Inicjatywy społeczne przedsiębiorstw jako źródła osiągania przewagi konkurencyjnej w świetle badań nad zachowaniami konsumentów

• Autorzy: Grzegorz Zasuwa

Warianty tytułu

Corporate Social Initiatives as a Source of Competitive Advantage -Research on Consumer Behaviour

• Języki publikacji: PL

Abstrakty

Przedstawiono wyniki badań, które pokazały w jaki sposób inicjatywy społeczne przedsiębiorstw stanowią źródło osiągania przewagi konkurencyjnej. Zaprezentowano istotę inicjatyw społecznych we współczesnych przedsiębiorstwach. Opisano reakcje konsumentów na inicjatywy społeczne przedsiębiorstw.

EN

This article aims to answer the question of whether corporate social initiatives could be a source of competitive advantage according to actual research on consumer behaviour. A new paradigm of corporate social responsibility is presented in the first part of the paper. The second part contains an overview of articles regarding the problem of consumer reactions to corporate social initiatives. It includes a discussion of the influence of corporate social initiatives on consumer reactions, such as: attitudes towards the company, the evaluation of products, purchase intention, loyalty, word of mouth, resilience to negative company information and the willingness to pay a premium price.(original abstract)

Słowa kluczowe

PL

Społeczna odpowiedzialność biznesu; Konkurencyjność przedsiębiorstwa; Decyzje konsumenckie; Relacje przedsiębiorstwo-konsument

EN

Corporate Social Responsibility (CSR); Enterprise competitiveness; Consumer decision; Enterprise-customer relationship

• Czasopismo: Studia i Prace Uniwersytetu Ekonomicznego w Krakowie
• Rocznik: 2008
• Numer: nr 1, t. 2
• Strony: 743--750

Twórcy

autor

Grzegorz Zasuwa

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