Numer 2(3)/2006

CZĘŚĆ I

PROBLEMY MARKETINGU

Stanisława Wilmańska-Sosnowska

Relationship with the customers in the company market value creation

The article presents the role of non material company's assets in loyalty creation process. It consists of three main parts. The fist one is focused on company value and the elements of its creation process. The second one concerns the meaning of customer's satisfaction and its role in building company value. The last part discusses the types of loyalty and its meanings.

Katarzyna Mierzwińska

Customer orientation in the contemporary bank.

Globalization processes, technology development and growth of customer's consciousness have a significant influence on the world economy, including banking sector. All the modern companies are supposed to create the proper strategy based on relations with their customers. This paper highlights the necessity of understanding the connection between the level of satisfaction and loyalty of bank customers. Recognition of the importance of a customer in the banking sector is the key factor in creating bank value and gaining the competitive advantage in the market.

Izabela Witczak

Personal selling and its influence on the purchasing decisions of the customers

The purpose of this work is focused on the role played by personal selling in decision taking process by the customers. The paper is divided into three parts. The first one discusses the strategy of the personal selling determined by the personal types of customers. The second one is focused on the role of the personal selling on the sale process levels. The last one concerns the role of personal selling in the negotiations.

Janusz Zrobek

Application possibilities of territorial marketing in rural areas development

The rural territorial units have to search for new means of their activity under existing competition for resources and developing possibilities. In such a situation active using of marketing instruments is very suitable.


Marketing in the rural areas ought to be taken as a whole conception adapted to each rural territorial unit. The activities are based on: product, price, distribution and promotion. Marketing approach must be connected with innovative process because that one can guarantee the expected profits.

Monika Andrychowicz

Brand in forming young consumers' loyalty on the clothing market

Brand is an instrument which makes it possible to distinguish a firm's offer and gain advantage by binding the customers to it. Its functions are reflected in the clothing market for young consumers.


The analysis concentrates on depicting the notion and the essence of loyalty. The influence and significance of brand as a factor shaping this phenomenon. Moreover, the loyalty of the young section of consumers and their attitude towards clothing brands have been characterized in the article.


In the article, shopping preferences of the young, factors influencing the choice of clothes and the desire to own them have been presented. The analysis also contains a list of the most well-known and most desired brands by young consumers as well as brands towards which their loyalty is declared.

Marcin Kowalczyk

Marketing information systems in the public bus transport companies in district of Lodz

The aim of the article is to present functioning of Marketing Information Systems (MkIS) exemplified by the public bus transport companies in district of Lodz. Based on literature, the article shows the role of marketing information in marketing management with particular acknowledgement to the creation of competitive advantage. The second part of the work includes the results of a survey of nine companies, conducted in May 2006 in the view of previous theoretical deliberations.

CZĘŚĆ II

PROBLEMY ZARZĄDZANIA ZASOBAMI LUDZKIMI

Dorota Kałuża, Joanna Damińska

The most important transformations of the labour market in Poland in the years 1980 - 2003

The article presents the situation on the Polish labour market from 1980 to 2003. The analysed period has been divided into two according to the different policy implemented. The first one comprises years from 1980 to 1989, the so-called period of centrally planned economy, when the situation on the labour market was shaped by full employment policy that occurred to be excessive and ineffective. The second period, presented in the article, and comprising years from 1990 till 2003 is a period of transformation of the economy into free market economy. The latter is a period of great socio-economic transformations, i.e. introduction of the democratic system, creation of conditions favourable for the private entrepreneurship development, economic freedom, etc. The transformations, however, entail significant costs that are hidden in the former system unemployment. The large scale of the phenomenon has been rendered as a key problem of the Polish labour market in our study.

Katarzyna Szymańska

The 'job rotation' project - an opportunity for increase in competitiveness of the Polish economy based on knowledge and entrepreneurship

Human resources are an economic quality whose value should be constantly enhanced. Building an open 'society based on knowledge' through ensuring proper conditions for human resources development by means of education, training and work is the aim of projects relying on job rotation mechanisms. Efficient functioning of enterprises depends, to a large extent, on many factors of the external surrounding which is the main support for SMEs and also indicates access to innovation. Realization of 'job rotation' projects is meant to contribute to development of competitiveness of economy based on knowledge and entrepreneurship as well as employment rate increase, thanks to which economic and social coherency within the European Union and outside will become feasible.

Sylwia Częszczyk - Janicka

Work-life. Balance initiatives - benefits and risks of their applications

Work-life Balance initiatives (WLB) have been created to influence the growth of the organization's efficiency. Essential advantages connected with the maintenance of balance between the career and the employees' private life have been noticed. At the same time a lot of questions and restrictions have appeared. It is difficult to evaluate the effectiveness of WLB unambiguously. The uncertainty and risk accompanying these initiatives are still emphasized in Poland. Here, the first WLB are performed in Polish branches of international companies.

There is not a single ready answer to all the doubts concerning the validity and the implementation of WLB. The initiatives will not provide the results expected without the acceptance and understanding of the employees and without the concordance with a company's strategy. Most importantly for the solutions, is not only to improve the economic outcome but also fulfill the fundamental functions - foster the harmony between family duties and professional lives.

CZĘŚĆ III

PROBLEMY PRZEDSIĘBIORCZOŚCI I ZARZĄDZANIA MAŁYM I ŚREDNIM PRZEDSIĘBIORSTWEM

Joanna Fila

Possibilities and conditions of financing the innovations in small and medium sized enterprises

Small and medium sized enterprises (SME) are an important element of today's social and economic structure due to their innovativeness and creativity. On the other hand, activities connected with innovations require significant expenditure and capital. For SME, the availability of the own and external financing can be quite seriously limited. The main purpose of the report was to present the new sources of financial assistance in the small and medium sized enterprises.


Traditional bank credits are engaged in huge part of financing SME's structure. But new economy offers new conditions of financing. The venture capital plays the important part in this case as well. If the banks want to save their position in the future, they should be open for new ways of supporting capital. Securitization is a financial innovation and the banks can take the role of originators of the process. Securitization can indirectly help SME access to finance and SME's assets are being also used as assets securitized.

R. Lisowska

Small and Medium enterprises vs. the marginalisation phenomenon

In the poorly developed regions the main problems are lack of capital, unskilled workforce, insufficient innovation and entrepreneurship of their inhabitants which considerably inhibits possibilities of development of the existing and creation of new small and medium enterprises. Small and medium enterprises are one of the main elements of regional infrastructure, which determine competitiveness and future development of the region. Progress of the less developed regions cannot take place without active participation of small and medium enterprises.


The article attempts to analyse the phenomenon of marginalisation as an effect of modern processes of globalisation and integration. Special emphasis has been placed on the role that the SME sector can play in areas marginalized by: creation of new workplaces, diffusion of innovation, promotion of entrepreneurial attitudes and creation of stable development.

Jarosław Ropęga

Impact of entrepreneurial behaviours for creating clusters concentrating companies of the MSP sector

Presently, many specialists from the area of management, economists and politicians underline the necessity of creating favourable conditions for initiating own economic activity, frequently based on a form of enterprise. Such activity can be the way of executing actions based on potential of enterprising features of an owner - manager, as well as a reaction to current situation and a want of establishing one's own company as a result of new concept for business growth. This kind of reaction we can call "cluster".


In order to be able to execute integrated support forms for future entrepreneurs it is necessary for business-supporting institutions to own a network of well developed contacts in area of pro-innovation by using cluster system. An example of such relationships can be contacts with institutions that handle co-financing of new economic enterprises, their growth and development, etc.

Jakub Twardowski

Administrative barriers of development of small and medium enterprises in Poland

The issues presented in this paper deal with the problems of administrative barrier and underlining of their adverse influence on development of small and medium sector of enterprise. Taking an attempt to answer the question if both state and local authorities take actions or intend to introduce some solutions which would decrease administrative barriers for enterprises. The contents of the paper consists of two parts. . The first one discusses the notion and kind of barriers of development. The second part concentrates on the administrative barriers of development of economic activities in Poland.

CZĘŚĆ IV

PRIORYTETY W ZARZĄDZANIU

Tomasz Zalega

The problem of poverty in Poland

The article discusses poverty in Poland. Because in Poland as well as other countries poverty is a complex, multifaceted and diverse phenomenon that is, additionally, studied from different angles, the introduction provides an overview of different definitions of poverty, indicates its basic categories and key theories explaining its emergence. The next parts of the work concentrate on the major features and dimensions of Polish poverty today and present State's policy in that area. When the problem of Polish poverty is investigated it is worth remembering that in the societal reality the characteristic features and dimensions of the existing poverty merge, interrelate and cumulate themselves, which leads to complex and frequently very alarming forms of poverty. The limited size of the text has made it impossible to mention all surveys that have significantly contributed to better knowledge of the problems discussed.

Joanna Damińska, Izabela Kołodziejczyk - Olczak, Renata Lisowska

Economy based on knowledge - directions of educational changes in Poland

In the gloabalisation era in the developed countries of the world we encounter a completely new model of economy based on knowledge coming into existence, a model in which knowledge is created, acquired, processed, conveyed and applied more effectively by enterprises, organizations and societies creating favourable conditions for fast development of the economy and the society.


The article presents concepts of building an economy based on knowledge in the light of the assumptions of the Lisbon Strategy. The article also deals with important questions connected with the educational system, mechanism of knowledge and information distribution as well as research and development work.

Dorota Zaborowska

Ecological farming in Poland before and after accession to the European Union.

In the article, the outline of legal grounds relating to ecological farming valid before and after accession of Poland to the European Union was shown. The changes of the number of ecological farms with certificate and during the process of introduction in 1990-2005 period were analysed as well as their disposal per each voivodship. The probable causes of increasing interest in this method of farming among the farmers were noticed.

Witold Luciński

Significance of private equity investments in Polish economy

Presented article estimates the role of the private equity in Polish economy. Importance of these methods of financing of various undertakings in countries with well developed market oriented economy cannot be overestimated. Figures gathered in the article show that similarly as on other areas of an economic life, Poland usually takes distant ranks among classified countries in various fields. Such a situation calls for a look towards the future with apprehension taking into consideration severe challenges facing Poland in coming years.

Lidia Włodarska - Zoła

Stages of an initial public offering (IPO)

Successful public offerings in recent years proved attractiveness of acquiring new resources by companies through capital market and stock exchange. A company raises relatively cheap capital, prestige, enjoys higher reliability and brand recognition. The article shows all stages during preparation and carrying out of an IPO process as well as entering and further listing on stock exchange in the light of new regulations which came into force in October 2005 and which now rule Polish capital market.