Działania ekologiczne, wizerunek korporacyjny, percepcje i zachowania nabywców na rynku dóbr zaopatrzeniowych - badanie eksploracyjne

• Autorzy: Agnieszka Wołodźko-Pasala

Warianty tytułu

Ecological Activities, Corporate Image, Perceptions And Buyers' Behavior on B2B Market - an Exploratory Study

• Języki publikacji: PL

Abstrakty

Celem niniejszego artykułu jest przedstawienie modelu badawczego służącego do analizy, w jaki sposób działania ekologiczne, komunikowane jako zdolność przedsiębiorstwa do wytwarzania produktów i usług i odpowiedzialność społeczna przedsiębiorstw, wpływają na postawy i zachowania nabywców na rynku dóbr zaopatrzeniowych. Autorka ma nadzieję, że rozwiązanie postawionego problemu pomoże w podejmowaniu decyzji dotyczących pozycjonowania produktów na rynku dóbr zaopatrzeniowych z wykorzystaniem strategii ekologicznej w wizerunku korporacyjnym.(abstrakt oryginalny)

EN

The goal of the article is to present a model that can be used to measure influence of environmental activities communicated as an instrument to create corporate image, represented by (1) Corporate Ability and (2) Corporate Social Responsibility and their influence on buyers' attitudes and the behaviors on B2B market. The author of the article hopes that an empirical validation of hypothesis allows better understanding, how and if environmental activities influence buyers' attitude and behavior. It may increase managers' knowledge in strategic decisions making process, when launching and positioning new products on the market. It enables better use of market opportunities, by investing in brand strength, while increasing an ability to generate cash flow.(original abstract)

Słowa kluczowe

PL

Społeczna odpowiedzialność biznesu; Społeczna odpowiedzialność; Wizerunek przedsiębiorstwa; Tożsamość korporacyjna

EN

Corporate Social Responsibility (CSR); Social Responsibility; Company image; Corporate identity

• Czasopismo: Nauki o Zarządzaniu / Uniwersytet Ekonomiczny we Wrocławiu
• Rocznik: 2013
• Numer: nr 1 (14)
• Strony: 116--134

Twórcy

autor

Agnieszka Wołodźko-Pasala

• Uniwersytet Ekonomiczny we Wrocławiu

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