Conference submissions

UTILIZING THE BUSINESS POTENTIAL OF THE SOCIAL MEDIA IN CREATING CUSTOMER CAPITAL ON THE BREWING MARKET IN POLAND.

Wiesława Caputa1

1WYŻSZA SZKOŁA BANKOWA W POZNANIU, SCENTIFIC iNSTITUTE OF FINANCE AND ACCOUTING IN CHORZÓW, Poland

Abstract

The competitive advantage of enterprises is based on knowledge resources. In the "flat world", in which the main driving forces become, among others: computer and Internet development, information flowing in real time or outsourcing, building the aforementioned resources more and more often grounds on the abilities and competences of the external entities, and even of the whole communities. They, thanks to the development of the social media, more and more often, or even only function, in the cyberspace. The key objective of the article is to indicate the place and importance of the social media in creating customer capital. Based on own research, carried out on the brewing market in Poland in the years 2011 -2017, and on industry analyses and statistical data, it was shown that the enterprises use the social media to a limited extent in creating customer capital. Although the tendency to use them is growing, these media are still used most often as the tools enabling the acquisition and transmission of information about the company and its products, as well as the acquisition of ideas for the slogans serving for the advertising campaigns.


Corporate reputation and companies’ assessment on the capital market

Tomasz Nawrocki1 , Danuta Szwajca2

1Silesian University of Technology, Faculty of Organization and Management, Poland
2Silesian University of Technology, Faculty of Organization and Management, Poland

Abstract

The importance of reputation in achieving competitive advantage and creating the company’s value is noticed by both, theorists and practitioners of management. However, the relationship between the level of corporate reputation and companies investment characteristics, which determine theirs investment attractiveness, still has not been systematically and comprehensively verified. The variety of already used methods for assessing and measuring corporate reputation makes that the results are not quite reliable and cannot be used for inter-, cross-sectorial, and over time comparisons as well as makes it difficult, or even impossible, to examine the relevant relationship between reputation and market value or investment risk of different entities. Therefore, the main purpose of the paper is an attempt to answer the question what is the relationship between the assessment of companies by the capital market, based on price multipliers, and their reputation obtained using an original method, based on information reported by companies and the methodology of fuzzy sets. The research was performed on the Polish bank companies listed on the Warsaw Stock Exchange in the years 2007-2018.