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The efficiency of the marketing planning model in the network organizations

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  • Katarzyna Rupik

Abstract

W artykule podjęto dyskusję na temat kryteriów oceny efektywności funkcjonowania organizacji sieciowych, stanowiących punkt odniesienia dla oceny efektywności planowania marketingowego w tych organizacjach. Przyjęto po pierwsze, że efektywność procesów zarządczych organizacji sieciowych należy oceniać przez pryzmat procesów tworzenia i przechwytywania wartości, na gruncie koncepcji modelu biznesu, kompatybilnej z koncepcją zarządzania przez wartość. Po drugie, ocenę efektywności organizacji sieciowych należy odnosić także do zasadniczych celów kreowania sieci. Po trzecie, efektywność sieciowych modeli biznesu należy rozpatrywać na tle światopoglądu akcentującego relacje dynamiczne, w których, zgodnie z teorią gier, suma zysków i strat, z uwagi na stosowane przez członków sieci strategie koopetycji, jest większa niż zero.

Suggested Citation

  • Katarzyna Rupik, 2008. "The efficiency of the marketing planning model in the network organizations," Operations Research and Decisions, Wroclaw University of Science and Technology, Faculty of Management, vol. 18(3), pages 53-69.
    • Handle: RePEc:wut:journl:v:3:y:2008:p:53-69
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    References listed on IDEAS

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    1. Richardson, G B, 1972. "The Organisation of Industry," Economic Journal, Royal Economic Society, vol. 82(327), pages 883-896, September.
    2. J. Carlos Jarillo, 1988. "On strategic networks," Strategic Management Journal, Wiley Blackwell, vol. 9(1), pages 31-41, January.
    3. Ard-Pieter de Man, 2004. "The Network Economy," Books, Edward Elgar Publishing, number 3189.
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