Springer Proceedings in Business and Economics

Androniki Kavoura
Damianos P. Sakas
Petros Tomaras Editors

Strategic
Innovative
Marketing
5th IC-SIM, Athens, Greece 2016


Springer Proceedings in Business and Economics


More information about this series at />

Androniki Kavoura ⋅ Damianos P. Sakas
Petros Tomaras
Editors

Strategic Innovative
Marketing
5th IC-SIM, Athens, Greece 2016

123


Editors
Androniki Kavoura
T.E.I. of Athens

Athens
Greece

Petros Tomaras
T.E.I. of Athens
Athens
Greece

Damianos P. Sakas
Department of Computer Science
and Technology
University of Peloponnese
Tripoli
Greece

ISSN 2198-7246
ISSN 2198-7254 (electronic)
Springer Proceedings in Business and Economics
ISBN 978-3-319-56287-2
ISBN 978-3-319-56288-9 (eBook)
DOI 10.1007/978-3-319-56288-9
Library of Congress Control Number: 2017937285
© Springer International Publishing AG 2017
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Preface

Aims and Scope of the Conference
The 5th International Conference on Strategic Innovative Marketing 2016 took
place in Athens, Greece, during September 23–26, 2016. IC-SIM is an international
interdisciplinary conference focusing on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and
practice.
More than 325 pre-registered authors submitted their work in the conference.
IC-SIM 2016 finally accepted and hosted 102 original research papers, after a
double-blinded peer-review process. During the conference, 14 workshops were
held in order to advance and contribute to specific research areas in the field of
innovative marketing.
The conference aims at creating a forum for further discussion for a strategic
innovative marketing field incorporating a series of issues and/or related organizations that manage marketing in their everyday operations. Therefore, the call for
papers was addressed to scholars and/or professionals of the fields of social media
and marketing innovation, e-marketing and new technologies, strategic marketing,
services and cultural marketing, international and cross-cultural marketing, marketing research and analytics, marketing communications, B2B and B2C marketing. Furthermore, papers focused on issues of consumer behavior and advertising
and promotion were also welcomed. IC-SIM provides a common ground for the

exchange of insights on strategic issues in the science of innovation marketing,
ensuring significant contributions to this field.
The primary objective of IC-SIM is the theoretical approaches of contemporary
issues evolved in strategic marketing and the integration of theory and practice. The
conference provides a common ground for the exchange of insights on strategic
issues in the science of innovation marketing, ensuring significant contributions to
this field.

v


vi

Preface

Grouping the emerging technologies in the marketing field together in a close
examination of practices, problems and trends, IC-SIM and its emphases on integration and marketing presented the state of the art in the field. This annual event is
addressed jointly to academics and practitioners and provides a forum for a number
of perspectives, based on either theoretical analyses or empirical case studies that
foster the dialogue and the exchange of ideas.

Topics
Marketing of Innovation, Social Media Marketing, Innovations in Online Marketing, Marketing Technological Innovation, Facebook Marketing Strategies, Mobile
Marketing, Blogging, Network Analysis, e-branding & Brand Experience Management, Digital Marketing, Marketing and Electronic Commerce, Marketing
Analytics, Marketing Research, Marketing Information Systems, Marketing of
Emerging Technologies, Sustainable Marketing, Distribution Channel Management, Integrated Marketing Communications, Strategic Marketing Services, Marketing Services, Branding/Online Brands, Benchmarking Strategies, Customer
Satisfaction, Emerging Markets, Marketing Management, New Product Design and
Development, Creativity Marketing, Sports Marketing, B2B and B2C Marketing,
Pricing Strategies in Marketing, Marketing Theory and Applications, Art &
Cultural Marketing, Cross-cultural Marketing, Tourism & Destination Marketing,

Transport Industry Marketing, Experiential and Sensory Marketing, Customer
Relationship Management and Social CRM, Collaborative Marketing, Safety
Marketing, Business Economics, Economics of Business Strategy, Accounting
Marketing, Global Business Marketing, Finance Healthcare Management,
Accounting Education Skills & Competences Higher Education.

Paper Peer Review
More than 245 original researches had been submitted for consideration in IC-SIM
2016. All papers submitted to the conference were reviewed by a double-blind
peer-review process. The Conference Scientific Committee composed of competent
and expertise reviewers decided about the acceptance of the submitted papers.


Preface

vii

Thanks
We would like to thank all members that participated in any way in the IC-SIM
2016 Conference and especially:
• The famous publication house Springer for their communication sponsorship.
• The co-organizing universities and institutes for their support and development
of a high-quality conference scientific level and profile.
• The members of the Scientific Committee that honored the conference with their
presence and provided a significant contribution to the review of papers as well
as for their indications for the improvement of the conference.
• All members of the Organizing Committee for their help, support, and spirited
participation before, during, and after the Conference.
• The Session Organizers for their willingness to organize sessions of high
importance and for their editorial work, contributing in the development of

valued services to the conference.
• Dr. Nasiopoulos Dimitrios, editorial assistant.
• Ms Antonia Veltsista, editorial assistant.

Athens, Greece
Tripoli, Greece
Athens, Greece

Androniki Kavoura
Damianos P. Sakas
Petros Tomaras


Conference Details

Chair
Damianos P. Sakas, University of Peloponnese, Greece

International Advisory Committee
C.B. Bhattacharya, ESMT European School of Management and Technology,
Germany
Sally Dibb, The Open University, UK
Yorgos Zotos, Cyprus University of Technology, Cyprus
Philip Kitchen, ESC Rennes School of Business, France
Michael Belch, San Diego State University, USA
Dimitrios Buhalis, Bournemouth University, UK

Scientific Committee
Fiona Lettice, University of East Anglia, UK
David P. Evans, La Rochelle School of Business, France

Carlota Lorenzo Romero, Universidad de Castilla-La Mancha, Albacete, Spain
Giacomo Del Chiappa, University of Sassari, Italy
Denisa Kasl Kollmannová, Charles University in Prague, Czech Republic
Russell Belk, York University, Canada
Nergis Aziz, Suleyman Sah University, Turkey
Barry Friedman, State University of New York at Oswego, USA
Chris Cooper, Oxford Brookes University, UK
Annette Pritchard, Cardiff Metropolitan University, UK
ix


x

Conference Details

Adriana Giurgiu, University of Oradea, Romania
Panagiotis Trivellas, Technological Educational Institute of Central Greece, Greece
Apostolos Giovanis, Technological Educational Institute of Athens, Greece
Yiorgos A. Bakamitsos, A.B. Freeman School of Business, Tulane University,
Louisiana, USA
Sarfraz Mian, State University of New York at Oswego, USA
Ram Herstein, Jerusalem Academic Center, Israel
Melanie Smith, Budapest Business School, Hungary
Maja Konečnik Ruzzier, University of Ljubljana, Slovenia
Kir Kuščer, University of Ljubljana, Slovenia
Dimitrios Nasiopoulos, University of Peloponnese, Greece
Cristinel Constantin, Transilvania University of Brasov, Romania
Can Seng Ooi, Copenhagen Business School, Denmark
Ausrine Armaitiene, Klaipeda University, Klaipeda, Lithuania
Alzbeta Kiralova, University of Business in Prague, Czech Republic

Nigel Morgan, Cardiff Metropolitan University, UK
Nikolaos Konstantopoulos, University of the Aegean, Greece
Konstadinos Kutsikos, University of the Aegean, Greece
Jan Jirak, Charles University, Prague/Metropolitan University Prague, Czech
Republic
Kimberly Armani, State University of New York at Oswego, USA
Dragos Paun, Universitatea Babes-Bolyai, Cluj-Napoca, Romania
Axel Schlich, University of Applied Sciences, Fachhochschule Koblenz, Germany
Umran Yugruk Planken, The Hague University, The Netherlands
Renata Tomljenović, Institute for Tourism, Croatia
Ahmet Sengonul, Cumhuriyet University, Sivas, Turkey
Evgenia Bitsani, Technological Educational Institute of Kalamata, Greece
George Boustras, European University, Cyprus
Diren Bulut, Istanbul University, Turkey
Radka Johnova, Vyssi Odborna Skola Informacnich Sluzeb, Prague, Czech
Republic
Efstathios Kefallonitis, State University of New York at Oswego, USA
Françoise Lorant, Université Paris Nord 13, France
José Manuel Rosa Nunes, Universidade dos Açores, Portugal
Tijana Rakić, Edinburgh Napier University, UK
Teresa Borges Tiago, Universidade dos Açores, Portugal
Stylianos Papathanassopoulos, National & Kapodistrian University of Athens,
Greece
Senija Causevic, SOAS, University of London, UK
Goetz Greve, Hamburg School of Business Administration, Germany
Saila Saraniemi, University of Oulu, Finland
Peter Yannopoulos, Brock University, Canada
Nick Marinescu, Transilvania University of Brasov, Romania
Suleyman Degirmen, Mersin University, Turkey
Jakub Fischer, University of Economics in Prague, CZ Republic



Conference Details

xi

Jekaterina Kipina, Tallinn University, Estonia
John Tsalikis, Florida International University, USA
Irene Tilikidou, Alexander Technological Educational Institute of Thessaloniki,
Greece
Monika Jedynak, Jagiellonian University Krakow, Poland
Efthymios Constantinides, University of Twente, The Netherlands
Ana Pereira Roders, Eindhoven University of Technology, The Netherlands
Adina Letitia Negrusa, Universitatea Babes-Bolyai, Cluj-Napoca, Romania
Christos Sarmaniotis, Alexander Technological Educational Institute of
Thessaloniki, Greece
Dimitrios Vlachos, University of Peloponnese, Greece
Aspasia Vlachvei, Technological Educational Institute of West Macedonia, Greece
Ourania Notta, Technological Educational Institute of Thessaloniki, Greece
Leszek Koziol, Malopolska School of Economics, Tarnow, Poland
Maria Luisa Medrano, Universidad Rey Juan Carlos, Madrid, Spain
Charalambos Yakinthos, Merchant Marine Academy of Macedonia, Greece
Marianna Sigala, University of South Australia, Australia
Marina-Selini Katsaiti, United Arab Emirates University, United Arab Emirates
Christos Fragkos, Technological Educational Institute of Athens, Greece
Klimis Ntalianis, Technological Educational Institute of Athens, Greece
Christos Riziotis, National Hellenic Research Foundation (NHRF), Greece
Iordanis Kotzaivazoglou, TEI of Central Macedonia
Stella Sylaiou, Hellenic Open University
Shailendra P. Jain, University of Washington, USA

Lee Li, York University, Canada
Avlonitis George J., Athens University of Economics and Business, Greece
Dimitrios Belias, University of Thessaly, Greece

Organizing Committee
Dr. Dimitrios Nasiopoulos, University of Peloponnese, Greece
Richard Rutter, University of East Anglia, UK
Amanda Mavrogianni, University of Athens, Greece
Ioannis Drivas, Linnaeus University, Sweden
Radoslaw Pyrek, Malopolska School of Economics, Tarnow, Poland


xii

Conference Details

Keynote Speaker

Prof. Peter G.R. Smith
Founder, Stratophase Ltd.,
Covesion Ltd.

Professor Peter G.R. Smith is a Professor in the
Optoelectronics Research Centre and Associate Pro
Vice-Chancellor International in the Faculty of
Physical Sciences and Engineering at the University
of Southampton. He graduated from Oxford University with a B.A. in Physics in 1990 and D.Phil. in
Nonlinear Optics in 1993. After a year spent as a
management consultant he joined the University of
Southampton. Peter has worked on a number of areas

in optics research ranging from laser spectroscopy to
polymer integrated-optics. He has published over
180 journal and conference papers in the fields of
periodically poled materials and UV written devices at
major conferences, including invited talks at national
and international meetings. He was the founder of two
spin-outs from Southampton—Stratophase Ltd. in
2003 and Covesion Limited in 2009.

Invited Speakers
Professor George Kotrotsios is member of the Executive Board of CSEM, a major Swiss R&I facility in
microelectronics, nanotechnology and photovoltaics.
He is charge of commercialisation of Research and to
optimize the usefulness of the R&D for the industry.
He is individual member of the Swiss Academy of
Engineering Sciences. In 2016 he chairs the Alliance of
Fraunhofer-microelectronics, CEA, VTT and CSEM
on Smart Systems (HTA). He sits in the Board EARTO
(European Association of Research and Technology
Organisation) and is member of the Board of Directors
of CSEM do Brazil and Femto Engineering in France.
Dr. George Kotrotsios
His background is in optical fiber sensors, technology
Vice President, Marketing &
and
lasers. He holds a Ph.D. Degree in Optoelectronics,
Business Development CSEM,
Institut
National Polytechnique de Grenoble (Fr), an
Switzerland

Executive MBA in Management of Technology, HEC
—Université de Lausanne/EPFL (CH) and an Electrical Engineering Degree from the Aristotle University
of Thessaloniki (Gr).


Conference Details

Dr. Vasilios Gregoriou
Director & Chairman NHRF,
CEO & Founder Advent
Energy Inc.

Prof. Nikos Stergiopulos
Founder EndoArt SA, Antlia
SA, Rheon Medical SA,
EPFL, Switzerland

xiii

Dr. Gregoriou is the CEO and cofounder of Advent
Technologies Inc, as well as the Director and Chairman of the Board at the National Hellenic Research
Foundation (NHRF). Dr. Gregoriou is an internationally known scientist with research positions in
both the US (Northeastern, MIT, Polaroid, Princeton)
and Greece (FORTH-ICEHT) over his 25 year
research career so far. His research activity extends
over a wide area of subjects that include the areas of
flexible photovoltaics based on organic semiconductors, optically active materials based on conjugated
oligomers and polymer nanocomposites. Dr. Gregoriou has more than 20 years of experience in the US
market. He has extensive experience in the technical
development of new products and in the management

of such activities. He holds a Ph.D. in Physical
Chemistry from Duke University and he has attended
the MBA program at Northeastern University.
Professor Nikos Stergiopulos received his M.S. in
Mechanical Engineering from the National Technical
University of Athens, Greece, in 1985 and his Ph.D. in
Biomedical Engineering from Iowa State University,
USA, in 1990. Nikos Stergiopulos holds also a degree in
Management of Technology from IMD. He is currently
Full Professor and Director of the Laboratory of
Hemodynamics and Cardiovascular Technology at the
Swiss Federal Institute of Technology in Lausanne,
Switzerland. His main research interests are Hemodynamics, Cardiovascular Mechanics and Medical
Implant Technology. He has authored more than
160 peer review papers and holds more than 15 patents
in medical technology. In 1998 he co-founded
EndoArt SA, a medical device start-up company,
world leader in telemetrically powered and controlled
medical implants for the treatment of congenital heart
disease and morbid obesity. He is currently the founder
and director of Antlia SA, developer of implantable
drug delivery pumps and Rheon Medical SA, developer
of an adjustable drainage device for the surgical treatment of glaucoma.


Contents

Part I

Creativity, Innovation and Entrepreneurship Competence

in Higher Education

Transversal Competences as a Medium of Teaching. The Case
of Creativity, Innovation and Entrepreneurship . . . . . . . . . . . . . . . . . . .
Andrés Boza, Marta Fernández-Diego, Leonor Ruiz, Mariluz Gordo,
M.M.E. Alemany, Faustino Alarcón and Llanos Cuenca
Using Data Sources, Tools and Applications During Data Mining
in Marketing Management of Higher Education . . . . . . . . . . . . . . . . . . .
Martina Juříková
Integration of the Theory and Practice in Continuity
with the Development of Key Competencies—One of the Necessary
Areas of Solutions for the Czech University Education . . . . . . . . . . . . . .
Marcela Göttlichová
Part II

3

11

17

New Ways of Marketing Analytics

Social Media Analytics Empowering Customer Experience
Insight . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Jari Jussila, Mika Boedeker, Harri Jalonen and Nina Helander

25

Emotion-Gauge: Analyzing Affective Experiences in B2B

Customer Journeys. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Tuula Andersson, Mika Boedeker and Vilma Vuori

31

Customer Perceived Value—A Key in Marketing of Integrated
Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Nina Helander, Virpi Sillanpää, Vilma Vuori and Olavi Uusitalo

37

Reliability and Perceived Value of Sentiment Analysis
for Twitter Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Jari Jussila, Vilma Vuori, Jussi Okkonen and Nina Helander

43

xv


xvi

Part III

Contents

Development and Marketing Strategies in Innovative
Technological Enterprises

Measuring the Impact of Burnout on Job Satisfaction

and Organizational Commitment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
G. Zapantis, M. Skordoulis, M. Chalikias, D. Drosos
and A. Papagrigoriou
The Relationship Between Subordinates and Supervisors
and the Impact on Job Satisfaction and Efficiency
of the Employees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
G. Tsitmideli, G. Sidiropoulos, M. Chalikias, D. Drosos
and P. Kalantonis
Part IV

51

57

6th Symposium on Management Challenges (IANOS):
Crisis Kills or Links?

The Role of Organizational Culture in the Greek Higher
Tourism Quality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
D. Belias, E. Velissariou, A. Koustelios, K. Varsanis, D. Kyriakou
and L. Sdrolias
Integrating Total Quality Management Philosophy in the Greek
Tourism Sector . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
D. Belias, E. Velissariou, A. Koustelios, K. Varsanis, D. Kyriakou
and L. Sdrolias

65

71


The Role of Organizational Culture in Greek Higher Education
Quality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
D. Belias, D. Kyriakou, A. Koustelios, K. Varsanis and L. Sdrolias

77

Integrating Total Quality Management Philosophy in Greek
Higher Educational Institutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
D. Belias, A. Koustelios, K. Varsanis, D. Kyriakou and L. Sdrolias

85

Relationship Between Supervisor’s Emotional Intelligence
and Transformational Leadership in Hotel Organizations . . . . . . . . . . .
Tryfon Vasilagos, Panagiotis Polychroniou and Leonidas Maroudas

91

Dynamic Combination of Automatic Forecasts for Corporate
Budgeting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Sotirios D. Nikolopoulos

97

Financial Text Mining in Twitterland . . . . . . . . . . . . . . . . . . . . . . . . . . . .
S.D. Nikolopoulos, I. Santouridis and T. Lazaridis

105



Contents

Part V

xvii

2nd Symposium on Business Modelling

Stuffing Keyword Regulation in Search Engine Optimization
for Scientific Marketing Conferences . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Ioannis C. Drivas, Apostolos S. Sarlis, Damianos P. Sakas
and Alexandros Varveris
Communicating Strategically for Improving Team Effectiveness
in ICTs Organizations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
I.C. Drivas, D.P. Sakas and C. Riziotis
Part VI

117

125

2nd Symposium on Healthcare Services: Special Aspects
and Challenges in an Evolving Environment

Improve the Effectiveness of the Provided Healthcare Services
and the Efficiency of a Public Hospital in the Light of a Manager . . . . .
Papadaki Maria and Platis Charalampos

135


The Use of Information System at Public Hospital Pharmacies
in Greece: Myths and Reality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Ioannis Karafyllis, Charalampos Platis and George Pierrakos

143

Organization Style and Its Effect on Employee Satisfaction
and Personal Performance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Platis Charalampos and Zoulias Emmanouil

151

A Prospective Evaluation of Health-Related Quality of Life
of Cancer Patients Receiving Day and Home Care Services
in Greece . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
George Pierrakos, Dimitra Latsou, Aspasia Goula, John Pateras,
John Nikolados, Charis Platis, Markos Sarris and Sotiris Soulis

159

The Role of Local Government in the Provision of Social Services
in the Third Age. Case Study: The Municipality of Volos . . . . . . . . . . .
Papadimitriou Athanasia, Platis Charalampos and Zoulias Emmanouil

165

Part VII

Marketing Communications in Online Communities


Pharmaceutical Marketing STAR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Tiago Costa, Teresa Tiago, Flavio Tiago, Sandra Faria and João Couto
Comparison Shopping Websites and Their Impact on Consumers’
Purchase Intention . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Theodoros Kentistos-Rannos and Prodromos D. Chatzoglou

173

179


xviii

Contents

Part VIII

The Role of Branding for Companies and Countries

Influence of Marketing Communication Tools on Brand Building
in the Context of Marketing Management and Corporate
Prosperity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Olga Juraskova, Martina Jurikova and Romana Cockova

189

Current Perception of a Brand in Czech Consumers’ Mind . . . . . . . . . .
Martina Juříková and Josef Kocourek

197


Generation Z and Religion in Times of Crisis . . . . . . . . . . . . . . . . . . . . .
Aikaterini Stavrianea and Irene Kamenidou

205

Consumer-Brand Relationship Development Process in the Context
of Online Booking Services: The Role of Cognitive and Affective
Drivers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
A.N. Giovanis, P. Athanasopoulou and S. Mamalis
Fashion Brands, Social Media, and Consumers’ Exposure
to Marketing Messages. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Artha Sejati Ananda, Ángel Hernández-Garcia and Lucio Lamberti
A Report on Museum Branding Literature . . . . . . . . . . . . . . . . . . . . . . .
Zoe-Charis Belenioti, George Tsourvakas and Chris A. Vassiliadis
“Greek Breakfast”: A New Tourism Brand Name
for an Age-Long Gastronomy Tradition . . . . . . . . . . . . . . . . . . . . . . . . . .
Kontis Alexios-Patapios and Gkoumas Aristeidis
Part IX

221
229

235

User Generated Content and Marketing

Cliff Diving in Virtual Communities . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Teresa Tiago, Flavio Tiago, Sandra Faria and João Couto
Attitude Toward Change: Factors Affecting Hospital Managerial

Employees’ Resistance to Change . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Vasiliki Amarantou, Stella Kazakopoulou, Prodromos Chatzoglou
and Dimitrios Chatzoudes
Part X

213

245

251

Innovations on Shipping Management and Marketing

Are Greek Tanker Operators Aware of IMO’s Sustainable
Maritime Transportation System and Willing to Follow
Its Goals and Actions? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Athena Parsotaki and Aristotelis B. Alexopoulos
Strategies in ‘Shipping Business Management’ . . . . . . . . . . . . . . . . . . . .
Alexandros M. Goulielmos

261
267


Contents

xix

How Do Dry Bulk Freight Levels Affect Minor Dry Commodity
Trade and Shipping Marketing During Economic Recession

Periods? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Konstantina Athanasiou

273

The Process of Employing Greek Ship Officers Onboard Greek
Ships: A Proposal for a New Recruiting Tool . . . . . . . . . . . . . . . . . . . . .
Aristotelis B. Alexopoulos and Panagiotis Karagiannidis

281

Evolution of Logistics Centers and Value-Added Services Offered
in Port Areas and the Importance of Marketing . . . . . . . . . . . . . . . . . . .
Afroditi-Anastasia Menegaki and Aristotelis B. Alexopoulos

291

The Role of Marketing in the Shipping Industry in Case
of Accidents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Anastasios Georgakis and Aristotelis B. Alexopoulos

299

The Commercial and Economic Effects of Fuel Additives
in the Maritime Industry in a Heavily Environmentally
Regulated Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Jason Merkouris–Stylopoulos and Aristotelis B. Alexopoulos
Part XI

307


2nd Symposium on Business Informatics and Modelling

Software Protection and Piracy Focusing on the 2008 Crisis:
A Comparative Study and Simulation Modeling Regarding
the Case of Greece, Germany, and England. . . . . . . . . . . . . . . . . . . . . . .
John Hlias Plikas, Nasiopoulos K. Dimitrios, Panagiotis Delis
and D.S. Vlachos

319

Decision Support Systems and Strategic Information Systems
Planning for Strategy Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . .
Fotis Kitsios and Maria Kamariotou

327

Modeling and Simulation of Promotion Procedures
for IT Companies Through Facebook. . . . . . . . . . . . . . . . . . . . . . . . . . . .
Tsiavos G. Panagiotis, Pachtiti E. Foteini, Nasiopoulos K. Dimitrios,
Damianos P. Sakas and D.S. Vlachos
Modeling and Simulation for the Development of Innovative
Ideas for Video Games in Smartphones . . . . . . . . . . . . . . . . . . . . . . . . . .
Tsomis Konstantinos, Koukouris Georgios, Damianos P. Sakas,
Nasiopoulos K. Dimitrios and D.S. Vlachos
Mobile Commerce and Success Factors. Simulation and Modeling
of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Aristotelis Chantzaras, Nasiopoulos K. Dimitrios and D.S. Vlachos

333


341

349


xx

Contents

The Simulation Model of Supply Chains on the Macroeconomic
Level is the Tool to Control the Economic Development
of the Region. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Natalia Lychkina, Elena Molodetskaya and Yulia Morozova
Calculating Handling of Business Resources for Establishing
a Successful Information’s Technology Project . . . . . . . . . . . . . . . . . . . .
Christos Chaldezos, Damianos P. Sakas, Nasiopoulos K. Dimitrios
and Despina S. Giakomidou
Calculating Handling of Company Resources for Establishing
an Effective Project Team . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Christos Chaldezos, Damianos Sakas, Nasiopoulos K. Dimitrios
and Despina S. Giakomidou
Businesses: The Association Between Their Export Performance
and Information and Communication Technology Adoption . . . . . . . . .
John Hlias Plikas, Nasiopoulos K. Dimitrios, Eleni-Karveli Glynou,
Damianos P. Sakas and D.S. Vlachos
Modelling the Process of a Web-Based Collaboration Tool
Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Nasiopoulos K. Alexandros, Sakas P. Damianos,
Nasiopoulos K. Dimitrios and Vlachos S. Dimitrios

Comparing Scrum and XP Agile Methodologies Using Dynamic
Simulation Modeling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Nasiopoulos K. Alexandros, Damianos P. Sakas, D.S. Vlachos
and Nasiopoulos K. Dimitrios
The Development of New Ideas for IT Products, Through Social
Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Pachtiti E. Foteini, Nasiopoulos K. Dimitrios, Damianos P. Sakas
and D.S. Vlachos
Multicriteria Assessment of Alternative Policy Scenarios
for Achieving EU RES Target by 2030 . . . . . . . . . . . . . . . . . . . . . . . . . . .
Ioannis Papadogeorgos, Aikaterini Papapostolou, Charikleia Karakosta
and Haris Doukas
Mechanisms of Management Process Improvement
of an Educational Institution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Omarova Naida Omarovna, Omarov Omar Alievich
and Ivanova Yelena Vladimirovna

357

363

369

375

383

391

399


405

413


Contents

Part XII

xxi

6th Symposium on Integrated Information

The Cooperative Role of Marketer and Programmer
on SEO Strategies in Scientific Journals . . . . . . . . . . . . . . . . . . . . . . . . . .
Apostolos P. Sarlis, Ioannis C. Drivas and Alexandros Varveris
Implementation and Dynamic Simulation Modeling of Search
Engine Optimization Processes. Improvement of Website
Ranking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
A.S. Sarlis, I.C. Drivas and D.P. Sakas
Instagram Company Page Creation Modeling and Simulation . . . . . . . .
A.S. Sarlis, D.P. Sakas, D.P. Vlachos and A. Antoniou
Two Years on—Developing Metrics for Crowdsourcing
with Digital Collections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Tuula Pääkkönen
Ethics and Medical Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Kotsori Ioanna Soultana
Is the Market Value of Software Vendors Affected by Software
Vulnerability Announcements? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Georgios Spanos, Lefteris Angelis and Kyriaki Kosmidou
Conceptual Search Algorithms for FDB Databases . . . . . . . . . . . . . . . . .
E.N. Petraki, E.J. Yannakoudakis and C.A. Kapetis

429

437
445

453
459

465
471

Blocking for Entity Resolution in the Web of Data: Challenges
and Algorithms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Kostas Stefanidis

479

Analysis of GWAP Collected Tags in the Description of Heritage
Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Tomislav Ivanjko and Sonja Špiranec

483

Selective Monitoring of the Safety of Railway Buildings . . . . . . . . . . . . .
Paolino Di Felice


489

Group Recommendations in MapReduce . . . . . . . . . . . . . . . . . . . . . . . . .
Vasilis Efthymiou, Petros Zervoudakis, Kostas Stefanidis
and Dimitris Plexousakis

495

APANTISIS: A Greek Question-Answering System
for Knowledge-Base Exploration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Emmanouil Marakakis, Haridimos Kondylakis
and Papakonstantinou Aris

501


xxii

Contents

News Articles Platform: Semantic Tools and Services
for Aggregating and Exploring News Articles . . . . . . . . . . . . . . . . . . . . .
Koralia Papadokostaki, Stavros Charitakis, George Vavoulas,
Stella Panou, Paraskevi Piperaki, Aris Papakonstantinou,
Savvas Lemonakis, Anna Maridaki, Konstantinos Iatrou, Piotr Arent,
Dawid Wiśniewski, Nikos Papadakis and Haridimos Kondylakis

511

Data Mining of World Bank Indicators . . . . . . . . . . . . . . . . . . . . . . . . . .

Maha A. Hana

521

Why Today’s Marketers Are Getting It Wrong . . . . . . . . . . . . . . . . . . . .
Michael A. Belch

529

Ontology-Based Term Matching Approaches in Social Media . . . . . . . .
Mariam Gawich, Marco Alfonse, Mostafa Aref
and Abdel-Badeeh M. Salem

533

Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

545


Part I

Creativity, Innovation and
Entrepreneurship Competence
in Higher Education
Organized by: Llanos Cuenca, Andres Boza
Business Management, Universitat Politècnica
de València, Valencia, Spain

Description

Creativity, innovation, and entrepreneurship are essential aspects for all areas of
working and business life. Creativity includes generating ideas, critical thinking,
synthesis and reorganization, looking for new opportunities and having the ability
to find hidden connections and insights. Innovation means anticipating the needs of
the market, offering additional value, and keeping risk and cost under control.
Successful entrepreneurs require combination of a creative idea and a broader
capacity for execution. Nowadays, higher education is viewing the competences as
a discipline that can be learned both theoretically and practically oriented. Training
in creativity, innovation, and entrepreneurship competence can be organized as a
separate subject or be integrated as a transversal competence into different subjects.
Discussion will be organized on, but not limited to, the following elements of
impact in this competence: (1) learning outcomes, (2) activities and experiences in
higher education, (3) assessment method and evidences of learning, (4) syllabus
description.


Transversal Competences as a Medium
of Teaching. The Case of Creativity,
Innovation and Entrepreneurship
Andrés Boza, Marta Fernández-Diego, Leonor Ruiz, Mariluz Gordo,
M.M.E. Alemany, Faustino Alarcón and Llanos Cuenca

Introduction
The incorporation of key competences or similar intended learning outcomes in
school curriculum frameworks has been evident for some time. However, it is a
necessary but insufficient step towards implementation (Pepper 2011). According to
Incode (2012) we can define competence as the complex know-how resulting from
the integration, mobilization, and adaptation of capacities and skills to situations
that share common characteristics. Competence describes what training participants
should be able to do at the end of such training. One competence is acquired

through several learning outcomes to be achieved.
This complex know-how must be specified in the design of new curriculums
through the set of specific and transversal competencies that students should
develop
• Specific competences belong to a specific area of knowledge (in a degree or
master) and they are aimed at achieving a specific graduate profile.
• Transversal competences (also named generic competencies and transferable
competencies) are generic and transferable in a wide variety of personal, social,
academic, and professional contexts throughout life. Therefore, they contribute
to a fundamental part of the professional profile and educational profile in all the
degrees. These competences include a set of cognitive and metacognitive skills,
and, attitudinal and instrumental knowledge, which has a great value to the
knowledge society. Transversal competences are not always independent

A. Boza (✉) ⋅ M. Fernández-Diego ⋅ L. Ruiz ⋅ M. Gordo ⋅ M.M.E. Alemany ⋅ F. Alarcón ⋅
L. Cuenca
Business Management Department, Universitat Politècnica de València,
Valencia, Spain
e-mail:
© Springer International Publishing AG 2017
A. Kavoura et al. (eds.), Strategic Innovative Marketing, Springer Proceedings
in Business and Economics, DOI 10.1007/978-3-319-56288-9_1

3


4

A. Boza et al.


subjects; they can be a way to enhance learning of specific subjects, which also
helps students to develop their new competences.
So, including transversal competences in specific subjects can address these
competences and place them into the context of the subject where they can be used
to improve specific competences.
In the context of the subject, it is necessary to distinguish two aspects, first how
to encourage or promote the ideal environment for the development and achievement of these learning outcomes and second how to evaluate the acquisition of
those ones. In order to evaluate the acquisition of the competence a rubric has been
defined to bachelor and master degree (Cuenca et al. 2015a, 2016). The development of learning outcomes in classroom should be addressed through lectures,
laboratory practices, case studies, etc. Evidence of competence acquisition must be
reflected in the design of new curricula.
Competence-based learning requires an effort that it does not only depend on
strategies of teaching, but also to know, select, and apply adequate resources for its
achievement.

Guide for Selecting Activities
With the aim of incorporating transversal competences into the students’ curricula
several activities must be defined. It is necessary to establish the relationship
between the activity to be done and the learning outcome to be achieved.
These activities should not be an extra work for the students and lecturers but a
medium of instruction for the specific concepts using the transversal competences.
To do this, it is important to select the unit or theme where the activity will be
developed (Fig. 1).
We can find two scenarios
Scenario 1: Transversal competence activity exists.
In this case, an activity or list of activities have been previously defined and
associated to the transversal competences. These activities are related to a number
of learning outcomes of the transversal competence.
Fig. 1 Transversal and
specific learning outcomes

relationships

Activities


Transversal Competences as a Medium of Teaching …

5

Specific Learning Outcomes (Subject)
Steps
1.
2.
3.
4.
5.
6.
7.
8.

Identify the transversal competence to be included in the subject. 

Select the activity associated with the transversal competence. 

Identify learning outcomes associated with the transversal competence. 

Select unit/theme of the subject where the activity will be applied (specific 

competence).
Adapt the activity to the current context: number of students, level, time, 
etc. 

Identify evidences to be collected: colored post-it, videos, photos, documents. 

Develop the activity and collect evidences. 

Assess the competence acquisition. 



Scenario 2: Transversal competence activities have not been identified.
In this case, although there is not an activity designed, transversal competence
includes the learning outcomes associated.
Steps
1. Identify the transversal competence to be included in the subject. 

2. Identify and select competence learning outcomes associated with this 

transversal competence. 

3. Select unit/theme of the subject where the learning outcomes can fit (specific
competence). 

4. Select the assessment method for the competence learning outcomes. 

5. Define an activity taking into account what (step 1, 2, and 3) and how (step 
4)
are we going to assess them. 

6. Identify resources needed according to the context: number of students, level,
time, etc.
7. Identify evidences to be collected: colored post-it, videos, photos, and
documents.
8. Develop the activity and collect evidences.
9. Assess the competence acquisition.
These two approaches help to find an appropriated activity to develop in the
classroom with the objective of achieving transversal learning outcomes and
specific learning outcomes.

Application to the Creativity, Innovation
and Entrepreneurship Competence
According to Boza et al. (2014), creativity, innovation, and entrepreneurship deals
with the mindsets and skills associated with creativity and innovation as well as the
qualities and practices associated with successful entrepreneurship. For example,
entrepreneurship is the individual’s ability to translate ideas into action. It