Journal of Marketing and Market Studies 1/2019

Marketing i Rynek nr 1/2019 
Rok XXVI nr 1 (styczeń) ISSN 1231-7853

NUMER DO POBRANIA

Spis treści/Content list

Artykuły

prof. dr hab. Jolanta Mazur 
Szkoła Główna Handlowa w Warszawie, Kolegium Gospodarki Światowej 
e-mail: jolanta.mazur@sgh.waw.pl 

Czy przedsiębiorstwa praktykują dialog z interesariuszami, tak jak to deklarują?
DOI 10.33226/1231-7853.2019.1.1

Liczne teorie nauk o zarządzaniu wskazują na dialog z interesariuszami jako na warunek skuteczności organizacji, wpływający na jej wyniki. O dialogu wspomina się zwłaszcza w kontekście społecznej odpowiedzialności przedsiębiorstw. Celem artykułu jest ocena, czy przedsiębiorstwa faktycznie angażują się w dialog z interesariuszami. Dialog rozumiany jest jako interaktywny proces wspólnego uczenia się i kreowania nowej wiedzy, zorientowany na osiągnięcie wzajemnego zrozumienia. Stwarza on okazje do pozyskiwania pomysłów nowych produktów, nowych kampanii marketingowych, nowych przedsięwzięć i aliansów. Możliwości prowadzenia dialogu rosną wraz z postępem technicznym w zakresie komunikowania się. Czy zmiany w tym zakresie skłoniły przedsiębiorstwa do angażowania się w konwersację dialogową? Udzieleniu odpowiedzi na podstawowe pytanie służy przegląd literatury. Tekstów traktujących o dialogu poszukiwano w czasopismach naukowych z zakresu zarządzania i biznesu. Publikacje zostały podzielone na kategorie z punktu widzenia podejścia do tematu. Analiza ich treści sugeruje, że większość przedsiębiorstw nie podejmuje dialogu z interesariuszami, stwarzając jedynie pozory konwersacji dialogowej, która nie skutkuje trwałymi relacjami. Na ogół przedsiębiorstwa nie interesują się oczekiwaniami informacyjnymi interesariuszy, traktując komunikaty adresowane do nich jako narzędzie public relations. Ponieważ przytaczane artykuły dotyczą na ogół dużych przedsiębiorstw, wniosków nie należy odnosić do mniejszych podmiotów, pomijanych w literaturze. Wyjątkowość postawionego pytania, jak i rezultaty analizy powinny skłonić do podejmowania dalszych badań naukowych, a praktyków gospodarczych do refleksji nad ułomnościami praktyki komunikowania się z interesariuszami.
Słowa kluczowe: dialog, komunikowanie się, interesariusze, CSR, public relations

Do companies practice dialog as they claim? 

Numerous management theories point to the dialogue with stakeholders as to the factor impacting organizational effectiveness and performance. Being engaged in a dialogue with stakeholders is considered a major requirement when a company claims its social responsibility. The objective of the article is to find out whether companies practice what they preach. The dialog is defined as an interactive process of learning together, focused on reaching mutual understanding. It results in opportunities for generating ideas of new products, new campaigns, new businesses and partnerships. Progress in communication made the dialog with many distant stakeholders possible from technical point of view. Was it a sufficient incentive to encourage companies to practice dialogic conversations? A literature review is conducted in order to answer the major research question. The focus is on academic business and management journals addressing dialog practice. The analyzed articles are segmented into groups, which demonstrate various authors’ approaches to the topic. The literature review shows the deficiencies of communication with stakeholders, which is claimed to be the dialogue, though it does not lead to parties sustainable relationships. Generally, the companies are not interested in information needs of their stakeholders, and treat one-way communication as public relations tool. As the articles revised are mainly focused on communication practices of the large corporations, therefore the findings do not refer automatically to smaller organizations, which are of minor interest to academics. The question asked in the article is novel in the Polish literature and may encourage further research. The findings should motivate practitioners to challenge communication deficiencies.
Keywords: dialog, communication, stakeholders, CSR, public relations

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dr hab. Grzegorz Zasuwa 
Katolicki Uniwersytet Lubelski Jana Pawła II, Wydział Nauk Społecznych, Instytut Ekonomii i Zarządzania
ORCID: 0000-0003-4131-5079
e-mail: gzasuwa@kul.lublin.pl

Value preferences and consumer sustainable choices
DOI 10.33226/1231-7853.2019.1.2

The article aims to show the influence of value preferences of Polish consumers on sustainable consumption. In order to achieve this goal, a set of research hypotheses was formulated, referring to both the theory of values and the theory of consumption. Data from a representative sample of 2120 respondents participating in the Social Diagnosis survey and the International Social Survey were used to verify the hypotheses formulated in such a way. The results show that those who indicate friends, cheerfulness and freedom as the most important values in their lives are more likely to select products for sustainable development goals than other consumers.
Keywords: sustainable consumption, personal values, Poland

Preferencje wartości a wybory konsumentów dotyczące zrównoważonej konsumpcji

Celem artykułu jest ukazanie wpływu preferencji wartości polskich konsumentów na zjawisko zrównoważonej konsumpcji. Dążąc do realizacji tego celu, sformułowano serię hipotez badawczych, odwołując się zarówno do teorii wartości, jak i teorii konsumpcji. Do weryfikacji hipotez wykorzystano dane z reprezentatywnej próby liczącej 2120 respondentów uczestniczących jednocześnie w badaniu Diagnoza Społeczna oraz Międzynarodowym Sondażu Społecznym. Uzyskane wyniki pokazują, że osoby wskazujące na przyjaciół, pogodę ducha oraz wolność jako najważniejsze w życiu wartości częściej dokonują wyborów rynkowych ze względu na cele zrównoważonego rozwoju niż pozostali konsumenci.
Słowa kluczowe: zrównoważona konsumpcja, wartości, Polska

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Zalega, T. (2015). Zrównoważony rozwój a zrównoważona konsumpcja – wybrane aspekty. Konsumpcja i Rozwój, 4(13), 3–26.

dr Ewa Sońta-Drączkowska
Szkoła Główna Handlowa w Warszawie, Kolegium Zarządzania i Finansów, Katedra Zarządzania Projektami
ORCID: 0000-0002-3061-4455
esonta@sgh.waw.pl

New Product Development in high-tech startups – a conceptual framework
DOI 10.33226/1231-7853.2019.1.3

New product development (NPD) is a key value creating process in a high-tech startup. This article discusses the relevance of the traditional approaches to NPD and assesses their applicability to a newly founded high-tech-venture. Further, recent concepts to innovative venture creation were reviewed: design thinking, lean startup and agile project management. Based on the analysis an integrated framework for high-tech startup NPD has been proposed. This study is based on an extensive literature review and systematic comparison of the concepts discussed in the current entrepreneurship, new product development and project management literature. 
Keywords: New product development, high-tech startups, design thinking, lean startup, agile project management

Rozwój nowych produktów w startupach technologicznych – przegląd koncepcji

Rozwój nowych produktów (NPD) to kluczowy proces tworzenia wartości w startupach technologicznych. W artykule omówiono znaczenie tradycyjnych podejść do rozwoju nowych produktów i oceniono je pod kątem przydatności dla nowo utworzonych startupów technologicznych. Ponadto dokonano przeglądu innych koncepcji innowacji i tworzenia nowych przedsięwzięć: podejścia projektowego, lean startupu oraz zwinnego zarządzania projektami. Na podstawie analizy zaproponowano zintegrowane podejście do rozwoju nowych produktów, które może mieć zastosowanie w kontekście startupów technologicznych. Artykuł ma charakter przeglądowy i powstał na podstawie analizy oraz systematycznego porównania najnowszych koncepcji dyskutowanych w literaturze przedmiotu. Opracowanie integruje wątki dyskusji z dziedziny przedsiębiorczości, rozwoju nowych produktów i zarządzania projektami.
Słowa kluczowe: Rozwój nowych produktów, startupy technologiczne, podejście projektowe, lean startup, zwinne zarządzanie projektami

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mgr Damian Badzmirowski 
ORCID 0000-0003-2170-9281
Centrum Badań Rynkowych i Społecznych Sp. z o.o. 
info@cebris.pl

mgr Oskar Uchański 
ORCID 0000-0002-4455-5070
Centrum Badań Rynkowych i Społecznych Sp. z o.o. 
info@cebris.pl

Niejednoznaczność wymiarów doświadczenia z marką na przykładzie badań empirycznych w warunkach polskich
DOI 10.33226/1231-7853.2019.1.4

W artykule autorzy prezentują wyniki badań ilościowych CATI na temat doświadczeń z marką, mających na celu weryfikację istnienia i znaczenia wymiarów doświadczeń wśród klientów korzystających z produktów w obrębie wybranych kategorii produktowych: kawa, czekolada, perfumy i smartfony. Zwracają uwagę na wymiary doświadczenia z marką, które nie są sobie równoważne. Zaproponowane wymiary posiadają różne wartości w zakresie wyjaśniania doświadczenia z marką i wchodzą w skład różnych czynników stojących za obserwowaną zmiennością. 
Słowa kluczowe: doświadczenia z marką, doświadczenia konsumenckie, badania marketingowe, badanie marki, teoria marki.

Ambiguity of the dimensions of brand experience on an example of empirical studies in Polish consumers conditions

In this article, the authors present the results of quantitative research (CATI) on brand experience, aimed at verifying the existence and significance of experience dimensions among customers using products within selected product categories: coffee, chocolate, perfumes and smartphones. The authors notice dimensions of experience with the brand, which are not equivalent. The dimensions proposed by the authors have different values in terms of explaining the experience with the brand and are included in the various factors behind the observed variability.
Keywords: brand experience, consumer experience, marketing research, brand research, brand theory.

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Recenzje

dr Agnieszka Wilczak
Uniwersytet Warszawski, Wydział Zarządzania, Katedra Marketingu
e-mail: awilczak@wz.uw.edu.pl

Recenzja książki Agnieszki Izabeli Baruk Prosumpcja jako wielowymiarowe zachowanie rynkowe. Zakres aktywności marketingowej współczesnych nabywców (PWE, Warszawa 2017)

Inne

prof. dr hab. Maria Nowicka-Skowron
Politechnika Częstochowska, Wydział Zarządzania

Profesor Maria Romanowska — Doktor Honoris Causa Politechniki Częstochowskiej