Markéta Novotná

Dr. Markéta Novotná

orcid

Research Focus & Metrics

Academic Career Length

8Years (2019-Present)

(Calculated once Scilit publication data is synced: current year − year of first publication + 1)

Representative Publications

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22 December 2021 in Sustainability
Verified
Journal Article
Open access
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FKFrantišek Križan
František Križan
JKJosef Kunc
Josef Kunc
KBKristína Bilková
Kristína Bilková
MNMarkéta Novotná
Markéta Novotná
The aim of the paper is to critically evaluate the similarities and differences in the development of the temporal and spatial structure of shopping centers in the Czech and Slovak republics. We focused on the retail transformation and sustainable manifestations of the location and construction of shopping centers. We classified shopping centers according to their genesis, location in the city, and size of the gross leasable area. To analyze migration trends and geographic distribution characteristics of shopping centers in the capital cities of both countries (local level of analysis), we used spatial gravity and standard deviational ellipse. Generally, there is an analogous trend in the development of shopping centers in the Czech Republic and Slovakia, with a particular two- to four-year lag in Slovakia (west–east gradient). Despite this, we still perceive the demand for shopping centers in both countries as above average, and it is not declining. The construction of shopping centers, mainly in small towns, also indicates this trend. In Prague and Bratislava, the pattern of spatial expansion of shopping centers differs. Prague probably represents a more advanced phase of shopping center agglomeration. However, neither country has reached the state of clustering.

8 April 2020 in International Journal of Retail & Distribution Management
Verified
Journal Article
Closed access
JKJosef Kunc
Josef Kunc
VRVlastimil Reichel
Vlastimil Reichel
MNMarkéta Novotná
Markéta Novotná
Purpose: Effective management of shopping centres requires a good understanding of the consumers' behaviour and preferences as well as meeting the demand-side needs. The purpose of this paper is to elucidate the factors affecting the frequency of shopping centres' visits, providing implications for shopping centre managers from the perspective of a Czech consumer.Design/methodology/approach: The study was carried out in one of the Czech shopping centres in Brno due to its potentially standardisable common characteristics derived from the observation in the scatter plot. The standardized questionnaire survey on consumer shopping behaviour was conducted on a sample of more than 1,000 customers. The linear probability model and the logit model were applied to estimate impacts of included sociodemographic variables on the outcome.Findings: The findings on the frequency of visits give an overview of the sociodemographic and spatial determinants increasing the visit regularity. From the managerial point of view, the importance of customers' activities and purposes is highlighted.Practical implications: The implications can be provided to managers challenging to demand management and considering the investment projects. We come up with certain suggestions in terms of market segmentation, based on sociodemographic characteristics and shopping behaviour.Originality/value: The paper provides insights into the preferences of the Czech consumers and extends the previous analysis of shopping behaviour by developing the statistical properties and demonstrating the variables and their influence on the frequency of visit.

30 June 2024 in Equilibrium. Quarterly Journal of Economics and Economic Policy
Verified
Journal Article
Open access
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JKJosef Kunc
Josef Kunc
MNMarkéta Novotná
Markéta Novotná
VRVlastimil Reichel
Vlastimil Reichel
FKFrantišek Križan
František Križan
KBKristína Bilková
Kristína Bilková
Research background: Generation Z, a consumer base with significant global impact, strongly relies on smart devices, shaping their unique consumption patterns. As this demographic becomes increasingly influential, understanding their shopping behavior is crucial for effective retail marketing strategies. Purpose of the article: This article aims to evaluate the shopping behavior and habits of Generation Z, particularly focusing on the determinants that influence their choices, with a specific emphasis on the role of smart technology. The objective is to uncover insights that explain the relationship between smart device usage and shopping behavior, offering perspectives for retailers aiming to tailor their strategies to the preferences of this demographic. Methods: A survey conducted during the 2019/2020 season involved 1,756 respondents from the Czech Generation Z. To estimate the relationships between smart device usage and shopping behavior, the linear probability and the logit models were employed. Additionally, descriptive statistics provided a comprehensive overview of respondents’ preferences and habits. Findings & value added: The results indicate that while the average time spent on smartphones does not inherently correlate with an increased preference for online shopping, it does enhance the likelihood of engaging in online transactions. Contrary to expectations, brick-and-mortar stores remain competitive and are slightly more preferred than online shops among the Czech young generation. This preference is attributed to the tangible experience of touching products and immersing in the store's ambiance. Furthermore, a relationship emerges between concerns about data security and a reduced frequency of online shopping, emphasizing the need to address such apprehensions in marketing strategies. Overall, these findings provide insights into the nuanced shopping behaviors of Generation Z, with implications that extend beyond regional boundaries, guiding retailers in adapting and optimizing their approaches to meet the needs of this demographic.

12 September 2023 in Bulletin of Geography. Socio-economic Series
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Journal Article
Open access
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JKJosef Kunc
Josef Kunc
DSDominik Sikorski
Dominik Sikorski
MNMarkéta Novotná
Markéta Novotná
PBPaweł Brezdeń
Paweł Brezdeń
DIDariusz Ilnicki
Dariusz Ilnicki
AMAneta Marek
Aneta Marek
The paper examines the spatial structure of industrial production in the urban environment of two Central European cities, Wroclaw and Brno, and their changes during the transformation from centrally controlled to capitalist economies. The study used mapping techniques to analyse the spatial distribution of industrial activities, focusing on the representation of industrial sectors and major industrial enterprises in both cities. The research aimed to evaluate the spatial impacts of deindustrialization on the urban environment and subsequently interpret the functional and structural changes in the cities. Standard methodological procedures in regional sciences, including descriptive statistics and ArcGIS visualization, were employed. The results revealed similarities and differences in the transformation of the two cities and indicated the substantial scale of their post-industrial transformation. Major structural changes have occurred since the 1990s. The last two decades have been directed towards creating modern post-industrial environments while retaining the significant and visible industrial heritage.

1 June 2019 in Czech Journal of Tourism
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Journal Article
Open access
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MNMarkéta Novotná
Markéta Novotná
BFBohumil Frantál
Bohumil Frantál
JKJosef Kunc
Josef Kunc
HKHelena Kubíčková
Helena Kubíčková
The increasing importance of tourism and the growing number of tourists put pressure on tourist destinations. To support competitive and sustainable tourism development, it is advisable to focus on alternative forms of tourism in order to diversify tourism options in the destinations. From this point of view, it seems appropriate to deal with the issue of ‘Special Interest Tourism’ as a form of ‘alternative’, ‘ethical’, or ‘environmentally responsible’ tourism. The paper reflects the urgent need for sustainable tourism research. The aim of the paper is to provide the introduction and overview of the issue and outline perspectives that may open the way to future, more systematic research. The situation in the Czech Republic is based on the mapping of the current spatial distribution of selected special interest tourism attractions. The findings identify the possibilities for diversification of general (mass) tourism offers. The metadata from the Czech and foreign metainformation systems and databases are used.

9 January 2022 in Sustainability
Verified
Journal Article
Open access
PDF file
JKJosef Kunc
Josef Kunc
FKFrantišek Križan
František Križan
MNMarkéta Novotná
Markéta Novotná
KBKristína Bilková
Kristína Bilková
Shopping centers do not operate in a vacuum but in a society of diverse stakeholders who influence their profit and growth. Therefore, shopping centers management addresses the problem of incorporating social dimensions in their management. The paper aims to identify and evaluate managerial approaches and marketing strategies of shopping centers in the Czech Republic in the context of social dimensions leading to sustainable operation. The research builds methodologically on an online questionnaire survey with top management of shopping centers. It took place at the turn of the years 2019/2020. Out of 88 Czech existing shopping centers, 30 completed responses were received (response rate 34%). The managerial approaches and marketing activities of shopping centers aimed at customers, internal employees, and tenants of the shopping centers were assessed. In addition to profit, the main social aspect on which the management of shopping centers places an emphasis is also loyalty. A properly set working environment and working conditions are essential to achieve higher employee productivity and consequently higher profits. The shopping centers should increase their social roles to preserve the well-being of their employees and enhance customer satisfaction.