Journal of Marketing and Market Studies 11/2025

The aim of this article is to explore how enterprises apply different forms of digital communication with customers, the perceived benefits of these practices, and the factors that facilitate or hinder the digital transformation of marketing communication. The research methodology combines a critical literature review with a quantitative empirical study (CATI) in the in the B2C market conducted on a nationwide sample of 150 companies of varying sizes, including small, medium, and large enterprises. The results of the study allow us to conclude that most companies do not have a digital technology implementation strategy that is consistent with their business development strategy. The digitization of processes is progressing at different rates in different areas of the company’s operations, most notably in sales and marketing processes. The level of artificial intelligence use in Polish companies is far from sufficient, although they recognize the significant benefits of implementing this technology, particularly in customer service. An important condition for the digital transformation of customer communication processes in companies is to give digital technologies their rightful place in marketing strategies, especially in market communication strategies.

The aim of this publication was to analyse and assess the values and dynamics of adopted measures of research and development (R&D) and innovation activity in Polish enterprises, as well as to assess the degree of managerial involvement in creating an environment conducive to the development of employee innovation. The following research methods were used to achieve this objective: critical and cognitive analysis of selected literature, descriptive, comparative, and statistical methods, and a method for designing socioeconomic models and systems. These methods enabled the presentation of current knowledge on the nature of innovation and its role in enterprise development, the interpretation of specific concepts, and the assessment of the prevalence and dynamics of selected measures of R&D and innovation activity. The method of designing socio-economic models and systems was used to propose directions for improvement in the management of the above-mentioned functional areas, aimed at their mutual integration and increasing operational efficiency. The publication’s structural elements demonstrate its originality. At the same time, they offer significant cognitive and practical value to managers, providing a foundation for implementing systemic transformations encompassing R&D and innovation activities, transforming a traditional enterprise into an innovative one.

This article investigates corporate strategies for Environmental, Social, and Governance (ESG) management in the contexts of India and Poland – two emerging economies with distinct regulatory environments and sustainability challenges. The primary aim is to analyse how chosen Polish and Indian companies in these countries formulate and implement ESG strategies in response to global sustainability pressures, stakeholder expectations, and local institutional frameworks. The research employs a comparative case study methodology, examining publicly listed firms from key sectors (oil, energy and mining, IT and others) across India and Poland. Data were collected through content analysis of ESG reports, regulatory filings, and semi-structured interviews with ESG officers. The findings reveal that Indian firms tend to emphasise social and governance factors due to domestic development priorities and regulatory initiatives such as the Business Responsibility and Sustainability Reporting (BRSR) framework. Conversely, Polish companies, influenced by EU regulations, prioritise environmental performance, with growing investments in green innovation and carbon reporting. Despite these contextual differences, both sets of firms face common challenges such as ESG data standardisation, stakeholder engagement, and integrating sustainability into core strategy rather than peripheral reporting. Keywords ESG strategy, corporate sustainability, comparative analysis, India, Poland, stakeholder engagement

The goal of this article is to investigate how multiparadigm inquiry may broaden the outlook and generate novel research perspectives on the phenomena within the scope of interest of marketing science and related disciplines. A metaparadigm theory building approach and the meta-triangulation procedure were adopted to analyse the extant literature on the phenomenon of farmers’ communication on social media for the sake of agricultural industry in the face of the criticism from alternative food movements. The literature was classified into four approaches, each underpinned by common ontological assumptions – computational, applied, critical, and interpretive approach – and learning was proposed as an over encompassing concept that opens up a new research pathway.