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Journal of Marketing and Market Studies 12/2019

ISSN: 1231-7853
Pages: 84
Publication date: 2019
Place publication: Warszawa
Binding: paperback
Format: A4
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DOI: 10.33226/1231-7853.2019.12.1
JEL: M31

The aim of the study was to assess the process of branding on the example of food products belonging to the group of margarine. Many brands are present on the domestic market of this product group. Producers make sure that each product has products with different flavors, thus providing the brand a place on the store shelf, which results in higher visibility and higher sales. Producers have to fight with the competition. In the media, especially on the internet, you can also read many common and often negative opinions about the use of margarines and their impact on health. This forces the necessity of conducting intensified marketing activities and attempts to insulate the image of the product. Using the available literature, the notions of brand, brand image and the modern brand meaning on the market of food products were defined. The changes that occur in the fat industry in Poland in the context of food industry were characterised as well as the terms of margarine and other vegetable fats were defined. The key producers and the most recognisable margarine brands were listed. The marketing actions in the margarine segment as well as the consumer behaviour on this market were described. Theoretical considerations and the presented studies of other authors were confirmed by own studies. The aim was to familiarise with the knowledge and obtain the remarks of the consumers on consumption preferences and factors that determine them as well as to learn about brand awareness and brand producers in the margarine segment. Moreover, the idea was to become acquainted with the general opinion on such products. The studies were performed with the application of an Internet survey questionnaire. 478 random respondents participated in the study.

Keywords: margarine; vegetable oil and fat industry; consumer
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DOI: 10.33226/1231-7853.2019.12.2
JEL: L26, O31

Dynamic capabilities is the ability to integrate, build and reconfigure internal and external competencies of an organization. The aim of the article is to evaluate dynamic capabilities as organizational learning processes and - above all - knowledge processes. Improving the latter defines the extremely promising area of development of the dynamic capabilities. According to the author's analysis of the concept of dynamic capabilities, the article indicates both the main knowledge processes of the DC’s and the possibilities of their improvement.

Keywords: dynamic capabilities; innovation; knowledge management
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DOI: 10.33226/1231-7853.2019.12.3
JEL: M31

The purpose of publication is test of showing, that features and ownership of method of strategic reflections allow to evaluate enterprise of stock in aspect of capability of realization of principle CSR, as well, as realization of principle CSR promotes fortification of element of potential of enterprise. A novelty is the author’s modification of the implementation of this method’s third stage and showing its modification possibilities for the use in assessment of enterprise’s implementation of the CSR principles. Example has been presented, technical part of application of method of strategic reflection and manner of interpretation of gotten result.

Keywords: corporate social responsibility; method of strategic reflection; stakeholders enterprises
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DOI: 10.33226/1231-7853.2019.12.4
JEL: D91, L29

The development of the e-commerce market is determined by the development of technology, quality of logistics services and transaction security. The article focuses on delivery as an element that has a direct impact on the quality of the entire process and customer satisfaction. The delivery was assigned four attributes namely, cost, time, place and the ability to monitor the process. Based on the survey, these factors were assessed. The delivery time was the most important for the satisfaction of e-customers. The next question was asked which time of waiting for delivery is satisfactory for clients. It turned out that about 65% of respondents had a satisfactory period of 7 days. The research allowed to assess which delivery attributes are important in the satisfaction assessment.

Keywords: delivery quality; delivery attributes; satisfaction
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DOI: 10.33226/1231-7853.2019.12.5
JEL: O1, M3

The aim of this article is evaluation of the dialogue with stakeholders as a sign of social responsibility of company. The article tries to answer the question: does the stakeholder dialogue is directly connected with social responsibility or is it reactive approach related to the construction of image of company? For the relationship to be visible he is should and sometime must be subject to the same management mechanisms of social responsibility, ie: planning, shaping, and organizing activities that can, and often should take the form of an institutionalized and rationalized one. In addition, dialogue with stakeholders can bring new business possibilities, innovation, new changes and final values if it is important for both sides: stakeholders and company.

Keywords: stakeholders; dialogue; corporate social responsibility; management
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DOI: 10.33226/1231-7853.2019.12.6
JEL: D1, D9, F6, I12, L1, L66, M14, N5, O13, Q01, Q5

In this article, we undertake the analysis of wine sector in Portugal from the point of view of its sustainable development. Wine industry is one of the strategic branches of Portuguese economy, being Portugal one of traditional wine producers. The alcohol industry the wine segment belongs to is at least controversial: on the one hand, it has the stigma of "sin" due to its negative social and health consequences, on the other hand, wine has long been associated with the divine symbolism as element of religious rites. In addition, some studies show a positive impact on health in controlled consumption of red wine. Due to global reach of wine market, the article first presents a wider context that affects wine market in Portugal, and then, puts forward the internal situation and efforts towards a sustainable development of this sector of the Portuguese economy. The methodology adopted here is the analysis of literature from various fields of knowledge related to wine economy.

Keywords: wine; wine market; sustainability; Portugal
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DOI: 10.33226/1231-7853.2019.12.7
JEL: O22

In an increasing number of organizations, many projects are carried out simultaneously, the consequence of which is a need to combine them into project portfolios. Aim of the study is to present and evaluate possibility of applying a process approach in management of project portfolios in an organization. Aiming at achieving such a goal, literature sources were analysed and a preliminary survey was conducted. First part of the article presents theoretical aspects of a process approach to project management. Second part of the text encompasses analysis of project selection processes for the portfolio and creating their hierarchy and has been based on primary data collected during the survey. Literature studies and results of own research confirmed existence of potential of using the process approach in managing project portfolios.

Keywords: project portfolios; process management; portfolio management
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DOI: 10.33226/1231-7853.2019.12.8
JEL: L8, L83, M31

The issue of service quality in the face of constantly changing economic reality, growing competition, changing customer preferences and difficulties in assessment, is becoming one of more important tasks faced by managers of enterprises, including the hospitality industry companies. The aim of the work was to develop a conceptual model of safety assessment from the perspective of hotel guests in terms of service quality.

Keywords: hospitality industry; service quality; safety
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DOI: 10.33226/1231-7853.2019.12.9
JEL: M14, M54

Currently, more and more enterprises join the group of socially responsible, and present their activities in published CSR reports. Proceeding according to the principles of this concept is aimed at taking into account the needs of employees and increasing employee satisfaction. The aim of the article is to review CSR activities of organizations operating in Poland as part of personnel programs. The analysis was based on the activities of enterprises reported in 2017, conducted in five areas: recruitment and adaptation, training and development, participation, employee support and work-life balance.

Keywords: CSR; corporate social responsibility; HRM; human resources management
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DOI: 10.33226/1231-7853.2019.12.10
JEL: M14

The article characterizes corporate volunteering as a CSR tool, emphasizing its role in human resources management. Selected definitions of corporate volunteering and its form are presented. Good practices of corporate volunteering were analyzed from 2016-2018 in terms of achieving the goals of sustainable development and specific benefits from its use in organizations. In addition, the results of own empirical research conducted among a selected group of volunteers regarding the competences developed during voluntary activities are described.

Keywords: Corporate Volunteering; Corporate Social Responsibility; Human Resource Management
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DOI: 10.33226/1231-7853.2019.12.11
JEL: O330

Due to broadening of their capabilities, chatbots are rapidly gaining popularity on software market. Artificial Intelligence is more often implemented as a part of virtual assistants, which opens a path towards more complex task solving. Enterprises, which benefit from such software solutions, observe positive effect on wide variety of processes inside the company. Based on documented implementation cases, this paper aims to answer the question: what are the results of intelligent chatbot implementation on companies' human resources management?

Keywords: chatbot; hr; intelligence; company; management
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DOI: 10.33226/1231-7853.2019.12.12
JEL: M15, D83

The purpose of this article is to identify the basics barriers and benefits of knowledge management in this subgroup of IT projects. In the first part of the article the specificity of software development projects will be discussed. Next, the empirical research process as well as obtained results are demonstrated. The results presented in the paper are regarded as pilot research and constitute the foundations for further research on these issues.

Keywords: knowledge management; software development projects
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DOI: 10.33226/1231-7853.2019.12.13
JEL: L66, O30

Objective of the study was to evaluate the effectiveness of expenditures on innovation activity of food processing industry enterprises in Poland in regional aspect. The expenditures and effects of innovation activity in different provinces in Poland during 2014-2017 were examined. The most effectiveness province Opolskie found. High level of effectiveness was recorded in Kujawsko-pomorskie province and Dolnośląskie province. The highest level of expenditures on innovation activity was incurred in Mazowieckie province, but this activity proved to be the least effective. Analyzed against the worst regions fell Łódzkie province.

Keywords: innovation activity; effectiveness; region; province; enterprise; food processing industry
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DOI: 10.33226/1231-7853.2019.12.14
JEL: M21

The growing needs related to the protection of the natural environment have become the main premise for the logistics service providers to modify the market offer towards solutions that are not only economically effective, but also responsible for the environment. The article identifies the determinants of the development of green logistics practices on the Polish TSL market in the context of ecological and economic effects achieved due to their implementation to the activities of enterprises. The assumed goal was achieved by exemplifying practical solutions applied on the TSL market in Poland and empirical studies carried out in the group of small and medium-sized enterprises.

Keywords: green logistics practices; green logistics; TSL market
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