Acta academica karviniensia, 2020 (roč. 20), číslo 2

Aktuální otázky ochrany osobních údajů v marketingu

Lenka Hanáková

Acta academica karviniensia 2020, 20(2):5-20 | DOI: 10.25142/aak.2020.006  

Data privacy is a current issue that must be addressed by all entities when handling personal data. Although the General Data Protection Regulation (GDPR) has been effective for more than two years, it still poses challenges to businesses, especially small and medium-sized enterprises (SMEs). The aim of the paper was therefore to find out what SMEs in the Czech Republic in terms of their running consider and perceive as contemporary data privacy issues in marketing and why, because marketing is one of the areas that have been fundamentally affected by GDPR. The particular objective of this contribution was to introduce brief conclusions of the focus...

Vliv příjmu jako demografického faktoru na efekt návnady u dvou typů zkoumaných produktů

Radka Kubalová

Acta academica karviniensia 2020, 20(2):21-32 | DOI: 10.25142/aak.2020.007  

According to the previous research about consumer behaviour, adding a decoy option (inferior option) to a set of original options often increases the individual’s preference for one option over the other original option. In this paper, the possible impact of income as a traditional demographic factor on the phenomenon is explored and discussed in the case of two product categories: washing machines and gym season-tickets. The analysed data were obtained in an online experiment with 260 participants where the presence of the decoy effect has been confirmed for the two mentioned product categories. The effect sizes for consumer groups based on...

Faktory ovlivňující rizikovou prémii dluhopisů v malých a otevřených ekonomikách mimo Eurozónu

Mercédesz Mészáros, Gábor Dávid Kiss

Acta academica karviniensia 2020, 20(2):33-47 | DOI: 10.25142/aak.2020.008  

Nowadays, the examination of bond markets is becoming more prominent as there have been significant changes in the financial market and economic policy processes due to the diverse economic shocks. The room for manoeuvre available for monetary policy is no longer a function of base rates, but rather of the growth of central bank balance sheets – which can also have side-effects on bond yield progresses. Also, QE is only the privilege of large central banks, if smaller central banks use these programs the yield premium will be elevated. Six European small open economies (Czechia, Denmark, Hungary, Poland, Switzerland, Sweden) outside the Eurozone...

Determinanty podnikové ziskovosti společností ze stavebního a realitního průmyslu ve vybraných evropských zemích

Nicole Škuláňová

Acta academica karviniensia 2020, 20(2):48-64 | DOI: 10.25142/aak.2020.009  

The basic economic rule in any business should be profit maximization and also each business entity establishes a company in order to generate profit from invested funds. So, profitability indicators have a significant position among the criteria of economic activity. Achieving profitability is influenced by a myriad of determinants. This study focuses on some external determinants. The subjects of the research are companies from eight European economies, which come from two sectors, namely construction and real estate activities, which are divided into twelve groups according to the NACE classification. The aim of the research is to use Generalized...

Mezigenerační přesun prostředků: dlouhodobý přístup pro Českou republiku zahrnující stárnutí populace

Richard Šmilňák

Acta academica karviniensia 2020, 20(2):65-75 | DOI: 10.25142/aak.2020.010  

With the ongoing reversal of the population pyramid in the foreground, this paper designs a framework for assessing the intergenerational redistribution due to collective pension, healthcare, and education system funding in the Czech Republic. Employing the generational accounting method for locking the fiscal policy in the base year and deriving individual lifetime net tax payments, overall generational contributions are calculated. This work sheds light on who benefits from and who loses out in the 2015 calibration of the system. The losses are expected for those currently young or yet unborn. The increasing aged dependency ratio puts pressure on...

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Acta academica karviniensia

Acta academica karviniensia 2020, 20(2):76