The Czech Republic and Non-governmental Non-profit Organizations After the Impact of the COVID-19 Crisis

Marcela Gottlichova ()
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Marcela Gottlichova: Tomas Bata University in Zlin

A chapter in Strategic Innovative Marketing and Tourism, 2024, pp 1035-1044 from Springer

Abstract: Abstract The period of the pandemic crisis in the Czech Republic significantly reflected the uncertainty of the time. It was characterized by the loss of the guarantee for the services of non-governmental non-profit organizations, which the public will demand and accept in the future. The period coincided with financial impacts on the running of these organizations, declining public confidence, and declining interest from supporters. The presented study, based on the secondary and mainly primary data reflecting the attitude of non-governmental non-profit organizations of the Zlin Region based on quantitative research aimed at the communication of organizations during the pandemic, has once again confirmed the still-persistent shortcomings demonstrably requiring necessary changes leading to the efficiency of the current form of communication on a professional basis. One of the ways to offer a solution to the ongoing unhappiness is the intensive cooperation of non-governmental non-profit organizations with students of marketing communications, as documented explicitly by the collaboration of the Faculty of Multimedia Communications of the Tomas Bata University in Zlin in cooperation with the Zlin Region, which enables significant assistance in the professionalization of non-governmental non-profit organizations’ communication in continuity with development of the Zlin Region on the one hand. On the other hand, it strengthens the interest in non-commercial marketing among university students in continuity with their future professional classification.

Keywords: COVID-19 crisis; Strategic marketing; Civil society; Non-governmental non-profit organizations; Higher education (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-51038-0_111

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DOI: 10.1007/978-3-031-51038-0_111

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