Odlučivanje u zajedničkom stvaranju vrijednosti: marketinški pristup

Opis projekta
The research goal is to explore factors that influence individuals decision-making in the value co-creation. More precisely, research will explore decisions made by individuals with different levels of decision-making autonomy and authority in the profit and non-profit organizations in the process of fulfilling their mission, as well as decisions of individuals in the process of satisfying their personal and family needs and wants. The findings will serve to encourage satisfaction providing, socially responsible decision-making that increases value for all stakeholders included directly and indirectly in the co-creation process. There is a number of research questions that need to be addressed in order to achieve the research goal. The crucial ones are: 1. Which factors determine the decision-making process of individuals involved in the buying and selling centres of profit and non-profit business entities that participate in value co-creation on B2B market? 2. Which factors determine the decision-making process of individuals involved in the selling centres of profit and non-profit business entities and individuals who act as buyers in value co-creation on B2C market? The scientific contribution and originality of this research derives from the fact that it will be conducted within the framework of value co-creation. Moreover, its originality is supported by the project team’s joint efforts in applying both classical marketing methods and those applied in neuroscience. It is expected that these complex research approaches will result in acquiring new knowledge that will significantly contribute to management operating on B2B and B2C markets. Furthermore, the results are expected to pinpoint the importance of good quality cooperation of partners with a paradigm shift to value co-creation in the exchange process as to create long-term business relationship based on mutual satisfaction.


Šifra projekta


Vrsta projekta

Vrsta financiranja
Kompetitivno projektno financiranje

HRZZ - Hrvatska zaklada za znanost

Detalji financiranja
 IP - Istraživački projekti

Ukupan iznos financiranja projekta
480.000,00 HRK

Trajanje projekta
2014-07-01 - 2018-06-30

Ustanova - uloga
Ekonomski fakultet, Rijeka - Nositelj (480.000,00 HRK)

Osoba - Ustanova - uloga [pocetak - zavrsetak]
Bruno Grbac (MBZ: 35521, CROSBI: 18994) - Ekonomski fakultet, Rijeka - Voditelj projekta [2014-07-01 - 2018-06-30]