Short introduction

As marketing and management institute we are a dynamic team with a wide range of skills. Our main strengths are innovativeness and having a perspective, which is crucial in our field. The research portfolio of the institute belongs to economic and management areas, and in a multidisciplinary manner we do works in food marketing and organizational development as well, which is a main determinant of our image.

Our main focus areas are:

• Food marketing, sustainability and environmentally conscious consumption and its considerations
• Setllement marketing, image audits
• Neuromarketing researches
• The situation and practices of small and mid-size entreprises (SME) of Hungary, with special respect to the food sector
• Leadership, organizational problems and their solutions at SMEs and analysis and development of HR management functions

Our aim is to educate experts, who are going to be able to create value efficiently and react immediately to the challenges of daily life in dynamic and rapidly changing markets, thus become a valuable part of a company.

Main research areas, research orientation:

Key words: SME sector – strategic planning – food industry – consumer behavior – leadership- and organizational development

Our main research packages:

• Consumer consideration, health effects and market readiness of so-called strategic (functional, eco, traditional and regional) food
• Analysis of short supply chains
• Recognition and application of trademarks of origin and certificates and the factors influencing their use in Hungary
• Food loss, food waste and sustainability
• Improving the market situation of Hungarian goods with special frespect to eco- and local goods and their match in the new supply chains (e.g. eco-tourism)
• New trends and methods of leadership science
• Management problems and toolbars of small and mid-size companies
• Organizational development of SMEs, focusing on HRM, value creation and leadership
• Regional and settlement marketing strategy, settlement branding, image-analysis
• Analysis of CSR activities at for- and nonprofit organizations
• Consideration of internships and dual education

Research projects

• Image-focused analysis of Kaposvár becoming a smart city (Dr. Orsolya Szigeti)
• Research of organizational excellence (Dr. Szilárd Berke)
• Distinction of eco- and functional food and local products by sense-organ tests (Dr. Viktória Szente)
• Disciplinary strategy formation in agroforestry considering motives and market opportunities (Dr. Orsolya Szigeti)
• Life long learning programmes for increased growth capacity in ecotourism (INTERREG- ECOTOP2) (Dr. Viktória Szente)

Partnership

• Krizevci Agricultural College - Croatia
• Somogy and Zala Chamber of Commerce and Industry
• National Chamber of Agriculture
• Educons University – Serbia
• Sapientia University - Romania
• Agricultural Research Institute
• National Tax and Customs Office
• INRA Trasfer
• Newcastle University – England
• Siedlce University - Poland