AERO-MED
SUBASTA PUBLICA
This section firstly provides the results regarding respondents’ reasons for considering the cooperation successful. Secondly, analyses whether and why the cooperation was considered important to the success of their businesses. Then, the section examines whether, or not, cooperation was still running (by the time the interview took place). As in previous sections, the results are presented firstly in respect of horizontal cooperation (cooperation in the same industry), and secondly, in respect of diagonal cooperation (cooperation with a businesses from the other industry).
5.6.1. Reasons why the cooperation was considered to be the most successful
The reasons why the most successful cooperation was considered the most successful were aggregated into three types of reason (Table 5.35). Nevertheless, respondents clearly more frequently indicated two of them. These reasons were related to the enhancement of promotion and image of the business, indicated by 45.8% of the total wine and tourism respondents, and to the enhancement of their financial situation, indicated by 43.7% of the total respondents. Statistically significant differences (p=0.001) with a medium effect size (Cramer’s V= 0.325) were found when a Chi Sq test was applied to these reasons (Table 5.35) because while wine respondents also indicated reasons related to their offer in terms of
more and/or diversified products, these reasons were not indicated by any of the tourism respondents. The null hypothesis (there were no significant differences) was, therefore, rejected. In turn, the alternative hypothesis was accepted.
Table 5.35: Reasons why the horizontal cooperation was considered to be the most successful
Tourism Wine Total
n % n % n %
Enhanced promotion and image 34 50.7 31 41.3 65 45.8
Enhanced financial situation 33 49.3 29 38.7 62 43.7
More and/or diversified products 0 0 15 20.0 15 10.6
Total 67 100.0 75 100.0 142 100.0
Chi-Square results χ2= 14.993 d.f.=2 p=0.001 Cramer’s V= 0.325 n – sample; χ2 – Chi-square value; d.f. – degrees of freedom; p – probability value
The reasons why the diagonal cooperation was considered to be the most successful fell into two main groups (Table 5.36). These reasons were related to the enhancement of promotion and image of the business and to the enhancement of their financial situation, with the first group of reasons being by far more frequently indicated by respondents (72.5% in total). There were no statistically significant differences between wine businesses and tourism in terms of their reasons why the horizontal cooperation was considered to be the most successful.
Table 5.36: Reasons why the diagonal cooperation was considered to be the most successful
Tourism Wine Total
n % n % n %
Enhanced promotion and image 39 65.0 48 80.0 87 72.5
Enhanced financial situation 21 35.0 12 20.0 33 27.5
Total 60 100.0 60 100.0 120 100.0
Chi-Square results χ2= 3.386 d.f.=1 p=0.102 n – sample; χ2 – Chi-square value; d.f. – degrees of freedom; p – probability value
These results indicate that the reasons for respondents considering the initiatives most successful were related to specific results achieved for their businesses, specifically the enhancement of promotion and image of their businesses and to the enhancement of their financial situation.
5.6.2. Whether and why the cooperation was important to the success of businesses
With regard to horizontal cooperation, all the tourism (n=67) and wine (n=75) respondents who had identified a successful cooperation considered the most successful cooperation important for the success of their businesses.
The respondents were asked to explain why the cooperation was important for the success of their business. The reasons given by respondents fell into three types of reason, as presented in Table 5.37. Although three types of reason were identified, two types were more frequently indicated by respondents. These reasons were the enhancement of promotion and image and financial situation enhancement. The first was indicated by 72.5% and the latter was indicated by 27.5% of the total wine and tourism respondents. There was no statistically significant difference between tourism and wine businesses in terms of their reasons why the horizontal cooperation was important to the success of their businesses.
Table 5.37: Reasons why the horizontal cooperation was important to the success of businesses
Tourism Wine Total
n % n % n %
Contributed to promotion and image
enhancement 29 43.3 34 45.3 63 44.4
Contributed to financial situation
enhancement 29 43.3 29 38.7 58 40.8
Contributed to offer more and/or diversified
products/services 9 13.4 12 16.0 21 14.8
Total 67 100.0 75 100.0 142 100.0
Chi-Square results χ2= 0.376 d.f.=2 p=0.829 n – sample; χ2 – Chi-square value; d.f. – degrees of freedom; p – probability value
Regarding diagonal cooperation, almost all the tourism (59 of 60) and wine (57 of 60) respondents considered the most successful cooperation important for the success of their businesses. Three types of reason for this are given in the results (Table 5.38). The respondents indicated more frequently the contribution of diagonal cooperation to the enhancement of their promotion and image (58.6% in
total), followed by the contribution of diagonal cooperation to their financial situation (for 31% of the wine and tourism respondents). Statistically significant differences (p=0.000) with a small effect size (Cramer’s V= 0.293) were found between the answers of the wine and tourism respondents when a Chi Sq test was performed. The null hypothesis (there were no significant differences) was, therefore, rejected and the alternative hypothesis (there were differences), was, in turn, accepted. These differences are mainly because wine respondents were more likely to indicate reasons related to promotion and image as the reasons for considering diagonal cooperation important to the success of their businesses than tourism respondents.
Table 5.38: Reasons why the diagonal cooperation was important to the success of businesses
Tourism Wine Total
n % n % n %
Contributed to promotion and image
enhancement 27 45.8 41 71.9 68 58.6
Contributed to financial situation
enhancement 22 37.3 14 24.6 36 31.0
Contributed to offer more and/or diversified
products/services 10 16.9 2 3.5 12 10.3
Total 59 100.0 57 100.0 116 100.0
Chi-Square results χ2= 0.376 d.f.=2 p=0.007 Cramer’s V= 0.293 n – sample; χ2 – Chi-square value; d.f. – degrees of freedom; p – probability value
Given the small number of answers of those who answered negatively to the question whether the cooperation was important to the success of their businesses (one tourism respondent and three wine respondents), it was decided to not present the results.
5.6.3. Sustainability of cooperation
Respondents were asked to indicate if the identified most successful cooperation was still running or not. The results (Table 5.39) indicated that the horizontal cooperation was still running (by the time of the interview) for 93% of respondents. The Chi-Square Test for Independence was unreliable to test the null hypothesis with regard to horizontal and diagonal cooperation (that there were no
significant differences) because the required criteria of having no cell with expected counts below 5 was not met.
Table 5.39: Whether, or not, the horizontal cooperation was still running (by the time of the interview)
Tourism Wine Total
n % n % n %
Yes 63 94.0 69 92.0 132 93.0
No 4 6 6 8.0 10 7.0
Total 67 100.0 75 100.0 142 100.0
With regard to the diagonal cooperation, the results (Table 5.40) indicated that cooperation was still running (by the time of the interview) for almost of all respondents.
Table 5.40: Whether, or not, the diagonal cooperation was still running (by the time of the interview).
Tourism Wine Total
n % n % n %
Yes 55 91.7 57 95.0 112 94.5
No 5 8.3 3 5.0 8 5.5
Total 60 100.0 60 100.0 120 100.0