Renewable energy sources help in decreasing negative environmental impacts and in reducing energy-import dependency. Among all renewable energy segments, photovoltaic panel (PV) installations are one of the fastest-growing. Growing concern about climate change, as well as public policies promoting the development of PV installations, have changed consumers’ behaviors and attitudes. This study uses the theory of consumption values to identify factors influencing consumers’ choice behavior regarding photovoltaic panel installations. There is little research on consumers’ perception of value related to green energy in Poland, especially in the case of photovoltaic panels. We fill this cognitive gap by testing an extended green consumption values model that includes functional, social, emotional, conditional, epistemic, and environmental values. The research was conducted on 250 Polish consumers using a self-administered questionnaire as the research tool. The results of structural equation modeling showed that only functional value and environmental value had a positive impact on consumers’ choice behavior toward photovoltaic panels. Photovoltaic panel installations are an important investment for Polish households; however, our research results showed that consumers are able to pay for high quality, environmental protection, and future savings. Individuals’ environmentally positive attitude related to environmental concern, environmental knowledge, and responsibility was the strongest determinant of adopting photovoltaic panel installations. New findings concerning Polish consumers’ behaviors can provide references for other countries, especially in Central and Eastern Europe. Our results can be useful for marketing managers and policy marketers in developing strategies concerning the successful promotion of the installation of photovoltaic panels in European countries.

This study examines the mechanism by which pro-environmental self-identity (PESI) affects green energy purchase intention (GEPI) through different dimensions of consumption values. The concept of pro-environmental self-identity is rarely discussed in the context of green energy purchase intention. Additionally, the amount of research concerning consumers’ attitudes and behaviours towards photovoltaic panels is limited. We fill this cognitive gap by testing a relation between pro-environmental self-identity and green energy purchase intention. The data collection was carried out based on an indirect method of gathering information—using an online survey. Research was conducted among 250 Polish customers. The partial least squares structural equation modelling technique was applied. The research results show that the relations between PESI and GEPI is mediated totally by social and partially by emotional values. The mediating impact of functional values was not confirmed. The results of this study illustrate the importance of intangible—social and emotional—values and its impact on the consumer behaviour toward green energy. This study can help marketers more efficiently promote the installation of photovoltaic panels in European countries.

Koopetycję konstytuują dwie istotne siły: presja konkurencji i pragnienie współpracy. Pojęciem tym określa się współdziałanie podmiotów pozostających w tym samym czasie w relacjach konkurencyjnych. Presja na innowacyjność, złożoność i wysoki poziom zaawansowania technologicznego produktów oraz heterogeniczność i unikalność zasobów warunkują relacje koopetycyjne w firmach high-technology. Na podstawie badań w 402 przedsiębiorstwach high-tech stwierdzono, że posiadane zasoby i celowe tworzenie ich nadmiaru (redundancja) stanowią silną determinantę tworzenia przez nie relacji koopetycyjnych. Im więcej zasobów posiada przedsiębiorstwo, tym chętniej jednocześnie współdziała i konkuruje z rywalami, przy czym zasoby te silniej wpływają na intensywność działań kooperacyjnych niż konkurencyjnych w ramach koopetycji. (abstrakt oryginalny)

The paper aims to investigate the relationship between strategy and structure in the high-technology enterprises. The study attempts to ascertain how chief executive officers perceive the impact of strategy on organizational structure, and likewise impact of structure on strategy, at two phases in the innovation process: the phase of innovation exploration; and the phase of innovation exploitation. The research was conducted in 61 high-technology companies based in Poland that operate either in Poland or in the global marketplace. The results show that, during the exploration of innovation, chief executive officers consider that the impact of organizational structure on strategy is stronger than the impact of strategy on structure. During the exploitation of innovations, the impact of strategy on structure is stronger.

The paper aims to recognize how managers perceive a firm's relational strategy content by identification of strategic choices made within it. The paper presents theoretical assumptions of the relational view of strategy based on identified fundamental strategic choices that form the content of relational strategy, presents hypotheses that link this content with the relational view of a firm, as well as 'enterprise logic', understood as the way in which top managers conceptualize their firm and its relationships with stakeholders. The research was conducted in 53 companies based in Poland using semi-structured interviews with executives. Both content and statistical analyses are to be used. The research results made it possible to discern key strategic choices that make up the content of relational strategy. These, in the opinion of managers, should include choices regarding the process of creating and appropriating value, selecting a partner and their significance, and the associated interorganizational dynamics as well as the way of forming interorganizational relationships.