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Purpose: The aim of the article is to identify the hierarchy of benefits achieved by final purchasers as a result of their cooperation with offerors, taking into account the environment and specifics of this cooperation. Design/methodology/approach: A cognitive-critical analysis of the world literature on the subject indicates that these issues have not been studied so far. Therefore, it can be concluded...
Purpose: This article aims to determine the significance of cooperation between final purchasers and offerors in the process of creating a marketing offer, as well as identify the dependencies between this cooperation and purchasers’ trust in products, according to the scope of purchasers’ involvement in their preparation. Design/methodology/approach: The results of a cognitive-critical analysis of...
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