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Kapitał intelektualny w tworzeniu wartości marketingowej - wyniki badań

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Chlipała P., Wyższa Szkoła Biznesu - National Louis University w Nowym Sączu K. M.
Acta Universitatis Lodziensis. Folia Oeconomica
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2004
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vol. 179 cz. 1
EN
There is increase of intellectual capital's importance in creating value of the company operating in the New Economy. Intellectual capital is very important in the marketing activity of the company aim at creating, supplying and communicating value to the customers giving satisfaction to them. The author designed and conducted the deep interviews with Presidents, CEOs or members of executive management boards in American and Polish companies operating in innovative industries. The topic of the research was: "Intellectual capital in creating competitive advantage of the company". In the part of that research author tried to explore connection between intellectual capital and marketing value creation. The results of the research are presented in this text.
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Lojalni klienci jako element przewagi konkurencyjnej dystrybutorów materiałów budowlanych-wyniki badań

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Rutkowski M., Wyższa Szkoła Biznesu - National Louis University w Nowym Sączu K. M.
Acta Universitatis Lodziensis. Folia Oeconomica
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2004
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vol. 179 cz. 1
EN
The article presents few outputs of research conducted among 7 owners/managers of wholesale dealers of building materials from Małopolska and Podkarpacie voivodships. Method used in the research was in-depth interview. One of the aims of this research was to get to know the range of dealers activity, which construct customer loyalty. The research proved that managers use wide range of financial and social forms of stimulating customer behaviour. Among the factors, which most satisfy the customer are: advantageous price and customer service. The loyalty depends on customer satisfaction, and that is a result of providing his needs. These activities give chance the companies to reach competitive advantage in building materials distribution channels.
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Postawy polskich konsumentów wobec produktów ekologicznych jako przejaw globalnego trendu ekologicznego

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Mackiewicz-Walczak I., Remi M., Wyższa Szkoła Biznesu - National Louis University w Nowym Sączu K. M.
Acta Universitatis Lodziensis. Folia Oeconomica
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2004
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vol. 179 cz. 2
EN
Nowadays can be observed spreading of global idea and shaping of similar consciences. Uniformity of the consumers behaviour which is the consequence of the information access and larger consumers mobility is connected also with environment behaviour. In high developed countries uniformity of environment behaviour including purchase of ecological products is a result of high ecological consciences. Taking a thesis that the high developed countries of United Europe determine the general direction of consumers tendency and aspiration can be supposed that also in Poland, in the nearest future, environment behaviour will be common. The leading in this subject research confirms growing of the environment protection issues interest by Polish.
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