Recommending scientific organization by employees as the example of their prosumer activity

- Prof. Agnieszka Izabela Baruk

agnieszka barukIn the article the problems related to recommending the employer by employees are presented. It is described as the example of employees’ prosumption activity. Transmitting their opinions about the organization as the employer they become the co-creators its image which is one of the key non-material marketing values. The article has theoretical-empirical character. In the theoretical part the essence of prosumption is presented. The special attention is paid to fact that in the literature this appearance is linked with consumption products not with personnel activity. In the empirical part the results of the field researches on recommending employer and its relation determinants are presented. The statistical analysis in the form of correspondence analysis method has been used to these results. It allows to estimate the dependences between analysed variables, to define the power of identified dependences, to show their character, to sort the relation determinants of recommending in the hierarchical system etc. All of the analysed dependences are significant in the statistically meaning. The stronger dependence exists in the case of vertical relation variable in the comparison to the dependence between recommending employer and horizontal relation variable. Of course each of type of organizational relations should be supported by employer because it influences on employees’ identifying with the organization which is the key determinant of the column variable.

Professor Agnieszka Izabela Baruk, Ph.D., Łódź University of Technology, Poland – works as a fellow researcher at the Institute of Innovation and Marketing and holds the Chair of Management and Innovation Systems at the Łódź University of Technology. She works in University of Life Sciences in Lublin, Department of Management and Marketing too. Her publications comprise 434 peer-reviewed positions including 14 books about transaction and personal marketing and their mutual interdependencies. Prof. Baruk focuses her scientific interests on the issues of marketing management. She is specially interested in the social system of an organization in image development and positioning strategies as well as in applying modern marketing solutions in relation to employees and participants of an organization’s environment in the context of personal and transaction marketing.

DOI: 10.14611/minib.17.03.2015.07

Kontakt: agnieszka.baruk(at)poczta.onet.pl

MINIB, 2015, Vol. 17, Issue 3

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