Purpose: This research focuses on firm resources and capabilities used for value co-creation in service innovation. Specifically, I investigated how service innovation is created in an in-ternational engineering company. The aim of this article is to reveal what resources and capa-bilities are employed by a service provider for value co-creation in the innovation project of engineering service and how they vary in particular stages of this project.

Methodology: The research is based on qualitative methodology by a multi-case study strate-gy. Focus group discussion with senior managers and semi-structured interviews with project managers of the studied international engineering company were used as concrete data gather-ing methods. Data analysis was conducted using the content analysis method.

Findings: The research revealed eight value co-creation activities accomplished by the engi-neering company and client during the engineering service innovation project. The activities are as follows: co-identification of the client’s problem, co-evaluation of ideas, co-defining of client’s requirements, co-analysis of environment, co-design, co-testing, and co-adoption, co-production, and co-activities after the launch. These activities are diffused in different project stages and demand a range of resources: expert knowledge, diagnostic, communication skills, trust, experience, technological equipment, human resources. Moreover, they require diverse capabilities: relational, innovative, analytical, negotiation, knowledge absorptive, planning, organizational flexibility, and cross-cultural. The intensity and variety of using the mentioned resources and capabilities differ relying on the value co-creation activity. Expert knowledge, communication skills as resources, and relational and innovative capabilities were empha-sized by the researchers most often. We hope these findings will represent a step toward a more coherent resource-based view (RBV) and service innovation theories.

Implications: The study involved only one Lithuanian engineering company, so the research context may influence the findings. Another limitation is related to the small number of cases and research participants.

Originality: Unlike previous studies that revealed the importance of single resources and ca-pabilities for service innovation, this study determined the range of resources and capabilities employed in different activities of engineering service innovation project stages, especially in the value co-creation activities performed by the engineering company and clients. Moreover, research also identified how resources and capabilities vary at different stages of these pro-jects.

Purpose: To draw research attention to service management (SM) as a subdiscipline of management science. Service management offers a different, more customer-value-centric perspective that is scarcely present in management science studies, rooted in manufacturing and production management. The purpose is also to define the scope of SM as an area of research in management science.

Approach: This is a conceptual article that foregrounds ideas and arguments found in the subject literature. The article analyzes the ideas to build a coherent structure and context for future empirical research.

Findings: Service management as a research area evolved from being a subset of monitoring/production management to the forefront of management science thought. Service management provides management science with the capability for staying relevant in the practicing management community. Service management’s importance in management science will continue to grow as there is an increasing number of companies with customer offers called “aaS” (as a Service). Service management presents a clear scope that provides another management science research area and enables it to evolve further.

Value: This article is not the first one to touch on the topic and evolution of SM. However, it is the first one to present SM as part of management science’s evolution as an academic discipline and to highlight the dependencies and connections between the two. The article defines what SM is, why it matters for management theorists and practitioners, and how it will enable management science to grow further.

Purpose: Grounded in agency and entrenchment theories, this study assumes that CEOs’ propensity to entrench themselves can affect firm performance. The purpose of this article is to investigate the relationship between dimensions and mechanisms through which managers entrench themselves and influence firm performance.
Design/methodology/approach: The article uses OLS regression to explain the assumed relationships between managerial entrenchment and firm performance. The study is based on a sample of 55 Moroccan listed companies over the period 2010–2015.
Findings: Taken together, the findings contribute to a better understanding of the effect of several entrenchment pathways on firm performance. These findings imply that managerial entrenchment is not necessarily detrimental, as suggested by some governance theories. On the contrary, it can have a beneficial effect on wealth creation.
Research limitations/implications: This study faces several limitations. The first appears in the sample size of its quantitative element. The second is related to the variables used to measure managerial entrenchment. The current research explores the effects of the most commonly used measures and some non-retained measures could be pertinent in verifying the assumed relationships.
Originality/value: This analysis is one of the few studies conducted in the African countries that scrutinize the impact of managers’ entrenchment determinants (ownership, duality, age, and tenure) on firm performance.

Purpose: This study presents a nine-factor, 32-item measure of work environment scale in the service sector. A healthy work environment is one in which employees trust the people they work for, have pride in what they do, and enjoy working with the people (Levering and Moskowitz, 2004).

Methodology: This instrument builds on the conceptual model espoused by Insel and Moos (1974), Gordon (1973), Fletcher and Nusbaum (2010), Amabile et al. (1996), and Spector (2003). The scale included items elicited through a literature review, the use of the Delphi technique with a panel of experts, and tested on 824 full-time employees from nine service sector industries and five major cities in India.

Findings: The Work Environment Services Scale (WESS) is a reliable and valid scale useful for measuring the nine work environment factors in the Indian services organization, with its own norms and a detailed manual.

Originality/Value: The prevailing scales for measuring work environment do not capture the influence of ethics, recreation facilities, and the impact of social giving on the work environment. Most scales were suitable for sectors in the Western context, and there were no Indian scales measuring service employees’ perception of their work environment.

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: To explore how the predecessors and successors of Polish family businesses use and refine existing knowledge, identify knowledge deficiencies or absences, and create new knowledge during the working together stage.
Methodology/approach: The article builds on qualitative empirical material gathered in 2018 and 2019 with a problem-centered interview approach aiming to capture the complex and potentially diverging realities of both generations. Altogether, 48 preliminary interview questionnaires were completed and, subsequently, 46 interviews were conducted.
Findings: The study captured that the use of existing knowledge during the Working Together period is significantly supported by the fact that the old and young generation share several unarticulated beliefs, mental models, and behaviors. However, the identification of knowledge gaps and the creation of new knowledge are heavily hindered by the fear of confrontation and only declarative – instead of active – interest of the older generation in creating new knowledge.
Originality/value: The article bridges the gap between the literature on organizational ambidexterity and family business by empirically investigating the intergenerational dynamics of owners’ families regarding knowledge creation. Moreover, we introduce the concept of intergenerational familial ambidexterity.

Purpose: Capital flows, tax competition, multinational companies and tax havens weakens governments’ ability to lead independent tax policy. This race to the bottom, especially in the case of CIT rate, seems to work. Aim of the text is to show that the governments are not as powerless as it is often claimed. Despite common opinion, nation-states retain a relatively significant autonomy in creating their own fiscal policies, including tax instruments. Size of funds kept in tax havens have not been growing for few years and international cooperation of tax authorities is more and more efficient in dealing with the tax fraud.

Methodology: The study uses desk research method for theoretical reasoning to verify the research
hypothesis. Moreover, the study seeks answering if the application of EU tax policies determines national tax policy. To that end, the authors utilize time series and cause-effect analysis, as well as quantitative research for the systematization of statistical information and regression analysis for the examination of statistical dependencies. Tax competition or the functioning of tax havens naturally limits the realization of the fundamental functions of fiscal policies, although the taxation remains one
of the most crucial instruments of macroeconomic and income policy of national authorities.

Findings: The most important data on public revenues structure in different OECD countries indicate
that taxation remains one of the most crucial instruments of macroeconomic and income policy of
national authorities. We also show that impact of FDI on hosting economy is not as positive as it is
said to be. There is no relation between FDI and R&D spending and level of wages in hosting country
is even affected in the negative way by the FDI inflow. Irrespective of the regulatory details introduced at the EU level – the basic factor affecting jets coordination in the field of cooperation between tax services brings effects both in terms of the current collection of tax liabilities
and the creation of regulations that hinder tax avoidance and under statement assessment.

Originality/value: The study focuses on an analysis of tax policy. The view that taxation of international corporations is fraught with difficulties finds support in the undeniable reality of tax competition.Moreover, a large and growing share of profits is transferred to low-tax places. The prospects for taxing international companies with positive rates seem unoptimistic. Therefore, it is essential to check how the national economy is affected by the FDI inflow in OECD countries.

Purpose: The paper explores the online dialog of firms and consumers through corporate websites and social networks. The objective is to investigate the state of this dialog, its mechanisms, and outcomes in four export-oriented manufacturing companies that represent a wide spectrum of industries, including FMCG and durable goods, low-priced and expensive products, purchased with high and low involvement.

Methodology: A multiple-case study was used as the research method, with data sourced from in-depth interviews, observations, and published documents.

Findings: The findings show all managers agree that dialog with consumers is useful, they allocate resources to support it, but its intensity is underwhelming. Dialog effects were reported as positive but only as anecdotal evidence without validation in reliable data, which underscores measuring difficulties. It seems that dialog is the easiest to implement in and brings the most substantial benefits for high-involvement products but, even there, the feedback from consumers is not effectively used for developing product innovations. The major obstacle that restricts rich dialog is not technology but the intensity, speed, and quality of personal contact between employees and consumers.

Originality: The empirical material presented here offers original insights that foster a better understanding of online dialog between consumers and manufacturing companies.

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.

Purpose: The paper scientifically analyzes sustainable development in the context of economic entities and their integration in supply chains that reflect the various business models between parties involved in value creation.

Methodology: The authors seek the relationship between three aspects of sustainability and limitation of the functional weaknesses of the market through the integration of supply chains that reflect various business models. The paper bases on a survey conducted to identify interests of the companies in integrating innovations for greater sustainability.

Findings: The integration of supply chain is one of the reasons for using or limiting the functional weaknesses of the market related to the three sustainability aspects pictured by the concept of sustainability as environmental, social, and economic resources. Different forms of integration may contribute to the maintenance and enhancement of these resources.

Limitations: To clarify the influence of the supply chain integration on sustainable development, scholars need to conduct further research. The main point of the future research should be the development of a measure for the extent of influence of the supply chain integration on sustainable development.

Originality: The connecting of the integration of supply chain and sustainability is a new direction of scientific research that has previous studies. Thus, the research outcomes will impact the scientific field and community in both the area of supply chain management and sustainability studies. Keywords: innovation, business model, sustainable supply chain, integration

Purpose: The increasing pace of technological progress, hyper-competitiveness, volatility of markets, dominant in the contemporary society all cause signifcant changes in the approach to innovation and lead to the emergence of a new generation of models of innovation processes. An open innovation model is based on a systematic search for as well as research and use of various sources of opportunities for innovations that offer commercial potential. The main objective of this article is to analyse the possibilities of application of models of open innovation in management of micro, small, and medium enterprises (SMEs) in Poland. This article intends to explore the essence of open innovation by values, its inception, and conditions for its implementation in the management process specifc to the SME sector.

Methodology: The study has been based on in-depth semi-structured interviews conducted among business managers/owners responsible for innovation development of SMEs in Poland (16 interviews in total).

Findings: SMEs usually do not have their own research and development (R&D) departments, but need external support and R&D solutions tailored to their needs. SMEs need innovations and skills, which requires close cooperation with different partners. In order for SMEs to beneft from innovation processes, a structured cooperation not only with scientists and researchers, but also with other market partners needs to be established and intensifed. It changes both the creation of intellectual capital and the ways to manage it.

Originality: The new approach in the context of management of innovation is now one of the key challenges faced by smaller businesses. It is necessary to make changes in the approach to integration of external sources of innovation with the potential and resources at the disposal of a given company.

Purpose: The purpose of this article is to identify what are the cause-effect patterns of how company actions influence value drivers in Polish frms.

Method: The method used in the study consists of (1) the generation of informant reports (stories) about what actions performed in their frms influenced the value drivers and (2) the identifcation of the repeating (replicating) patterns of such influence.

Results: The study identifes fve actions that reduce the unproductive time of participants of business processes and three actions influencing new product introductions or modifcations.

Managerial implications: Managers should (1) use standardization and automation, delegation of secondary activities, and trainings in teamwork to reduce unproductive time, more quickly fulfll contracts (with current products), and influence four fnancial value drivers. Moreover, they should (2) gather knowledge about the alternative ways of thinking about particular problems and (3) use personal participation of knowledge possessor’s teams in clients’ problem-solving places.

Limitations and future research: The author identifes fve limitations of the performed study and formulates relevant suggestions for future research.

Originality/value: The study contributes to management theory by (1) clarifying conceptual relations between the actions of frms (causes) and value drivers (effects) and (2) analyzing the manager reports about the real business value-creation processes.

Purpose: This study attempts to make a contribution to theory by disentangling the concept of creating shared value (CSV) from corporate social responsibility (CSR). In doing so, the study provides a preliminary outline for CSV analysis.

Approach: This study is conceptual in character. It is based on a review of literature on CSR and CSV and adopts the perspective of economic and social value creation.

Findings: The findings show that 1) CSR comes down to sharing the economic value created in order to build social value and 2) CSV is the process of change of the relation between a firm’s outcomes and inputs that generates social value. In other words, it comes down to economic value creation through creating social value.

Originality: This study provides arguments revealing that to understand the differences between the notions of CSV and CSR, it suggests adopting the concepts of economic and social value. The study therefore bridges the gap in theory in this respect and outlines a preliminary conceptual basis for CSV analysis. It is expected that the findings of this study will serve as a reliable basis for further discussion and CSV concept development.

Purpose: To analyse the issue of public debt in Poland and examine its effect on other areas of socio-economic life as well as government policy.
Approach: The question of public debt is placed in its historical context by looking at how it grew during the Communist system and influenced the transition period. The article draws on a range of secondary economic statistics and considers in detail a number of public policy issues, such as the reform of the pension system.

Findings: One result of the large debt incurred by the end of the 1970s was that Poland became indebted to creditors in the West. This dependency helped to shape its economic policy at the end of the 1980s. The transition to a market economy placed new burdens on the country’s public services, primarily due to the resulting large deactivation of labour. Furthermore, the creation of a compulsory private pension system at the end of the 1990s diverted significant funds out of the government’s budget and swelled the country’s public debt. Since the outbreak of the economic crisis, Poland has avoided a recession by increasing public investment by utilising available European Union funds. However, due to internal and external limits on the size of its public debt, the government is being pressured to reduce this spending. In order to create more fiscal room, the government has partly dismantled the compulsory private pension system as a short-term solution to the growing debt crisis.

Value: In the wake of the global financial crisis and economic turmoil in the European Union, the matter of public debt has taken on increased importance. This paper considers this question from a long-term perspective in a country that has been relatively successful during the international economic downturn. By examining public debt from this broad perspective, we can better understand the economic situation in Poland and the European Union, whilst also shedding light on some of the surrounding academic perspectives and public policy debates.

Purpose: The article is devoted to critical refl ection on the commonly used value chain model taking the perspective of contemporary role of client and technological advancement in multifaceted organizational development and management. It attempts to outline and thoroughly describe the new perspective of value creation and value management taking into account digital technologies and social media platforms.

Methodology: Deductive approach have been implemented, secondary data and sources have been used. Finally, the model of Value chain 2.0 was presented, conceptualized and described from both theoretical and practical sides.

Design: The fi rst part of the article is focused on the explanation of present potential of client for any enterprise. The second part attempts to explain the role of virtualization processes, exemplifi ed by social media, semantic web approach or virtual organization in the shift of value creation. Finally, the concept of value chain 2.0 is proposed and discussed.

Findings: There is a rapid transformation of value creation where linearity, control and inter organizational resources are gradually being replaced by network value creation where clients’ activities play pivotal role in organization performance and where value is defi ned in much broader way.

Practical implications: The conclusions have profound meaning for companies and organizations striving for engagement of clients, partners and employees in value creation processes. The paper presents both theoretical foundations along with practical implications for value co-creation.

Originality: The thorough and detailed analysis and interpretation of multifaceted shift and transformation of value creation and value management is presented. The article describes the ways the social media, digital technologies and contemporary marketing influence the way organization.

Purpose: The aim of this study is to answer the following question: what concepts should be used to explain how marketing contributes to value creation in business-to-business (B2B) relations?

Methodology: The method consists of: (1) using net present value (NPV) as a goal of B2B purchasing decisions and (2) analysing the supplier’s controlling system to differentiate between value drivers and value causes.

Findings: A conceptual framework of B2B value creation has been proposed. NPV-related product description is the main concept in the framework.

Originality: The study contributes to the B2B marketing theory by increasing the clarity of conceptual foundations by (1) proposing the NPV-relevant product description and (2) making a distinction between value drivers and causes of value.

Purpose: The aim of the study is to analyse marketing challenges facing Polish public universities. Polish universities must urgently adjust their educational offers to deep declines in internal demand and to increased internationalisation of the educational market. The author explores the impact of management decentralisation in faculties of higher education institutions upon their market orientation, relationships with the external world and commercialisation of educational services targeting foreign students.

Methodology: The study is based mostly on direct observations and an extensive review of international literature devoted to the model of the university of the future and its relationships with the environment. The author has been lecturing on marketing for many years; he also manages educational business programmes at a large public university in Poland where he acts in the capacity of a dean.

Findings: Future universities should develop an array of services based on the relationship marketing with key strategic partners (business, local authorities, students and graduates). The idea of a modern educational service should be based on an individual approach to students expanded with complementary services. Educational services should be developed interactively in cooperation with key stakeholders.

Practical implications: Polish public universities should become more marketing oriented and develop a set of commercial educational services addressed to foreign students and to entrepreneurial and internationally-oriented Polish students.

Originality/value: Conclusions formulated by the author result from his long personal experience and knowledge of the specifi city of the educational market in Poland and across the world and his experience in managing an interdisciplinary faculty of a large public university. The interdisciplinary approach to the subject combines elements of the relationship marketing and interactive development of new educational services.

Purpose: This article deals with the creation of the brand and what kind of value it creates for the owner and the customer.

Methodology: The article describes an insight on how to create strong brands, why many companies that based their success on a product now decide to create a branded product and how a brand adds value to both the owner of the brand as well as the customer.

Findings: The article presents that brands create value for the customers as well as the company or brand owner. Furthermore, the article deals with the creation of strong brands and the underlying factors.

Originality/value: This article helps to advance brand marketing theory as well as offers valuable implications and recommendations for practitioners, brand and marketing managers.