Journal of Marketing and Market Studies 11/2022

Intellectual capital has achieved the status of the main determinant of the competitiveness of enterprises, and consequently also of entire economies. However, due to the abstractness, ambiguity and complexity of this category, individual authors define and divide it differently. The lack of a standard for understanding and classifying the national intellectual capital means that knowledge on this subject is fragmentary. The aim of this article is to review and systematize approaches to the categorization of the national intellectual capital and present the author's proposal for systematizing the capital structure and understanding its components.

The term 'carbon footprint' appears in the surrounding reality more and more often. We encounter it as consumers when making consumer choices and as members of the various communities who are responsible for the environment and the planet. This term also appears in organizations and enterprises, e.g. as an element of marketing and PR strategies or requirements in announced tenders. It is an green marketing tool of increasing importance. During contacts with industry representatives, it was found that many Polish entrepreneurs are confused what are the benefits of calculating the carbon footprint, and how it can be calculated. There is a need for a summary of information that will help to organize the topic from the point of view of an entrepreneur who is not specialized in life cycle assessment or climate change. The article, using a systematic approach, introduces the concept of the carbon footprint, the possibilities of its application, the methodology of its calculation and examples of activities enabling its reduction. Thus, it aims to make it easier for entrepreneurs to consider the feasibility and advisability of calculating and monitoring the carbon footprint for their organization. Additionally, the paper may contribute to the popularization of the carbon footprint application among Polish entrepreneurs, as well as to greater care for the environment and climate.

During the fourth industrial revolution, many industries face the challenge of deep adjustments and building new business models. One of them is the insurance sector. The aim of this article is to examine the adjustment of the insurance industry to the process of autonomization of cars. The study was conducted on the basis of a review of current scientific and specialist publications as well as analytical reports dealing with the issues of automated mobility. The transition to automated mobility will systematically increase the importance of new risks while reducing the impact of behavioral risk. The above process creates a number of challenges (including human resources, management, legal) that will have to be addressed by both insurance companies and representatives of public authorities. The article identifies new areas and business opportunities important from the point of view of enterprises.

A key focus of competition in the banking sector has become mobile banking, and in particular the functionality of the mobile applications offered, which are designed to provide customers with the convenience of using the full financial offer. In mobile banking, the customer is the party initiating the relationship, and the bank's role is reduced to providing a wide range of services and products, as well as ensuring maximum convenience and security of transactions. The remote model of relations with the bank places higher demands on the customer in terms of the level of necessary knowledge of the principles of mobile distribution channels and the conditions for the provision of banking services. In this context, aspects related to trust, commitment and customer satisfaction in the relationship with the bank become important. The purpose of this article is to assess the impact of the functionality of banking mobile applications on customer relationships with the bank. With regard to the objective, a hypothesis was formulated, which is: "The formation of lasting relationships between customers and their banks is determined by the functionality of the available mobile application." A systematic review of the literature on the subject was used as a research method, and the results of a self-reported survey conducted on a group of 450 active mobile banking customers were analyzed. The main conclusion of the own survey is that more than 90% of the respondents positively evaluated the used banking mobile application through the prism of the proposed dimensions of its functionality.