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Open access

Jerzy Baruk

Abstract

In the era of innovation revolution it is reasonable to conduct a rational innovation policy at the national, regional and enterprise level. Innovations have become an essential factor of the development of enterprises, increasing their competitiveness, improving their market position, increasing their economic efficiency etc. Assumptions of this policy should be based on a precise diagnosis of the existing situation in the field of innovation activity. In this article the attempt of this diagnosis was taken by seeking answers on the following questions: 1) Did companies operating in the Member States of the European Union conduct rational policy in range of innovation activity? 2) Did implemented innovations contribute to obtain the specified turnover? 3) What part of the obtained turnover did enterprises invest in innovation activities? To answer on these questions the method of statistical-comparative analysis of empirical researches was used. These researches were conducted by TNS Political & Social in the 28 Member States of the European Union, Switzerland and the United States in February 2016 on a group 14117 enterprises on EU business innovation terms.

Open access

Piotr Mikosik

Abstract

The innovation rate of the Polish economy is one of the lowest in Europe. Researches indicates that one of

the reasons is the low level of cooperation between science and business.

The problems of cooperation between these sectors stem from the differences in the organizational culture

of both communities. Both environments differ from each other in the perception of defining business

problems, the form of communication, the approach to solving conflicts, the attitude to time and financial

constraints or even the way to build interpersonal relationships. Changing this state of affairs requires time

and patience, working out methods of building cooperation and learning from each other.

The article diagnoses selected reasons of the unsatisfactory level of cooperation between science and

business and proposes recommendations on how to change this situation.

Theses

- The main problem in building cooperation between the science and the business results from large

differences in the organizational cultures.

- The key reasons relate to the issue of differences in communication and building relationship.

- Changing the situation requires changes in legal regulations that should favor projects implemented in

the science and business partnership. However, the key factors are the changes that affect the attitudes

and mentality of the scientific community.

Open access

Mirosława Pluta-Olearnik

Abstract

Integrated marketing communication evolves evidently with the development of today's markets, their participants and technology - in the light of contemporary research. The objectives of this article are: firstly, to show the evolution of the models of integrated marketing communication ICM in the light of current research; secondly, to analyse the configuration of various ICM tools (traditional and Internet) which constitute the level of operationalization of ICM models and thirdly, to formulate business and brand implications. The article is based on research-based secondary sources (scientific journals) and empirical (case study). The results of the discussion are: the concept of the strategic dimension of integrated marketing communications in the enterprise and the proposal of its operationalization in the form of a 360 degrees communication model.

Open access

Marzena Feldy

Abstract

The quality of research is the most important feature in the world of science. A researcher who achieves an excellence in science has a chance to win recognition and gain authority in her scientific field. In order to succeed in science, a researcher ought to undertake effective personal marketing efforts. The aim of personal marketing is to create and maintain a desirable attitude and/or behavior of others towards a scientist and build a positive scientific image of herself. A scientist who engages in self-promotion may, however, take on herself the odium of the academic community. Hence, the researcher's perception of the importance of personal marketing engagement for success in science determines her activity in this domain. The approach to the issue may vary depending on the system of values and norms recognized as valid in science. The purpose of the study is to examine the differences in perceptions of the importance of personal marketing engagement between researchers who identify themselves with different scientific ethoses. In order to achieve the objective of the study, I created two research scales and classified surveyed scientists into four groups. Three of these groups professed the ethos of academic, industrial and post-academic science respectively, and the fourth group did not identify with any of the value systems above. Then, I examined how the members of distinguished groups perceive the importance of three potential success factors in science, i.e.: popularization of research results, recognition in the scientific community and recognition outside the scientific community. The analyses were performed on data obtained from 800 scientists who participated in a nationwide CAPI study conducted by National Information Processing Institute at the turn of 2015 and 2016. According to the surveyed scientists, the most attention should be paid to the popularization of research results, and the least attention should be given to the activities that ensure recognition outside the scientific community. Researchers who identify themselves with the ethos of post-academic science, that is based on values of both academic and industrial sciences, rate the importance of all three aspects of self-promotion relatively high. Scientists who acknowledge the Merton's ethos of academic science are at the opposite extreme. They rate extremely low the importance of striving for recognition in the non-scientific community.

In accordance with intuition, researchers who incorporate the values of Ziman's industrial science

appreciate recognition in the scientific community less than other respondents. It is safe to say that the greatest marketing awareness is characteristic for scientists who accept the ethos of post academic science, and the poorest - for those who identify themselves with the ethos of academic science.

Open access

Agnieszka Izabela Baruk and Anna Goliszek

Abstract

The article has the theoretical-empirical character. The problems related to the meaning of connotations with an university as an employer among potential employees were presented. In the theoretical part the method of the cognitive-critical analysis of the world literature on image management, marketing and human resources management was applied. On the base of the results of this analysis the key role of the potential employees' connotations with the employer in the process of image creation was underlined. There are not considerations in this scope connected with an university as an employer in the literature. So, one can state that two gaps (cognitive and research) exist. That's why in the article the following aims were to be gained: identifying young potential employees' connotations with an university as an employer, defining the changes of these connotations, grouping identified connotations etc. To prepare the empirical part the method of questionnaire research (to gather primary data) and the methods of quantitative analysis (including average rating analysis and comparative analysis) were applied. The results showed that respondents' connotations with an university as an employer were worst in 2018 in the comparison to 2016 year. It's reflected in the growth of values of five average ratings in the case of negative connotations as well as in the decrease of values of some average ratings in the case of positive ones.

Open access

Agnieszka Izabela Baruk and Anna Goliszek

Abstract

The article has theoretical-empirical character. In the theoretical part on the base of the results of cognitivecritical analysis of world literature the meaning of potential employees' connotations with a future employer was presented. The special attention was paid to the key role of these connotations in the case of an university as the employer. Universities should shape their image among young participants of outer labour market on the base of buiding the positive connotations. They can be diversified depending on the demographical features. The fact of lack of researches in this scope was underlined. So there is the cognitive and research gap. In this article the following goals were to be realized: identifying connotations with an university as the future employer among women and men; conducting the comparison of identified connotations etc. 2 research hypotheses were formulated. In the process of gaining mentioned goals and checking the both hypotheses the empirical research were realized. These research covered representatives of young potential employees. To gather the primary data the method of questionnaire survey was applied. Gathered data were analyzed statistically. The method of factor analysis was applied and the Kruskal-Wallis test was used. The results of these analyses showed that connotations of women were different from connotations of men. Statistical significance was identified in the case of positive connotations mainly.

Open access

Dalibor Jakus

Abstract

This paper identifying the key components of effective campaigns inside PR and marketing landscape by describing the evidence for the power of visual communication. Visual communication has many advantages and arguably the most important on is the ability to process information faster. It's essential for connecting with audiences today, therefore PR campaigns strategy has to be elegant and well executed to capture and keep viewers' attention or communicate quality and capability by using technologies to craft successful modern PR language. The fact that we live in a visual society and social media and mobile communication boost all types of visuals is clearly observable and broadly recognised by communication managers around the Europe.

Open access

Joanna Bilecka

Abstract

Market organizations apply multi-channel communication with clients, analyse and use signals from their clients to support development of products and services. Leading companies manage relations with employees in a similar way. This is particularly beneficial in organizations employing knowledge-workers. Employees, carrying out their tasks, as a result of interaction with clients and internal limitations, along with formal organizational structure spontaneously create a "fast reaction" network. Thanks to the analysis of the network of internal relations and visualization of data in online platforms organizations can investigate the methods of work and cooperation of teams and employees' behaviours. Organizational Network Analysis (ONA) is a new field, which provides strategic knowledge - about cooperation in an organization, the role of its units and particular employees, allocation of resources, relational potential and barriers for development. Online visualization of the network of relations accesssible for employees allows them to learn about the organization and better carry out their tasks, providing them with information about people with similar knowledge, or knowledge necessary for the employees, about cooperation of people and teams, flow of information and decisions. The analysis of organizational networks serves the purpose of diagnosing an organization and conducting continuous HR processes, e.g. codification of knowledge, identification of talents, organization of trainings and development, it delivers data for the decision-making process and communication and knowledge management. Using the example of the Polish participatory platform "Mapa organizacji" (Organization map) the author shows how to collect and use analytical data for the purpose of managing talents of an organization in an optimum way. Thanks to the visualization of this data, in a network you can highlight employees with various profiles e.g. sources of field knowledge, organizational and project talents, brokers of information, opinion leaders, or e.g. various styles of functioning of managers. Observing and measuring cooperation within teams and between them it is possible to plan and monitor the effects of activities facilitating communication and to efficiently manage knowledge and change e.g. by locating and breaking down silos. The application allows business owners and HR teams to manage talent the processes of "soft HR" with the use of analytical data, among others: induction of new employees, internal mobility and succession, identifying employees who could potentially drop out, internal trainers and mentors, developing cooperation where it's missing and reducing its excess, building communities of practice and project teams.

Open access

Zbigniew Spyra and Olgierd Witczak

Abstract

In 2017 the youngest consumers qualifying for the Y/millennials generation in Poland (people born between 1984 and 1997) will be 20 years old. InPoland it is a group of about 9 million people who are in the stage of life cycle characterized by high dynamics of growth of product and service consumption. Information and communication technologies (ICT) play a key role in the life of Y-generation. They influence the decision-making process and formation of the purchasing process on the market. An area using ICT technologies is the continuously growing set of instruments of mobile marketing, in particular in the area of communication with clients (among others, mobile applications, mobile vouchers, SMS/MMS, newsletter). In the article, on the basis of the results of conducted direct surveys, the issues concerning the conditions for the use of ICT technologies by the representatives of Y generation are described.The article presents chosen tools of mobile marketing used by companies in the process of building the value of products/services on the tourist market for a specific target group (Y generation) characterized by needs and expectations different from the segments of the market served by tourist companies thus far.

Open access

Lidia Białoń and Konrad Werner

Abstract

The aim of this paper is to provide a description of the cognitive competencies that should be possessed by managers amid the circumstances recently rounded up under the umbrella term "Economy 4.0." We pay attention especially to the group of specialists called marketers of innovation, devoted to setting up and maintaining links between business on the one hand, and science on the other. Economy's capacity for innovative solutions hinges on these links, and the whole project of economy 4.0 depends, in turn, on innovations.