Definiowanie kultury organizacyjnej i marki jako fundament do wprowadzenia zarządzania wartością klienta w organizacji
Defining of organizational culture and brand, as a foundation for the customer value management implementation in an organization

Summary/Abstract: The authors conclude, based on previous five year research, that the implementation of customer value management should be preceded by defining organizational culture and brand. By conducting thirteen structured interviews, three hundred and eight surveys and analyzing six case studies in various fields, the authors present a proposal for a model that allows to answer the question: What tools are needed to define organizational culture and brand in order to introduce customer value management in the organization properly.

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