Aspects of Legal and Ethical Liability in International Trade with B2B Customised Products – Industrial Component Sector Experience

článek v časopise - ostatní, Jost

angličtina

Purpose of the article: There can be seen growing demand for customized solution offers prepared by companies on both B2B and B2C markets. Strong focus on product customization generates legal and ethical business aspects, especially in the international trade. Purpose of this article is company behavior changes mapping and trend identification specifically in international trade within industrial component sector based on performed qualitative research. Methodology/methods: Qualitative research in the form of research case studies was used. There were five companies selected representing variety of industrial component suppliers, both producers and trade companies in different size categories located in several European countries. Research questions were formulated and research results and respective limitations were discussed. Scientific aim: Scientific aim is in observing and describing the actual situation and trends in international trade within industrial component sector with high involvement of the product customization. Important is also multidisciplinary approach of the article covering marketing, trade and legal business issues. Findings: Research results show increasing importance of focus on offering product individualization to customers as a key factor influencing their sustainable competitiveness. Companies also see increased importance of related process optimization as well as customer communication stream line. Conclusions: Based on presented five case studies, there can be seen the trend of increased demand for closer cooperation of the component suppliers to their customers independent to the country of location. Customers are also asking for supplier’s full responsibility for the solution delivered. On the other hand, companies are not yet ready to provide such services in efficient way within actual structure of their distribution channels. In order to confirm those qualitative research results there should be additional quantitative research prepared and performed mapping broader range of companies in wider industrial sectors to get better picture of both customer demands and company capabilities.

customer solutions, relationship marketing, product customization, legal liability, international trade, market orientation

CHLEBOVSKÝ, V.

27. 12. 2018

Brno University of Technology, Faculty of Business and Management

Brno

1802-8527

TRENDY EKONOMIKY A MANAGEMENTU

12

32(2)

Česká republika

75

86

12