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The metaverse projects for cities – the theoretical and practical perspective of building the competitive advantage

Pukas Anetta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 193

379--393

EN

Purpose: In recent years, the rapid growth of virtual reality has opened up new possibilities for creating an immersive virtual world known as Metaverse. With advancements in technology, such as virtual reality headsets, and the emergence of applications with social interaction, Metaverses offer exciting opportunities for cities to build the future and a competitive advantage. The paper focuses on analyzing the theoretical and practical aspects of the Metaverse, particularly in the field of city development. This paper aims to discuss the potential benefits and challenges of the Metaverse projects for building cities' competitive advantage. Design/methodology/approach: The article comprehensively describes the use of Metaverse as a project created to build the city's competitive advantage in a technology-based future. Therefore, in the article, we asked a research question: What is the potential of Metaverse projects for cities as a tool for building competitive advantage? The method used was an in-depth literature study based on an electronic basis, e.g., SCOPUS for theory background. In the empirical part, we have done the qualitative research using the multiple case study (Three selected cities: Seoul, Tampere, and Dubai) associated with bibliographic and documentary research. Findings: Metaverse has become one of the hot topics in society and, consequently, is the theme of scientific research worldwide. The development of the Metaverse world will inject new vitality into modern cities, open up more application scenarios for smart cities, and push them forward. It can also be stated that the fundamental concept of Digital Twins emerged with a Digital twin of a person (DToP) and a Digital twin of a customer (DToC). The Metaverse is an entirely new concept, and there are still too many unknowns and uncertainties about its development direction. Originality/value: This article comprehensively describes using the Metaverse as the project for building a city's competitive advantage. The cross-sectional case study and comparison of three cities provided valuable insights into cities' challenges in creating a metaverse project. The main contribution is identifying repeatable decision-making areas that scops become future potentials of Metaverse for cities in building competitive advantages.

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Dynamic capabilities in territorial marketing - the possibilities of concept adaptation

Pukas Anetta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 174

191--206

EN

Purpose: The purpose of this paper is to develop a conceptual understanding of territorial marketing using the dynamic approach and explore the Dynamic Marketing Capabilities that extend the place's competitive advantage. Design/methodology/approach: This paper has taken a conceptual approach to provide an analytical conceptualisation of Dynamic Marketing Capabilities and to guide future studies in territorial marketing. This article introduces a novel dynamic approach towards Territorial units, adopting a view based on the relationship between the dynamic capabilities view and place marketing. The primary method of the research was a critical analysis of the literature Findings: Although there is already extensive literature on Dynamic Capabilities in strategic organizational management, there is the lack of research on this concept in the Territorial Marketing knowledge field. Which indicates a knowledge gap and research gap. The Dynamic Marketing Capabilities for territory was proposed as the result of the conceptual analysis. Originality/value: The paper identify a gap in the conceptual thinking about implementation Dynamic Capabilities concept in territorial marketing. The analysis of the literature allowed the author to notice that the subjects related to concept of DMC in territory units are still being elaborated, but can be adopted.

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Zasoby technologiczne jako krytyczne czynniki sukcesu zarządzania relacjami z klientem (CRM) we współczesnym przedsiębiorstwie

Pukas Anetta

Nowoczesne Systemy Zarządzania

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2022

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T. 17, nr 1

25--36

PL

W dzisiejszym konkurencyjnym środowisku biznesowym sukces firmy w coraz większym stopniu zależy od umiejętności zarządzania relacjami z klientem (CRM), która umożliwia opracowywanie i wdrażanie bardziej wydajnych i skutecznych strategii zorientowanych na klienta. Rozwój technologii informacyjnych oraz pojawienie się systemów wspomagających podejmowanie decyzji przez menedżerów spowodowały, że to technologia może stać się obecnie najbardziej pożądanym zasobem oraz skutecznym narzędziem gry rynkowej. Celem artykułu jest identyfikacja krytycznych czynników sukcesu (CSF) zarządzania relacjami z klientem (CRM) w zakresie zasobów technologicznych i określenie ich współczesnego naukowego statusu w zarządzaniu przedsiębiorstwem. W realizacji celu niniejszego artykułu wykorzystano analizę źródeł literaturowych zarówno zagranicznych, jak i krajowych.

EN

The research achievements presented in the article indicate that the adoption by the company and the implementation of the CRM concept may become a means of achieving market success, which is a competitive advantage, because by investing in a CRM strategy, they increase customer value and, consequently, improve their results. Although having quite a long history, this concept is still evolving, and scientists are identifying new research areas. It is favored by the development of modern technology, which as an integral element of CRM becomes necessary to achieve the organization’s success. Undoubtedly, a successful CRM implementation requires integrating three critical aspects of the CRM process, people and technology. However, it is categorical to identify the critical success factors of CRM, including determining which technological resources are of the most significant importance. This will allow enterprises to use the potential of new technological generations in building a competitive advantage.