Analysis of Values and Interest of Stake Holders: Case of Milzu!
The 10th International Multi-Conference on Complexity, Informatics and Cybernetics (IMCIC 2019): Proceedings. Vol.1 2019
Enno Ence, Evita Štrausa

Within the research the most effective way how to achieve the objective in a broad competitive environment was searched and the emotional attraction through values of directly involved stakeholders is defined as a key factor in long-term consumer loyalty. Values and their priorities determine the choice of consumer. Analysing the importance of values in brand development, authors ascertain that values which customer and brand have in common create emotional attraction of customers and positive emotional attraction to brand leads to loyalty which means long-term relationship. [1; 14], therefore MILZU! focusses on interests of stakeholders, creating value added of products. MILZU! was made, creating innovative products in breakfast cereals market including in their composition rye and significantly reducing sugar amount, thereby forming a healthy alternative. Methodology: In order to achieve the objective of the study, literature study and analysis are applied. Both in-depth interviews are conducted to identify the interests and demand of stakeholders, as well as quantitative surveys and focus groups organized within stakeholders. Stakeholders: children, their parents. Scientific aim of the research is to determine the criteria that increases loyalty and value based stake holder retention in long term, while providing sensory education, education and promoting creative thinking. Findings: Innovative constructor system is put forward as a solution for retention of stakeholders in long term. The created prototypes provide possibility to start innovative constructor system development. Conclusions: Creating value added of a product, it is necessary to respond to values and on interests based stakeholders needs and interests in order to encourage repeat purchase.


Atslēgas vārdi
Loyalty building, Marketing, Positioning, Re-purchase strategy, Values
Hipersaite
http://www.iiis.org/CDs2019/CD2019Spring/papers/ZA807ZE.pdf

Ence, E., Štrausa, E. Analysis of Values and Interest of Stake Holders: Case of Milzu! No: The 10th International Multi-Conference on Complexity, Informatics and Cybernetics (IMCIC 2019): Proceedings. Vol.1, Amerikas savienotās valstis, Orlando, 12.-15. marts, 2019. Winter Garden: International Institute of Informatics and Systemics (IIIS), 2019, 13.-17.lpp. ISBN 978-1-941763-96-4.

Publikācijas valoda
English (en)
RTU Zinātniskā bibliotēka.
E-pasts: uzzinas@rtu.lv; Tālr: +371 28399196