W niniejszym artykule zagadnienie lojalności związanej z szeroko rozumianą konsumpcją alkoholu osadzone jest w perspektywie marketingu społecznego. Celem artykułu jest eksploracja zachowań i postaw lojalności konsumentów wobec alkoholu przez pryzmat czynników społeczno-kulturowych, takich jak: etnocentryzm, patriotyzm, lokalność i nostalgia. Lojalność konsumenta wobec alkoholu w kontekście społecznym powstaje jako symboliczna reprezentacja i wzajemność postawy lojalności tego konsumenta wobec konkretnej grupy osób. Wiąże się to ze specyfiką symbolicznej konsumpcji alkoholu w kulturze Polskiej. Lojalność konsumentów alkoholu powstająca pod wpływem każdego z analizowanych czynników społeczno-kulturowych ma odmienny charakter. Głębsze zrozumienie mechanizmów powstawania lojalności konsumentów wobec różnych obiektów związanych z alkoholem umożliwia podejmowanie bardziej adekwatnych działań kampanii marketingu społecznego skierowanych przeciw nadmiernej i szkodliwej konsumpcji alkoholu.
EN
The loyalty issue related to widely understood alcohol consumption presented in the paper is embedded within the social marketing perspective. The goal of the paper is exploration consumers loyalty attitudes and behaviours towards alcohol in the light of social and cultural factors such as: ethnocentrism, patriotism, locality and nostalgia. Consumer loyalty towards alcohol in the social context appears as symbolic representation and reciprocity of the loyalty attitude of that consumer towards particular group of people. It is related to the specificity of the symbolic consumption of the alcohol in the Polish culture. Alcohol consumers loyalty, which appears under influence of each of the analyzed social and cultural factors is different in its nature. Deeper understanding of the mechanisms of appearing of consumers loyalty towards different objects related to the alcohol, enables making more adequate actions of social marketing campaigns directed against excessive and harmful alcohol consumption.
Celem artykułu jest eksploracja wykorzystania koncepcji zarządzania relacjami z kluczowymi klientami (KAM) oraz identyfikacja najważniejszych praktyk KAM stosowanych przez dwa badane przedsiębiorstwa deweloperskie realizujące projekty dużych centrów handlowych. Według schematu praktyk KAM zaproponowanych przez Daviesa i Ryalsa [2014] poddano eksploracji wykorzystywanie tych praktyk w dwóch studiach przypadku. Badani deweloperzy spełniali istotne warunki efektywnego prowadzenia KAM, stąd m.in. uzyskanie przez nich pozytywnych wyników w KAM, a zwłaszcza takich jak: poprawa relacji, większa satysfakcja klientów, zredukowanie kosztów obsługi, polecanie dewelopera przez kluczowych klientów innym najemcom.
EN
The goal of the paper is the exploration of implementation of Key Account Management (KAM) concept and identification of the most important practices of KAM used by two developers companies under research, which were executed the projects of big shopping centres. It was used the schema of KAM practices proposed by Davies i Ryals [2014] in exploration the KAM practices implemented in two case study research. The results showed, that both developers under research fulfilled the conditions of effective KAM. These caused receiving the positive results in KAM, such us: relationship improvement, greater customer satisfaction, reduced costs to serve, increased advocacy of key accounts.
Research background: Although the literature on power asymmetry and power dynamics has recognized the issue of factors that cause power shifts in business-to-business relationships, a more systematic approach and research framework regarding the identification of these factors is lacking. There are attempts in business-to-business literature to use the critical incident technique to study dynamic phenomena, but there are no studies on the factors that increase and decrease the power of suppliers in their relationships with dominant buyers. Purpose of the article: The aim of this paper is to identify the factors that influence the most significant changes in suppliers' power in relationships with dominant buyers. An important objective is also to determine to which power sources the identified factors are assigned. This is crucial for business practitioners, who will be able to adjust their actions when managing a relationship with a dominating partner through knowledge of their own strengths as well as weaknesses. Methods: The study is based on analysis of questionnaires with open-ended questions, and uses the critical incident technique to investigate the behaviour of dyadic parties at key moments in buyer-seller relationships. We have focused on investigation of manufacturing companies mainly from the furniture, construction, energy and printing industries. The analysis of the data was based on the abductive approach as a combination of inductive and deductive coding. Findings & value added: In comparison to previous studies, which did not distinguish the level of importance of each factor, we have obtained only those factors with the greatest impact on power dynamics. We have also obtained factors which can decrease suppliers' power, whereas the literature focuses mostly on factors increasing suppliers' power. The research results reveal the factors that affect an increase and decrease in the power of weaker suppliers in relationships with dominant buyers. First- and second-order factors were identified, and subsequently 3 overarching dimensions for each increase and decrease in supplier power were deduced from the results. The most important overall dimension for the increase in power was the building of suppliers' power capabilities, while the decrease in suppliers' power was most influenced by transactional changes and changes in buyer's expectations. The results can be helpful for managers in focusing their attention on expert power in order to gain knowledge and prepare a practical background for managing asymmetric relationships. It is important to mention that the critical incident technique used in this study has not yet been used to represent power dynamics in B2B relationship literature.
Research background: There is a considerable amount of literature focused on customers' motivation to participate in cooperative new product development [NPD], but previous research neglected the suppliers' perspective concerning organizational mechanisms for the facilitation of customer involvement in cooperative new product development. Purpose of the article: The aim of the study is to explore the influence of two kinds of dynamic capabilities, proactive customer orientation [PCO] and joint learning capability [JLC] on the acceptance and use of machine to machine interaction [M2M] in collaborative innovation development [CID], from the supplier's perspective. Methods: The research is based on a case study carried out from June 2018 till June 2019 of a Polish automation integrator supplying a manufacturer of automotive equipment, i.e. automotive industry, in a fully robotized workstation. In order to understand how the company functions in this case, in-depth interviews with the company's employees have been conducted. Findings & Value added: The results revealed that intelligent devices, interacting machines, and real-time data transfer to the supplier may cause disruptions through their impact on establishing trustful business relationships. We believe our findings could have a profound impact on the way how proactive customer orientation and relational interactions supported knowledge sharing and joint learning sense-making through operational meetings and on-the-job workshops which role was to evaluate the collaborative project.
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