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2014 | 22 | nr 4 | 70--77
Tytuł artykułu

Network Value Creation through Marketing

Treść / Zawartość
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
Purpose: The article is devoted to critical reflection on the commonly used value chain model taking the perspective of contemporary role of client and technological advancement in multifaceted organizational development and management. It attempts to outline and thoroughly describe the new perspective of value creation and value management taking into account digital technologies and social media platforms.

Methodology: Deductive approach have been implemented, secondary data and sources have been used. Finally, the model of Value chain 2.0 was presented, conceptualized and described from both theoretical and practical sides.

Design: The first part of the article is focused on the explanation of present potential of client for any enterprise. The second part attempts to explain the role of virtualization processes, exemplified by social media, semantic web approach or virtual organization in the shift of value creation. Finally, the concept of value chain 2.0 is proposed and discussed.

Findings: There is a rapid transformation of value creation where linearity, control and inter organizational resources are gradually being replaced by network value creation where clients' activities play pivotal role in organization performance and where value is defined in much broader way.

Practical implications: The conclusions have profound meaning for companies and organizations striving for engagement of clients, partners and employees in value creation processes. The paper presents both theoretical foundations along with practical implications for value co-creation.

Originality: The thorough and detailed analysis and interpretation of multifaceted shift and transformation of value creation and value management is presented. The article describes the ways the social media, digital technologies and contemporary marketing influence the way organization creates value. (original abstract)
Rocznik
Tom
22
Numer
Strony
70--77
Opis fizyczny
Twórcy
  • Kozminski University, Warsaw, Poland
Bibliografia
  • American Marketing Association, http://www.marketingpower.com/aboutama/pages/defi nitionofmarketing.aspx.
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  • Smith, T. (2009). The social media revolution. International Journal of Market Research, 51(4): 559-561.
  • Mazurek, G. and Kucia, M. (2011). Affi liate marketing and its potential - empirical studies, in: Management of Technological Changes - Proceedings of the 7th International Conference. Aleksandroupolis: Democritus University of Thrace.
  • Mazurek, G. (2012). Znaczenie wirtualizacji marketingu w sieciowym kreowaniu wartości. Warszawa: Poltext.
  • Perechuda, K. (2007). Dyfuzja wiedzy w przedsiębiorstwie sieciowym, Wizualizacja i kompozycja. Wrocław: Wydawnictwo Akademii Ekonomicznej im. Oskara Langego we Wrocławiu.
  • Porter, M. (1985). Competitive Advantage, Creating and Sustaining Superior Performance. New York: The Free Press.
  • Roberts, R.R. and Kraynak, J. (2008). Walk like a giant, sell like a madman. Hoboken, NJ: Wiley.
  • Szymura-Tyc, M. (2006). Marketing we współczesnych procesach tworzenia wartości dla klienta i przedsiębiorstwa. Katowice: Wydawnictwo Akademii Ekonomicznej w Katowicach.
  • Tkaczyk, J. and Krzyżanowska, M. (2013). Understanding customers in creative industries. International Journal of Sales, Retailing and Marketing, 2(2): 58-68.
  • Weinberg, T. (2009). The new community rules: Marketing on the social Web. Sebastopol, CA: O'Reilly Media Inc.
  • Wood, M. (2012). Marketing social marketing. Journal of Social Marketing, 2(2): 94-102.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171334539

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