Journal of Marketing and Market Studies 12/2020

The aim of the article is to identify possible consequences for technological changes resulting from the company's cooperation with its stakeholders. An additional goal is the systematization of knowledge about relations with stakeholders and technological changes. Business practice confirms that there are real relationships between stakeholder relationship management and technological change. Proper relationship management contributes to the creation of tangible benefits for the company, increases the propensity of the organization to technological changes and innovations. The example of the bottling industry was used in the conclusion.

Development of enterprises in the economic terms is understood as a survival process of many companies operating globally. As the research problem, this article considers development disproportions that arise in the activity of such enterprises. The aim is to prove that increased power of cooperative connections developed between economic entities of different size may contribute to expanding their activity on the global scale. This is done using an analytic and comparative method. The analysis of the material collected serves to establish facts and ideas as well as to reveal their sense in the context of the research problem.

This article deals with the subject of lateral marketing as a method of creating new products in the context of shaping the image of food products. The article is theoretical and empirical. This article presents the theoretical model of using lateral marketing activities in the process of shaping the image of food products which was empirically verified later in the article. The purpose of this article was to define the importance of creating of lateral products in the perception of food products by final buyers.