Konsument 3.0 – specyfika i implikacje dla marketingu w świetle opinii menedżerów
The primary objectives of the paper are to identify how managers interpret the meaning of consumer 3.0 and why they see it as an opportunity or threat to the market position of the company. Moreover, the author tries to find out what is maketers’ opinion on the role that a company operating today...
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| Format: | Article |
| Language: | English |
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Wydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu Warszawskiego
2016-04-01
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| Series: | Problemy Zarządzania |
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| Online Access: | https://pz.wz.uw.edu.pl/resources/html/article/details?id=170005 |
| Summary: | The primary objectives of the paper are to identify how managers interpret the meaning of consumer
3.0 and why they see it as an opportunity or threat to the market position of the company. Moreover,
the author tries to find out what is maketers’ opinion on the role that a company operating today should
play to meet the challenge of consumer 3.0. The basis for the empirical part of the presented paper are
the results of qualitative research. On the one hand, it enables understanding how managers approach
the phenomenon of consumer 3.0. On the other hand, it can provide a basis for constructing a research
tool for gathering quantitative data. The research was carried out on an intentionally selected sample of
managers representing different companies operating in Poland. |
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| ISSN: | 1644-9584 2300-8792 |