1st Edition

Competition, Strategy, and Innovation The Impact of Trends in Business and the Consumer World

Edited By Rafał Śliwiński, Łukasz Puślecki Copyright 2022
    248 Pages 16 B/W Illustrations
    by Routledge

    248 Pages 16 B/W Illustrations
    by Routledge

    Understanding the latest trends and technologies and their impact on enterprises, organizations or state administrations is essential to successfully develop a business in the age of Industry 4.0.

    This book presents a unique selection of topics and offers the reader an understanding of the implications of the newest technologies such as Artificial Intelligence (AI), Internet of Things (IoT), Augmented Reality (AR) and new trends like social media and sustainable competitiveness in business. It presents the impact of the newest trends on businesses, consumers, and the result on the economy. Contributions showcase the technical perspective of new technologies and provides an innovative and enriching perspective on the implementation of AI in e-commerce and the developmental barriers it can create, modern social media usage in enterprises, the newest trends in innovation management, sustainable competitiveness in the business context, the influence and effect of augmented reality, and the privacy problem of Internet of Things to consumers. This book illustrates how to develop innovation cooperation between business, academia and public institutions through the example of biopharmaceutical industry.

    It will be of value to researchers, academics, professionals, and students in the fields of economics, management, international business.

    Introduction - Strategy, innovations and consumer under the influence of megatrends

    Rafał Śliwiński and Łukasz Puślecki 

    Part I. Strategy and competitiveness

    1. Artificial intelligence: a prerequisite for competitive advantage in e-commerce

    Rafał Śliwiński

    2. Towards sustainable markets and business models – new trends in building competitive position

    Magdalena Śliwińska

    3. Digital Megatrends and the Management Barriers They Form

    Grzegorz Sobiecki

    Part II. Consumer world

    4. Understanding consumer perceived value in augmented reality - implications for marketing activities

    Małgorzata Bartosik-Purgat and Milena Ratajczak-Mrozek

    5. Consumer resistance to Internet of Things: a privacy perspective

    Tomasz Grzegorczyk

    6. The effects of social media tools` usage in international marketing communication – corporation perspective

    Małgorzata Bartosik-Purgat, Michał Staszków and Michał Lemański

    Part III. Innovation

    7. Accelerating R&D with Knowledge and New Technological Solutions – from Innovation Cooperation to Translational Innovation

    Łukasz Puślecki, Marek Dąbrowski, Michael Czekajlo and Mateusz Puślecki

    8. Family business responsibility - allocation of profit and innovation planning

    Ewa Więcek-Janka and Alicja Hadryś-Nowak

    Conclusion - Looking Ahead 2030

    Rafał Śliwiński and Łukasz Puślecki

    Biography

    Rafał Śliwiński is Associate Professor at the Department of International Management, Poznan University of Economics and Business, Poland.

    Łukasz Puślecki is Assistant Professor at the Department of International Management, Poznan University of Economics and Business, Poland.