Przemiany w strukturze powiązań biznesowych a możliwości masowej indywidualizacji

• Autorzy: Anna Scheibe

Warianty tytułu

Transformations in the Structure of Business Relations and Possibilities of Mass Individualisation

• Języki publikacji: PL

Abstrakty

Przemiany we współczesnym otoczeniu przedsiębiorstw prowadzą do zwiększania siły przetargowej konsumentów i zmuszają firmy do wprowadzania zmian w sposobach działania na rynku. W opracowaniu omówiono pojęcie masowej indywidualizacji, która polega na dostosowaniu działań marketingowych firmy do potrzeb indywidualnych konsumentów w sposób efektywny kosztowo. (fragment tekstu)

EN

Modern turbulent environments raise consumers' bargaining positions and force companies to change the way they act on the market. Due to the globalisation and information revolution, the time and cost of finding and comparing market offers is significantly declining. At the same time the volume and diversity of goods on the market are on the rise. Consequently, consumers' expectations concerning the market offer are also growing. Increasingly, customers expect products to meet their more and more individualised needs. The companies competing on the market are forced to adjust to the conditions changing in this way. Their response may be mass individualisation consisting in the adjustment of products offered to the needs of individual customers. The non-hierarchical from of business organisation as well as the opportunities of modern technological make the use of this solution not only possible but also less expensive. Consequently, there are more and more firms to decide to make use of this possibility. (original abstract)

Słowa kluczowe

PL

Strategia masowej indywidualizacji; Marketing przedsiębiorstwa; Marketing powiązań

EN

Mass customization strategy; Enterprise marketing; Connections marketing

• Czasopismo: Studia i Prace Kolegium Zarządzania i Finansów / Szkoła Główna Handlowa
• Rocznik: 2010
• Numer: z. 100
• Strony: 181--188

Twórcy

autor

Anna Scheibe

• Uniwersytet im. Adama Mickiewicza w Poznaniu

Bibliografia

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• Materiaiy internetowe:
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