Purpose: In order to make an informed choice of the most effective tools for ensuring the development of a competitive economy, it is important to take into account the links between macroeconomic indicators of progress and the most important components of knowledge management. In this regard, the aim of our study is to assess the relationship between knowledge management factors and economic growth in order to select the factors that most determine the positive changes in Gross national income per capita.

Methodology/results: As a result of the systematization of the main international indices, which use knowledge management factors and the authors’ correlation analysis of their relationships with GNI per capita, conclusions are made about the greatest effectiveness at the present stage of action, which results in skills development (such as the ability to work with new technologies and with people, flexibility and cooperation), innovative capacity, access to information and means of communication.

Findings: The perception of these factors as determinants of economic development and the appropriate direction of the levers of economic policy will result in achieving the greatest economic efficiency on the basis of the development of the knowledge economy.

Purpose: The goal of the article is to systematize the literature related to the role of stakeholder engagement in corporate social practices and related disclosures by identifying the main theoretical lenses, research methods, and topics undertaken by authors of articles under scrutiny.

Design/Methodology/Approach: The article systematically reviews and discusses existing studies in the area of management, social and environmental accounting, intellectual capital, ethics, and accounting. We identify and subsequently analyze 68 articles published over the years 2010–2020.

Findings: According to the study findings, stakeholder theory is most often used as a theoretical background. The survey is the most popular research method, while stakeholder engagement in social practices is the most common research problem investigated by the articles’ authors. Corporate stakeholders’ communication on social media is a new topic that emerged in the literature in the studied period.

Research Limitations/Implications: Our analysis is restricted to articles published in journals included in the ABDC Journal Quality List that are ranked B, A, and A* in a 10-years period.

Practical Implications: The article’s findings may be useful for researchers and practitioners who deal with corporate social practices, disclosures, and stakeholders’ roles in these processes.

Originality/Value: The paper offers an up-to-date literature review, identifies the main themes, research gaps, and provides relevant guidance for future research.

Purpose: The article sought to answer research questions regarding investigated branded content generated by players in simulation video games. How does the process work in video games? What are the characteristics of branded user-generated content in video games? To what extent players are willing to participate in branded content creation?

Methodology: I conducted 20 in-depth interviews among Polish players, with the application of snowball sampling. The study participants were adult users of chosen simulation video games: The Sims, Second Life, and Euro Truck Simulator 2.

Findings: We can distinguish content based on game mechanism, official add-ons, or game modding. Players frequently check some brands from a set offered by game developers and create content (e.g. in The Sims users can design house interiors with IKEA furniture). Some players are not satisfied by what a game offers and generate content based on modding (e.g. DHL trucks or McDonald’s restaurants inside the Euro Truck Simulator 2). In this respect, the article refers to Smith’s, Fischer’s, and Yongjian’s content dimensions. Branded game modifications described by respondents are characterized by a high level of similarity towards real brands and positive brand sentiment (valence). I noted no statement about player and marketer (brand) communication in gathered material. The biggest challenge for practitioners in the field of UGC in video games is how to manage brand messages.

Practical Implications: Brand-related user-generated content is an important phenomenon in terms of the brand-building process and its impact on brand reception, which all require marketers’ attention. For game developers, such a content is a source of information about customer expectations. Players show their personal expectations by game modding.

Originality/Value: Brand-related content generated by users is frequently associated with social media. The scholarship shows a lack of knowledge of branded user-generated content in video games.

Purpose: Digitalisation of healthcare in Poland which covers e-prescriptions, e-referrals, and shar ing electronic medical records (EMR) on the P1 platform3 is supposed to be fully completed and implemented from 1 January 2021. The success of that implementation is strictly connected to the level of digital skills of both healthcare providers and healthcare service users. The purpose of the present paper is to indicate potential problems which may arise from the digitalisation of healthcare in social groups which are not adapted to using information and communication technologies (ICT) in their day-to-day lives, especially in case of the elderly.

Methodology: In order to indicate a potentially high level of digital exclusion in society, secondary data collected by Eurostat, Statistics Poland and CBOS4 were used. Problems in the healthcare sector, including those resulting from the digitalisation implemented in Poland, were presented against the backdrop of the changing law which applies here.

Findings: The introduction of digital solutions in the healthcare sector in Poland, including EMR, e-referrals, and e-prescriptions, was postponed numerous times, which can indicate the lack of the proper preparation of providers for a digital revolution. However, a potentially greater problem may lie with healthcare service users, especially considering the fact that such services are used mostly by the elderly. The phenomenon of digital exclusion, generally associated with the lack of skills neces sary for using ICT, is frequently observed particularly among senior citizens. It can lead to social isolation which is a risk factor that influences the health of senior citizens and the quality of their lives.

Originality/value: Some of the issues resulting from the adopted solutions and the legislation govern ing healthcare in Poland, including the digitalisation of said healthcare, and proposals for amend ments in this regard were provided in this interdisciplinary paper. It seems that those solutions could be used to reduce the threats of the digital exclusion of a significant part of Polish society, particularly in the group of seniors.

Purpose: The willingness of consumers to engage in co-creation activities is affected by multiple factors, including intrinsic motivation, firm-level factors, and expected outcomes of the participation in co-creation process. However, the final decision of customer engagement in co-creation is determined by the level of brand attachment and love experienced by customers, product category, and the type of needs satisfied with the object of co-creation. The current research proposes a holistic view of the abovementioned factors and variables by exploring their relationships and mutual influence.

Methodology: This study analyzes the results of qualitative research on the dynamics between positive client attitude toward a brand and the willingness to engage in co-creation activities.

Results/Findings: The study reveals that the willingness to engage in co-creation activities is strongly related to the level of brand attachment except for when people conduct such activities to experience the process itself. The level of customer satisfaction from participation in co-creation processes influences their future sense of brand love and attachment. Moreover, the way and strength of customer engagement in co-creative projects are affected by the product category. The authors especially stress the importance of a strategic approach toward designing and implementing co-creation projects and the key role of appropriate communication with participants.

There is no alternative to the development of external interdependencies in the era of globalization. An alternative was even less conceivable when Poland switched from Communism to Western-style capitalism in the course of political transformation that began in 1989. Globalization projects may differ in terms of their institutional and ideological context, but they share common foundations, namely the objectively increasing interdependencies caused by the scientific and technical revolution; particularly apparent in the field of information and communication technologies, the growing openness of economic markets, soaring social expectations of mobility – especially the mobility of human resources – as well as the readiness to coexist with fellow humans that represent diverse cultures. Even in conditions of partial de-globalization – resulting from the protectionist economic policy of governments like the Trump administration – nobody really regards the idea of reversing the globalization trend as realistic or rational. Only those who hoped that globalization – albeit exclusively neoliberal! – would imminently diminish the importance of the nation-state are bitterly disappointed, given that the process merely redefined our understanding of the latter notion.

Purpose: The main purpose of the paper is to identify the importance of social media in e-WoM (electronic word of mouth) in relation to the two stages of consumer behavior, pre-purchase and post-consumption, in groups of different gender and countries. The article answers three research questions. Whether the frequency of using the most popular social media influences the range of using them in e-WoM among individual users? Which stage of consumer behavior process is more dependent on social media, pre-purchase or post-consumption? Do any differences exist between men and women in the scope under consideration?

Methodology: The analysis bases on literature studies and empirical data collected among 1246 respondents from four countries: China, Poland, the United States of America, and Turkey. Findings: General conclusions show differences between these countries in relation to the use of social media for e-WoM. Moreover, results confirmed the findings of literature analysis wherever consumers used social media at the stage of looking for information and advice about products (pre-purchase). Gender appeared as a significant differentiating factor that influences e-WoM behavior.

Research limitations: The design of the research (samples’ size and sampling method) could place some limits on the capacity of the study to generalize the results to other national contexts. Research implications: The results offer information for marketers who use social media communication to build brands’ loyalty in the international marketplace and individuals who rely on experiences shared through social media.

Originality: The content of the paper is important, timely, original, and focusses on the subject infrequently studied in the literature. The information from the paper applies to numerous groups of stakeholders.

Purpose: Acknowledging the key role of knowledge transfer as the primarily mechanism, through which firms replicate organizational routines, this paper addresses the role of reverse knowledge flows in routine replication programs and attempts identifying a set of mechanisms that could facilitate these knowledge flows. Furthermore, the article aims to provide a proposal for a structured approach to reverse knowledge flow management that would combine in the same framework (1) the deployment of routines in new contexts and (2) the collection, transformation, and redeployment of local knowledge.

Methodology: The applied methodology follows the interpretative research approach. It draws from a longitudinal study of a seven-year-long replication program, during which an ERP template has been deployed in twenty-five manufacturing sites and five regional offices of a leading multinational FMCG company. The main research method was participant observation complemented with interviews, project documentation, and e-mail communication analysis.

Findings: The paper shows that, in the course of multiple replications, the replicated template becomes subject to several adjustments in order to fit new requirements, eliminate observed shortcomings, and adopt learnings from previous deployment sites. The article further demonstrates that keeping such template enhancement process effective requires deliberate management of reverse knowledge flows, which maturity should grow in parallel to the scope of the program and number of replications. This means that reverse knowledge flows must increasingly base on well-established processes with assigned resources, clear responsibilities, and socio-material mechanisms. This is a prerequisite for the subsequent deployments and retrofits of an enriched template to become the key vehicle for the diffusion of local learnings on a company-wide scale.

Originality: This paper contributes to the literature on organizational routines by addressing the role of reverse knowledge flows in routine replication processes, proposing a structured approach to reverse knowledge flow management in routine replication processes, proposing a structured approach to reverse knowledge flow management in routine replication programs, and presenting a maturity model for a reverse knowledge flow management system.

Purpose: This paper aims to analyse selected aspects of the marketing strategy of the frst and biggest network of self-service shops with organic products in Poland – Organic Farma Zdrowia.

Methodology: The adopted methodology involves a qualitative approach. The case study is based on an analysis of company documents and marketing communication, especially that offered on its website and in its social media channels.

Findings: The company specializes in distribution of organic products in Poland. It has gone through organic growth, acquisitions, attracting a Dutch investment fund, and entering the NewConnect stock exchange. It operates based on the model of multichannel distribution, combining physical and online retailing. The assortment consists of 4,000 products, including organic food, cosmetics, and cleaning aids. The company has managed to create 3 own label product lines. The online retailer belonging to the company (organic24.pl) is organized in a professional way, although some improvements are possible. In 2015, the company engaged in ambitious marketing projects.

Practical implications: The fndings may be useful for the Organic Farma Zdrowia company as certain modifcations in its marketing communication are recommended. Other companies operating in the sector may also beneft from the analysis of the strengths and weaknesses of the business in question. Furthermore, our case study may offer a framework of reference for researchers interested in this area.

Originality: This is the frst study to examine the strategy and marketing activities of Organic Farma Zdrowia, a major player in the sector of organic food distribution in Poland.

Purpose: The scientifc purpose of the study is an attempted synthesis of interpretation of “the virtual economy” and “the virtual environment” in the Polish and foreign literature on the subject. The cognitive purpose thereof is to offer an identifcation and a qualitative analysis of the factors that determine the development of e-entrepreneurship using an example of business practice. Methodology: The theoretical basis of the study is a scientifc research of leading scholars on the theory of entrepreneurship in the context of virtual economy. An exploratory, qualitative case study methodology has been applied for the purpose thereof. The research has been conducted using the example of Currency One SA, operating on the currency exchange market in virtual economy. The application of the empirical method of a case study has made it possible to characterize the essence of e-entrepreneurship and present the studied phenomenon in business practice. Findings: Research results reveal an existence of interdependencies between the intellectual potential of staff members and the market success of a company. Explanation of the critical success factors, showing the implementation of innovative ICT solutions and stages of company development, illustrates how the existing theory is experienced by practitioners in virtual economy. Furthermore, the paper confrms the positive impact of e-entrepreneurship on the effectiveness of the company subject to analysis, and presents virtual economy as a completely new sphere through which it is possible to offer new products and services. Research implications: The rationale for conducting research on case studies is the need to orient the practice towards a better understanding of modern economic reality. The study may provide a starting point for empirical quantitative research, as well as act as a contribution to the discussion on entrepreneurship in the rapidly changing virtual economy. Originality: This paper comprises not only a set of notions related to and the concept of e-business models, but also offers new arguments in the discussion on the framework for entrepreneurship in virtual economy. The conducted research is an original attempt to explain the essence of the studied phenomenon and to illustrate its progress in a changing business environment.

Purpose: This study investigates the benefits of being perceived as a socially responsible company. The main purpose of the research was to find out whether company managers consider that certain aspects of company activity may benefit from being perceived as socially responsible. Research limitations: The primary source of data used in this study was a survey of respondents’ views and opinions rather than an analysis of extensive numerical data.

Methodology: The research methods included a literature review and a survey conducted in several Polish companies regarded as socially responsible. The so-called RESPECT Index, including socially responsible companies listed on the Warsaw Stock Exchange Main List, as well as annual rankings of responsible companies were used as a kind of reputation database for choosing survey respondents.

Findings: The most important benefits indicated by the respondents included better frm image/reputation, improved relations with stakeholders, increased employee motivation, better communication inside the company, as well as more effective management and control over new aspects not considered before. Additionally, the identified benefits were analyzed using different criteria, such as the size of the company or its feld of activity.

Originality: The problem analyzed in this study is important, yet it is still not a suffciently examined issue in many emerging markets including Poland. As benefits taken into consideration in the survey are also valid for other financial markets, the results can be used for comparative studies of Poland and other countries.

Purpose: Explanation of the essence and features of the “city placement” strategy, while observing the changes in “classic” forms of marketing communications used by cities and regions, including main pros and implementation procedures.

Methodology: This paper is conceptual and relies on diagnosis and analysis of “city placement” strategy implementation in a chosen Polish city as well as on the author’s professional experiences. Analysis of scarce existing marketing literature, including the notion of “product placement,” allowed us to present model structures, variations, and rules that explain the role and pros of the “city placement” strategy in the promotion mix of places.

Conclusions: This paper comprises not only a set of notions and models structuring the “city placement” phenomenon but also many operational concepts related to the implementation of this strategy, which makes this paper a valuable point in the discussion on innovative changes in the “promotion mix” of cities and regions.

Originality: “City placement” is a novelty in promotion strategies of cities and regions. In the existing literature on place marketing, there are no in-depth conceptual works explaining the role, features, and forms of “city placement.” This paper is a new approach suggested by the author and is an attempt to explain the process.

Purpose: The purpose of the study was to answer the question: “What are the most common factors
influencing effectiveness of internal communications faced by Polish organizations?” This article
discusses the role of internal communications practices leading to enhancement of organizational
performance. In particular, it concentrates on factors impeding the flow of information inside the
organization. Later on, the article presents empirical findings.

Methodology: Contemporary public relations, internal communications and employee communications
texts have been reviewed to identify how internal communications is defined in literature
and how it influences organization success. Relevant existing research was reviewed and primary
research was conducted. The latter consisted of 29 in-depth interviews with employees from various
Polish organizations.

Results/findings: The article presents interesting results that can be especially useful for internal
communications specialists and managers. It is recommended that to gain a fuller picture of the
issues underlying the findings, quantitative research with relevant employees should be undertaken.

Purpose: Interest in older consumers as the subject of marketing strategy is growing in Western countries (Gunter, 1998). However, in Poland, this group is still neglected by marketers and perceived in stereotypical way, and its marketing potential is underestimated. The main goal of this research was to provide understanding of the contemporary older Polish population and especially older Polish consumers, including their values, needs,
attitudes, opinions and behaviors.

Methodology: In order to investigate the Polish “grey market,” we conducted survey research (CAPI) based on a representative quota – a random nationwide sample of n=1500 participants above 55 years old. Additionally, we also conducted qualitative research – 18 individual in-depth interviews (IDIs) at homes of consumers (ethnographic interviews).

Findings: Based on the factor and cluster analysis (Weinstein, 1994) from the quantitative survey, 5 segments of older Polish consumers were selected: Fulfi lled Optimists (14% of population), Bored with Life (17%), Passive Materialists (22%), Family-oriented Non-Paterialists (22%), and Excluded Traditionalists (25%). Segments differed in values, lifestyles, attitudes toward life, family, work and general life satisfaction. As a consequence of those psychological differences, segments differed in consumer behaviour, preferences and perception of marketing communication (advertising).

Originality: Our analysis shows that key areas, which determine particular consumer behaviour in each segment are – contrary to common belief – not demographic characteristics, but mainly psychological aspects (such as attitude to life, optimism, attitude to money, open-mindedness and general curiosity).

Purpose: The aim of this paper is to present the regulatory obligations imposed by the President of the Office of Electronic Communications (hereafter: President of UKE) on telecom enterprises with significant market power in the retail and wholesale telecommunications markets.

Methodology: The decisions addressed to TP Group entities were analyzed as well as the financial statements presenting the economic volume achieved for the period 2006–2013.

Findings: In the analyzed period for entities of the TP Group were applied a range of regulatory obligations, that should result in disabling the use of their monopoly position and transfer their position between telecommunications markets. Regulatory obligations imposed by the President of UKE on TP Group entities did not affect to a signifi cant extent the situation of the group. Fluctuations of analyzed fi nancial fi gures seem to be primarily
the result of internal management decisions rather than a comprehensive range of sector-specifi c regulation in telecommunications. These researches indicate the need for a deeper analysis of the perception of the effects of regulatory actions by stakeholders in the telecommunications sector.

Originality: The text provides an interdisciplinary approach to the issue of regulation of infrastructure markets.

Purpose: The aims of the completed studies were: (1) systematization of perceived positive and negative changes in consumers’ self-image due to the usage of service brands and (2) development of multidimensional tool to measure these changes.

Methodology: To accomplish these aims qualitative and quantitative studies were held. In the qualitative study, total number of 318 people aged between 13 and 82 (M = 37,64, SD = 16,69; 47,2% women) were examined by individual interview method, which led to collection of a set of positive (benefi ts) and negative (loses) changes in self-image due to the usage of service brands. This set was later minutely categorized. Based on the results of the
categorization, a questionnaire in form of semantic differential was elaborated.

Findings: An analysis of the study results led to identifi cation of 9 dimensions of perceived changes in self-image due to the use of service brands. Based on the results, a multidimensional questionnaire to measure changes in self-image was developed, which has very good psychometric indices, taking into account reliability of measure and validity of predicting service brands preference.

Practical implications: An innovative, multidimensional tool, useful in practical service brand management was developed. The identified dimensions of perceived changes in consumers’ self-image can make a practical hint of what should be followed in marketing communication.

Originality: The results of the study and the developed scales are breaking a long-time deadlock in the theory and methodology of research into relations between self and the brand.

Purpose: The aim of this paper is to discuss with the notion of global warming with man, as the main culprit of this phenomenon. This claim has not been proven because among scholars dealing with this phenomenon there is no consensus.

Methodology: The primary research method used in this article is a critical analysis and evaluation of literature and newspaper reports on global warming. Guided by the principle of skepticism, requiring the careful treatment of all information and conclusions of the research.

Conclusions: Due to the interdisciplinary nature of research on global warming and also because of the difficulties in the application in this research the principles of intersubjectve communication and verifiability, any findings in this regard should be taken with caution.