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Sprawdzanie hipotez w marketingu na przykładzie badań ocen poszerzeń marek. Metodologia, stan wiedzy i perspektywy dalszych badań

100%
Kłeczek R.
Marketing i Rynek
|
2013
|
vol. 20
|
issue 3
8-16
PL
Celem artykułu jest przedstawienie rzeczywistych procesów i wyników sprawdzania hipotez w marketingu na przykładzie czterech badań empirycznych dotyczących wpływu dopasowania (fit) między matką-matką i jej poszerzeniami (nowymi produktami wprowadzanymi na rynek pod nazwą marki-matki) na oceny tych poszerzeń. Metoda badania polega na analizie czterech kolejnych badań empirycznych z lat 1990–2009, dotyczących wpływu kategorii dopasowania (fit) na oceny poszerzeń marek, przeprowadzonej z punktu widzenia powtarzalności badań i współtworzenia wiedzy na temat tego danego problemu. Na podstawie przeprowadzonych analiz autor uzyskał następujące wyniki: (1) określenie stanu wiedzy o wpływie dopasowania na oceny poszerzeń, (2) identyfikacja możliwości dalszych badań poszerzeń marek z wykorzystaniem kategorii dopasowania jako zmiennej niezależnej, (3) identyfikacja możliwości zastosowania kategorii dopasowania w badaniach dotyczących innych rodzajów transferów wizerunków niż transfer wizerunku z marki-matki na jej poszerzenia oraz (4) komentarz metodologiczny na temat marketingu jako nauki.
EN
The aim of the article is to outline the real processes of checking of hypotheses based on four empirical researches addressing the problem of influence of fit between mother-brand and it’s extension (new product with the mother-brand name) on the evaluation of the extension. Author of the article analyzed four empirical researches addressing the problem of how fit influences the brand extension evaluations from the point of view of their congruence in creation of the knowledge about one marketing problem. Author identified (1) current state of knowledge about fit influence on extensions’ evaluations and (2) perspectives for future research of brand extensions (3) perspectives for future research of image leveraging with usage of fit category, (4) methodological comment about marketing as a science.
2
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NPV-Relevant Product Description and B2B Marketing Contribution To Value Creation

100%
Kłeczek R.
Management and Business Administration. Central Europe
|
2014
|
vol. 22
|
issue 4
109-117
EN
Purpose: The aim of this study is to answer the following question: what concepts should be used to explain how marketing contributes to value creation in business-to-business (B2B) relations? Design/methodology: The method consists of: (1) using net present value (NPV) as a goal of B2B purchasing decisions and (2) analysing the supplier’s controlling system to differentiate between value drivers and value causes. Findings: A conceptual framework of B2B value creation has been proposed. NPV-related product description is the main concept in the framework. Originality/value: The study contributes to the B2B marketing theory by increasing the clarity of conceptual foundations by (1) proposing the NPV-relevant product description and (2) making a distinction between value drivers and causes of value.
3
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Ekonomiczny wymiar relacji między dostawcą a nabywcą na rynku B2B. Uwagi metodologiczne dla badań empirycznych

100%
Kłeczek R.
Marketing i Rynek
|
2012
|
vol. 19
|
issue 4
2-6
EN
When we will take the assumption that the goal of the firm is its value creation, we need to state that: (1) relation between supplier and buyer in B2B market is not the final goal of the firms, but the mean to increase values if both partners and (2) both supplier and buyer use economic criteria (long term influence of the supplier’s offer on the buyer’s value drivers and the long term influence of buyer’s behavior on the supplier’s value drivers) in the relation’s creation and evaluation. Based on the above assumptions, empirical research projects concerning the B2B buyer seller relations should formulate questions (hypotheses) about economic content of the relations. First, the investigations should concern causation relations between the supplier’s actions, offer knowledge and evaluations and buyer behavior. Second, variables that describe supplier’s actions should concern the economic content of the actions – influence of the supplier’s offer on the buyer’s value drivers. Third, variables that describe knowledge and evaluations of the offer should describe buyer’s understanding of how the offer influences the buyer’s value drivers. Fourth, variables that describe buyer behavior should describe the behaviors that influence the supplier’s value drivers.
4
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Badania studiów przypadków a eksploracja i wyja śnianie w naukach o zarządzaniu

63%
Kłeczek R.
Organization and Management
|
2014
|
issue 164
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