M15 - IT ManagementReturn

This paper focuses on the use of artificial intelligence for the development and management of e-commerce on the PrestaShop platform. This work aims to explore the potential of AI-generated prompts to improve e-commerce development by comparing the outputs of two leading AI tools. The work uses an experimental methodology that involves experimenting with prompts within these tools. Furthermore, an analysis of the outputs reveals significant differences in the performances of the examined tools, providing key insights into their strengths and weaknesses. The conclusions of this work have practical implications for developers and e-commerce managers who seek to leverage AI to optimize operations and enhance user experience. Finally, the paper summarizes the main findings and provides recommendations for developers and e-commerce managers on how to use AI in their creation and subsequent management effectively.

Digitalization is a megatrend which shows an even growing importance for industrial business development and marketing since the Corona pandemic. Its productivity-boostingand efficiency-raising effects have widely been researched in science.Especially SME have a backlog to enhance their digitalization level and take profit from digitalization measures, because they lack the necessary tacit knowledge and their process environment is characterized a small number of repetitions, but a high level of individual arrangement. Therefore, their processes are difficult to be standardized and digitalized. AI (Artificial Intelligence) and RPA (Robotic Process Automation) are 2 digital technologies that can be a tool to overcome these difficulties and automize also processes that are individual and not much repetitive, in order to gain advantage of automation also for these processes. The use of AI and RPA could therefore become a driver of organizational marketing performance. Unfortunately, the use of AI and RPA which is a relatively new tool, has not been researched in the particular context of a typical SME order entry process, which is characterized by relatively few repetition and a high degree of unstructured data. There is a huge gap in understanding the role which AI and RPA could play for this task and other similar tasks in order to improve productivity of SME’s administrational processes. The objective of this work is to measure the input of a combined RPA and AI application, which has been developed basing on scientific findings, on the performance of the order entry process, hypothesizing a time economy of >50% towards classical ways of working. It is a second objective to conclude which role RPA and AI could have for similar business cases and which input it could generally have for business performance of industrial SME, linked to its input on administrational processes. Therefore, this article measures and explores the input of a self-developed RPA and AI tool on a SME order entry process, based on primary data from process time registrations. In a case study of SME in Germany, data has been collected from daily order entry process. Productivity criteria have been measured and compared if using the classical order entry tool, and if using the new AI application. The result is that the new AI tool shows a significant time economy (>50%), payback of less than 3 years and is therefore able to improve organizational performance. However, other doubts about the superiority of RPA-AI assisted tools over traditional ways of working, especially within SME, remain.

The current company is fighting against growing competitive pressures and finds it more and more difficult to maintain its current position. Therefore it has to find new forms, how to not only receive customers but also to keep them. These forms also include internet marketing, which is increasingly involved in overall business success. The main aim of the article is to analyse current and modern forms of Internet marketing in e-business with a focus on the most used tools of online advertising and assess its significance. The intention of the article is supported by personally conducted reconnaissance survey, which determines the extent of Internet advertising tools that are used by selected companies that do e-business and what is its significance.

The article provides a view of ICT support for the introduction and use of Balanced Scorecard in Slovakia. We assess the technical implementation of BSC through the evaluation of the methodology and the tools supporting the implementation of the BSC. Questionnaires and controlled interviews have been used within 16 Slovak ICT companies with implemented BSC system. Nowadays, managers are offered wide range of software tools, which not only declare the results, but also map the strategy and show the relationship of cause and effect, plan and create scenarios. Given today's large volumes of data, the difficulty of collecting, processing and archiving, we believe that IT support is necessary for successful implementation of the system. This is confirmed by research results, where almost one third of respondents use a model approach of the implementation of BSC. The model approach is significantly different from approaches in management theory, mostly in strong link to external support tool - software. Application of any software solution should take into account that the BSC is a management system, not a system for dealing with information and technical problems in the company.

The article focuses on the strategic management of information and communication technologies (ICT), which have become a strategic factor in achieving business goals. The theoretical part focuses on the position of Informatics in business management, ICT management in the enterprise, the definition of strategies and information methodologies and models of modern business management science with a focus on the business management of Informatics under the ITIL methodology, including procedures for the introduction and overview of the main benefits. The practical part of the article further addresses the strategic management of ICT in an anonymous company based on the ITIL methodology.

This article deals with customer relationship management. The first part is a theoretical explanation of the basic issues related to CRM and its importance in two basic levels, CRM as a strategic marketing concept and CRM technology as a software application. The second part deals with the use of CRM research developments in European countries, specifically focusing on the European Union member states, Visegrad and the Czech Republic. At work were used methods of analysis and synthesis of theoretical knowledge of literature, articles and other publications about relationship marketing and CRM and statistical methods for the examination of secondary sources.

This article deals with the issue of how we/people/ use e-shops. The basis of this article is a questionnaire survey among final consumers and deals of only with the reasons, motives or criteria that lead customers to use e-shop, but also lead to customer satisfaction with the services hen purchasing on the Internet. This survey was conducted as part of the Internal Grant Agency of Tomas Bata University in Zlín, IGA/80/FaME/10/A entitled Role of quality, satisfaction and confidence in the process of creating customer loyalty in an e-commerce environment on B2C and B2B markets in the Czech Republic.

The paper is devoted to questions of economic evaluation of website running. Suitable bases for rational examination of actual state and possible development are essential for decision making within further development. Possibilities of quantification of contributions and expenses resulting from web running are discussed. Hereat contributions assessment is fundamental, especially with consideration of non-transaction profits. Majority of methods are namely limited to assessment of contributions resulting from realized transactions (executed sales typically). Aspect of expenses is also briefly mentioned at the close.

In the background of changing situation on local and global markets of delivery and sales companies more often use the Internet tools, letting realization of electronic transactions with partners in supply chain. Changes in management of supply chain happen with development of clients' needs and technological possibilities of cooperating partners. Globalization of economic companies' cooperation (e.g. in delivery, production and distribution processes), technological growth and innovative manners of economic activity, as well as stronger competition and shorter products life cycles on markets have caused pressure on changes of dimensions of supply chains' acts - shorter time of order's realization, global scope of activity, bigger elasticity and durability. One of fundamental tool of supporting business processes became electronic data interchange through the Internet. It has caused epoch-making change for clients' values - independent access to information about products' flow and localization of supply chain's partners.

This article aims to explore the theoretical knowledge of customer relationship management (CRM) and its operating principle, so it allows finding issues that need to be addressed in the following primary research. That is why this article examines the development of CRM definitions, from their very beginning in the 90's of the 20th century to the present. On this development, the authors describe the change in the approach to CRM. Furthermore, the article describes the application architecture of CRM, i.e. analytical, operational and collaborative CRM, and provides an example of their practical operation. Authors also mention advantages and disadvantages that are coupled with CRM. The last part of this article is devoted to reflection on the situation of small and medium enterprises, whether they even have the opportunity to implement CRM. In conclusion the authors summarize the key points arising from the theory, which should be included in a questionnaire.

The aim of this paper was to model the relationship between the external environment, the system of strategic observation and the corporate strategy on a research sample of small and medium businesses in the field of building and construction industry operating in the area of East Slovakia. We created a model in the form of a diagram, in which we succeeded in confirming the existence of the following relationships:
- Between the perceived significance of factors of macro-environment and the external micro-environment and the form of the applied system of strategic observation,
- Between the perceived rate of instability (dynamics) of the factors of macro-environment and of the external micro-environment and the form of the applied system of strategic observation,
- Between the form of the applied system of strategic observation and the form of expressing the strategy.
We could not test our theoretical model by the method of modeling structural equations (SEM - Structural Equation Modeling) because of not fulfilled preconditions for this method, but we applied the method CHAID, the result of which was a model in the form of a decision making tree, which in the long run confirmed the correctness of the theoretical model which we formulated.

This article deals with selected issues of implementation of the model of management of strategic and operative performance of business processes. The author in pursuance of the proposed model of management of strategic and operative performance of business processes and verifies this model in one of the chosen company. Author proposes the key assumptions of the model in terms of business practice and clarifies several issues that may be in future the potential barriers of implementation of this model in other enterprises.