Zarządzanie produktem targowym w warunkach przenikania się rzeczywistości z cyberprzestrzenią

• Autorzy: Marcin Gębarowski

Warianty tytułu

Trade Fair Product Management Under Conditions Where Reality and Cyberspace Interpenetrate Each Other

• Języki publikacji: PL

Abstrakty

Od kilku lat coraz większą popularnością cieszy się format spotkań targowych integrujący rzeczywiście odbywające się wydarzenia wystawiennicze z ich wiernym odwzorowaniem w Internecie. Są to tzw. targi hybrydowe, które do tej pory, jako zagadnienie, były niemal nieobecne w literaturze naukowej. Do częściowego wypełnienia luki w piśmiennictwie ma przyczynić się niniejszy artykuł. Jego celem jest zidentyfikowanie wyzwań, jakie wiążą się z zarządzaniem synkretycznymi produktami targowymi. Aby wskazać te wyzwania, zrealizowano wywiad częściowo ustrukturyzowany z czterema organizatorami imprez wystawienniczych. Okazało się, że - w aspekcie menedżerskim - kluczowe są następujące kwestie: otwartość organizatorów na urządzanie targów hybrydowych; maksymalne odzwierciedlanie rzeczywiście zachodzących zdarzeń targowych w cyberprzestrzeni; dbanie o to, aby komponent cyfrowy nie zdominował interakcji nawiązywanych w prawdziwej przestrzeni wystawienniczej; umożliwienie internautom uczestniczenia we wszystkich wydarzeniach towarzyszących targom; uwzględnienie przy tworzeniu produktu targowego ograniczeń natury technicznej, leżących po stronie użytkowników sieci.(abstrakt oryginalny)

EN

For several years now, the format of trade fair meetings that integrates actual exhibition events with their faithful reproduction on the Internet has become increasingly popular. It is referred to as the so-called hybrid trade fairs, which so far have received al-most no coverage in the scholarly literature. This article aims to partially contribute to fill-ing this gap. Its objective is to identify challenges associated with managing syncretic trade fair products. To identify these challenges, a semi-structured interview was carried out with four exhibition organisers. It was found that as far as the managerial perspective is con-cerned, the following issues are of key relevance: organisers' openness to holding hybrid trade fairs; the maximum reproduction of real trade fair events in cyberspace; ensuring that the digital component does not override interactions taking place in the real exhibition space; enabling Internet users to participate in all the events surrounding the trade fair; taking into account technical limitations of network users when creating a trade fair product.(original abstract)

Słowa kluczowe

PL

Targi; Marketing produktu; Cyberprzestrzeń; Zarządzanie

EN

Fair; Product marketing; Cyberspace; Management

• Czasopismo: Zeszyty Naukowe Politechniki Częstochowskiej. Zarządzanie
• Rocznik: 2023
• Numer: nr 52
• Strony: 7-22

Twórcy

autor

Marcin Gębarowski

• Uniwersytet Ekonomiczny w Krakowie

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Identyfikatory

DOI

0.17512/znpcz.2023.4.01