gabriele; Santoro, Gabriele; Pellicelli, Anna Claudia; Mitręga, Maciej
Purpose The increasing adoption of digital technologies such as social media have changed the way consumers share knowledge about products and services among each other. The aim of this paper is to test what factors drive customers to share knowledge about products and services on social media pages. Design/methodology/approach A quantitative survey design was employed for this study. Empirical data were drawn from 358 consumers in Italy, using a purposive sampling technique. The hypothesised relationships were tested using ordinary least squares regression modelling. Findings The results of this study reveal that the usage frequency of online reviews (UFORs), social bonds (SBs), subjective happiness (SH) and reciprocity positively impact on customer knowledge sharing (CKS). By contrast, the perceived usefulness of online reviews (PUORs), helping others, customer susceptibility to interpersonal influence (CSII) and informational (INFO) do not impact CKS. Originality/value To the best of the authors' knowledge, this study is amongst the first to empirically test the antecedents of knowledge-sharing behaviours about products and services on online social media. The present work offers relevant implications for theory. First, the work enriches the customer knowledge management (CKM) theory by providing empirical evidence on factors leading to the higher sharing of knowledge amongst customers. Second, the work adds to the literature on social media, demonstrating the individual determinants on knowledge-sharing behaviours about products and services in online communities. Practically speaking, this paper identifies some key elements driving CKS in social media conversations. Thus, building upon the findings of this study, the authors provide some guidelines for social media managers and retailers for promoting CKS on social media pages.
The antecedents to social impact in inter-organizational relationships – A systematic review and future research agenda
(Elsevier, 2022) Siemieniako, Dariusz; Mitręga, Maciej; Kubacki, Krzysztof
Although the social impact of businesses is not a new topic, more attention should be paid to the social impact of inter-organizational relationships, both in academia and in practice. This systematic literature review synthesizes current scholarly research, focusing on facilitators and barriers as antecedents to the social impact of inter- organizational relationships. It thus responds to calls in the business-to-business literature for state-of-the-art reviews. From the macro, mezzo, and micro perspectives, we show links between different types of inter- organizational relationships and assign specific facilitators and barriers to three groups of countries by income level. We draw on our descriptive and thematic analysis of these antecedents to identify underexplored research themes for future studies in terms of theory, methodology, and context.
Swarm intelligence goal-oriented approach to data-driven innovation in customer churn management
(Elsevier, 2021) Kozak, Jan; Kania, Krzysztof; Juszczuk, Przemysław; Mitręga, Maciej
One type of data-driven innovations in management is data-driven decision making. Confronted with a big amount of data external and internal to their organization's managers strive for predictive data analysis that enables insight into the future, but even more for prescriptive ones that use algorithms to prepare recommendations for current and future actions. Most of the decision-making techniques use deterministic machine learning (ML) techniques but unfortunately, they do not take into account the variety and volatility of decisionmaking situations and do not allow for a more flexible approach, i.e., adjusted to changing environmental conditions or changing management priorities. A way to better adapt ML tools to the needs of decision-makers is to use swarm intelligence ML (SIML) methods that provide a set of alternative solutions that allow matching actions with the current decision-making situation. Thus, applying SIML methods in managerial decision-making is conceptualized as a company capability as it allows for systematic alignment of allocating resources decisions vis-`a -vis changing decision-making conditions. The study focuses on the customer churn management as the area of applying SIML techniques to managerial decision-making. The objectives are twofold: to present the specific features and the role of SIML methods in customer churn management and to test if a modified SIML algorithm may increase the effectiveness of churnrelated segmentation and improve decision-making process. The empirical study uses publicly available customer data related to digital markets to test if and how SIML methods facilitate managerial decision-making with regard to customers potentially leaving the company in the context of changing conditions. The research results are discussed with regard to prior studies on applying ML techniques to decision-making and customer churn management studies. We also discuss the place of presented analytical approach in the literature on dynamic capabilities, especially big data-driven capabilities.
Dynamic academic networking concept and its links with English language skills and research productivity-non-Anglophone context
(PLOS, 2021) Wieczorek, Anna L.; Mitręga, Maciej; Spáčil, Vojtěch
Although the Science of Team Science or SciTS has already provided substantial evidence for research collaboration positive links to scientific productivity, much less is known about such links with broadly defined academic networking, especially with regard to the dilemma about forms of academic networking that may help individual scholars in handling risks and dynamics inherent in academic connections. This study uses cross-disciplinary theoretical insights to conceptualize "dynamic academic networking" as a distinct collaboration-related phenomenon that is theoretically linked with research productivity on the one hand, and with English language skills on the other, especially in the context of non-Anglophone academic systems. The study combines survey-based data and Scopus-based data to test two main hypothesized connections while controlling for the potential effects of other factors, e.g. home faculty research connections and faculty-industry professional connections. The research results provide support for the structural model which is also interpreted in terms of dynamic networking being valid concept in relation to further development of SciTS.
Food labels (quality, origin, and sustainability): The experience of Czech producers
(MDPI, 2021) Chalupová, Martina; Rojík, Stanislav; Kotoučková, Hana; Kauerová, Lenka
Food labels allow producers to promote the unique selling points of their products and help consumers buy products with value-adding qualities. The aim of the present article is hence to explore Czech food producers' expectations and experience with selected food labels. The selection was narrowed down to enterprises that had succeeded in the certification processes within the food labeling systems of European quality and origin labels (protected designation of origin (PDO), protected geographical indication (PGI), and traditional specialty guaranteed (TSG)), as well as schemes that fall under the remit of the Ministry of Agriculture of the Czech Republic, such as Klasa (Ceska potravina/Czech food, Regionalni potravina/regional food, and BIO). The research was made using an online questionnaire in January-February 2018, and was focused on determining possible discrepancies in expectations that the companies had before applying for quality/origin labels and their actual experience with the labelling systems, the benefits they had gained, and their overall experience with the labels. To compare the respondents' expectations and their actual experience, both the non-parametric Wilcoxon test and t-test were used. The results show that the respondents positively evaluated the effects of marketing communication, but their expectations had been higher than what they experienced.
Impact of selected factors on the results of electronic reverse auctions
(Vysoká škola ekonomická v Praze, 2020) Klézl, Vojtěch; Delina, Radoslav; Senderáková, Lenka; Tkáč, Michal
In the study, we focus on examining the impact of selected factors on the results of electronic reverse auctions and thus the savings achieved. The study extends the knowledge of extant literature to empirical insights and uses currently the broadest sample of approximately 16,000 e-auction cases. The study confirms that the savings calculation method and the use of a comparative or initial price affect the outcome of the auction as well as the individual selected factors entering the model (e-auction value, number of changes, number of extensions, number of bidders, number of items).
Co-creating value in post-communists contexts: capability perspective
(Emerald, 2020) Mitręga, Maciej; Spáčil, Vojtěch; Pfajfar, Gregor
Purpose The purpose of this paper is to test what kind of value co-creation-related organizational capabilities may be applied in the specific context of the post-communist business-to-customer service industry in Poland and how these capabilities translate into service innovation success. Design/methodology/approach The research model with control variables was hypothesized in regard to the customer co-creation and specific institutional setting in post-communist Poland. The model was tested using survey data from Polish companies in the service sector. The variable indicators for customer co-creation capability were developed through a series of in-depth interviews with managers. Findings First, a service company's organizational processes that leverage customer communication and enable this communication to be transformed as input into service innovations are distinct components that build complex customer co-creation dynamic capability. Second, customer co-creation capability by service firms positively and strongly influences firms' innovation success, whereas this link is stronger in the cases of larger service companies. Originality/value This paper introduces the concept of "customer co-creation capability" and evaluates its implications in the specific context of Poland, a Central European market that transformed from a closed communist economy to an open, market-driven economy. A rich but dramatically changing history and culture present a unique opportunity to observe the changes in customer behavior, evaluated from the organizational point of view. For example, it presents how these unique customer features may be used by services companies to leverage their innovations.
Ověření důvěry a spokojenosti zákazníků na českých slevových portálech metodou modelování strukturních rovnic
(Vysoká škola ekonomická v Praze, 2020) Kozáková, Pavlína
Evaluation of key positions and employees management level in manufacturing industry - The Czech case
(MDPI, 2020) Horváthová, Petra; Velčovská, Šárka; Kauerová, Lenka; Larsen, Fridrik Rafn
Human resources management, especially the key employees management, has fundamental influence on companies' sustainable business, which has to be considered as the priority of any business functioning. The aim of this paper is to evaluate current level of the key positions and employees management in the Czech business environment and to propose a process of its effective implementation and application in practice. Online questionnaire survey was provided using 105 companies operating in manufacturing industry of the Moravian-Silesian region as the sample. Statistical methods of data analysis were used. Fisher exact test, coefficients Phi and Cramer's V were counted to test relations between variables. The survey results include an evaluation of the present situation as it comes to the use of the key positions and employees management system as well as an identification of interests in new system implementation. There was a low rate of use of given system in these business, with two thirds of companies showing an interest in implementing the new system. The process of implementation and the use of the key positions and employees in practice was proposed. The process is suggested in the way to make its content and form be a certain guide and help for companies to realize particular activities of this process. It would contribute to the successful realization of complex and systematic approach towards the work with the key positions and employees.
Is partner knowledge equally important for businesses from post-communist countries? - comparative study of Polish and Slovenian companies
(Nomos, 2019) Mitręga, Maciej; Spáčil, Vojtěch; Pfajfar, Gregor
Business relationships are nowadays perceived as the factor of company's success, but there is lack of international comparative studies with regard to effectiveness of relationship-based business resources. This study is oriented at minimizing this gap by comparing the effects of relational resources developed by companies based in two Central and Eastern European (CEE) countries: Poland and Slovenia. Specifically, this study focuses on the partner knowledge as a specific resource that companies from these two countries may use to manage relationships with various partners in the supply chain. The international survey we conducted illustrates that developing partner knowledge is associated significantly with high quality of customer relationships and indirectly with financial performance, which is not surprising because advanced partner knowledge helps in integrating supply chain towards providing superior value to the customers. However, our study contributes to the literature on partner knowledge by presenting some important country-related contingencies for this path and testing them empirically. Namely, our empirical study shows that Slovenian companies benefit more from partner knowledge than Polish companies. We explain this result through differences in socio-economic aspects of business environment that influence on networking by Polish and Slovenian companies. The managers may use our study as the motivation to enhance the scope of company databases and utilizing such enriched databases in business networking, especially in export markets.

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