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Evaluation of the Effectiveness of Selected Slovak Brands on the Principle of DEA Models with the Possibility to Optimise them

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Listed:
  • Moravcikova Dominika

    (University of Zilina, Faculty of Operations and Economics of Transport and Communications, Zilina, Slovakia)

  • Krizanova Anna

    (University of Zilina, Faculty of Operations and Economics of Transport and Communications, Zilina, Slovakia)

  • Svabova Lucia

    (University of Zilina, Faculty of Operations and Economics of Transport and Communications, Zilina, Slovakia)

Abstract

Nowadays, when marketing and branding change, companies are trying to find new ways to evaluate the effectiveness of their marketing activities as they impact on current and future business results. The main objective of the contribution is to evaluate the effectiveness of decision making unit (DMU) production units in the form of selected Slovak brands through the non-parametric data envelopment analysis (DEA) method. The sample size consists of 10 Slovak brands (Slovenská sporiteľňa, VÚB banka, Tatra banka, ESET, Slovnaft, Matador, Rajec, Sygic, Sedita and Zlatý bažant). Through DEA, we have gained a portfolio of effective and portfolio of ineffective brands operating in Slovakia. Depending on the choice of the DEA model, effective brands included Slovenská sporiteľňa, Sygic, Zlatý Bažant, Rajec and Sedita. Other brands were classified as ineffective. The result for ineffective brands is the creation of archetypal characters that we propose in Results section. The part of Results section is the focus of the businesses of the brands in question on the use of social media, to a larger extent, create a social media voice so that the personality of the brand is reflected in contributions in social media communicating on Facebook, Instagram or Twitter. In contribution, deduction, induction, analysis and marketing research methods were used.

Suggested Citation

  • Moravcikova Dominika & Krizanova Anna & Svabova Lucia, 2018. "Evaluation of the Effectiveness of Selected Slovak Brands on the Principle of DEA Models with the Possibility to Optimise them," Economics and Culture, Sciendo, vol. 15(1), pages 22-34, June.
  • Handle: RePEc:vrs:ecocul:v:15:y:2018:i:1:p:22-34:n:3
    DOI: 10.2478/jec-2018-0003
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    References listed on IDEAS

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    More about this item

    Keywords

    brand; brand equity; decision making unit; data envelopment analysis; marketing research;
    All these keywords.

    JEL classification:

    • C02 - Mathematical and Quantitative Methods - - General - - - Mathematical Economics
    • C52 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Evaluation, Validation, and Selection
    • C61 - Mathematical and Quantitative Methods - - Mathematical Methods; Programming Models; Mathematical and Simulation Modeling - - - Optimization Techniques; Programming Models; Dynamic Analysis
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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