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Rola badań marketingowych w programie całościowej identyfikacji

100%
Nikodemska-Wołowik A. M., Uniwersytet Gdański Z. M.
Acta Universitatis Lodziensis. Folia Oeconomica
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2004
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vol. 179 cz. 1
EN
The role of marketing research is substantial in all areas of contemporary business. Since the 80ties it has become an indispensable tool in creating corporate identity of an organization. But CI refers not only to culture, image or communication of a company, but it is widely used in sport, cultural and charity events as well. The CI programme consists of seven stages: audit, strategy, creation, organization, communication, launching and production. The first - audit - is the most important one from a researcher's and a designer's perspective. In this key-point phase the marketing research must give an answer, whether initiate the process or not and decide, which precise directions the CI consultants should follow.
2
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IMPORTANCE OF KEY STAKEHOLDERS FOR CREATING CORPORATE IDENTITY

100%
Nikodemska-Wołowik A. M.
International Journal of Emerging and Transition Economies (IJETE)
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2008
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vol. 1
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issue ISSUE1
127-139
EN
Since the turning point in 1988, Polish economy has experienced rapid transformation with its challenges influencing all aspects of business activities. During the last decade of the 20th century Polish entrepreneurs had to learn how to compete in the new market environment and many of them succeeded. Evaluating and verifying their business undertakings one can risk a statement that emphasizing the role of corporate identity belongs to the major factors of the success. Moreover, shaping the company identity may fail to succeed without enquiring its stakeholders’ opinions, perception, and preferences. The key aim of the article is to present the importance of three groups of stakeholders who play a significant role in Polish as well as international companies, while underlining general tendencies in their behavior.
3
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Family Enterprises in the Context of Consumer Ethnocentrism and Relationship-Building

63%
Nikodemska-Wołowik A. M., Bednarz J.
Problemy Zarządzania
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2019
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issue 1/2019 (81)
77-92
EN
Previous research on family entrepreneurship has given relatively little consideration to the attitudes of consumers towards Family Enterprises (FEs). The aim of the article is to deepen our understanding of consumer behaviour towards FEs. The paper’s theoretical framework is based on two concepts: consumer ethnocentrism and commitment-trust theory in relationship marketing. The article employs a grounded-theory methodology, whose primary purpose is to develop theoretical underpinnings of consumer behaviour towards FEs. The paper is based on latent participant observation and individual in-depth interviews conducted in 2017. The findings indicate that FEs do not communicate their family identity explicitly and that consumers adopt ethnocentric attitudes towards FEs. Furthermore, young buyers should be treated as an important challenge for FEs. The article concludes by emphasizing implications for theory and business practice which are applicable beyond the Polish context.
PL
W dotychczasowych badaniach nad przedsiębiorczością rodzinną niewiele uwagi poświęcono nastawieniu konsumentów do przedsiębiorstw rodzinnych (FE). Celem artykułu jest przyczynienie się do zrozumienia zachowań konsumentów wobec tych podmiotów. Zastosowano dwie koncepcje teoretyczne: etnocentryzmu konsumenckiego i zaufania opartego na zaangażowaniu w marketingu relacji. Badania oparto na teorii ugruntowanej, by stworzyć ramy konceptualne dla studiów nad FE i ich klientami. W 2017 roku przeprowadzono obserwację uczestniczącą i indywidualne wywiady pogłębione. Studia te wykazały, iż FE nie komunikują otwarcie swej rodzinnej tożsamości, a konsumenci przejawiają postawy etnocentryczne wobec tych FE, które są im znane. Ponadto, poważne wyzwanie dla FE stanowią zachowania młodych konsumentów. Proponowana procedura ma charakter uniwersalny i może być traktowana jako pewne podejście badawcze w wymiarze międzynarodowym.
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