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Journal of Marketing and Market Studies 06/2021

ISBN: 1231-7853
Pages: 36
Publication date: 2021
Place publication: Warszawa
Binding: paperback
Format: A4
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DOI: 10.33226/1231-7853.2021.6.1
JEL: M12, M54, L66

Human capital is an undisputed value in every organization. In fact, this thesis is confirmed under all economic conditions, both in theory and in practice. The process and areas of human capital management are liable to change. Research on change is very important, and conclusions can be a source of recommendations for business practitioners. The aim of the article is to identify areas of change in scope of human resources management, in particular in the area of time work and motivations that have occurred as a result of the counteraction the effects of the pandemic in small businesses of the food industry of Podlaskie Voivodeship. The study indicates the areas of employee management which are the most susceptible to crisis situations in the turbulent business environment of small food industry companies in the region. The inference was based on the analysis results of own research carried by questionnaire which was directed to Podlasie food producers.The main research hypothesis is to claim that pandemic period has forced changes in human resources management, particular in the area of working time and motivation in small enterprises in food industry. Assessing the impact of pandemic on changes in the main areas of the company's activity and definding the opportunities and threats it creates the current crisis for the development of small food industry companies from the region is an additional goal of the study.

Keywords: food industry; change management in small business; coronacrisis
DOI: 10.33226/1231-7853.2021.6.2
JEL: F10, F14, F15

The aim of this elaboration was to analyze the turnover and directions of Polish foreign trade in cut flowers in general, including carefully selected species of cut flowers, within European Union countries between the years 2004 and 2019. Poland's accession to the European Union opened the country up to new markets and contributed to the development of international trade, in particular to cooperation with other EU countries. Since 2004, the value of imported and exported cut flowers in Polish foreign trade has been growing, but the growth rate of imports is faster than exports.

Keywords: cut flowers; export; import; Poland; EU
DOI: 10.33226/1231-7853.2021.6.3
JEL: M31, G21

Marketing concepts have evolved by shifting the focus from the core product to meeting the consumers' needs and anticipating their desires. As a consequence of the evolution of marketing concepts, the methods of companies' communication with consumers have been gradually changing. That proces includes the banks as well. Marketing activities, as other areas of the bank's operations, are based on digitization and modern technologies. The aims of the research within this paper is to evaluate the effectiveness of techniques and tools within Marketing 4.0, applied by commercial banks in Poland to stimulate consumers' actions and their advocacy. To achieve the aim of the study, the survey method was applied. There was utilized the Internet portal, where through the online questionnaire form the primary data were obtained. Finally, the respondents' group consisted of 611 persons over 18 years of age. The conducted research has shown that the banks apply the vast majority of techniques and tools within Marketing 4.0, which stimulate consumers' actions and their advocacy, yet in a variable range. The banks reach their consumers basically through the mobile application, however, its marketing role is rather limited. It is manifested by unsatisfactory users' interest in the banks' dedicated offers and communication via the application. Banks are widely present in social media, creating the virtual forum to present and discuss their offers and other initiatives. Nevertheless, the respondents, who follow banks' fan pages are oriented to reading the content and comments posted rather than being inclined to place their posts. The group of banks' advocates is still relatively small, but these consumers are especially active and engaged in discussions on social media.

Keywords: Marketing 4.0; banks; content marketing; banks' mobile applications; social media
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