CONSUMER BEHAVIOR AND ENTERPRISE AGILITY – A MODEL OF THE SURVEYED INDICATORS

Abstract

Enhancing the agility of the response to market demands is one of the most desirable qualities for the management of today’s enterprise, which is facing an unstable environment, with abrupt, frequent and unpredictable changes. The paper proposes a model o

Keywords

• Agile enterprise, customer value, marketing research, brand image, customer preferences, buyer risk, customer attitude, buying intentions, post-purchase satisfaction