Central European Business Review

3-15

Authors: Michael Bahles, Gina Cook

Globally, there are many profound changes going on within the automotive sector. There are new technological developments like e-mobility and autonomous cars, as well as new business models such as car sharing that may make purchasing a car obsolete for the younger, international target group. The intention of this paper is to identify the role and importance of cars in the young target group internationally and to explore current motives for buying an automobile. To this end, the authors conducted a psychological research study on a diverse group of upper division undergraduate and master’s degree level students originating from more than twenty different nations. Research methods used include structured one-on-one interviews and in-depth focus groups. The study’s results are useful for international marketing practitioners as they contribute to understanding the relevance and importance of automobiles for the international youth target market as well as identification of motives regarding car purchase across various countries. The results have implications for international managers within the automotive industry for the development of new mobility concepts as well as for international marketing communications within the automotive sector.

27-40

Authors: Kamila Mikolajová, Květa Olšanová

This paper aims to define the consumer journey of children through their childhood stages and provide specific touchpoints relevant for a given age, which could be integrated into the marketing communication of car brands to start building this young audience as future buyers. A qualitative study of children in different age brackets was used to identify their current and potential touchpoints with the car industry. The results of the study present specific stands on the prepurchase stage of the children’s consumer journey where the brand might interact with children and build the long-term positive attitudes of this group of potential customers. Specific implications for the industry in terms of understanding the language of the mobile game applications, computer games, YouTubers and integrating those specific activities into the brand’s marketing communication are highlighted for the car industry marketers.

51-61

Authors: Šárka Zapletalová

Realization of international entrepreneurial activities is a significant step influencing the business strategy of each enterprise. The paper raises the question of which internal factors, particularly human resources, influence the decisions on the realization of international entrepreneurial activities in Czech family SMEs. The objective of the paper is to determine the effect of selected internal factors on the decisions on the realization of international entrepreneurial activities by Czech family SMEs. The enterprises included in the study are those Czech family SMEs that have already undertaken internationalization activities and were established in the Czech Republic. The research study includes 246 Czech family SMEs. The method included oral questioning and a questionnaire as the principal instruments applied for researching the relationship between human resources and decision making. The results of the research study show the significant influence of human resources on the decision in Czech family SMEs.

5-17

Authors: Mihaela Vancea, Mireia Utzet

The article explores the relationship between unemployment and precarious employment, and young people’s entrepreneurial intentions in Spain. We focus on the effects of employment conditions and experience on young people’s intentions to start their own business or become selfemployed. The role of socio-demographic characteristics and behavioral factors such as perceived self-efficacy and desirability as well as risk taking were also analyzed. The analyses were based on a cross-sectional representative sample, corresponding to the year 2016, of Spanish working young individuals aged 18 to 35 years (n=1.678). All analyses were stratified by gender. The results show that besides behavioral attitudinal factors that seem to particularly influence the entrepreneurial intentions of Spanish young people, having a precarious contract or being unemployed for more than six months cannot be regarded as necessity-driven factors for increasing intentions toward entrepreneurship. Instead, well educated, experienced and economically stable women are more likely to engage in entrepreneurial activity than men.

30-41

Authors: Edit Terek, Milan Nikolić, Dragan Ćoćkalo, Sanja Božić, Aleksandra Nastasić

This paper presents the results of research about the impact of envy on enterprise potential and entrepreneurial intentions. The research was conducted in Serbia and the respondents were students from 5 faculties, from the first to the fifth year of study. The results were gained by statistical analysis of the gathered information (380 completed questionnaires). Descriptive, correlation and regression analysis are the methods of statistical analysis that were used. From the dimensions of enterprise potential, the highest average value has the dimension Creativity, while from the dimensions of entrepreneurial intentions, the highest average value has the dimension Subjective norm. Of all the observed dimensions, the lowest value has the Envy dimension. Between envy and dimensions of enterprise potential and dimensions of entrepreneurial intentions, there are a number of statistically significant negative correlations. This is more prevalent at the dimension of entrepreneurial intentions. Feelings of inferiority in relation to other people and the perception of having a boring or a bad life have an especially negative impact on entrepreneurial potential and intentions. Envy, which occurs due to the desire for more entertainment, travel, and due to the perception of the lack of fortune, also has a negative impact on entrepreneurial potential and intentions, but the influence is considerably weaker. There is a statistically significant predictive effect of certain items of envy on enterprise potential dimensions and entrepreneurial intentions dimensions. But this fact is not so strongly expressed. Some results suggest the possibility (however small) that envy, in some circumstances, can mildly encourage entrepreneurial intention.

54-63

Authors: arian Holienka, Peter Gál, Zuzana Kovačičová

The aim of our paper is to find out what drives student entrepreneurs in Visegrad (V4) countries (i.e. the Czech Republic, Hungary, Poland, Slovakia) in their business activities. Our analysis is built on 2016 data from GUESSS project – an extensive academic study on student entrepreneurship, and our main sample comprises of 15,971 V4 university students. Potential drivers from individual human and social capital characteristics, perceived institutional support, and demographic attributes are examined, using the logistic regression method. Applying a unique perspective and distinguishing between different types of student entrepreneurs, we focus especially on promisingly sustainable student entrepreneurs with already active businesses, who plan to continue them after completing their studies. According to our results, gender (being a male), increasing age together with dropping number of years to finish studies, intensity of entrepreneurship education, studying in a business-related field, and having entrepreneurial parents significantly drive student entrepreneurship inclinations during their university studies.