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  1. 1 Nauki o Zarządzaniu

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  1. 1 2013

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  1. 1 Wołodźko-Pasala A.

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Działania ekologiczne, wizerunek korporacyjny, percepcje i zachowania nabywców na rynku dóbr zaopatrzeniowych – badanie eksploracyjne

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Wołodźko-Pasala A.
Nauki o Zarządzaniu
|
2013
|
issue 1(14)
116-134
EN
The goal of the article is to present a model that can be used to measure influence of environmental activities communicated as an instrument to create corporate image, represented by (1) Corporate Ability and (2) Corporate Social Responsibility and their influence on buyers’ attitudes and the behaviors on B2B market. The author of the article hopes that an empirical validation of hypothesis allows better understanding, how and if environmental activities influence buyers’ attitude and behavior. It may increase managers’ knowledge in strategic decisions making process, when launching and positioning new products on the market. It enables better use of market opportunities, by investing in brand strength, while increasing an ability to generate cash flow.
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