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From exploratory research to structural models: A multilevel lexical approach to studying the image of marketing objects

100%
Kolańska-Stronka M., Gorbaniuk O., Wilczewski M.
Przegląd Wschodnioeuropejski
|
2020
|
vol. 2
131-143
EN
The key problem in studies of marketing objects (e.g., brands, political parties) is the lack of agreement on the universal dimensions through which such objects are perceived, as well as on methodologies allowing their identification. As a result, researchers often use structural models (and instruments) that lack ecological validity. We offer a solution to that problem by presenting a methodology that draws on lexical research and which has allowed researchers to establish universal dimensions of personality perception in psychology. By discussing the theoretical and methodological tenets of the multilevel lexical approach to exploring images of marketing objects, we also overcome another problem of neglecting the hierarchical structure of the phenomena and data.
2

Creativity and effectiveness in organizations. A new approach to an old question1

72%
Bratnicka K.
Management
|
2015
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vol. 19
|
issue 1
33-45
EN
Juxtaposing the important insights of previous multilevel research, the following overarching question emerges as the central concern of this article: How do emergent processes and top- management initiatives affect the impact of organizational creativity on organizational effectiveness? To shed light on this question, I direct attention to bottom-up emergent processes and top-down management initiatives, which, I argue, offers important opportunities for the genesis of additional creativity effects. In all, the purpose of this article has been to address to recent theories and debates about the nature of organizational creativity and to highlight the crude beginnings of an alternative, multilevel approach. I explore how the dimensions of organizational creativity generated through emergent processes and top management initiatives plays a significant role in the leveraging organizational effectiveness.
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