Title
Avatar as a tool supporting modern marketing and strategic management processes in local government units
Authors
[ 1 ] Wydział Zarządzania i Dowodzenia, Akademia Sztuki Wojennej | [ P ] employee
Scientific discipline (Law 2.0)
Year of publication
2024
Article type
scientific article
Publication language
english
Keywords
EN
- Strategic management
- New technologies
- Avatar
- Local development
- Local government units
PL
- Administracja samorządowa
- Awatary (rzeczywistość wirtualna)
- Czwarta rewolucja przemysłowa
- Innowacje
- Komunikacja marketingowa
- Rozwój regionalny
- Samorząd terytorialny
- Zarządzanie strategiczne
Abstract
EN Purpose: The aim of the publication is to present the results of own research on the use of traditional channels of conveying marketing messages with comments. Design/methodology/approach: The study used theoretical and empirical research methods. among the theoretical ones, an analysis and a literature query. On the other hand, as far as empirical methods are concerned, the results of research carried out by the War Studies University as part of a project financed by from EU funds, and concerning the possibility of using the avatar in local government units (Przysucha, Sulejówek). Findings: The results of the research, combined with the analysis of the activity of petitioners and elements of strategic management, allow us to believe that the avatar has been very well received in the offices subjected to the pilot study, which in turn entitles us to put forward a thesis that the proposed solution can be an innovative and innovative tool used in the processes of supporting marketing communication and strategic management. This thesis is confirmed by the current global trends in the development of both modern marketing and management, development based on about virtualization, digitization, VR, MR or Avatars and industry 4.0. Research limitations/implications: The main research limitation is that the issue is a new topic that has not yet been widely discussed in the literature. Practical implications: The avatar was very well received in the offices subjected to the pilot, which in turn entitles us to make a thesis, that the proposed solution can be an innovative and innovative tool used in the processes of supporting marketing communication and strategic management. Originality/value: The topic addressed is new and original, rarely discussed in the literature so far. The article presents the results of original research.
Pages (from - to)
453 - 466
License type
CC BY (attribution alone)
Open Access Mode
open journal
Open Access Text Version
final published version
Release date
01.2025
Date of Open Access to the publication
at the time of publication
Full text of article
Access level to full text
public
Ministry points / journal
70
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