Paradoks lokalizacji – wirtualizacja lokalizacji i narzędzia jej służące
The paradox of location - location virtualization and its tools

Summary/Abstract: The article presents reflections on the role of location, with particular emphasis on virtualization of location, in daily practice companies and organizations. The context of carried reflections refers to the process of creating and maintaining competitive advantages, including their specific varieties − location advantages. The attempt to assess the phenomenon of location and its virtualization is based on the analysis of selected research results, as well as on selected case studies. The article attempts to prove that through conscious and active use of the advantages of localization created with instruments of location virtualization various entities have the ability to meet the requirement characteristic of contemporary market realities by obtaining the ability of constant oscillation between states of stability and change.

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