Search results

1

Communication Strategies and Tactics as Key Points of Business Development

100%

Machulska K.

Zeszyty Naukowe UPH seria Administracja i Zarządzanie

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2017

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vol. 41

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issue 114

135-142

PL

The study of communication strategies and tactics occupies an important niche in strategicmanagement. The relevance of this article lies in the fact that the interest of modern business administrationscience in the search for patterns and mechanisms of communication influence on the recipientis growing constantly. Communication strategies and tactics in the advertising of English-languageweb-recourses have been determined. We have defined two communication strategies for onlinestoresslogans: 1) a strategy of encouraging the consumer to choose the appropriate goods or service;2) a strategy of positioning the organisation in the market. Also various communication tactics,with the help of which those two strategies can be realised, have been described. They are: tactics ofappeal to the consumer; tactics of target group indication; tactics of ambiguity/disambiguity of theexpression, content and references; tactics of demonstration of the organisation's advantages anddisadvantages; tactics of emphasizing competence, experience, traditions and values; tactics ofgoods and services naming; tactics of using the store's name. In this article we try to identify which ofthem is the most effective. The proposed versions are based on the results of linguistic interviewing.

2

Strategie rozwoju produktu w sferze kultury na przykładzie Polskiego Związku Kulturalno-Oświatowego w Republice Czeskiej

100%

Wróblewski Ł.

Kultura i Edukacja

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2017

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issue 1(115)

107-118

EN

Looking at the marketing strategies applied by institutions selling culture and education, the main problem is not to forget the nature of the selling product. We are obliged to protect the shape and essence of what we sell much more than selling any other kind of product even if the product is totally uncommercial. That’s why numerous, cultural and educational institutions often aren’t able to find their own place on the still changing market. Some of them offer products intended only for a small group of customers, others support new directions and new forms of products that haven’t got their own type of clients definite yet. So there’s appearing new need to reconciltae what’s irreconcilable, extremly different opinions and need of working out the balance between spectators preferences and organizations ambitions. It looks like the developing product strategies of Polish Cultural and Educational Union in the Czech Republic presented in the paper prove that the balance is possible to reach.

3

Strategie konkurowania polskich banków ‒ wybrane aspekty

58%

Płonka M.

Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie

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1999

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issue 2

159-178

PL

Artykuł zawiera analizę sektora bankowego w kontekście wyznaczania strategii konkurowania. Autorka nakreśla przesłanki decyzyjne strategii konkurowania. Omówione czynniki stanowią układ podstawowych uwarunkowań wyboru strategii konkurowania, wynikających z przewag konkurencyjnych. Następnie analizuje ofertę polskich usług bankowych na tle konkurencji banków zagranicznych oraz konkurencję cenową między bankami w Polsce. W konkluzji zaznacza, iż cena nie jest najistotniejszym elementem decyzji klientów związanych z korzystaniem z usług bankowych. Liczą się przede wszystkim wiarygodność banku i dostępność usługi. Z punktu widzenia banku ważną przesłanką strategii konkurowania jest istnienie trwałych przewag konkurencyjnych. W sektorze bankowym trwałymi przewagami są: wiodąca pozycja kosztowa i rozwinięta sieć dystrybucji.

EN

The paper addresses problems connected with the choice of the competition strategy by Polish banks. The first part of the paper presents theoretical prerequisites of the competition strategy choice depending on different criteria and conditions. The second part deals with the situation of Polish banks envisaging accession of Poland to the European Union (it is connected with the appearance of foreign banks on the Polish market of financial services) and describes their weaknesses and competitive advantages. The third part is devoted to the Polish banks' price competition analysis. It is based on results of the empirical research. The conclusion included in the final part of the paper suggests that the price is not a crucial element in the fight for a client. First of all credibility and availability count. Existence of stable comparative advantages is a condition of the efficient competition strategy. In the bank sector stable advantages are leading costs position and well-developed distribution network. According to the research and the practice the price is only a temporary advantage stemming from the lack of leading costs position of Polish banks.

Refine search results

1 Kultura i Edukacja

1 Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie

1 Zeszyty Naukowe UPH seria Administracja i Zarządzanie

1 Machulska K.

1 Płonka M.

1 Wróblewski Ł.

2 2017

1 1999

Communication Strategies and Tactics as Key Points of Business Development

Strategie rozwoju produktu w sferze kultury na przykładzie Polskiego Związku Kulturalno-Oświatowego w Republice Czeskiej

Strategie konkurowania polskich banków ‒ wybrane aspekty