The aim of this study is to identify similarities and differences in how parents of primary and vocational school students perceive the promotion and image of vocational schools, as well as to determine the main areas of divergence. It is assumed that in educational marketing, image represents a set of beliefs, emotions, and perceptions associated with an institution, formed through stakeholders’ experiences. Promotion, in turn, is understood as a multidimensional process that combines informational, persuasive, and image-building functions. The analytical framework assumes that the stakeholder group under study possesses its own set of preferred attributes that determine the identification of an educational service as optimal. They may be identified and evaluated both in relation to the service as a whole and its individual components. Cluster analysis, a statistical tool of exploratory data analysis encompassing various techniques for categorizing collected observations into more homogeneous groups, was employed for inference purposes. The study included 553 parents of final-year primary school students and 502 parents of vocational school students from the Podlaskie region. The findings confirm the unfavorable image of vocational education in the perception of parents.

The aim of the research undertaken in the article is to evaluate the efficiency of intellectual capital utilization in publicly listed companies within the transport and logistics industry. To achieve this goal, a critical analysis of the literature and secondary data analysis were conducted, focusing on the data contained in the annual reports of the analysed companies. Descriptive statistics were also employed. Furthermore, the VAIC™ method, developed by Pulic, was applied. This method allowed for examining the efficiency of utilizing the companies' intellectual capital (human capital and structural capital) as well as its involvement in generating added value for the companies. The study covered transport and logistics companies listed on the main market of the Warsaw Stock Exchange (GPW) and the NewConnect market. The time range included the years 2016–2022. The research revealed that among the analysed companies, intellectual capital (ICE) demonstrated the highest efficiency in creating added value as measured by VAIC™. However, there were significant differences in this respect, with the intellectual capital efficiency index ranging from 1,050 to 13,807. Despite these differences, all studied companies share the characteristic that the efficiency of human capital represents the largest share of the index. This indicates that companies generate the highest return on every unit of investment in human capital. The article addresses a research gap in the area of assessing efficiency of the intellectual capital.

Economic practice necessitates continuous focus on the needs of senior customers. On one hand, this situation is a consequence of the demographic situation; on the other hand, continuous changes in the market behaviour of seniors are evident, and consequently, the set of factors shaping these behaviours. Additionally, increasing importance is attributed to the ecological aspect of consumption. The aim of this study is to construct an ecosystem of factors determining the behaviour of senior female consumers in the market of ecofriendly cosmetic products and to determine the relationships between these factors. The ecosystem of factors encompasses a defined set of behaviours specific to the identified group of consumers. Structural analysis method was employed to create this ecosystem, serving as a tool to organize and analyse sets with a high number of various factors that interact with each other. Research results allowed for the construction of the ecosystem and the identification of five groups of factors within its structure (goal factors, outcome factors, auxiliary factors, regulatory factors, and external factors), as well as establishing relationships between them. An additional goal is to comprehend the essence and trends inherent in the behaviours of senior customers, considering the processes of ecological awareness.

The main goal of this study is to show the perception of the local labour market from the perspective of young people and to present the current situation on the local labour market in the Łomża district. In the inference process, the results of qualitative research conducted among students from the Łomża poviat were used, and content analysis was chosen as the research technique. As the research results show, the connotations of young people related to the perception of the local labour market boil down to the description of subjective and objective factors influencing the causes, scale and scope of the phenomenon.

Customer orientation is still the basic and integral competence of a modern organization, and therefore remains a topic of interest to many researchers. When attempting to systematize knowledge regarding customer orientation, three basic directions of scientific exploration can be distinguished: customer orientation as a business philosophy, customer orientation as an area of activity and customer orientation as a concept of value building. It should be emphasized that customer orientation, regardless of the approach, remains within the scope of managerial activity. The aim of the study is to determine the perception of customer orientation by top managers and to identify selected factors that determine their orientation.

The issue of academic entrepreneurship is widely explored in management sciences. There is a visible evolution present in the approach to academic entrepreneurship and, consequently, in its definition. In this area, the principles typical of market behavior, based on reciprocity and knowledge of the needs of individual parties to the exchange, are visible. The aim of the article is to identify the relational scope of academic entrepreneurship (factors, tools and barriers) perceived from the perspective of support entities, and to systematize knowledge in the relational context of academic entrepreneurship. The method of research was IDI with academic entrepreneurs and representatives of support institutions, creating the broadly understood ecosystem of academic entrepreneurship.