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Author
Florek Magdalena (Uniwersytet Ekonomiczny w Poznaniu), Gazda Jakub (Uniwersytet Ekonomiczny w Poznaniu)
Title
Znaczenie produktów tradycyjnych dla regionu - próba oszacowania
The Importance of Traditional Products for a Region - Estimation Attempt
Source
Przedsiębiorczość i Zarządzanie, 2016, t. 17, z. 4, cz. 3, s. 177-191, tab., bibliogr. 20 poz.
Entrepreneurship and Management
Issue title
Nowe trendy w zarządzaniu - perspektywa marketingowa i personalna
Keyword
Produkty regionalne, Promocja produktu, Modele bayesowskie
Regional product, Product promotion, Bayesian models
Note
summ.
Abstract
Celem opracowania jest próba oszacowania metodami bayesowskimi relacji pomiędzy liczbą tradycyjnych produktów regionalnych a wartością produkcji rolniczej w polskich województwach w odniesieniu do innych potencjalnych czynników wpływających na tę wartość. Proces rozszerzania liczby produktów tradycyjnych (Lista Produktów Tradycyjnych) jest wspomagany ze środków publicznych, tym samym ocena zasadności ponoszonych wydatków na promocję tych produktów i podobnych programów wsparcia powinna podlegać ocenie w szerszym kontekście. (fragment tekstu)

The aim of this paper is to link the economic and marketing perspectives by means of the quantitative method for marketing purposes which justifies promotion support of regional products offered by the public sector. Using the Bayesian approach, the authors have made an attempt to evaluate the influence of the number of local traditional products in Polish regions (as listed in the List of Traditional Products) on the general value of food production in regions in 2014. The foundation for the study is provided by the database developed by its authors for 16 Polish NUTS2 regions. Using the BMA (Bayesian Model Averaging) method, a group of explanatory variables was proposed for potential factors responsible for dependent variable. Quantitative approach, especially Bayesian approach is new in the field of measuring the impact of POO (place-of-origin) that has not been used so far. The novelty is that it is able to estimate the exact influence of place of origin effect variable impact on the region. As such, thanks to the approach, it is possible to assess the impact of POO that influences further the relevant marketing actions such as promotional campaigns. (original abstract)
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Bibliography
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ISSN
1733-2486
Language
pol
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