BazEkon - The Main Library of the Cracow University of Economics

BazEkon home page

Main menu

Author
Scheibe Anna (Uniwersytet im. Adama Mickiewicza w Poznaniu)
Title
Przemiany w strukturze powiązań biznesowych a możliwości masowej indywidualizacji
Transformations in the Structure of Business Relations and Possibilities of Mass Individualisation
Source
Studia i Prace Kolegium Zarządzania i Finansów / Szkoła Główna Handlowa, 2010, z. 100, s. 181-188, bibliogr. 16 poz.
Keyword
Strategia masowej indywidualizacji, Marketing przedsiębiorstwa, Marketing powiązań
Mass customization strategy, Enterprise marketing, Connections marketing
Note
summ.
Abstract
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)

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)
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
Bibliography
Show
  1. Wydawnictwa zwarte:
  2. Hagel J., Brown J., Organizacja jutra, Harvard Business School Press, Wydawnictwo Helion, Gliwice 2006.
  3. Hamel G., Leading the Revolution, Harvard Business School Press, Boston 2000.
  4. Kelly K., Nowe reguły nowej gospodarki, WIG-Press, Warszawa 2001.
  5. Moore J. E, The Death of Competition, Harper Business, New York 1996.
  6. Kotler Ph., Jain D. C, Maesincee S., Marketing Moves. A New Approach to Profits, Growth, and Renewal, Harvard Business School Press, Boston 2002.
  7. Artykuły prasowe:
  8. Berger Ch., Piller E, Customer As Co-Designers, "IEE Manufacturing Engineer", August/September 2003.
  9. Christensen C. M., Raynor M., Verlinden M., Skate to Where the Money Will Be, "Harvard Business Review", November 2001.
  10. Dellaert B., Dabholkar P, Increasing the Attractiveness of Mass Customization: The Role of Compementary On'line Services and Range of Options, "International Journal of Electronic Commerce", Spring 2009.
  11. Gilmore J., Pine B. J., The Four Faces of Mass Customization, "Harvard Business Review", January-February 1997.
  12. Hayes R. H., Gary E R, Beyond World-Class: The New Manufacturing Strategy, "Harvard Business Review", January-February 1994.
  13. Kahn B., Dynamic Relationships with Customers: High-Variety Strategies, "Journal of the Academy of Marketing Science", Winter 1998.
  14. Moser K., Müller M., Piller F., Transforming Mass Customization From A Marketing Instrument To A Sustainable Business Model At Adidas, "Internetional Journal of Mass Customization", Vol. 1, Nr 4, 2006.
  15. Pine J, Victor B., Boynton A., Making Mass-customization Work, "Harvard Business Review", September-October 1993.
  16. Salvador F, Martin P, Piller F., Cracking the Code of Mass Customization, "MIT Sloan Management Review", 1 April 2009.
  17. Materiaiy internetowe:
  18. Higgs B., Ringer A., Trends In Customer Segmentation, http://eprints.vu.edu. au/874/l/Trends_in_Consumer_Segmentation-Final.pdf, dostęp 17 grudnia 2009 r.
  19. Piller F., Customer Interaction And Digitizability - A Structural Approach To Mass Customization, http://www.mass-customisation.de/download/pil2002-2.pdf, dostęp 17 grudnia 2009 r.
Cited by
Show
ISSN
1234-8872
Language
pol
Share on Facebook Share on Twitter Share on Google+ Share on Pinterest Share on LinkedIn Wyślij znajomemu