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Barriers of Creating Competitive Advantage in the Age of Industry 4.0: Conclusions from International Experience Read chapter Read first chapter

2020 | OriginalPaper | Chapter

22. Chosen Aspects of Co-creating an Employer’s Image by Employees as Prosumers

Author : Agnieszka Izabela Baruk

Published in: Contemporary Challenges in Cooperation and Coopetition in the Age of Industry 4.0

Publisher: Springer International Publishing

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Abstract

The article had some research goals: identifying determinants of recommending an employer by employees; defining the hierarchy of these determinants; etc. To prepare the theoretical part, the method of cognitive-critical analysis of literature on marketing, management and HRM was used. To prepare the empirical part, the following research methods were used: a questionnaire (to gather primary data) and the methods of statistical analysis (correspondence analysis). The statistical analysis allowed to identify the dependences between several variables and recommending an employer and to arrange them hierarchically. The strongest determinants of recommending an employer turned out to be: emotional attitude toward the employer, identifying with the company, the way of treating subordinates by superiors. Other dependences were statistically important (apart from one) but their strength was weaker. The main value of this article is applied approach presenting employees as prosumers. This approach is quite new because so far only consumers were treated as the prosumers.

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Metadata
Title
Chosen Aspects of Co-creating an Employer’s Image by Employees as Prosumers
Author
Agnieszka Izabela Baruk
Copyright Year
2020
Book
Contemporary Challenges in Cooperation and Coopetition in the Age of Industry 4.0

Print ISBN: 978-3-030-30548-2

Electronic ISBN: 978-3-030-30549-9

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-30549-9_22