Strategie budowania kapitału klienta w branży piwowarskiej - wybrane aspekty
Strategies of building customer capital in the beer industry- same problems

Summary/Abstract: The main objective of the article is to identify the strategies of building customer capital by the key subjects functioning on the Polish beer market. Achieving such objective was based on literature studies, analysis of internal materials of leading beer producers and on results of own empirical research. The presented partial results of research allow to state that the strategics of building customer capital are similar in the described group of enterprises. Undoubtedly, they are concentrated on capital multiplication, and follows it, on actions increasing the value of business relations linking them with customers. Such actions are directed on both obtaining and maintaining customers, as well as on improvement of internal processes and actions. A special significance is currently ascribed to product innovations which enable diversification or distinction of market offer and actions aimed at costs reduction.

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