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ORIGINAL ARTICLE
ONLINE PROMOTION AS A SOURCE OF COMPETITIVE ADVANTAGE FOR LOCAL GOVERNMENT UNITS – A CASE STUDY OF THE BUSKO-ZDRÓJ COMMUNE
1
The University of Łódź / Uniwersytet Łódzki
Publication date: 2018-07-11
Corresponding author
Paweł Gawior
mgr Paweł Gawior, The University of Łódź, Faculty of Management, Chair of Marketing, Matejki St. 22/26, 90 - 237 Łódź, Poland, Phone: +48 42 635 52 03
mgr Paweł Gawior, The University of Łódź, Faculty of Management, Chair of Marketing, Matejki St. 22/26, 90 - 237 Łódź, Poland, Phone: +48 42 635 52 03
Janusz Zrobek
dr hab. Janusz Zrobek, The University of Łódź, Faculty of Management, Chair of Marketing, Matejki St. 22/26, 90 - 237 Łódź, Poland, Phone: +48 42 635 52 03
dr hab. Janusz Zrobek, The University of Łódź, Faculty of Management, Chair of Marketing, Matejki St. 22/26, 90 - 237 Łódź, Poland, Phone: +48 42 635 52 03
Economic and Regional Studies 2014;7(2):57–71
KEYWORDS
ABSTRACT
The aim of the study is the attempt at estimating the level of the local government units’ involvement in a promotional activity through the Internet in the context of gaining
a competitive advantage. The analysis is based on the case study of the commune Busko-Zdroj, employing actual data and a questionnaire interview which was conducted with the employees of the local government and the commune Busko-Zdroj.
The use of online promotion has been examined against traditional methods of promotion which are in common practise by local government units. In the light of the conducted surveys, a certain diagnosis has emerged. It suggests to implement more extended promotional actions of the commune Busko-Zdroj on the Internet.
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