Create Value For Consumers Research Articles

Study of the influence of consumer trust factors and the marketing mix on consumer value and consumer loyalty

Object: The aim of the study is to determine the importance of consumer trust in value creation and to study how consumer trust influences their purchase decision and consumer loyalty.
 Methods: As it is shown in the scientific literature, several methods are used when writing a research paper, which are classified as field and desk, quantitative and qualitative. Typically, one or both of these may be used in a study. Depending on the purpose of our work in our study, at the first stage, we analyzed second-order information based on desk research. It was used to review scientific articles relevant to the topic of a previously published study. At the second stage of the study, we conducted an opinion poll using the method of quantitative research. The survey was conducted on the basis of a conceptual model and measuring scales of previous studies. To test the questionnaire developed for the survey, a pilot survey was organized for 40 respondents.
 To get answers to questions about who was conducted in research, how many of them should be, and how to se lect them, we conducted a selection using sources of scientific literature.
 Findings: The value of the study is specific, the significance of the work lies in the fact that our study considers the chain of consumer value creation in the production and sale of food products and involves the measurement of con sumer value in this chain based on factors that form consumer beliefs. In this regard, it complements the studies carried out so far on the problem of creating customer value.
 Conclusions: The results of the study can be considered when forming a chain of consumer value creation in the marketing activities of sausage manufacturers.

Beyond likes & clicks: Empowering role of social media marketing in value creation

Social media is capturing the market in the modern era, when technology is permeating every aspect of life, to motivate marketers to appeal to diverse consumers. The rapid expansion of social media has brought about a substantial transformation in the communication system, giving rise to a distinct virtual realm. An assortment of social networking platforms are utilized for commercial purposes. Possible examples of such platforms are Google+, Facebook, LinkedIn, Twitter, and YouTube. This study aimed to ascertain the effect of various social media marketing platforms on post-purchase experience, customer value creation, purchase decision, and purchase perception. Utilizing quantitative methodology, the data collected via a questionnaire were compiled and analyzed. The respondents were sent a total of 183 questionnaires, of which 158 were utilized as the final sample for the study. The survey was constructed using a five-point Likert scale: strongly disagree = 1, neutral = 3, agree = 4, and strongly disagree = 5. The data were analyzed with the assistance of version SPSS 22 of the Statistical Package for the Social Sciences. The study’s findings indicate that social media marketing and consumer value creation are significantly related. The forthcoming focus is on equipping marketers with knowledge that substantiates the impact of social media marketing strategies on consumer value creation. Nevertheless, the fundamental objective of the research is to advance understanding of diverse facets pertaining to marketing via social media and its capacity to captivate and provide value to the customer base.

Consumer and brand value formation, value creation and co-creation in social media brand communities

PurposeSocial media has significantly impacted the value creation processes within the consumer–brand relationship. This study aims to examine value formation processes within a cosmetics social media brand community and to establish the types of value formation associated with different categories of interactions within a social media brand community.Design/methodology/approachThe research adopted a netnographic approach and followed the operational protocols of netnography. Conversations in one large cosmetics social media brand community were observed and downloaded for analysis over a two-month period. Examples of value-creation and formation processes were identified using netnographic interpretative procedures to develop higher-order themes.FindingsThe findings supported the creation of a “Consumer and brand value creation and co-creation framework” highlighting disparate value types within the following interactions: consumer-to-consumer; brand-to-consumer; and consumer-to-brand. The identified value types were specific to the actors (i.e. consumers and brands) involved in value formation processes. The analysis also revealed consumers’ ability to independently generate value through direct interaction with a social media brand community and the brands’ role in supporting consumers in value formation through value facilitation.Originality/valueThe pivotal role of disparate actors’ interactions in value formation processes is highlighted, alongside the autonomous ability to form value with the aid of resources stored and shared within the social media brand community. The network of interactions and value-creation processes contribute to a holistic understanding of the interactions in a social media brand community. Furthermore, the research explores and highlights the emerging role of social media brand communities as “value vestiges”.

STRUCTURAL MODERNIZATION OF THE GLOBAL HEALTH CARE SYSTEM

Nowadays, both diversified channels of medical care for patients in remote mode, as well as extensive telemedical networks and systems of exchange of specialized medical information between all participants in the process of public reproduction of medical services at the national and supranational levels are actively being formed. As a result, we are all witnessing the development in global coordinates of a multi-level integrated system of a digital ecosystem of health care, which is based on digital technologies, forms qualitatively new channels of value creation for consumers of medical services and ensures deep convergent interaction of all key subjects of the medical care system citizens - from doctors, patients, health care institutions and states to health insurance companies, intergovernmental and non-governmental international organizations, business communities, etc. In view of this, there is every reason to claim that the qualitatively new business models of the digital health care system implemented in a fragmented manner in the conditions of digitalization will already in the next decade accumulate a powerful institutional and technological resource for "undermining" traditional business models of medical care with their departure from the narrowed format of the primary link of medical services to deep penetration into all links of the value chain formed in health care, and therefore - the formation of sustainable cash flows for producers of medical services. The purpose of the article is to reveal conceptual approaches to the systematic implementation in global coordinates of the key priority of digital health – the formation of values for patients in an ethical, safe, reliable, fair and sustainable way, while fully complying with such principles of providing medical services as: its transparency, safety and accessibility to broad segments of the population, scalability of medical care and its regularity, digital compatibility of structural components of the digital ecosystem, and strict confidentiality of medical information.

Value creation in post-pandemic retailing: a conceptual framework and implications

In the wake of the Covid-19 pandemic, the retail landscape has undergone profound and enduring changes, necessitating a comprehensive examination of its implications for both consumers and retailers. This study provides a systematic analysis of emergent shifts in consumer behavior and the resulting changes in consumer value creation. The authors develop a conceptual framework encompassing five key dimensions that likely will reshape value creation in post-pandemic retailing: hyperfunctional shopping, holistic health, hybrid connectedness, conscious hedonism, and responsible consumption. The authors propose that consumers will prefer retailers that accomplish creating value based on these dimensions through next-level customer experiences rooted in inspiration and social interaction, novel technologies, and innovations in store concepts, services, or retail operations. Critical to successfully delivering next-level customer experiences in this new retail landscape is retailers’ engagement in collaborations—both within the industry and with external partners. Accounting for these developments, this study offers implications for retailing practice and provides a roadmap for future retailing research in five key areas pertaining to the management of responsible, health-related, and digital customer experiences, the management of collaborations for creating next-level customer experiences, and the effective monetization of the evolving dimensions of value creation.

Digital formats of the global healthcare service industry

Nowadays, both diversified channels of medical care for patients in remote mode, as well as extensive telemedical networks and systems of exchange of specialized medical information between all participants in the process of public reproduction of medical services at the national and supranational levels are actively being formed. As a result, we are all witnessing the development in global coordinates of a multi-level integrated system of a digital ecosystem of health care, which is based on digital technologies, forms qualitatively new channels of value creation for consumers of medical services and ensures deep convergent interaction of all key subjects of the medical care system citizens - from doctors, patients, health care institutions and states to health insurance companies, intergovernmental and non-governmental international organizations, business communities, etc. In view of this, there is every reason to claim that the qualitatively new business models of the digital health care system implemented in a fragmented manner in the conditions of digitalization will already in the next decade accumulate a powerful institutional and technological resource for "undermining" traditional business models of medical care with their departure from the narrowed format of the primary link of medical services to deep penetration into all links of the value chain formed in health care, and therefore - the formation of sustainable cash flows for producers of medical services. In the systemic processes of the global digital transformation of economic activity, a special place has been occupied by the service industry in recent years, which, as international experience shows, in the post-industrial paradigm of world economic development largely determines the structural dynamics of the national economies of most countries of the world. The purpose of the article is to reveal conceptual approaches to the systematic implementation in global coordinates of the key priority of digital health — the formation of values for patients in an ethical, safe, reliable, fair and sustainable way, while fully complying with such principles of providing medical services as: its transparency, safety and accessibility to broad segments of the population, scalability of medical care and its regularity, digital compatibility of structural components of the digital ecosystem, and strict confidentiality of medical information.

Digital tourism research: a bibliometric visualisation review (2002–2023) and research agenda

Purpose This study aims to review the diversified existing literature on digital tourism from 2002 to 2023 using bibliometric analysis to present a holistic review of the current scientific structure of digital tourism and sets the future research agenda. Design/methodology/approach A detailed search of 646 SSCI articles collected from the Web of Science Core Collection (WOSCC) database was analysed through CiteSpace. Findings The findings indicate that developed countries are at the core of the co-authorship network, although developing countries represented by China increasingly contribute valued research findings. The conceptual structure of digital tourism mainly evolves from exploration (2002–2006), and acceleration (2007–2014), to diversification (2015-2023), with the most recent focus on consumer-oriented value creation and potential technological risks. Three well-established thematic groups have been identified, namely, technological innovation and application, destination digital management and consumer value creation. Constructive insights for future research are also offered, including digital scenarios, digital production and digital governance. Practical implications The research helps scholars and practitioners grasp the current issues and needs of digital tourism and provides a guide for policymakers in the tourism industry who seek to intelligently improve tourism performance. Originality/value This study thoroughly evaluates 22 years of digital tourism literature through bibliometric analysis. It creates a framework for understanding how digital tourism is theorised and developed and indicates future research directions.

Relationship marketing: development of theory and practice

The article studies theory and practice of relationship marketing development based on the study of theoretical models’ evolution that conceptualize relationship marketing to a certain extent, taking it beyond traditional marketing complex. Further development takes place considering modern approaches to building relationships between a supplier of goods and services with consumers and partners in the context of further digitalization and “internetization” of business communications, transformation of CRM into CMR strategies of companies, network forms of business organization development, and transition from a product-centric to a client-centric structure. The prospects for relationship marketing development aimed at overcoming risks of new forms of organization, collaboration of business structures and strengthening their advantages, affirmation of consumer’s role as a direct participant in the creation of consumer value in consumer markets transformation, as well as wide spread of business ecosystems integrating the advantages of virtual business and a network form of organization have been determined, opening new opportunities for expanding collaborative innovations and obtaining a synergistic effect as a result of creating additional consumer value and building long-term multilateral relations.

PHARMACEUTICAL MARKETING AS A MARKETING SYSTEM AT THE MACRO LEVEL: STRUCTURE AND FEATURES

The article addresses theoretical and methodological foundations of the marketing systems of the pharmaceutical market at the macro level. The size and social significance of this market determine the need to ensure its proper functioning as a whole system, but the systemic approach to marketing in general and to that of a specific industry remains underdeveloped. Marketing policy still mainly relies on the classical marketing mix, developing in the framework of marketing management approach that is in the micro-framework. Thus, issues related to societal interests in the functioning of markets, such as ensuring sustainability, development of human capital, and quality of life, remain without a proper apparatus of studying and action, on the margin of interests of market actors. This determines the relevance of the study. Based on the systematisation and generalisation of specific features of the pharmaceutical market and using the apparatus and approaches of macro marketing, the general structure of the marketing system is shaped grounded in a specific difference in mechanisms of creation and delivery of consumer value, attributed to the mechanism of drug prescription. Therefore, two interconnected subsystems of the pharmaceutical market marketing system are suggested: prescription and over-the-counter (OTC) drugs. Managing the first subsystem requires the use of approaches and tools inherent in B2B marketing. The creation and realisation of consumer value here is based on the objective needs of end consumers and is strongly influenced by the expert and professional environment. Taking into account the importance of the pharmaceutical market for ensuring social well-being, the need to create new pharmaceutical products may not always be justified by the significance of the market size, anticipating the need for non-market financing, support from market externalities The subsystem relies both the mechanisms of competition and that of cooperation; uses innovative management and marketing, to a certain extent this subsystem depends on the ability to ensure network of interaction between market participants. Such features of the first subsystem obviously have an impact on the second, where the need to ensure social well-being determines the general direction and sets guidelines and restrictions for marketing programmes of individual market participants. The effective functioning of the whole system is based on a combination of mechanisms of cooperation, vital considering a strong need for externalities, and competitive marketing based on specific characteristics of the pharmaceutical industry and market. Key aspects of macromarketing of the pharmaceutical market have been identified to ensure the management of the marketing system of the market system at the macro level.

Optimizing Marketing Management Strategies Through IT Innovation: Big Data Integration for Better Consumer Understanding

The dynamic business environment, the fusion of Information Technology (IT) innovation with marketing management strategies has emerged as a crucial element for success amidst heightened competition. As markets evolve and consumer behaviors shift, enterprises are compelled to adapt swiftly, employing innovative tools and methodologies to gain insights and maintain relevance. Within this context, the integration of Big Data analytics emerges as a transformative catalyst, offering unprecedented opportunities to comprehend consumer preferences and optimize marketing endeavors. The convergence of IT and marketing management signifies a paradigm shift in how businesses conceive and execute their strategies. Historically, marketing decisions relied heavily on intuition, market research, and limited data samples. However, the digital revolution has ushered in an era characterized by the generation and collection of vast amounts of data at an unprecedented pace. This proliferation of data presents both challenges and opportunities for marketers. While the sheer volume and complexity of data can be overwhelming, harnessing this reservoir of data can unlock invaluable insights into consumer behavior, preferences, and trends. The integration of Big Data into marketing management strategies has revolutionized consumer understanding and value creation. By leveraging vast amounts of consumer data, businesses can extract valuable insights to gain a competitive advantage and enhance consumer engagement. However, this integration also presents challenges, including concerns regarding data privacy and security. At the forefront of this data-driven revolution lies Big Data analytics—a multidisciplinary field utilizing advanced computational techniques to analyze large and diverse datasets. Unlike traditional analytics approaches, Big Data analytics excels in processing massive volumes of structured and unstructured data with agility and efficiency. By harnessing distributed computing, machine learning algorithms, and cloud infrastructure, organizations can extract actionable intelligence from previously unwieldy datasets. The integration of Big Data analytics into marketing management holds immense promise for unlocking new avenues of consumer understanding. By aggregating and analyzing disparate data sources, marketers can gain comprehensive insights into consumer preferences, behaviors, and sentiments, enabling more targeted and effective marketing strategies. Moreover, Big Data analytics empowers marketers to anticipate and respond to emerging trends and market shifts with unprecedented agility, ensuring a competitive edge in fast-paced industries. However, realizing the full potential of Big Data integration in marketing management requires more than technological prowess—it demands a strategic shift in organizational mindset and culture. Embracing a data-driven approach necessitates breaking down silos between departments, fostering cross-functional collaboration, and promoting a culture of experimentation and innovation. Additionally, it requires a commitment to ethical data practices to safeguard consumer privacy and data security throughout the data lifecycle.

FORMATION OF THE COMPETITIVE ADVANTAGES OF THE ENTERPRISE ON THE BASIS OF MARKETING OF VALUES

The study is devoted to the study of competitiveness in the modern conditions of the dynamically developing market. The relationship between competitiveness and marketing is substantiated. Systematization of existing views and approaches to determining competitiveness has been carried out. The main characteristics that act as a key parameter, a factor that determines the level of competitiveness of the economic system of one or another level are highlighted. The use of the methodology of system analysis allows to overcome the contradictions that have arisen in the analysis of competitive advantages. The task of increasing competitiveness can be successfully solved only with the coordination of purposeful and effective actions of the state and domestic business. The theoretical and methodological provisions of the company's competitiveness have been specified, taking into account the principles of the value approach within the framework of relationship marketing, including: the content of the company's competitiveness has been revealed as a comparative characteristic that reflects its ability to create value together with the consumer based on the integration of the consumer's experience of using the product (service) and key competence organizations; a model of interaction between the company and the consumer has been developed, which ensures an increase in the company's competitiveness due to the development of consumer loyalty in the process of joint value creation. The need and importance of the formation of a value approach to the competitiveness of the enterprise as a comparative characteristic reflecting its ability to create value together with the consumer is substantiated, as well as the development of an interaction model, clarifying the theoretical and methodological provisions of the competitiveness of the enterprise taking into account the principles of the value approach. The results of the theoretical and methodological studies carried out by research and production enterprises and organizations in the development of approaches to ensuring the competitiveness of the company, creating consumer value, and developing relations between the company and the consumer. The process of evolution from understanding value creation in terms of product or service orientation, which is the dominant logic in marketing and strategy, and moving towards considering value co-creation in terms of the receiving experience opens up striking new possibilities for researchers. This new approach also allows us to challenge deeply held beliefs about some marketing issues.

Перспективи визнання економічних спеціальностей і цифрової оцінки вченого в Україні

Scientific research on the prospects for the development of education and science in Ukraine in the context of European integration and information transformation is considered at almost every scientific conference and is present in government decisions of the Ministry of Education and Science of Ukraine. However, there are still many unsolved questions (and often debatable) about the prospects for recognizing economics specialties in the new system of adaptation to the International Standard for the Classification of Education, which requires detailed revision. Simultaneously, given the positive trends in the development of the digital economy in Ukraine, we believe that it is worth exploring the possibility of developing a methodological approach to the digital assessment of a scientist. The article considers the analysis of economics specialties that were enshrined in the system of higher education in Ukraine before 2015 and further on, taking into account adaptation to international standards. However, blind copying of foreign standards has buried alive the economic science itself, which was based on marketing, accounting and auditing, and finance. Therefore, the publication presents a graphical model of the relationship between economics specialties through the analysis of the fundamental understanding of its individual directions. It is also emphasized that it is necessary to enshrine in the economic science the specialty «Management (by kinds of economic activity)» at the master’s and doctoral levels of higher education. This can be justified by the fact that not all specialists in a particular sector of the economy (educators, employees of health care institutions, etc.), although they are professionals in their field, due to the lack of knowledge in various disciplines of management and economics, can be efficient managers. Management is one of the directions of economic science, the subject of study of which is the search for methods of rational organization of the production system on the basis of marketing, financial and accounting support for the creation and realization of consumer value and obtaining the planned profit. The number of higher education institutions in each region allows creating new and improving traditional educational programs directly for the specific features of regional business. Thus, further research should be aimed at studying individual educational programs of economic specialties in the regions of Ukraine in order to form a national strategy for the development of higher education for subsequent years. Regarding the development of scientific research in the context of the formation of a digital society, we propose to create a web platform for assessing the scientific activities of scientists based on the results of conferences, seminars or forums on the basis of the Ministry of Education and Science of Ukraine (MES) in cooperation with other educational and scientific organizations. The algorithm of actions should be as follows: an educational and scientific organization coordinates with the MES the relevant scheduled conference; a scientific platform is created on the website of the MES, where interested conference participants register personal pages and which are open to other registered participants; the latter send materials to the educational and scientific organization holding the conference; the educational and scientific organization forms a scientific manual in electronic format, each article of which is displayed simultaneously on the personal page of the conference participant; in the future, each registered participant may, if desired, express his own scientifically based comment and rate for this material (0–100 points). Therefore, further scientific research should be aimed at determining the classification criteria in establishing points for scientific material in accordance with the assessment «Excellent, can be implemented (90–100 points)» to «Unsatisfactory, requires significant revision (up to 50 points)».

Маркетинг можливостей як сучасна концепція розвитку суб’єктів господарювання в умовах глобальних викликів

The dynamic and global changes have led to the evolution of marketing as a modern theory of the firm’s behavior at the market along with the business philosophy. Taking into account the new challenges, the conception of marketing of opportunities, based on a new approach to business thinking, has been proposed and characterized. As a result of the changes that are taking place, a completely new reality is being formed, so the uncertainty is growing even more, fears and stupor are emerging, and the reaction of business is slowing down due to lack of experience and the misapprehension of how to proceed. Taking into account the inability of traditional management practices to solve business problems in new circumstances, a new model of business thinking has been formed, which provides for the speed of reaction to events and awareness of changes; optimism and a bold look into the future; inspiration and search for new opportunities; readiness and initiation of changes, proactivity of actions. Such a model is able to provide opportunities for regeneration and further development of the business, strengthen its resilience in any difficulties and further changes. In the context of marketing of opportunities, the transformation of the main principle of marketing «customer orientation» into «customer-centricity», and then into personification and individual approach is substantiated. Marketing is considered as an activity to create consumer value for the formation of a new customer experience to better meet individual needs, requests, interests, expectations of consumers, and solution of their life problems. The priority is the transition from standard solutions expected from the market to breakthrough ones, which in the near future are able to provide competitive advantages that go beyond the existing patterns and stereotypes, and are distinguished by tangible and obvious novelty. The conception of marketing of opportunities is aimed at creating a new or significantly updated, most importantly – unique product, service, brand in accordance with new consumer demands, challenges and achievements, able to provide leadership and business development prospects now and in the near future.

СУТНІСТЬ КЛАСТЕРНОГО ПІДХОДУ ЯК ЕФЕКТИВНОЇ ФОРМИ АГРОПРОМИСЛОВОЇ ІНТЕГРАЦІЇ

The article deals with the essence of the cluster approach as an effective form of agro-industrial integration. The main influential integration factors that can contribute to the growth of the national economy, as well as to leveling possible negative challenges to the development of agricultural production are identified. The main aspects of integration that can cause quite attractive prospects by establishing links between previously disparate elements that integrate into a single organizational and economic structure in the agro-industrial complex are identified. The author characterizes horizontal and vertical forms of agro-industrial integration. Through a comparative analysis of the most important properties of clusters and vertically integrated structures, their common features and specific differences between them are identified. It is established that one of the most effective ways of agro-industrial integration is clustering. This form of integration is manifested through the expansion and deepening of production and technological ties between enterprises, the joint use of resources and the pooling of capital. The list of key stages of formation and development of an agricultural cluster is determined. A cluster is formed by integrating economically independent enterprises in the production and service sectors, creators of technologies and know-how, which are geographically close and interact within a single chain of consumer value creation. According to the cluster approach, the most important features of an economic cluster are neighboring geographically interconnected enterprises and related organizations and institutions operating in a particular area. Clusters focus on a specific localized territorial unit rather than an industry. Given the favorable geopolitical position and competitive advantages of the region, favorable conditions are created for increasing labor productivity and expanding business potential. It is emphasized that the creation of a cluster makes it possible to realize a synergistic effect, which is expressed in an increase in labor productivity and a decrease in production costs due to the specialization of enterprises and organizations within the cluster.

Information-analytical innovations and business models of enterprise management in the modern building development system

The article is devoted to the development of methodological principles for the formation of a process-oriented enterprise management system based on a business-target approach, which provide for the transformation of a complex of business goals of an enterprise into a topology of its centers of managerial and executive responsibility in the form of a process management pyramid using the Business Model Canvas, which allows directing activities these centers to ensure the effectiveness of the processes subordinated to them and to create a framework (software environment) for business analysis. The conceptual apparatus of the theory of process management has been improved in the context of the following definitions: "business – process" as an interconnected hierarchical pair consisting of a process (object of management) and the management process of the manager (subject of management), "management business – process" as managed by the PDCA cycle of management functions (P - planning, D - organization, C - control, A - analysis and correction) hierarchy of functional operations of the head and subordinate managers of the lower management level; "technological business process" as a hierarchy of functional operations of the manager and his subordinates of the technological process managed according to the PDCA management cycle; "pyramid of process management" as a system of interconnected management and technological business processes, structured in accordance with the business tree - goals of the enterprise and aimed at their achievement. Emphasis on the management component of business processes allows to ensure the responsibility and purposeful managerial influence of process managers on their implementation, which ensures that the enterprise achieves its target settings. The process-oriented approach to value creation, which involves the formation of a system of four chains, has gained further development: the chain of creation of managerial value of the enterprise, the technological chain of creation of consumer value, the chain of creation of value of primary data (summaries, reports), the chain of creation of managerial information value for enterprise managers ; the synthesis of these four chains and their results (consumer, information and management value) enables the maximization of the economic added value of the enterprise as the resulting indicator of its activity.

ОРГАНІЗАЦІЙНО-СТРУКТУРНІ УМОВИ РОЗВИТКУ ПОТЕНЦІАЛУ КРЕАТИВНОСТІ В СИСТЕМІ МЕНЕДЖМЕНТУ КОНКУРЕНТОСПРОМОЖНОСТІ ПРОМИСЛОВИХ КОРПОРАЦІЙ

The article specifies the main directions of innovative changes in business models and business processes of domestic industrial corporations in order to preserve their ability to enter global chains of consumer value creation during the recovery period. According to modern views on the significance of individual components of intellectual capital in the formation of the competitiveness of business entities, creativity is highlighted in their totality, the author's interpretation of the potential of creativity is proposed, and its place in the management system of the competitiveness of an industrial company is determined. The creativity potential of an economic organization is proposed to be considered as its ability to accumulate the necessary amount of intellectual resources for generating creative (non-standard) ideas sufficient for the formation of an effective business model of economic activity in the current and strategically forecasted business environment, while showing creativity in the development of structural capital and relationship capital. It is argued that the organizational and structural conditions for realizing the creative potential of industrial corporations are radical decentralization of management, which is built on the principles of heterarchical organizational structuring. Based on a comparison of the characteristics of organizational "hierarchy" and "heterarchy", their fundamental differences in management approaches are illustrated. The peculiarities of heterarchy as an effective form of increasing the potential of creativity and forming an environment of active innovative search in the organizational shell of corporate and other integrated structures are highlighted.

Implementasi Matriks House-of-Quality Dalam Rangka Mengkreasi Nilai Konsumen

In the new era of marketing, companies are forced to be able to create consumer value because today's marketing is driven by values. The purpose of this paper is to analyze the value using the House of Quality (HOQ) matrix which is one of the tools of Quality Function Deployment (QFD) which is commonly used to increase value through product attributes that will be given to consumers. Equipped with a matrix that illustrates how to create value using HOQ, using data from research that the author has previously carried out in identifying consumer values ​​at private universities in Region III Cirebon-West Java as an example.This research uses explanatory survey method with cross sectional development method. The iteration method is used to determine the number of samples, so that a minimum sample of 116 is obtained, but 150 samples will be used so that the results are more representative of the population. The result shows that the indicator that is considered the most important by the respondents is the reputation of the university and the indicator with the lowest rating is the time of completion of studies. However, the results of consumer assessments regarding customer value indicate that the university's reputation is still unable to provide superior customer value. Thus, the reputation of the university is an aspect that must be improved first before other aspects.

Green brand ambidexterity and consumer satisfaction: the symmetric and asymmetric approach

PurposeConsumer satisfaction towards a brand is one of a firm’s important performance outcomes. However, building a strong green brand to foster consumers’ satisfaction is often challenging for firms. Drawing on the dynamic capability and mechanism-enabling perspectives of ambidexterity. The purpose of this research is to explore mechanisms of perceived brand performance and green trust through which green brand ambidexterity acts as a facilitator of consumer satisfaction.Design/methodology/approachThe hypothesized relationships were tested by both partial least squares structural equation modelling (PLS-SEM; symmetric approach) and fuzzy set qualitative comparative analysis (fsQCA; asymmetric approach) with data collected from a green consumer questionnaire survey in Hong Kong.FindingsThe results from PLS-SEM indicate that green brand ambidexterity affects consumer satisfaction through multiple mediating paths of perceived brand performance, green trust-consumer and the sequential integration of perceived brand performance and green trust. Results from fsQCA further reinforced these findings.Research limitations/implicationsThe present research provides a nuanced understanding of how ambidexterity enhances consumer satisfaction in the context of a green brand by identifying multiple mechanisms.Originality/valueThere is a lack of research on how green brand ambidexterity affects green brand outcomes from the perspective of value creation for consumers. The present research fills this gap by providing more comprehensive explanations of mechanisms for green brand ambidexterity to facilitate consumer satisfaction. It also offers a better understanding of how the effects of green brand ambidexterity are viewed on a path-dependency that is aligned with the dynamic capability perspective of ambidexterity and how green trust forms a critical path to enable green brand ambidexterity and perceived brand performance to enhance consumer satisfaction.

Valuing less and guarding more: Consumption stewardship in restricted contexts

AbstractThis paper advances the conceptual understanding of consumption stewardship, defined here as a moral commitment to safeguard, nurture and use consumption resources to create consumer value. We delineate consumption stewardship from related consumption variables and articulate its underlying assumptions, conceptual distinctiveness and application areas. To create new theoretical and practical insights, the paper explores how consumption stewardship unfolds when a person enters into and lives in restricted consumption. A 2‐year qualitative study, which included observation, casual conversations, and interviews, was implemented. Findings illustrate the nature and trajectory of consumption stewardship across latent, vigilant, submissive and shared modes. Our conceptual development of consumption stewardship and empirical evidence of the homeless experiences makes two main contributions. First, we show how the demands of stewarding material objects operate as a powerful determinant for individual (re)valuation of various possessions. Second, we identify how consumption stewardship drives different ways of consumption for value seeking. Findings offer insights for debates in the marketplace about protecting one's possessions, policies around consumption adequacy and social services' role for addressing space‐related needs of vulnerable consumers.

Research of infrastructure of investment and construction process

The article considers the most important factors that led to the emergence of new activities that ensure the creation of high quality consumer value of construction projects, for financing, design, construction and management of which requires expert intervention. The study of investment and construction activities suggests that a group of professionals – functional participants – "promotes the investment process", and this, in turn, allows, according to the author, to distinguish them and combine them with the concept of infrastructure of investment and construction process. Much attention in the article is paid to the study of the essence of the concept of infrastructure as a set of institutions, organizations, government and commercial enterprises that ensure optimal functioning of the process, interaction and effective cooperation of its participants. In the context of the investment and construction process, as an independent subsystem, infrastructure is a set of organizational and legal forms that mediate the movement of the construction project to implementation, or a set of institutions, systems, enterprises serving the process and performing certain functions to ensure effective operation. The infrastructure of the investment and construction process is created by its functional participants, whose activities are commercial in nature and related to the organization of the investment process, increase investment efficiency, reduce costs of institutional investors, solve the problem of optimizing all resources. Therefore, the article considers and analyzes the development, consulting, engineering, auditing, acquiring activities, the emergence of which in the investment and construction process determined the demand for quality real estate, to finance, design, build and manage which requires expert intervention. It is noted that the emergence and development of infrastructure for investment and construction activities. focused on project management and implementation – ie coordination of all actions of the participants, reflects the process of intensive internal restructuring of the construction industry in order to improve economic conditions.