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Mgr Maria Bajak
Mgr Maria Bajak

Mgr Maria Bajak

A graduate of MA studies in the field of Marketing and Market Communication, assistant at the Department of Marketing at the University of Economics in Krakow. Her research focuses on the use of new technologies in marketing communication and corporate social responsibility.

DOI: 10.33226/1231-7853.2021.12.4
JEL: M30, O31, Q55, Q56

Nowadays, striving for practical implementation of the sustainable development concept more and more often determines the directions of market institutions' activities and, above all, the innovations they implement. These organisations pay special attention not only to the optimisation of production and distribution processes, but also to the functionality and efficiency of the buildings in which their offices or shops are located. It is worth pointing out that buildings can fulfil the triple bottom line concept — contributing to achieving economic, social and environmental goals by market institutions. A modern organisation, when building its factory or office buildings, should pay attention not only to the visual attractiveness of the building, but also to its functionality, low maintenance costs, social usefulness and minimising negative impact on the natural environment. The main aim of the article is to present the features that meet the requirements of sustainable development on the example of The Crystal building and to indicate the market benefits resulting from the use of this type of solutions. Particular attention was paid to economic, social and environmental profits. As part of the analysis, the case study method was used, based on the use of secondary data. Based on the considerations, it was found that The Crystal building is distinguished not only by its visually unique design, but also it is an integral part of its surroundings. It can serve as an inspiration for market institutions that strive to deliver more sustainable products.

Keywords: sustainable construction; triple bottom line; sustainable development; ecological architecture; smart buildings
DOI: 10.33226/1231-7853.2021.3.3
JEL: M14, M15, O35

The presented study draws attention to the participation in the culture of people with disabilities. In the theoretical part, authors discuss the functionalities of beacons, which might be a useful tool in market communication of equal opportunities. The key goal of the article is to examine the role of beacons in market communication of equal opportunities with a disabled culture recipient. For the purposes of the undertaken research, a hypothesis was put forward that beacons support the process of market communication of equal opportunities with a disabled culture recipient. To verify the adopted hypothesis, authors carried in-depth interviews out in selected institutions using the discussed solution. Participants of the interviews represent the environment of cultural institutions or undertake selected cultural initiatives. In the presented study attended representatives of the following institutions: Museum of King Jan III's Palace in Wilanów, Town and Commune Office in Olkusz (Gwarków Trail), Polish Aviation Museum in Krakow, Silesian Uprising Museum in Świętochłowice and TAURON Arena in Krakow. During the research, it was also attempted to determine to what extent beacon functions are being used in marketing activities carried out for the benefit of disabled people by entities participating in interviews. Based on the research conducted, it was found that wider use of solutions based on the functionality of beacons can be achieved as a result of their adaptation to selected groups with particular dysfunctions.


Keywords: beacons; cultural participation; disabled recipient of culture; marketing communications