Activities of retail units as an element of business model creation

• Autorzy: Kita Pavol , Čvirik Marián , Maciejewski Grzegorz , Žambochová Marta , Kitová Mazalánová Veronika

Identyfikatory

DOI

10.17512/pjms.2023.27.1.08

Warianty tytułu

PL

Działalność placówek handlu detalicznego jako element tworzenia modelu biznesowego

• Języki publikacji: EN

Abstrakty

EN

Changes in the social paradigm, technological and digital trends, as well as the negative impacts of the macro environment are also reflected in changes in retail business models, which are becoming a multi-channel means of value creation. The aim of the present paper is to identify and examine the implementation of selected retail activities as a value carrier for retail establishment model identification, and subsequent segmentation and profiling of retail establishments. The paper is supported by primary research on a sample of 246 retail outlet managers using inquiry (semi-structured interviews) in Bratislava. The collected data were processed using descriptive and inductive statistics as well as higher statistical methods (EFA, CA). The results suggest five key areas in business model design, namely supply chain; online or digital world; communication and price; geo-marketing and customer satisfaction. Based on the above factors, three homogeneous groups of retail outlets can be identified.

PL

Zmiany paradygmatu społecznego, trendów technologicznych i cyfrowych, a także negatywny wpływ makrootoczenia znajdują odzwierciedlenie również w zmianach modeli biznesowych widocznych w handlu detalicznym, które stają się obecnie wielokanałowym środkiem tworzenia wartości. Celem niniejszego artykułu jest identyfikacja i zbadanie realizacji wybranych działań sprzedażowych jako nośnika wartości dla identyfikacji modeli placówek detalicznych, a następnie ich segmentacji i profilowania. Artykuł poparty jest badaniami pierwotnymi na próbie 246 menedżerów punktów sprzedaży detalicznej (wywiady częściowo ustrukturyzowane) w Bratysławie. Zebrane dane poddano analizie z wykorzystaniem statystyki opisowej i indukcyjnej oraz metod statystycznej analizy wielowymiarowej (EFA, CA). Wyniki sugerują pięć kluczowych obszarów projektowania modeli biznesowych, a mianowicie: łańcuch dostaw; świat online (cyfrowy); komunikacja i cena; geomarketing oraz satysfakcja klienta. Na podstawie zidentyfikowanych czynników można wyróżnić trzy jednorodne grupy punktów sprzedaży detalicznej.

Słowa kluczowe

EN

business models; retail; retail chain; key areas in business model

PL

modele biznesowe; sprzedaż detaliczna; sieć handlowa; kluczowe obszary w modelu biznesowym

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2023
• Tom: Vol. 27, No. 1
• Strony: 133--147
• Opis fizyczny: Bibliogr. 42 poz., rys., tab.

Twórcy

autor

Kita Pavol

• Comenius University in Bratislava, Bratislava, Slovak Republic

• https://orcid.org/0000-0001-5870-9328

autor

Čvirik Marián

• University of Economics in Bratislava – Department of marketing, Bratislava, Slovak Republic

• https://orcid.org/0000-0003-4701-1543

autor

Maciejewski Grzegorz

• University of Economics in Katowice, Poland

• https://orcid.org/0000-0002-1318-0747

autor

Žambochová Marta

• Purkyně University, Ústí nad Labem, Czech

• https://orcid.org/0000-0001-7893-272X

autor

Kitová Mazalánová Veronika

• Comenius University in Bratislava, Bratislava, Slovak Republic

• https://orcid.org/0000-0003-0495-9203

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Uwagi

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).