Abstract
Differentiation of services means the inclusion of new services that represent variations to those services that are already part of a range of services. Differentiation of services exists on the basis of service with a real or perceived, rational or emotional value and occupying a place in the mind of the customer. The extent to which these values are important to the customer determines whether they have differentiated themselves. The contribution deals with the so-called virtual value chains in the digital environment e.g. in the two worlds: in physical and in virtual world of information. The comparison of selected social network based on the value chain is included too. This virtual world provides an opportunity to penetrate into the world of electronic business as a new centre of value formation. In buying electronic services with the use of market place in the form of virtual sphere, there are services in the form of digital information which are provided through information channels. Building a virtual value chain through which a company integrates information that is necessary for ensuring processes in the value chain provide managers with an ability to “see” these information flows in the value chain from the beginning to the end as the basis for differentiation as well as for success on the market.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Analýza konkurencie a konkurenčné stratégie. (2008). http://referaty.aktuality.sk/analyza-konkurencie-a-konkurencne-strategie/referat-26639. Accessed 2.
Barnes, J. A. (1954). Class and committees in a Norwegian Island Parish. Human Relations, 7, 39–58.
Birnerová, E. (2013). Marketing služieb. 2. vyd. EDIS, ISBN 978-80-554-0636-7.
Čorejová, T., & Rostášová, M. (1999). Diagnostický postup v manažérstve kvality v pošte. Žilina: EDIS. 94s. ISBN 80-7100-619-X.
Digital Life in 2025. http://www.pewinternet.org/2014/03/11/digital-life-in-2025/. Accessed July 18, 2016.
Digital Marketing 2016. http://www.digitalmarketing-conference.com/world-digital-2016/. Accessed July 18, 2016.
EU Parliament. (2016). The internal market. http://www.europarl.europa.eu/atyourservice/sk/displayFtu.html?ftuId=FTU_5.9.4.html. Accessed April 14, 2019.
Janouch, V. (2010). Internetový marketing. Computer Press. ISBN 978-80-251-2795-7.
Jednotný digitálny trh pre Európu. http://itas.sk/jednotny-digitalny-trh-pre-europu. Accessed April 14, 2019.
Kaplan, A. M., & Haenlein, M. (2009). The challenges and opportunities of social media. Paris: ESCP Europe.
Kotler, P. (1998) Marketing management: Analýza, plánovaní, využití, kontrola. Praha: Grada Publishing. 710 s. ISBN 80-7169-600-5.
Kotler, P., Wong, V., Saunders, J., & Armstrong, G. (2007). Moderní marketing 4.vyd. Praha: Grada Publishing. ISBN 978-80-247-1545-2.
Lesáková, D., a kol. (2014). Strategický marketing. Bratislava: Vydavateľstvo SPRINT, 353 s. ISBN 978-80-89085-92-7.
Papula, J., a kol. (1995). Strategický manažment. Bratislava: Ekonóm. 197 s. ISBN 80-225-0680-X.
Pavco. (2010). Konkurenčné stratégie a dosahovanie konkurenčnej výhody: diferenciácia, nákladové vodcovstvo a fokálne stratégie. Diploma work. http://www.cutn.sk/Library/Thesis/2010/Pavco.pdf. Accessed April 14, 2019.
Payne, A. (1996). Marketing služieb. Praha: Grada Publishing. 247 s. ISBN 80-7169-276-X.
Porter, M. E. (1992). Konkurenční výhoda: Jak vytvořit a udržet si nadpruměrný výkon. Praha: Victoria Publishing, 626 s. ISBN 80-85605-12-0.
Prikrilová, J., & Jahodová, H. (2010). Moderní marketingová komunikace. Grada. ISBN 978-80-247-3622-8.
Qualman, E. (2012) Socialnomics: How social media transforms the way we live and do business. Wiley. ISBN 978-11-182-8278-6.
Rayport, J. F., & Sviokla, J. (1995). Exploiting the virtual value chain. Harvard Business Review. https://hbr.org/1995/11/exploiting-the-virtual-value-chain. Accessed May 18, 2016.
Rovňanová, A. (2018). Konkurenčná diferenciácia v digitálnom prostredí. Dissertation. University of Zilina. Zilina.
Rostasova, M., Stofkova, J. (2003). Transregionálny marketing ako zatiaľ veľká neznáma mnohých slovenských podnikov a inštitúcií v euroregióne Beskydy (Transregional marketing as a great unknown of many Slovak companies and institutions in the Beskydy Euroregion). In: Monitoring transhraničnej spolupráce a jej bariér v Euroregióne Beskydy (Monitoring trans-border cooperation and its bariers in the Beskydy Euroregion), Proceedings of the international scientific conference (Ed.), ISBN 80-8070-151-2 (pp. 135–147). Zilina Zilinska univerzita v Ziline.
Samuelson, P., & Barnett, W. A. (2006). Inside the economist’s mind: Conversations with eminent economists (1st ed.). Wiley-Blackwell. ISBN-10: 1405159170, ISBN-13: 978-1405159173.
Sedláčková, H., & Buchta, K. (2006) Strategická analýza. Praha: C. H. Beck, 121 s. ISBN 80-7179-367-1.
Special reports. Digital in 2016. http://wearesocial.com/uk/special-reports/digital-in-2016. Accessed April 14, 2019.
Trout, J., & Rivkin, S. (2008). Differentiate or die: Survival in our era of killer competition (2nd ed.). New Jersey: Wiley. 272 s. ISBN 978-0-470-22339-0.
Vaynerchurk, G. (2016). One entrepreneur’s take on leadership, social media, and self-awareness. HarperCollins Publishers. ISBN 978-00-622-7312-3.
Web pages of social networks: www.facebook.com, www.googleplus.com, www.instagram.com, www.linkedin.com, www.twitter.com, www.youtube.com.
Acknowledgements
This contribution was undertaken as a part of the research projects 1/0152/18 VEGA Business and business models and platforms in the digital environment and 1/0087/18 VEGA Enhancing competitiveness of the Zilina region by increasing influence of the University of Zilina in the region and in Zilina town.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Nature Switzerland AG
About this paper
Cite this paper
Corejova, T., Rostasova, M., Rovnanova, A., Valica, M. (2020). Competitive Differentiation in the Digital Environment and Social Networks. In: Tsounis, N., Vlachvei, A. (eds) Advances in Cross-Section Data Methods in Applied Economic Research. ICOAE 2019. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-38253-7_47
Download citation
DOI: https://doi.org/10.1007/978-3-030-38253-7_47
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-38252-0
Online ISBN: 978-3-030-38253-7
eBook Packages: Economics and FinanceEconomics and Finance (R0)