Volume 4, No. 4Special issue

Andrea Insch, Magdalena Florek

Introduction

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Barbara Mróz-Gorgoń, Grzegorz Szymański

The impact of the ROPO effect in the clothing industry

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The number of Internet users in Poland is permanently increasing, the vast majority of Y generation use the Internet at least once a week, while the youngest generation (born after 2000) consider the Internet to be a part of their normal life. Shopping online should be something natural and ordinary for Internet users and the main barriers of the development of e-commerce such as security of transactions, time and cost of delivery are regarded as a standard and truism. The ROPO effect is a major problem for the rapid development of the e-commerce sector. However, the analyzed clothing industry, due to the individual characteristics of products, is a different e-commerce area than others. The obtained results indicate that about 33% of women and men use the Internet as a place to get information about clothing products. Research Online, Purchase Offline, that is, search for information, reviews, or online prices, while buying in the traditional way. The purpose of the publication is to identify the size of the ROPO effect the clothing industry. In order to meet this goal, we analyzed the results of more than 4.000 respondents who have recently purchased clothing products.  

Grzegorz Maciejewski

Consumers’ attitudes towards modern solutions in the retail trade

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The aim of the article is to present consumer attitudes in Poland in respect of modern solutions in the retail trade and the influence which these attitudes have on their behaviour in the market. The considerations were conducted using methods of logical inference, based on a critical analysis of available derivative sources and conclusions from quantitative research conducted on a sample of 1.075 consumers. In order to analyse more deeply the research results a cluster analysis was conducted using one of the hierarchical methods – the Ward’s method. Respondents’ attitudes towards modern solutions in the retail trade are generally positive. However they are not always recognized by them. A large percentage of respondents declared that they are not acquainted with particular forms of modern retail trade (mostly Beacon, PSS or RIFID systems). They were mostly consumers from the ‘retreated skeptics’ group, in other words the elderly with basic or vocational education from small towns and villages. The research findings presented may be used by trade enterprises in order to answer to the identified need of consumers from generation Z and to set out the direction of the technological education of consumers and increase the availability of particularised solutions.

Ronaldo Gaudio

APPLYING PECOL IN THE CURRENT BRAZILIAN REGULATION

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With the objective of investigating the risks of possible imbalances between the requirements of economic efficiency and preservation of identity, the article analyzes aspects of the normative regulation of financial cooperatives.

Dariusz Dąbrowski

Different sources of market information and product innovativeness

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The purpose of this study is to identify whether the gathering of market information from different sources – i.e. from customers, competitors and other entities – is related to product innovativeness. The relationships proposed so far have not been empirically investigated but they can have important theoretical and practical implications for product innovation. To achieve the purpose of the paper data concerning 287 new products were used by applying confirmatory factor analysis and structural equation modelling. The findings indicate that the obtaining of market information from customers and market entities, other than customers and competitors, has a positive impact on product innovativeness, but there was no such relationship in the case of gathering information from competitors.  

Filip Grudzewski, Marcin Awdziej, Grzegorz Mazurek, Katarzyna Piotrowska

Virtual reality in marketing communication – the impact on the message, technology and offer perception – empirical study

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VR technology is an emerging IT innovation that greatly affects consumer behaviour and consumer perception of products. The aim of this study is to examine how the virtual reality phenomenon can be used as a marketing communication tool and how its usage affects the reception of individual components of a marketing message. The research conducted examined the possible impact of virtual reality on message perception and attitude towards particular offers. Additionally the authors wanted to find out whether there was a relationship between the use of virtual reality and the acceptance of new technologies in marketing communication. To verify the stated hypotheses empirical research was conducted involving an experiment with 150 observations of respondents taking advantage of three different marketing communication tools including: VR presentation with Oculus Rift hardware, video and printed advertisements. The results obtained reveal that VR technology positively and significantly impacts the reception of the offer, the technology involved and the presentation itself.  

Edyta Rudawska, Ewa Frąckiewicz, Małgorzata Wiścicka-Fernando

Socio-ecological innovations in marketing strategy – a comparative analysis of companies operating in Western European countries and Central-Eastern European countries

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The aim of the paper is to assess the attitudes of company managers in the food and drink sector in Western Europe and Central-Eastern Europe towards implementing marketing strategies that take into account not only economic, but social and ecological aspects as well. Innovation is a growing topic among scholars when discussing issues related to the enhancement of company performance and competitiveness. Such innovation may refer to technological changes (new products, processes), as well as non-technological ones referring to various marketing and organizational methods. In the paper the authors focus on innovations in marketing activities arising from the application of a more socio-ecological orientation. The paper comprises two parts: one theoretical, one empirical. In the first part the role of innovation in the process of creating company competitiveness is presented, as well as the concept of an innovative marketing strategy. In the second part the results of international research are discussed.  

Deolinda Aparício Meira

THE MOST RELEVANT TREND LINES OF COOPERATIVE SHARE CAPITAL REGIME IN THE NEW PORTUGUESE COOPERATIVE CODE

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This study analyses the most relevant trend lines of the cooperative share capital regime in the new Portuguese Cooperative Code. In order to ensure the sustainability of the cooperative, providing it with appropriate mechanisms to be efficient on the market, the new code introduced investor members, reduced the amount of the minimum share capital, clarified the legal regime of cooperators‘ contributions to share capital and extended the list of statutory limits as to the exercise of the right to reimbursement. In the modernization of the cooperative share capital regime the legislator did not abdicate from the preservation of the cooperative identity, continuing to recognize the variability of the share capital.