Warianty tytułu
Języki publikacji
Abstrakty
Purpose: The paper explores the online dialog of firms and consumers through corporate websites and social networks. The objective is to investigate the state of this dialog, its mechanisms, and outcomes in four export-oriented manufacturing companies that represent a wide spectrum of industries, including FMCG and durable goods, low-priced and expensive products, purchased with high and low involvement.
Methodology: A multiple-case study was used as the research method, with data sourced from in-depth interviews, observations, and published documents.
Findings: The findings show all managers agree that dialog with consumers is useful, they allocate resources to support it, but its intensity is underwhelming. Dialog effects were reported as positive but only as anecdotal evidence without validation in reliable data, which underscores measuring difficulties. It seems that dialog is the easiest to implement in and brings the most substantial benefits for high-involvement products but, even there, the feedback from consumers is not effectively used for developing product innovations. The major obstacle that restricts rich dialog is not technology but the intensity, speed, and quality of personal contact between employees and consumers.
Originality: The empirical material presented here offers original insights that foster a better understanding of online dialog between consumers and manufacturing companies. Our study contributes to the stream of research on value co-creation. (original abstract)
Methodology: A multiple-case study was used as the research method, with data sourced from in-depth interviews, observations, and published documents.
Findings: The findings show all managers agree that dialog with consumers is useful, they allocate resources to support it, but its intensity is underwhelming. Dialog effects were reported as positive but only as anecdotal evidence without validation in reliable data, which underscores measuring difficulties. It seems that dialog is the easiest to implement in and brings the most substantial benefits for high-involvement products but, even there, the feedback from consumers is not effectively used for developing product innovations. The major obstacle that restricts rich dialog is not technology but the intensity, speed, and quality of personal contact between employees and consumers.
Originality: The empirical material presented here offers original insights that foster a better understanding of online dialog between consumers and manufacturing companies. Our study contributes to the stream of research on value co-creation. (original abstract)
Rocznik
Tom
Numer
Strony
64--88
Opis fizyczny
Twórcy
autor
- Warsaw School of Economics, Poland
autor
- Warsaw School of Economics, Poland
Bibliografia
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- Grönroos, Ch. (2004). The relationship marketing process: communication, interaction, dialogue, value. Journal of Business & Industrial Marketing, 19(2): 99-113, https://doi.org/10.1108/08858620410523981
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- Mazur, J. and Zaborek, P. (2014). Validating Dart Model. International Journal of Management and Economics, 44(1): 106-125, https://doi.org/10.1515/ijme-2015-0012
- Prahalad, C.K. and Ramaswamy, V. (2004). Co-creating unique value with customers, Strategy and Leadership, 32(3): 4-9, https://doi.org/10.1108/10878570410699249
- Ranjan, K.R. and Read, S. (2016). Value co-creation: Concept and measurement. Journal of the Academy of Marketing Science, 44(3): 290-315, https://doi.org/10.1007/s11747-014-0397-2
- Romenti, S., Valentini, Ch., Murtarelli, G., Meggiorin, K. (2016). Measuring online dialogic conversations' quality: a scale development. Journal of Communication Management, 20(4): 328-346, https://doi.org/10.1108/JCOM-11-2015-0090
- Vargo, S.L. and Lusch, R.F. (2004). Evolving to a new dominant logic for marketing, Journal of Marketing, 68(1): 1-17, https://doi.org/10.1509/jmkg.68.1.1.24036
- Valentini, C. and Kruckeberg, D. (2012). New media versus social media: a conceptualization of their meaning, uses, and implications for public relations. In: S. Duhé (ed.), New Media and Public Relations, 2nd ed. New York: Peter Lang.
- Witek-Hajduk, M.K., Zaborek, P., Mazur, J., Sznajder, A. and Targanski, B. (2017a). Cechy domen Internetowych polskich marek eksportowych a specyfika branży. Polityki Europejskie, Finanse i Marketing, 66(17): 189-199.
- Witek-Hajduk, M.K., Zaborek, P., Mazur, J., Sznajder, A. and Targanski, B. (2017b). Związki między cechami domen Internetowych polskich marek a ich międzynarodową aktywnością w Internecie. Handel Wewnętrzny, 306(3): 189-199.
- Wu, J.J. and Chang, Y.S. (2005). Towards understanding members' interactivity, trust, and flow in online travel community. Industrial Management & Data Systems, 105(7): 937-954, https://doi.org/10.1108/02635570510616120
- Yin, R. (2003). Case Study Research: Design and Methods. SAGE Publications, Inc., Thousand Oaks, California, USA.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171549755
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