The relationships between commercial chains and producers and suppliers, as well as CSR initiatives that make the tools strengthening these relationships are the object of authors' interest in this paper. Transformations that have... more
The relationships between commercial chains and producers and suppliers, as well as CSR initiatives that make the tools strengthening these relationships are the object of authors' interest in this paper. Transformations that have taken place in trade for the last 20 years in Poland and for the last 40 years in Europe let us state that it is the sector that at present is characterised by asymmetry of the power of relationships in the channel of distribution. For the purpose of explaining CSR significance in formation of the relationships, models of relationships in the channels of distribution are presented in the paper, asymmetry of relationships in trade and its source are indicated, and the role of CSR in change of relationships in the channel of distribution is defined. Work is funded by the NCN grant based on the decision number DEC-2011/03/B/HS4/03576.
The aim of the paper is to analyse and identify CSR concept in strategies of cooperation between suppliers and retailers. The main problem results from strong bargaining power of retailers which makes these companies leaders of channels... more
The aim of the paper is to analyse and identify CSR concept in strategies of cooperation between suppliers and retailers. The main problem results from strong bargaining power of retailers which makes these companies leaders of channels of distribution. CSR is a concept which helps build new basics of cooperation - social and finally economical values. The paper refers to transaction theory as a theoretical background but also to the model of added value developed by M. Porter and M. Kramer in theories of strategic management.
In the second decade of the 21st century, social media changed the nature of communication and cooperation between participants of the culture services market. They became, among other things, an important marketing instrument in the area... more
In the second decade of the 21st century, social media changed the nature of communication and cooperation between participants of the culture services market. They became, among other things, an important marketing instrument in the area of contact with the customers of the cultural offer. However, despite their growing importance in various areas of activity of organisations in the cultural sector, the issue of building the cultural institution’s brand equity by social media users is relatively seldom raised. Research on the impact of online consumer activity on brand equity is at an early stage of development. Therefore, this article is an attempt to fill the research gap in this area. The article presents the results of a survey that was conducted in 2018 on a group of 1021 consumers of cultural services, who at the same time regularly used social media. The statistical analysis carried out and the research results obtained prove that the 3C sustainable system (3C means: consume...
Purpose The purpose of this paper is to recognise the areas of implementation of the principles of sustainable development (SD) in the model of retail chains activity. In the paper, the assumption was made that nowadays it is necessary to... more
Purpose The purpose of this paper is to recognise the areas of implementation of the principles of sustainable development (SD) in the model of retail chains activity. In the paper, the assumption was made that nowadays it is necessary to adopt the rules following SD while making strategic decisions by retail chains. Design/methodology/approach The study uses secondary data sources, reports, academic literature and the case study research method. A case study research is a multi-method paradigm based on full range of a scientist’s tool-kit: reviewing literature studies, examining secondary documents and comparing the websites of investigated retail chains. Findings According to that business model, the authors were recognising selected components of this model, that is to say: recourses and competences of retail chains and value proposition for their customers. The greatest chances of development will be enjoyed by those retail chains that will be able to provide real value to custo...
Aim/Purpose–The aims of the paper are 1) to show the preferences of young consumers related to using different social media and 2) to identify the process of establishment of personal brand in social media. Design/methodology/approach... more
Aim/Purpose–The aims of the paper are 1) to show the preferences of young consumers related to using different social media and 2) to identify the process of establishment of personal brand in social media. Design/methodology/approach –results of a direct study performed on the young generation in Poland and a case study showing activities of chosen celebrity developing his personal brand targeted at young consumers. Findings –The research examines some relevant questions in the field of personal branding. It is showing the role of social media in developing a personal brand. The presented study brings several contributions to marketing professionals, gives examples how to develop personal brand using social media. Findings of this study indicate that using social media can lead to successful personal branding effects. Research implications/limitations –The possible results of the further research could significantly influence the understanding of young customer’s behaviours that ar...
