Konsumenci jako źródło wiedzy dla tworzenia strategii innowacji krajowych przedsiębiorstw handlowych – wyniki badań empirycznych
Consumers as a knowledge source for strategy creation of domestic trade companies – results of empirical studies

Summary/Abstract: The paper makes an assumption that consumers constitute the material source of knowledge for creating the innovation strategy of domestic commercial enterprises. Hence it presents the results of empirical research conducted by the author for the purposes of showing the potential lying in the knowledge about behaviors of consumers, their preferences and expectations, which reflect the opinions of researched consumers on the FMCG market (Fast Moving Consumer Goods). Putting this knowledge into practice can constitute a key to construction of effective innovation strategies in the sphere of the retail trade which at present constitute the essential source of the competitive edge of many trading companies

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