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  • Author: Magdalena Grębosz-Krawczyk x
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Abstract

This aim of this article is to present the process of new product introduction on example of industrial sector in context of new product development (NPD) concept. In the article, the concept of new product development is discussed and the different stages of the process of new electric motor development are analysed taking into account its objectives, implemented procedures, functions and responsibilities division. In the article, information from secondary sources and the results of empirical research – conducted in an international manufacturing company – are used. The research results show the significance of project leader and regular cooperation with final client in the NPD process.

Abstract

The aim of this article was to identify the attitudes of young consumers in Europe toward recycling campaigns of clothing companies. In the article, the results of own empirical research conducted among young consumers from Poland, France, and Spain in the fourth quarter of 2017 are presented. Recycling campaigns implemented by fashion brands, consisting of exchanging old cloths for discount vouchers, are an example of environmentally friendly innovations and fit into the concept of circular economy. The research results confirmed a minor engagement of young consumers in recycling campaigns of clothing companies. However, they declared the willingness to participate in such actions. According to the authors, an effective marketing communication strategy is fundamental to engage young consumers in clothing recycling and develop sustainable forms of clothing disposal. Clothing companies that are perceived as supporting the environment have a chance to reinforce the brand image.

Abstract

Objective: The objective of the paper is to present the chosen innovative pedagogical approaches of teaching in the area of management science and their practical application in the educational process at the Lodz University of Technology, as well as to discuss the opinions of students and managers concerning the innovative pedagogical approaches of teaching.

Methodology: The first stage of research was conducted among 200 young respondents (19-24 years old), students of Lodz University of Technology (Poland) in the second and third quarters of 2018. During the research, the indirect method of gathering information, i.e. using a survey technique was applied. The survey was conducted among the students with the application of the techniques of personal survey, electronic survey and paper survey. The second stage of research was conducted among 50 managers of medium and large companies in Poland in the second and third quarters of 2018. The choice of companies to be studied was a deliberate one. During this stage of research, the indirect method of gathering information – using a survey technique was applied. The survey was conducted among the managers with the application of the techniques of personal survey, electronic survey and paper survey. The Likert scale was used for evaluation.

Findings: The situation on the labour market, as well as the development of the market of educational services and the development of new technologies cause changes in both the offer and the quality of teaching. In order to increase the quality of the educational offer and the degree of satisfaction of students and employers, universities introduce new teaching methods and new didactic tools based on the creative pedagogical approaches. The research results confirm the positive evaluation of Problem-based learning and Design Thinking approaches by students and companies representatives. However, closer cooperation between university and companies is expected both by students and managers.

Value Added: In this paper, apart from presenting the theoretical and practical possibilities of using Problem-based learning and Design Thinking approaches of teaching in the area of management science, the opinions of students and companies’ representatives were also presented.

Recommendations: Effective teaching in the field of management at the universities is a difficult and complex process. Management is − by its character − closely related to business practice. Therefore, a management graduate should, in addition to having theoretical knowledge, be prepared to solve real problems in the enterprise.

Abstract

The aim of this paper is to identify the impact of a co-branding strategy on the innovations development on international market. The research has been conducted in 2013–2015, and has been targeting 50 large international companies which operated in minimum 3 countries of Europe and have implemented a co-branding strategy for 3 years. The analysis of findings has shown that the possibility of use of the new technologies and the use of knowledge and experience of partner’s through technical knowledge exchange are rated at the low level in case of implementation of co-branding strategy. These findings suggest that co-branding is not a source of innovation on international market due to the fact of the limited trust in the foreign partner and the protection of own’s know-how by the companies. These outcomes confirm also that today the managerial actions should focus mainly on the symbolic dimension of brands.

Abstract

Marketing communication of scientific units has gained a lot of importance at the time of the emergence and development of the hypermedia environment, in particular the Web 2.0 era. The objective of this article is to assess the degree of use of the website by scientific units in the context of potential cooperation with companies. The article presents the results of research conducted in the period 09.2017–03.2018 using the method of critical analysis of secondary sources in the form of websites of all parameterized scientific units located in the Lodz region. Research of the content of websites of scientific units confirmed that scientific units do not use the available spectrum of marketing communication tools in cooperation with companies and that they do not use the language of market benefits in the description of knowledge being the subject of commercialization.

Summary

An essential role in the constant overcoming of barriers as well as in the development of cooperation on the line “science-business” is played by proper marketing communication carried out by scientific units, being the party initiating the commercialization processes. The aim of the article is to evaluate selected aspects of marketing communication carried out by scientific units during cooperation with small and medium enterprises (SMEs) representing the smart specializations of the Lodz region. The article discusses the results of research carried out in the second and third quarter of 2018, based on the method of indirect communication with respondents, using a questionnaire among the representatives of companies belonging to the smart specializations of the Lodz region. The research results prove that scientific units do not use the available spectrum of marketing communication tools in cooperation with companies and do not use the language of market benefits in the description of knowledge being the subject of commercialization. The majority of respondents are convinced that the level of use of online communication tools by scientific units is low and medium, which automatically transfers into lowering its perception as innovative partners. On the other hand, in the opinion of the surveyed companies, the use of the possibilities created by the Internet Web 2.0 era by scientific units in marketing communication, can positively affect their image in the business environment.