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Author
Łuczak Miłosz (Uniwersytet Ekonomiczny w Poznaniu)
Title
Aktywne kształtowanie partnerskich relacji z konsumentami przesłanką przewagi konkurencyjnej na rynku
Active Management of Partnership Relations with Customers as a Premise for Competitive Advantage on Market
Source
Zeszyty Naukowe Uniwersytetu Szczecińskiego. Ekonomiczne Problemy Usług, 2009, nr 41, s. 90-96, rys.
Issue title
Marketing przyszłości: Trendy. Strategie. Instrumenty. Partnerstwo w marketingu
Keyword
Przewaga konkurencyjna, Relacje partnerskie, Relacje z klientami
Competitive advantage, Partner relationships, Relationships with customers
Note
streszcz., summ.
Abstract
Tworzenie relacji z konsumentem na rynku ma na celu obopólną wartość dodaną. Warunkiem koniecznym jest uelastycznienie procesów biznesowych firmy. Przedsiębiorstwo powinno dysponować odpowiednimi zasobami IT oraz kompetencjami w zakresie rekonfiguracji zasobów, tworzenia relacji i zarządzania wiedzą. Orientacja rynkowa firmy musi obejmować orientację na klienta oraz inne obszary, takie jak innowacja i adaptacja. Powinna wyróżniać się elastycznością działania w dynamicznie zmieniającym się otoczeniu.(abstrakt oryginalny)

The management of customer relations on the market is aimed at creation of mutual added value. One of the necessary conditions is flexibility of business process. Customer relations management performance depends on key IT resources and capabilities of resource re-configuration, relation handling, and knowledge management. Company should implement a market orientation that includes customer, innovation and adaptation focuses. It should possess flexibility of actions in the dynamically changing environment.(original abstract)
Accessibility
The Main Library of Poznań University of Economics and Business
Szczecin University Main Library
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Bibliography
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ISSN
1640-6818
1896-382X
Language
pol
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