Journal of Marketing and Market Studies 04/2023

The aim of the article is to show, on the basis of literature sources, the evolution of market analysis, market research and marketing research, used in the field of enterprise marketing management. For many years of research, experimentation and innovation, researchers have had many methodologies, techniques and tools at their disposal. Currently, many methodologies have moved to the Internet. However, the first scientific publications on market analysis did not appear until the 1920s. According to the author of this article, a valuable example to discuss is Percival White's publication Market Analysis. Its Principles and Methods over a hundred years ago. This time distance shows the scale of scientific achievements, the development of knowledge about market and marketing research, which constitute a solid foundation for contemporary knowledge in this area. As with any discipline, understanding the origins, patterns and natural development of thought in market and marketing research is a prerequisite for understanding its role in modern business models or marketing strategies supported by automation and Internet techniques. The research method used in this paper is a literature review in the area of market analysis and marketing research. This article presents a timeline of the evolution of market and marketing research that allows you to understand the origins of the research methodology and technique we rely on in the third decade of the 21st century. Understanding the context of contemporary research is therefore complex. Currently, with statistical applications, marketing automation, dozens of tools and methodologies at their disposal, scientific institutions, market research agencies draw on a large ecosystem of methodologies and tools to provide a much more comprehensive picture of the market, competition and customers.

The purpose of the article is to identify changes in the attitudes, values and postulates of Ukrainian consumers during the Russian aggression and to assess the trends of changes in the development of marketing communications of enterprises during the war in Ukraine. Critical analysis of the literature on this topic was used as research methods in the theoretical part. In the empirical part, the descriptive-comparative method and case studies were used to analyze the content of advertisers and the reaction of consumers to them. For her research, carried out in September 2022, the Author applied a survey on the Google Forms platform, in which 198 respondents aged 18–25, from universities in different regions of Ukraine, took part on a voluntary basis. The research sample is deterministic, not representative. In addition, the article uses the results of research on this topic by the research companies Gradus Research, Deloitte Ukraine, Kantar, and the American Chamber of Commerce, all conducted between February and October 2022. The results of the research as presented in the article allow us to conclude that Russian aggression significantly influenced the behavior of consumers and their preferences regarding communication messages. Currently, processes related to the protection of national identity are taking place in the Ukrainian society. Therefore, since the first days of Russian aggression in Ukraine (dating since February 24, 2022), a great demand has been seen for the values of patriotism in advertising campaigns, and consumers prefer brands that advertise them. At the same time, the results of the study indicate that the continuation of the armed conflict may lead to a habituation effect and a certain decrease in the effectiveness of marketing communication of enterprises based on the category of patriotism in their campaigns.

The paper aims at presenting the results of theoretical validation of the employer brand personality construct. The text explains the specificity of the employer brand, presents where the interest in the brand personality came from, and indicates the reasons for undertaking research in the field of measuring the employer brand personality. Bearing in mind that each research project should include the validation of the (new) tool used, the authors assess the reliability and accuracy of the employer brand personality scale used in their own research. The scale used in the research is a modified (adjusted to the specificity of the employer's brand) Polish-language brand personality scale. Based on the results of validation, the authors propose that a two-dimensional scale consisting of fourteen aspects should be used to study the employer brand personality. The two-dimensional employer brand personality construct meets the conditions of reliability and accuracy. This means that the developed scale can be used in practice (under Polish conditions). Therefore, the article has application values; this study is also one of the few Polish-language texts devoted to the personality of the employer brand.

The constantly progressing globalization processes, changing customer expectations, and increasing competition force entities to be constantly innovative. The 21st century, on the one hand, is about sound economic growth and the launch of all sorts of modern amenities in both business and social sphere. On the other hand, intense growth has also entailed degradation of natural environment, depletion of natural resources and effects of the global climate change that grow more and more serious. For this reason, there is an inevitable need for ecological innovations, also known as eco-innovations, which are generally intended to reduce or even stop destructive impact of human activity. The author's main objective is to present the essence of eco-innovation on the example one of the most innovative companies on the market which is Volvo. It should be noted that the company also pays considerable attention to eco-innovation which enables it to maintain its strong market position.

Nieustannie postępujące procesy globalizacyjne, zmieniające się oczekiwania klientów, nasilająca się konkurencja wymuszają na podmiotach gospodarczych ciągłą aktywność innowacyjną. Mimo że XXI wiek charakteryzuje się wzrostem gospodarczym i wprowadzaniem różnego rodzaju unowocześnień w sferze gospodarczej i społecznej, wraz ze wzrostem gospodarczym degradacji ulega środowisko naturalne, wyczerpują się zasoby naturalne i coraz silnej odczuwamy oddziaływanie zmian globalnego klimatu. Z tego względu nieuniknione jest zapotrzebowanie na innowacje ekologiczne, zwane również ekoinnowacjami, które mają na celu osłabienie bądź redukcję destrukcyjnych oddziaływań ludzkich. Głównym założeniem autorki jest przedstawienie istoty ekoinnowacji na przykładzie jednej z najbardziej innowacyjnych firm na rynku – firmy Volvo. Należy podkreślić, że firma dużą uwagę poświęca właśnie ekoinnowacjom, dzięki którym utrzymuje swoją silną pozycję na rynku.

The aim of the article is to introduce the subject of the Chinese bronze market which could fill an information gap, which is extremely important from the craft marketing point of view. To achieve this goal, the method of analyzing the existing data was used – literature and Chinese journalists' articles. The article presents, among others, the demand and supply side of this market, the importance of artisanal bronze products in the economic culture of China, the specificity of this craft, and the division of the market into the ancient and modern. One of main conclusions is the observation that contemporary Chinese bronze craftsmanship is not a topic chosen for research and publication within the disciplines of Economics and Finance Sciences, and Management and Quality Sciences. Therefore, characterizing the contemporary Chinese bronze market based only on literature is not fully possible with the current availability of information. The text also points out that the group of craftsmen working with bronze in China is diversified, and the survival and profitability of this craft may largely depend on how it is popularized and promoted.