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Prof. dr hab. Joanna M. Moczydłowska
ORCID: 0000-0003-1123-2555
Professor at the Bialystok University of Technology, head of the Department of Management, Economics and Finance at the Faculty of Management Engineering. Author of publications in the field of management and quality sciences.
DOI: 10.33226/1231-7853.2021.8.3
JEL: M31, M38, K39

The subject of the article is employee advocacy defined as the promotion of an organization by the people who work for it. The scientific aim of the article is to systematize knowledge about employee advocacy and to identify areas for future research on this issue. A narrative review of literature was used as a research method. The utilitarian goal of the publication is to promote changes in the way of understanding the role of employees in the organizations' marketing activities. The key benefits of employing employees as brand ambassadors were presented. Arguments were prepared to support the thesis that employee advocacy programs have almost unlimited promotional potential, but employees can be valuable brand ambassadors only if they have knowledge of the brand's needs and employee advocacy mechanisms.

Keywords: advocacy; brand ambassador; reputation; digital marketing; social media
DOI: 10.33226/1231-7853.2021.4.3
JEL: : J21, M51, M54

Due to the COVID-19 pandemic, the problems of the home office work system are growing significantly. Research shows that after the pandemic outbreak in Poland, 67% of enterprises that had not previously used this form of work decided to use it. Considering the current situation, the mass remote work with a relatively low level of recognition of its consequences and conditions justifies scientific research on this method of work organization. The aim of the theoretical part of the article is to systematize knowledge about working in the home office system, while the aim of the empirical part is to diagnose the managers' attitudes of remote work. The conclusions were supported by the results of the survey research.

Keywords: work in the home office system; the labor market; the attitudes of the management staff
DOI: 10.33226/1231-7853.2021.1.1
JEL: M12, J, 24, L20

The article is synthesizing and conceptual. The aim of it is to identify the key competences of the organization, whichin the conditions of permanent change determine its survival and development. Competencies are understood as the key abilities and skills of an organization based on its resources. The author attempts to confirm the thesis that there are currently three fundamental competences resulting from the requirements set by the environment. The first is the ability to manage generational diversity as a response to demographic challenges. The second competence is the ability to manage relationships with employees by building their commitment and loyalty. This competence is the organization's response to the processes taking place on the Polish labour market. The third competence is the ability to manage employee competencies in the era of the technological revolution known as 4.0.

Keywords: competency management; generational diversity management; relations with employees; labour market
DOI: 10.33226/1231-7853.2020.9.1
JEL: M3, L21, L22

The aim of the paper is to systematize knowledge in the field of customer relationship management, with particular emphasis on its essence, scope and goals. Contemporary organizations operating in a turbulent environment should be flexible and able to operate effectively in order to maintain an appropriate competitive position on the market. One of the key factors of the success of a business unit, and even the determinants of its survival, is the ability to identify and meet new customer requirements and expectations. One of the key solutions that arouse the interest of representatives of management practice and science representatives is customer relationship management (CRM). The essence of this concept is to recognize the importance of applying the right approach to each client in order to maintain long-term contact with them. The article is based on literature studies.

Keywords: customer relationship management; customer service; customer loyalty; relationship profitability.

Professor at the Bialystok University of Technology, head of the Department of Management, Economics and Finance at the Faculty of Management Engineering. Author of publications in the field of management and quality sciences.