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Prof. dr hab. Grzegorz Karasiewicz
Prof. dr hab. Grzegorz Karasiewicz
ORCID: 0000-0003-2472-185X

Professor Grzegorz Karasiewicz, PhD Dsc, is Deputy Dean for students affairs and the quality of education, the head of the Chair of Marketing, and an associate professor in the Faculty of Management, the University of Warsaw. In 2014 received the title of full Professor of economic sciences awarded by the President of the Republic of Poland; post-doctoral (habilitation) degree (2001) and Phd (1994) of economic sciences in the field of sciences on management. Graduate of the Faculty of Management, the University of Warsaw (1988), and Harvard Business School (PMD 69 – 1995). At present his scientific interests focus upon the following subject areas: business internationalization strategies, price strategies of enterprises, structural changes in retail trade, internationalization of retail trade in food products, price-related decisions in an enterprise. Teaches in the following subjects: Management in Marketing, Price Strategies in Marketing, International Marketing and Marketing Research.

Selected publications:

Scientific monographs:

  1. Marketingowe strategie internacjonalizacji polskich przedsiębiorstw (Marketing strategies of internationalization of Polish businesses), Wolters Kluwer business, Warsaw 2013.
  2. Systemy dystrybucji artykułów rolno-spożywczych na rynku polskim. Diagnoza i koncepcja zmian (Agricultural and food products distribution systems in the Polish market. Diagnosis and concept for changes) University of Warsaw, Faculty of Management Press, Warsaw 2001.
  3. Marketingowe strategie cen (Marketing prize strategies), PWE, Warsaw 1997.

Articles (in the period 2015-2017):

  1. Internationalization of Grocery Retailing in Poland [in:] Journal of Euromarketing, Vol. 26, No. 1-2, 2017, (co-authors Nowak, J., Trojanowski M.) (str. 38-60).
  2. Market Structure and Price-Cost Margins in European Retail Gasoline Industry [in:] Journal of Management and Business Administration Central Europe, Vol. 24, No. 2, 2016, co-author Nowakowski, M.) (pages 105-124).
  3. Internacjonalizacja handlu detalicznego artykułami spożywczymi w Polsce (Internationalization of retail trade in food products in Poland) [in:] Problemy Zarządzania, vol. 14, No. 1 (57), 2016, (co-author Trojanowski M.) (pages 19-41).
  4. The Internationalization of Polish Firms: An Empirical Investigation of the M-P Relationship [in:] Journal of Euromarketing, Vol. 24, No. 4, 2015, (co-author Nowak, J.) (pages 177-200).
  5. Uwarunkowania polityki cen dla asortymentu produktów oferowanych na stacjach paliw (Prize policy determinants for the assortment of products on sale in gas stations) [in:] Marketing i Rynek, No. 9, 2015 (co-author Nowakowski, M.) (pages 28-36).
  6. Zmiana roli marketingu w polskich przedsiębiorstwach (Changed role of marketing in Polish enterprises) [in:] Logistyka, No. 2, 2015 (pages 920-928).

 

 
DOI: 10.33226/1231-7853.2023.12.2
JEL: M21, M31, M39

The article presents the results of quantitative studies on a student sample (n = 163) that allow to determine the importance of delivery terms in consumer purchasing decisions in e-commerce. The delivery was defined by three attributes: delivery time, delivery price and delivery method (delivery place). The objective of the article is to determine the hierarchy (importance) of individual attributes of goods delivery in e-commerce in shaping the perceived value of the offer for the customer. On this basis, a key research question can be defined: How individual attributes of goods delivery in e-commerce affect the perceived value of the customer's offer? For the analysis of the collected empirical material, a conjoint analysis was used, which makes it possible to determine the importance of individual delivery attributes for shaping the perceived customer value, but also to determine the optimal levels of individual attributes. Based on the analysis of the research results, the following conclusions can be drawn: 1) the importance of delivery attributes in shaping the perceived value is as follows: delivery price, delivery method and delivery time; 2) optimal delivery conditions, i.e., creating the highest perceived customer value, are: delivery on the same day, to the parcel machine and for free (PLN 0).

Keywords: perceived customer value; e-commerce; delivery terms; conjoint analysis
DOI: 10.33226/1231-7853.2022.2.1
JEL: M31

There is a growing interest in marketing communications on social media and word of mouth. More and more companies operate in an international context. However, cross-cultural research on the relationship between marketing communications on social media and electronic word-of-mouth (eWOM) is very scarce. By filling the research gap, the purpose of this study is to assess the influence of marketing communications on Facebook on eWOM in different countries. The results of content analysis of 1,040 Facebook posts show that 27% of the variance of eWOM is explained by the geographic market. This study allows a deeper understanding of marketing communication processes in the virtual environment and provides concreto guidelines on content having a positive influence on eWOM.

Keywords: marketing communications; social media; Facebook; electronic word of mouth; social media marketing; international marketing