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Journal of Marketing and Market Studies 03/2021

ISBN: 1231-7853
Pages: 36
Publication date: 2021
Place publication: Warszawa
Binding: paperback
Format: A4
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DOI: 10.33226/1231-7853.2021.3.1
JEL: D22, O35, Q01

The aim of the article is to present the development of bio-packaging supply chains as a market trend towards meeting the principles of the circular economy (CE) and the concept of research focused on it. The authors explain the need to undertake and constantly deepen cooperation of stakeholders in creating social innovations, necessary to design circular supply chains of bio-packaging to meet CE principles. They open the perspective of research on the conditions and significance of the development of biopackaging market and closed loop to contribute to the achievements of life sciences by presenting results and conclusions in the background of social sciences. The concept of their research has also application values, as it integrates stakeholders from private and public sectors in the pursuit of creating and implementing innovations.

Keywords: biopolymer; packaging; supply chain; circular economy; social innovation
DOI: 10.33226/1231-7853.2021.3.2
JEL: M31, 030, 032, 035

It is commonly believed that innovations are an important factor in the development of an organization, especially the growth of its competitiveness. This thesis is not always confirmed by the results achieved by economic entities. The reasons for this may be mistakes made by managers in the field of innovation management. In particular, to these reasons belong: intuitive, random treatment of innovative activity, ambiguous understanding of innovations, lack of knowledge on models of the course of innovation processes. Therefore, it is reasonable to propose changes in the approach to innovation management. Thearticle attempts to solve the research problem contained in the question: do the models of innovation processes support to increasing the efficiency of innovative activity management? This is a general question. Answering this question required asking a few detailed questions, such as: 1) what are innovations and what is their impact on the development of an organization? 2) what are the generations of selected innovation models characterized by? 3) how to use the universal model of innovation to rationalize the innovative activity management? The answers to the above questions constitute the structure of the publication. The structure of the article has been enriched with an original proposal of the concept of model innovation management that may contribute to the rationalization of this process. In order to achieve the indicated goals, the following research methods were used: a critical and cognitive analysis of the literature, a descriptive and comparative method, and a projection method to propose a universal model of innovative processes management.

Keywords: innovation; marketing; model; organization; management
DOI: 10.33226/1231-7853.2021.3.3
JEL: M14, M15, O35

The presented study draws attention to the participation in the culture of people with disabilities. In the theoretical part, authors discuss the functionalities of beacons, which might be a useful tool in market communication of equal opportunities. The key goal of the article is to examine the role of beacons in market communication of equal opportunities with a disabled culture recipient. For the purposes of the undertaken research, a hypothesis was put forward that beacons support the process of market communication of equal opportunities with a disabled culture recipient. To verify the adopted hypothesis, authors carried in-depth interviews out in selected institutions using the discussed solution. Participants of the interviews represent the environment of cultural institutions or undertake selected cultural initiatives. In the presented study attended representatives of the following institutions: Museum of King Jan III's Palace in Wilanów, Town and Commune Office in Olkusz (Gwarków Trail), Polish Aviation Museum in Krakow, Silesian Uprising Museum in Świętochłowice and TAURON Arena in Krakow. During the research, it was also attempted to determine to what extent beacon functions are being used in marketing activities carried out for the benefit of disabled people by entities participating in interviews. Based on the research conducted, it was found that wider use of solutions based on the functionality of beacons can be achieved as a result of their adaptation to selected groups with particular dysfunctions.


Keywords: beacons; cultural participation; disabled recipient of culture; marketing communications
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