Orientacja rynkowa jako determinanta kształtowania i rozwoju koncepcji logistyki

6533b861fe1ef96bd12c5978

RESEARCH PRODUCT

Orientacja rynkowa jako determinanta kształtowania i rozwoju koncepcji logistyki

Marlena Jaworska Uniwersytet Opolski Rafał Matwiejczuk

subject

orientacja rynkowa; logistyka; koncepcja logistyki

description

Przedsiębiorstwa stale poszukują sposobów tworzenia i utrzymywania przewagi konkurencyjnej. W budowaniu tej przewagi istotną rolę odgrywa koncepcja logistyki. Kształtowanie i rozwój koncepcji logistyki pozostają pod wpływem różnych czynników, wśród których ważne miejsce zajmuje orientacja rynkowa. Celem artykułu jest przedstawienie uwarunkowań oraz najważniejszych kierunków oddziaływania orientacji rynkowej na kształtowanie i rozwój koncepcji logistyki. W artykule przedstawiono w szczególności: (1) istotę i podstawowe wyznaczniki orientacji rynkowej, (2) podstawowe determinanty orientacji rynkowej, (3) orientację rynkową przedsiębiorstwa na tle innych koncepcji biznesowych wyrażających podejście przedsiębiorstwa do rynku, (4) relacje orientacji rynkowej oraz koncepcji marketingowej, (5) najważniejsze metody pomiaru orientacji rynkowej, a także (6) przejawy oddziaływania orientacji rynkowej na kształtowanie i rozwój koncepcji

year	journal	country	edition	language
2021-08-20	Gospodarka Materiałowa i Logistyka

https://doi.org/10.33226/1231-2037.2021.8.2

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