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Author
Śmigielska Grażyna (Kolegium Nauk o Zarządzaniu i Jakości)
Title
Wizerunek sklepu w budowaniu pozycji konkurencyjnej przedsiębiorstwa handlowego
The Role of a Shop's Image in Building the Competitive Position of a Retail Chain
Source
Zeszyty Naukowe / Uniwersytet Ekonomiczny w Krakowie, 2008, nr 757, s. 51-60, bibliogr. 12 poz.
Keyword
Przedsiębiorstwo handlowe, Konkurencyjność handlowa, Wizerunek przedsiębiorstwa, Instrumenty marketingowe, Marketing-mix
Commercial enterprises, Trade competitiveness, Company image, Marketing instruments, Marketing-mix
Note
summ.
Abstract
Przeprowadzono teoretyczne rozważania dotyczące pojęcia wizerunku i kształtujących go instrumentów marketingu-mix w odniesieniu do sklepów (placówek detalicznych) znajdujących przełożenie na sieć, jeśli ją tworzą. Temat zilustrowano praktycznymi przykładami sieci handlu detalicznego o zasięgu ogólnoświatowym, takich jak : Wal-Mart, M&S, Benetton i Body Inc.

This article is devoted to the essence and meaning of the image of a shop and also the tools for creating it. The author assumes that the influence of a shop's image on competitive advantage is strongly correlated with the number of shops functioning under a given logo. The concept of image is broadly defined, i.e., that it is both the perception of a distinguishing position as well as a positive attitude to a given (retail) outlet by various groups, including purchasers, the local community and employees. The author briefly analyzes the possibilities of creating an image (as defined above) through various marketing-mix instruments, indicating at the same time the durability of the distinction obtained on this basis in regard to other competitors, which in turn affects the durability of competitive advantage. Particular attention is paid to price positioning of an offer as the initial source of success of many retail enterprises. The theoretical discussion is illustrated with examples of renowned retail brands such as Wal-Mart, Benetton, Marks & Spencer, Body Shop and Tesco. (original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics
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Bibliography
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  6. Martineau P., The Personality of Retail Store, „Harvard Business Review” 1958, vol. 36.
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  8. Mruk H., Mruk J., Strategia „The Body Shop Inc.”, „Marketing Serwis” 1996, nr 5.
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  10. Strategie przedsiębiorstw handlowych w warunkach globalizacji rynku, red. K. Śliwińska, Centrum Badań i Ekspertyz, AE w Katowicach, Katowice 2001.
  11. Wal-Mart Corp. Info.
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Cited by
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ISSN
1898-6447
Language
pol
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