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 the paper is to test whether and to what extent the concept of CSV can be utilized in the marketing strategy of companies, and more precisely, whether and to what extent it can be used as a criterion for positioning the company in the market.

Methodology: The authors analysed the case of the Partnership for Health from the perspective of one partner, grocery retailer Biedronka. In addition, we have conducted consumer research among students to fi nd out if consumers have a positive perception of products with a social mission.

Findings: The research fi ndings indicate that, according to the respondents’ perception, products with a social mission could comprise a basis for a positioning strategy for Biedronka, but for now, many customers do not even know that Biedronka offers such products in cooperation with its partners. The lack of a promotional campaign aimed at educating buyers had a negative impact on project awareness. It can even be stated that its potential wasn’t exploited from a marketing viewpoint.

Research limitations/implications: The major limitation of the conducted research is the sampling procedure. The authors introduced their own scale for measuring the consumers’ approach to products with social missions. This scale can also be used for implementation of similar projects.

Originality: In the subject literature there is a cognitive gap connected with the use of CSV concept in corporate marketing strategies. The authors determined how this concept could be used in marketing with special regard to the positioning strategy. Additionally a special scale was designed for measuring consumers’ approaches to products with a social mission

Methodology: The paper discusses major issues with references to existing literature and real business cases from S&P500 consumer discretionary sector.

Findings: The main fi nding of this paper is that CSRS could provide the company with a competitive advantage as a growing number of consumers become more sustainable conscious. It could also help to overcome the increasing consumers’ skepticism towards corporate social responsibility practices. Finally, it can also be seen as a step forward in defi ning what types of corporate activities are associated with desirable social and environmental gains.

Research limitations: Our sample was restricted to the U.S. fi rms from the consumer discretionary sector. Therefore, conclusions should not be generalized to other markets. Our study is based on the analysis of environmental and social responsibility statements and assumes that they accurately represent corporate commitment in majority of the cases.

Practical implications: CSRS offers corporations the opportunity to use their unique skills, culture, values, resources, and management capabilities to lead social progress by making sustainability part of its internal corporate logic.

Originality: The paper raises the importance of the different conditions necessary for making sustainable development concept an important part of corporate strategy.

Purpose: To explain the conventions and conditions for implementing internationalization of a university as a strategic course for its development, as well as to provide universal strategic scenarios for expansion of the university abroad as well as to outline the factors contributing to success.

Methodology: The paper while conceptual in nature, is based on the diagnosis and analysis of the market for university education in Poland. Studies of specialized literature highlighted the main phenomena conditioning performance and trends in higher education which constituted the general background for deliberations and detailed projections.

Conclusion: The author underscores strategic conditions and decision-making procedures for a University’s expansion into foreign markets of higher education. He emphasizes the major opportunities and risks associated with the university going international. The proposals are not only cognitive but also can be the basis for application in the realism of Polish universities.

Originality: The activities of foreign universities in the domestic higher education market is a fact which is existent in many countries. This paper proposes a general concept for the internationalization strategy of a University in conjunction with a scenario accompanied by a detailed analysis and decision-making procedure. In the literature, this aspect of development of the university has been expanded in accordance with the objectives
international marketing.

Purpose: The purpose of this paper is to investigate the relationship between ownership structure and the level and scope of internationalization of Polish listed companies.

Methodology: The analysis is based on quantitative methods (regression analysis).

Findings: The study revealed that there is no statistically signifi cant relationship between concentration of ownership and the internationalization of companies. However, there is a relationship between ownership category and internationalization.

Research implications: The research results suggest that the organizational context (and especially ownership structure) should be taken into account in resource-based theories of internationalization.

Originality: The paper makes three important contributions in the fi eld of International Business. Firstly, it incorporates the organizational context into the resource-based models of internationalization, thus contributing to the debate on the role of ownership structure in the internationalization strategy (Tihanyi et al., 2003) by showing the specifi c context of an emerging economy at an early stage of its investment development path. Secondly, it is probably the fi rst attempt to analyze the relationship between ownership structure and the internationalization of Polish companies. Thirdly, it presents the results of one of the few research studies conducted in Central and Eastern Europe regarding the specifi c population of publicly-listed companies.

Purpose: The article describes the essence of strategic thinking in the context of changes taking place in the process of creating and implementing strategies in organizations. The aim of the article is analyzing this concept – as a synthesis of strategic planning, creative analysis and inspiring vision.

Methodology: The fieldwork of the study was carried out by the PAPI method – additionally, the quantitative study used open and standardized data collection methods.

Findings: The article presents a part of the research results, which confirm that strategic thinking is now becoming a necessary addition to the existing decision-making process, replacing complex and inflexible development plans and compensating the existing deficiencies in the strategic planning process.

Practical implications: It seems that more often strategy will take the form of an informal concept, which evolves during the implementation, replacing complex formal documents, which do not leave any room for flexible adaptation.

Originality: The presented results concern an important topic and make an important contribution to the ongoing debate around the concept of strategic thinking.

Purpose: This article aims to analyze business models and their key elements. In light of the considerations on the merits and circumstances of innovation in business models, it presents the results of a panel discussion conducted in this area during the interdisciplinary conference “Time to develop. Strategic thinking in work and everyday life”.

Methodology: Discussion, literature studies, the results of studies carried out by international research centers and the results of a panel discussion conducted during the conference.

Results: As a result of the discussion the Authors conducted an analysis of the components of the business model, demonstrated the circumstances in which changes in the business model are needed and outlined the main stimulators and inhibitors of change.

Originality: The topic of innovation in business models is current and important for the development of both theory and practice, but is rarely addressed in Polish scientific studies. In times of economic crisis, when more and more companies are considering the revision of the current model, an accurate identification of the key conditions is important for the effective implementation of innovation in the business model.

Purpose: The city presidents, that were elected in 2002, 2006, 2010, in order to be re-elected, must therefore heed not only the likes of local and central political groups but should also seek the support of the urban population that they govern. Each of them, as mayor or local president, decided to participate in the exercise of power. Therefore, every four years, they should run in the local elections. In case of a election victory they will probably endeavor to keep the instruments of power for as long as the electoral system allows them to, as well as those who have a real impact on the outcome of the elections. In a democratic state there are voters as well as political groups taking part in elections: political parties and the so-called election committees of voters (komitet wyborczy wyborców, KWW). It can therefore be argued that each candidate winning the city presidential elections will use the “eternal president” strategy. Therefore, it is worth considering whether such a strategy can be effective and how its effectiveness depends on the type of election committee.

Methodology: The article was prepared on the basis of comparative studies of electoral results in 21 cities in the years 2002–2010. The analysis was limited to cities with over 200 thousand residents or with a provincial status.

Findings: The analysis showed that the “eternal president” strategy is best employed in Gdynia – President Wojciech Szczurek is the undisputed leader of the city. It can also be noticed that this strategy has a higher effectiveness in cities where the KWW has a stronger position.

Originality: The value of the article lies in the conclusions that are based on the electoral competition index and the calculations made by the author. This indicator was calculated in cities where the same candidate was elected for president three times.

Cel: celem artykułu jest podjęcie dyskusji nad relacjami procesów motywacyjnych
kształtujących strukturę funkcjonalną systemu motywacyjnego, której centralnym
układem odniesienia jest człowiek.

Metodologia: identyfikacja relacji procesów motywacyjnych została poprowadzona przy wykorzystaniu systemowej analizy problemu realizacji funkcji motywacyjnej w zarządzaniu
organizacją. Artykuł prezentuje podejście do badania i weryfikacji procesów motywowania ludzi w perspektywie zmian inicjowanych rozwojem organizacji. Prezentowane rozwiązania są poparte wieloletnią praktyką i doświadczeniem wyniesionym z pracy na różnych stanowiskach w przedsiębiorstwach przemysłowych.

Wnioski: wynikiem badań jest próba oceny potencjału motywacyjnego sieci procesów
kształtowania i komunikowania strategii, wartościowania pracy, oceniania i wynagradzania pracowników. Potencjał motywacyjny tej sieci kształtują standardy kultury organizacyjnej.

Oryginalność: prezentowane rozwiązania są poparte wieloletnią praktyką i doświadczeniem
wyniesionym z pracy na różnych stanowiskach w przedsiębiorstwach przemysłowych.