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Journal of Marketing and Market Studies 2/2020

ISSN: 1231-7853
Pages: 36
Publication date: 2020
Place publication: Warszawa
Binding: paperback
Format: A4
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DOI: 10.33226/1231-7853.2020.2.1
JEL: D83, M31, M54

One of the basic features of modern industrial and service organizations is the ability to systematically create and implement innovations with the active participation of clients in these processes. It is therefore reasonable to base the organization management policy on the client's perspective. It enables both the acquisition of value and its co-creation with the active participation of clients and the systematic use of their knowledge and experience through interactions occurring many times at any place and time. In business practice, the majority of organizations operating in Poland are managed from perspective of an organization, which leads to relatively low innovativeness of business entities. Therefore, the article attempts to assess the level of innovativeness of industrial and service organizations through the prism of the basic measure, which is the share of innovative organizations in their total number. In particular, an attempt was made to answer the following questions: 1) are Polish industrial and service organizations innovative? 2) what is the structure of implemented innovations? 3) what is the dynamics of implemented innovations? 4) are marketing innovations reflected in the organization's development policy? 5) what is structure of marketing innovations? The purpose of the publication is also to check the research thesis that the commonness of implementing marketing innovations is relatively low and diversified in industrial and service organizations. It depends mainly on the size of economic organizations and types of innovations. The implemented innovations are rather the result of thinking from the perspective of the organization rather than thinking from the perspective of the clients.

Keywords: innovation; marketing; organisation; knowledge; management
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DOI: 10.33226/1231-7853.2020.2.2
JEL: M31, M37

The article shows three pilot studies and the exeperiment about marketing effectiveness adverisments ibued with agentic or communal content. Based on the dual perspective model of agency and communion and the self-congruity effect it was expected that the agentic advertisement will be valuated by recipient's pursuing-self (in accordance with actor perspective who is pursing to personal goal acheivement) and communal advertisement by communionself (in accordance with observer perspective who is assessing good intentions of the other people). The pilot studies showed that the prepeared animated advertisements of carrot characterised by high agency or communal content. The experiment showed that the agentic advertisement influence on more strong relations between recipient's intention to carrot eating and positive attitude toward product and advertisement. Wheres the communal advertisement influence on more strong relations between recipient's communion and positive attitude toward product and advertisement. Study shows that the valuation of an advertised products is consistent with fundamental dimensions of human living, that is pursiung to and initiating and maintaning social relationships.

Keywords: communion; agency; advertising effectiveness; self-congruity; SEM-PLS
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DOI: 10.33226/1231-7853.2020.2.3
JEL: D91, E22, G41

Zarys profili polskich inwestorów i traderów giełdowych

Individual participants on financial markets do not constitute a homogeneous group. Hence, defining the whole community as "investors" may be too simplistic. This article is of a research nature and poses an attempt to identify rough characteristics and differences between Polish retail investors and stock traders. The results of the pilotage research confirm a distinction of a class of stock traders proposed in the literature, due to their idiosyncratic business model. Furthermore, minor differences in declared risk propensity, frequency of the ovetrading and motivation to undertake activity on the markets were identified. The results described in this article can be used by brokers and brokerage houses to better understand their client and tailor an offer to his diverse needs.

Keywords: investors; traders; financial markets; stock exchange; research results
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Kodeks środowiska naukowego marketingu został przyjęty uchwałą Zarządu Polskiego Naukowego Towarzystwa Marketingu w dniu 21 grudnia 2019 roku, po wcześniejszych konsultacjach z Radą Naukową PNTM.

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