<abstract xmlns="http://www.w3.org/1999/xhtml">This paper proposes a PLS Model for the study of Online Trading. Traditional investing has experienced a revolution due to the rise of e-trading services that enable investors to use Internet conduct secure trading. On the hand, model results show that there is a positive, direct and statistically significant relationship between personal outcome expectations, perceived relative advantage, shared vision and economy-based trust with the quality of knowledge. On the other hand, trading frequency and portfolio performance has also this relationship. After including the investor’s income and financial wealth (IFW) as moderating effect, the PLS model was enhanced, and we found that the interaction term is negative and statistically significant, so, higher IFW levels entail a weaker relationship between trading frequency and portfolio performance and vice-versa. Finally, with regard to the goodness of overall model fit measures, they showed that the model is fit for SRMR and dG measures, so it is likely that the model is true.</abstract>

Assessing a Moderating Effect and the Global Fit of a PLS Model on Online Trading

<abstract xmlns="http://www.w3.org/1999/xhtml">Country of origin is an important factor in product evaluation process as well as for purchase decision. Its importance depends on the amount of information consumers have about the product and product category. This paper investigates the importance of coutry of origin in purchase decision-making process for three different product categories: high risk and high level of consumer involvement in purchasing process (car), medium risk and midium level of consumer involvement in purchasing process (TV), and low risk and low level of consumer involvement in purchasing process (confectionery products). Also, this paper investigates importance of country of manufacturing for purchase decision-making process in relation to country of origin’s importance. Research was conducted on 215 respondents from Belgium and Republic of Croatia. Results have shown that country of origin is important only for car purchase, but not for TV and confectionery products. For all product categories, country of origin has been shown to be more important in the decision-making process than country of manufacturing.</abstract>

Importance of Country-of-Origin on Different Product Categories Purchase Decision

<abstract xmlns="http://www.w3.org/1999/xhtml">Innovations are treated as a major factor in the development of organizations, regions and entire economies. In practice, the innovativeness of business entities is limited by many factors of internal and external origin. Internal factors include, among other things, the management factors, the concentration of managers’ attention on current issues, the limited use of modern management methods, especially strategic management and innovation management.In this publication emphasis is put on the discuss of the essence of the strategic approach to innovation management; the essence of strategic innovations and their role in organizational development. Three model solutions have also been proposed, facilitating: rationalization of decision-making processes in the selection of innovation activity strategies; making rational decisions regarding the timing of implementing strategic and improvement innovations; making rational decisions based on the cycle of strategic innovation in horizontal and vertical arrangement.The purpose of the publication is to propose a strategic approach to innovation management, based not on an intuitive approach, but on a rational approach, using selected model solutions.</abstract>

Strategic Aspects of Innovation Management

<abstract xmlns="http://www.w3.org/1999/xhtml">Directive 2014/95/EU of the European Parliament and the Council entered into force on 1 January 2017, regards disclosure of non-financial and diversity information by certain large undertakings and groups. Its aim is to enhance the consistency and comparability of non-financial information disclosed throughout the Union. Large public-interest entities will be obligated to prepare a non-financial statement containing information relating to at least environmental matters, social and employee-related matters, respect for human rights, anti-corruption and bribery matters.What it means in practice ? Whether we need a social reports ? In this paper different aspects of new directives, it’s theoretical basement and functional range has been discussed. Opportunities and vulnerabilities, which directives sets on the path forward on CSR will be provided. On the case of designated Integrated Annual Report will be pointed elements, which can provides stakeholders with market information and infulence on an image of the company.</abstract>

Do We Need Social Reports? New Challenge for Corporate Social Responsibility

<abstract xmlns="http://www.w3.org/1999/xhtml">In the article the problems related to reasons of lack of young potential employees’ interest in working in Polish universities were presented. The paper is theoretical-empirical in its nature. In the theoretical part the meaning of estimating the organization as an attractive employer was underlined. It allows to attract the best employees. The special attention was paid to the necessity of building this kind of image by an university in the role of employer. It results from its character. Three research goals were to realize: to identify the reasons of lack of respondents’ interest in working in an university, to order identified reasons etc. The following research hypotheses were to verify: H1 — financial aspects are the main reason of lack of interest in working in an university; H2 — prestige aspects are the main reason of lack of interest in working in an university. The data gathered during primary research were analysed using the average value analysis method and factor analysis method. The results showed that the respondents didn’t want to work in an university because they preferred applying the knowledge and skills gained during study in the others organizations. The financial and prestige aspects had smaller meaning. In the case of respondents the both research hypotheses weren’t confirmed.</abstract>

Polish University as an (Un)Attractive Potential Employer

<abstract xmlns="http://www.w3.org/1999/xhtml">In the recent years we have observed the development of devices and visualizations for monitoring the activity of a user (movement and position) in a virtual environment<xref ref-type="fn" rid="j_minib.26.12.2017.15_fn_001_w2aab3b7b6b1b6b1ab1aaAa">1</xref>. Along with the growing utilization of personal computers for visualization and rapid development of computer image generation in real time, universities, following the latest trends used in science, are looking for solutions to reach students through the senses of: sight, hearing and touch<xref ref-type="fn" rid="j_minib.26.12.2017.15_fn_002_w2aab3b7b6b1b6b1ab1ab1Aa">2</xref>. We should take into consideration the diversity of students’ styles and strategies of learning, that’s why the use of virtual reality (VR) in education is a response to the characteristics of the current age. Student as a creative maker and not just a passive recipient deliberately looks for new techniques of acquiring information and thanks to them he or she can build many precious skills, among others, independence in planning or carrying out a task, or cooperating in a team. In this context it is necessary to inform students about research, which is an integral part and foundation for understanding the processes taking place in course of team work e.g.: in aviation. The goal of the article is an attempt to assess the influence of virtual reality technology on education in the 21st century.</abstract>

Development of Virtual Reality Technology in the Aspect of Educational Applications

<abstract xmlns="http://www.w3.org/1999/xhtml">The article attempts to analyze the environmental concern as one of the dimensions of CSR used by today’s retailers in the process of creating the image of their own brands. In order to fully present the purpose of the article, it was divided into parts. Firstly, the conditions for the implementation of the concept of CSR in the strategies of developing retailers’ private labels were presented. Secondly, the author identified the most commonly used tools for the construction of “environment-friendly image” by today’s retailers. The final section of the article presents selected examples of retailers’ involvement in building the “social” value of their brands using “environmental care”. The article argues that modern retailers are increasingly aware of the importance of the environmental aspect in creating the image of their brands. This article is based on in-depth studies of domestic and foreign literature of the subject and on the analysis of content of society reports of the 10 largest retail chains in Poland operating on the FMCG market.</abstract>

Environmental Aspects as an Area of CSR and Building the Image of Retailers’ Private Labels

<abstract xmlns="http://www.w3.org/1999/xhtml">The article presents the theory that modern technologies are changing the way in which marketing is organised and that they will transform the prevailing composition of the market, while enterprises should come to terms with the act that having a market share will no longer suffice to maintain the market leader position. The aim of this paper is to provide an overview of the key challenges generated by technological innovations and to identify the opportunities for marketing in light of the new communication and information technologies so that quantifiable benefits can be gained. The research topic underpinning this paper is: 1) an analysis of social media use by the Millennial generation; 2) an evaluation of the attitudes of SMEs towards the incorporation of information technology into their current marketing practices; 3) determining the implementation possibilities of Marketing 4.0 by promoting a flexible approach to organising marketing actions. Following a review of the available literature on the subject, we will present a concept of the model of the flexible organisation of marketing actions. The D3I2C concept combines today’s marketing actions and digital transformation. It can be harnessed by academia and other organisations seeking guidance on the implementation of transformation in the organisation of marketing actions.</abstract>

The Impact of Modern Technology on Changing Marketing Actions in Organisations. Marketing 4.0

<abstract xmlns="http://www.w3.org/1999/xhtml">The evolution in the field of information technologies that has taken place in recent decades has transformed the world. The marketing sector has undergone similar changes. At present, the internet as a groundbreaking achievement resulting from the evolution of information technologies is being integrated with marketing activities. Thanks to this we can witness a new generation of the activities referred to as the age of Marketing 4.0. It is urgently needed as today customers demand something more than just products that meet their basic needs, satisfy their desires, and soothe their anxieties. Clients are now looking for products that will allow them to fulfil their creativity and find the values defined by Marketing 3.0, however, they want to be able to become a part of the product, that is, to contribute and interact with the product, and then, harnessing information technologies - to share their experiences and verify if the product is actually fulfilling the task that it was meant to. This is also why marketing no longer focuses on the product - just like the internet no longer centres around data. At present, both marketing and the internet focus on clients and enhance the interactions between the client and the product; while doing this, they are based on the values of the users and offer them more data. This article presents the key elements of Marketing 4.0., discusses its relationship with the Marketing 3.0 concept and explains the extent to which next generation marketing is an extrapolation of the concept of Marketing 3.0. At the end, some examples of technologies from the Internet of Things, which facilitate interaction between the user and the products and the internet have also been provided.</abstract>

The Impact of the Internet of Things on Value Added to Marketing 4.0

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Marketing of Scientific and Research Organizations

 The main goal of the journal is to present the newest research results and practical solutions that are being implemented by scientific and research organisations amongst which are the leading European scientific institutes, education institutions and technology parks.   The journal brings together the marketing staff of research institutes, higher education institutions and interested parties to enable the further broadening of knowledge and competencies and which enables renowned key players, leading scientists and practitioners in the field of marketing from the whole of Europe to truly join forces.   Articles published in this journal range from marketing theory and practice through the possible uses and scope of marketing in practice in the Polish and international economic sector. It also presents the experiences of Polish and international organizations involved in scientific research.   Based on the decision of the Minister of Science of January 5, 2024, 40 points are awarded to the academic achievement for the scientific articles published in the journal.   Marketing of Scientific and Research Organizations publishes in the Open Access system – free of charge. For authors, publishing in an Open Access journal offers increased citation rates, quicker impact, and wider research collaborations.     Rejection rate:    20%    Main topics:   1. Marketing tools of scientific and research organisations:      E-mail marketing   E-marketing of scientific and research organisations   Marketing strategies in combating the economic crisis   On-line marketing strategies   Education and work fairs as a form of promotion   Trends in marketing studies   Marketing trends and directions of scientific and research organisations   Implementation of new domestic and international strategies   Analytical and research tools in the marketing of scientific and research organisations   Search engine optimisation    2. Social media:      Facebook marketing trends   The Impact of Internet in Public Relations   Legal framework for social media marketing   Social media and SEO   New societies in marketing   Social networks and recommendations of the best communication solutions   Social media – it is not only Facebook   Social media – blogs, forums, chats    3. Marketing communication management:      Research on the effectiveness and efficiency of marketing communication   Building the positive image of scientific and research organisations   The significance of the brand in the operations of a scientific organisation   Strategic management in scientific and research organisations in the Polish economic practice   Product management in research services   Corporate social responsibility (CSR) in theory and practice   B2B marketing   Mobile marketing   Personal marketing as a tool for creating the scientific organisation’s image   Psychology of advertising   Media relations – effective media cooperation   Media trends    4. Selected detailed topics:      Celebrities in advertising of scientific and research institutions   Event marketing   Experiences of a direct marketing agency   Marketing in a scientific library   Sources of funding scientific research   Ethics in marketing   Advantages of cooperation between scientific organisations and enterprises   Employee intellectual capital – the advantage of a competitive institution   Marketing of higher education institutions   Determinants of marketing and the effects of the crisis on a scientific and research organisation   Copyright and intellectual property in marketing and advertising    5. Marketing of new technologies and R&amp;D products:      Marketing mix tools in the implementation of new technologies and R&amp;D products   New technologies in marketing   The use of new technology tools in marketing   Marketing and strategies of start-ups   Commercialization of research results and new technologies   Transfer of knowledge from science and research centres to industry   Technological trends and the use of marketing tools   Management of products / offers portfolio of the research and development institution   TechnoMarketing   New technologies and marketing strategies   MarTech market          Archiving   Sciendo archives the contents of this journal in Portico - digital long-term preservation service of scholarly books, journals and collections.   Plagiarism Policy   The editorial board is participating in a growing community of Similarity Check System's users in order to ensure that the content published is original and trustworthy. Similarity Check is a medium that allows for comprehensive manuscripts screening, aimed to eliminate plagiarism and provide a high standard and quality peer-review process.   This journal is primarily targeted at professionals dealing with the marketing of scientific and research organizations. Its target readers include the staff of research institutes, higher education institutions, academic research centres, and organizations, associations and establishments providing assistance in scientific research, as well as students and all those who are interested in the subjects covered by the research.   The journal not only offers a unique opportunity to become familiar with the current trends, new tools and instruments and strategies in the marketing of scientific and research organisations but is also constitute the ideal professional environment for the fruitful exchange of views and constitute an invaluable networking scenario. 

Marketing of Scientific and Research Organizations

Volume 26 (2017): Issue 4 (December 2017)

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