Transformations  in
Business & Economics

SERVICES VS IMAGE: SUBJECTIVE ASSESSMENT IN THE HIGH-TECH KNOWLEDGE-INTENSIVE INDUSTRY⁶
Ewa Stanczyk-Hugiet, Sylwia Stanczyk

ABSTRACT. In organization and management research practice, there are real and potential difficulties in using objective data due to some limitations. But in fact, most social constructs are a relative phenomenon. We adopted the measurement approach based on the Miles and Snow typology to investigate the quality of subjective measures of the selected constructs. The study uses data from 314 service firm categorized as a high-tech knowledge-intensive. We choose the product perspective and image perspective as different epistemology of competitive advantage perception. The results suggest that, although perceptual data are extensively used in business studies, there is a possibility that the subjectivity of the measures has biased the results of the study especially when managers play the role of respondents .

KEYWORDS:  services, image, subjective measures.

⁶Acknowledgment:  : The project is financed by the Ministry of Science and Higher Education in Poland under the programme "Regional Initiative of Excellence" 2019-2022 project number 015/RID/2018/19 total funding amount 10 721 040.00 PLN.