The purpose of this work is to show the economic conditions of the postal market in Poland. The pace of economic transformation and growing competition in the postal market means that Polish Post is somehow forced to take new measures to improve the effectiveness of communication with their...

Purpose The purpose of this paper is to examine whether explicitly communicating the customer’s resource integrating role in value propositions improves or diminishes value proposition effectiveness. Design/methodology/approach Based on existing research on value propositions, three...