Produet strategy shaping in dairy companies in Poland

Monika Kuśmierek

Abstract

The doctoral thesis is an attempt at giving a general view of product strategy shaping in dairy companies considering Polish circumstances. The main goal of the thesis is to formulate rules for shaping and enforcing product strategies in dairy companies in Poland and to develop in this context a model procedure for product strategy shaping. The thesis consists of four chapters. Chapter I deals with the mechanisms of product strategy shaping. It is devoted to the essence of product and the position of product strategy within the general marketing strategy of the company. In chapter II, factors are indicated that influence product strategies of dairy companies in Poland. The goal of chapter III is to show the key role of consumers in product stratergy of dairy companies. Results of empirical investigations are given, concerning the dairy consumers' purchasing behaviour and preferences. In chapter IV, basing on author's own surveys and the analysis of secondary data, procedures for product strategy shaping implemented in dairy companies, are identified and assessed
Diploma typeDoctor of Philosophy
Author Monika Kuśmierek
Monika Kuśmierek,,
-
Title in EnglishProduet strategy shaping in dairy companies in Poland
Languagepl polski
Certifying UnitFaculty of Economic Sciences (ES)
Disciplineekonomia / nauki ekonomiczne(nauki ekonomiczne) / nauki społeczne()
Defense Date28-03-2013
End date28-03-2013
Supervisor Janusz Marak
Janusz Marak,,
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Internal reviewers Krystyna Mazurek-Łopacińska (ES / IM / DMR)
Krystyna Mazurek-Łopacińska,,
- Department of Marketing Research
External reviewers Bogdan Sojkin
Bogdan Sojkin,,
-
Pages284
Keywords in Englishstrategy, product, company, dairy
Abstract in EnglishThe doctoral thesis is an attempt at giving a general view of product strategy shaping in dairy companies considering Polish circumstances. The main goal of the thesis is to formulate rules for shaping and enforcing product strategies in dairy companies in Poland and to develop in this context a model procedure for product strategy shaping. The thesis consists of four chapters. Chapter I deals with the mechanisms of product strategy shaping. It is devoted to the essence of product and the position of product strategy within the general marketing strategy of the company. In chapter II, factors are indicated that influence product strategies of dairy companies in Poland. The goal of chapter III is to show the key role of consumers in product stratergy of dairy companies. Results of empirical investigations are given, concerning the dairy consumers' purchasing behaviour and preferences. In chapter IV, basing on author's own surveys and the analysis of secondary data, procedures for product strategy shaping implemented in dairy companies, are identified and assessed
Thesis file
Kusmierek_M_Ksztaltowanie_Strategii_Produktowych_Przedsiebiorstw.pdf 15,54 MB

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