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Journal of Marketing and Market Studies 5/2020

ISSN: 1231-7853
Pages: 40
Publication date: 2020
Place publication: Warszawa
Binding: paperback
Format: A4
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DOI: 10.33226/1231-7853.2020.5.1
JEL: M31, 030, 032, 035

All enterprises are located in a specific environment, whose elements have a significant impact on their functioning and development. Enterprises create products that meet customer needs. In return, customers provide economic value, information, knowledge and experience. Therefore, there are constant interactions between enterprises and elements of the environment (clients), which should be rationally managed to maintain the necessary balance. Enterprises should react to turbulent changes in the environment by introducing internal changes. These changes take the form of innovations that provide specific value for customers. Customers must be included in the process of co-creating innovation. Shaping mutual relations should have a model character. Innovation activities must be managed in a manner similar to the management in the case of other functional areas of an enterprise. Managers' attention should be focused not only on creating product and process innovations, but also on managerial innovations aimed at creating social innovation capital and an innovative experience environment. It is about strengthening the market position of the enterprise through rational innovation management. In practice, there is a significant gap between the postulated state and reality. That is why the purpose of the publication is to try to find an answer to the general question: can innovation management be conducive to strengthening the market position of anenterprise?

Keywords: innovation; marketing; enterprise; value; knowledge; management
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DOI: 10.33226/1231-7853.2020.5.2
JEL: M31

The following article is aimed at describing the subjective well-being (happiness) in categories of marketing science or more precisely value for the customer. There is not much research on application of happiness into marketing practices, which could as a benefit for the customer lead to increase of customer satisfaction and loyalty and resulting improvement of sales and profits. The customers would appreciate the company's efforts to increase their subjective well-being treating it as one of policies of acting in their best interest. The article characterizes main determinants of happiness and shows ways of implementing them into the marketing.

Keywords: value for the customer; subjective well-being; customer orientation; customer best interest orientation.
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DOI: 10.33226/1231-7853.2020.5.3
JEL: M3, M31

Combining business objectivity and rationality with subjective experiment-based design is seemingly contradictory. However, a new understanding of the term 'design' as being not only creative but also responsible, useful, and problem-solving to the same extent, has paved the way to developing a new work method — design thinking. The article's aim is to familiarize the reader with the method, its stages and benefits, especially emphasizing the aspect of explaining practical solutions, tools, results, and effects. Design thinking allows to create unique solutions, since they are based on empathy, a thorough identification of the needs of users, while being rational business-wise. Working with design thinking is a creative as well as organized process. It is presented and characterized in the article, and supplemented with a new service, developed and implemented by the author — Goplana chocolate workshops, addressed to children.

Keywords: design thinking; creativity; design proces
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