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Journal of Marketing and Market Studies 10/2021

ISBN: 1231-7853
Pages: 36
Publication date: 2021
Place publication: Warszawa
Binding: paperback
Format: A4
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DOI: 10.33226/1231-7853.2021.10.1
JEL: M30, M31, M37

This paper aims to examine the relationship between the Means-End Chain (MEC) theory and self-concept based on the Typology of Consumer Value through a hybrid elicitation technique. The contribution of this study is its sequential exploratory strategy of mixed-method design. The data were obtained from eighteen highly involved participants in Focus-Group (FG) discussions through the hybrid elicitation technique. First, a hierarchical value map is constructed using LadderUX software based on the responses. Second, a quantitative analysis with the help of RStudio software is conducted. Finally, an agglomerated matrix revealing the interconnections between self-concept and MEC is presented. The study provides evidence for a relationship between MEC and self-concept and redesigns the existing MEC approach's interpretation. This paper's originality lies in enlarging MEC theory's latitude by integrating self concept as a micro-component. Thus, the MEC model becomes enhanced with individualism, symbolism, and experiential aspects. This approach provides a new consumer-centric perspective on existing MEC and opens new avenues for further research.


Keywords: laddering; Means-End Chain; self-concept; typology of consumer value; Zaltman Metaphor Elicitation Technique
DOI: 10.33226/1231-7853.2021.10.2
JEL: K22, G28

The article presents the concept of tokenization and an attempt to assess its market potential. Tokenization — is a form of business digitization based on decentralized blockchain technology. It consists in creating tokens and assigning them to a specific project, company, or person. With the development of blockchain technology and its institutional environment, the tokenization potential is growing thanks to smart contracts, and it will allow to tokenize all kinds of assets while reducing transaction costs. For now, tokenization can be treated as a niche in decentralized finance (DeFi), which, thanks to regulation ensuring efficiency and security, is gradually shifting to the mainstream.

Keywords: blockchain; crypto-assets; tokenization; financial market; smart contracts; decentralized finance
DOI: 10.33226/1231-7853.2021.10.3
JEL: M2, L1, L25

Recently, issues related to the COVID-19 pandemic and related concerns about survival in a dynamically changing environment have been absorbing both business and employees. The sudden stoppage of the smoothly functioning economy in Poland and worldwide has become an event incomparable in its scale and form. The situation introduced long-lasting changes in the market of both entrepreneurs and employees, but also provided knowledge about which processes or models functioning in enterprises prove effective in crisis situations. The aim of the article is to present the organization model in accordance with the concept of Frederic Laloux and to assess the effectiveness of this solution in the era of ongoing changes related to the COVID-19 pandemic. The application of Laloux's concept in enterprises may be an effective solution for companies seeking to survive. For other entrepreneurs, it can provide an opportunity to grow and further improve them in taking innovative actions in the market.

Keywords: organizational models; turquoise organizations; pandemic COVID-19
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