Krzysztof J . Chmielewski

There is a considerable amount of literature focused on customers’ motivation to participate in cooperative new product development [NPD], but previous research neglected the suppliers’ perspective concerning organizational mechanisms for the facilitation of customer involvement in cooperative new product development. Purpose of the article: The aim of the study is to explore the influence of two kinds of dynamic capabilities, proactive customer orientation [PCO] and joint learning capability [JLC] on the acceptance and use of machine to machine interaction [M2M] in collaborative innovation development [CID], from the supplier’s perspective. Methods: The research is based on a case study carried out from June 2018 till June 2019 of a Polish automation integrator supplying a manufacturer of automotive equipment, i.e. automotive industry, in a fully robotized workstation. In order to understand how the company functions in this case, in-depth interviews with the company’s employees have been conducted. Findings & Value added: The results revealed that intelligent devices, interacting machines, and real-time data transfer to the supplier may cause disruptions through their impact on establishing trustful business relationships. We believe our findings could have a profound impact on the way how proactive customer orientation and relational interactions supported knowledge sharing and joint learning sense-making through operational meetings and on-the-job workshops which role was to evaluate the collaborative project.

Integrated promotions aimed at children in Poland and Germany are discussed in this paper. The author analyzed which age defines a child in Poland and in Germany. Further, the characteristics of the children market and its underlying trends are exposed. Forms of integrated promotions which are used within the children market are examined and compared cross-national wise. Moreover, the author discusses the possibilities of implementing the various tools in both countries.

Integrated promotions aimed at children in Poland and Germany are discussed in this paper. The author analyzed which age defines a child in Poland and in Germany. Further, the characteristics of the children market and its underlying trends are exposed. Forms of integrated promotions which are used within the children market are examined and compared cross-national wise. Moreover, the author discusses the possibilities of implementing the various tools in both countries.

The role of trust and leadership in the global marketing driven organization is discussed in this paper. The author analyzed the essence of trust, levels of trust, performance effects of trust and challenges of trust. Further, the characteristics of leadership is described as well as the essence of leadership. Current challenges facing this topic are analyzed and trends for the near future are indicated. Moreover, the author discusses the main impacts which will drive leadership in the future.

Research background: There is a considerable amount of literature focused on customers’ motivation to participate in cooperative new product development [NPD], but previous research neglected the suppliers’ perspective concerning organizational mechanisms for the facilitation of customer involvement in cooperative new product development. Purpose of the article: The aim of the study is to explore the influence of two kinds of dynamic capabilities, proactive customer orientation [PCO] and joint learning capability [JLC] on the acceptance and use of machine to machine interaction [M2M] in collaborative innovation development [CID], from the supplier’s perspective. Methods: The research is based on a case study carried out from June 2018 till June 2019 of a Polish automation integrator supplying a manufacturer of automotive equipment, i.e. automotive industry, in a fully robotized workstation. In order to understand how the company functions in this case, in-depth interviews with the c...

Research background: There is a considerable amount of literature focused on customers’ motivation to participate in cooperative new product development [NPD], but previous research neglected the suppliers’ perspective concerning organizational mechanisms for the facilitation of customer involvement in cooperative new product development. Purpose of the article: The aim of the study is to explore the influence of two kinds of dynamic capabilities, proactive customer orientation [PCO] and joint learning capability [JLC] on the acceptance and use of machine to machine interaction [M2M] in collaborative innovation development [CID], from the supplier’s perspective. Methods: The research is based on a case study carried out from June 2018 till June 2019 of a Polish automation integrator supplying a manufacturer of automotive equipment, i.e. automotive industry, in a fully robotized workstation. In order to understand how the company functions in this case, in-depth interviews with the c...

Proces zarządzania marką korporacyjną: ramy analityczne oraz zagadnienia dla dalszych badań Streszczenie Cel artykułu: przedstawienie ram analitycznych i przedstawienie kluczowych kwestii dla przyszłych badań w procesie zarządzania marką korporacyjną. Zgod-nie z tym, co twierdzą Balmer i Wang (2016), dalsze badania poświęcone kwestii zarządzania marką korporacyjną powinny koncentrować się na dokładnym okre-śleniu działań podejmowanych przez menadżerów w zakresie budowania marki korporacyjnej. Istnieje już kilka modeli omawiających proces zarządzania marką korporacyjną; jednak, według wiedzy autora, proces ten jest wciąż zjawiskiem dość świeżym i niezbadanym dotąd na szerszą skalę. Rodzaju wykorzystywanej metody badawczej/podejścia badawczego: arty-kuł koncepcyjny, oparty na szczegółowym przeglądzie literatury z zakresu zarzą-dzania marką korporacyjną. Główne wyniki badań/wnioski: menadżerowie odpowiedzialni za markę kor-poracyjną powinni poświęcić swój czas i włożyć więcej pracy w zarządzanie marką korporacyjną na podstawie procesu. W dobie brandingu korporacyjnego niezwykle ważna jest umiejętność budowania i długofalowego korzystania z marki korpo-racyjnej jako przewagi konkurencyjnej (Rindova, Fombrun 1999). The character of the article: The aim of the article is to present an analytical framework and show key issues for future research in the corporate brand management process. As Balmer and Wang (2016) suggested, further research should be focused on the precise activities of managers in relation to corporate brand building. Concerning the brand management process, there are several models; however, the corporate brand management process is still a topic not widely researched to the best knowledge of the author.
Research method/ methodological approach: The paper is a conceptual article, based on a thorough literature review within the field of corporate brand management.
Main findings/ conclusions: Corporate brand managers should invest their time and effort to implement a corporate brand management process. In the age of corporate branding, the ability to create and sustain a corporate brand as a competitive advantage is extremely important (Rindova and Fombrun, 1999). At the same time, a multiplicity of various tools for coping with the specific requirements and needs of the corporate brand must be included. Furthermore, the corporate brand management process should follow a clear structure (Dutta et al., 2003; Shocker et al., 1994; Simon et al., 2006). In this context, the process structure and design can be viewed as success critical factors.
Practical and social implications: The main practical implication of this article is the identification of the corporate brand management process. Further, it is shown how this process (i.e. implicit factors) should look like. Moreover, the author states several hypotheses for future research.

Marka korporacyjna odgrywa coraz bardziej znaczącą rolę w procesie kreowania i zarządzania marką. Niniejszy artykuł koncentruje się na roli marki korporacyjnej w portfelu marek. Celem opracowania jest, po pierwsze, całościowe wyjaśnienie genezy wzrostu znaczenia marki korporacyjnej począwszy od lat 90. XX wieku. W dalszej części przedstawione są czynniki determinujące wspomniany wzrost. Dla potrzeb zrozumienia różnych ról, które może pełnić marka korporacyjna, przygotowany został krótki przegląd strategii zarządzania portfelem marek. W następnej kolejności różnorodne role marki korporacyjnej zostały szczegółowo omówione na przykładach ze świata biznesu. Na koniec, jako rezultat przeprowadzonej analizy, podjęto próbę przybliżenia odpowiedzi na pytanie, w jaki sposób zarządzać marką korporacyjną, aby odnieść największy sukces.

The various financial measurements and aspects of brand extensions are discussed in this paper. For this purpose a framework of brand extension valuation is created. There are four main models of evaluating brand extensions in relation to the financial outcome. First, calculating the return on investment. Second, analyze if a brand extension creates shareholder value by calculation the present value of its future cash flow. Third, using real options that enable to calculate by how much flexibility increases the value of investment. Fourth, a model based on the motion picture industry. Furthermore, the paper integrates a discussion about risks and benefits involved in brand extensions. The author analyzed current literature and discussed the concept of brand extension from the marketing and finance perspective.

The role of trust and leadership in the global marketing driven organization is discussed in this paper. The author analyzed the essence of trust, levels of trust, performance effects of trust and challenges of trust. Further, the characteristics of leadership is described as well as the essence of leadership. Current challenges facing this topic are analyzed and trends for the near future are indicated. Moreover, the author discusses the main impacts which will drive leadership in the future.

This text aims to present the general characteristics of the Internet and social media in Poland and Germany, taking into account the group of young consumers. Background to this
observation are the characteristic of young consumers, in particular their role in the market.
The purpose of the authors is also to show the role played by the Internet and social media in the market of young consumers.

Integrated promotions aimed at children in Poland and Germany are discussed in this paper. The author analyzed which age defines a child in Poland and in Germany. Further, the characteristics of the children market and its underlying trends are exposed. Forms of integrated promotions which are used within the children market are examined and compared cross-national wise. Moreover, the author discusses the possibilities of implementing the various tools in both countries.

With increased influence of large corporations on the global markets, it is interesting to remember the not so distant practices exercised by centrally planned economies; especially those practices aimed at the creation of corporate brands or their equivalents.
It is widely assumed that a corporate brand represents much wider associations not limited only to a specific product. Current trends where large corporations dominate and will continue to dominate the global economy with concentration but without centralization are represented by efforts to create strong corporate brands as tools for gaining a global competitive advantage.
Similarly, centrally planned economies, as they strived to increase exports, placed an emphasis on the development of corporate brands. Relative freedom was given to exporting companies regarding their corporate brand development. This gave exporters from the CEE region a certain competitive advantage. However, during the post-Communist transition process, many brands were intercepted by new owners, neglected or lost. Current developments indicate efforts to restore, rebuild or introduce new corporate brands in search of a competitive advantage and to gain a position in the global race for market share.

W artykule wyjasniono, czym jest marka korporacyjna, marka firmowa i marka produktowa oraz jakie sa róznice miedzy nimi. Przedstawiono historie i obecny status marek korporacyjnych oraz wskazano, jak pozycjonować marke korporacyjna w odniesieniu do portfela marek firmy. Kreowanie wartosci przez marki korporacyjne zalezy od kilku zidentyfikowanych w artykule czynników.

The interest in corporate brands has risen significantly in recent years. Corporate brand management has moved on the key strategic agenda not only for owners or shareholders and top management but also for other stakeholders for various reasons. The following paper defines and explains what a corporate brand, a company brand and a product brand is and following that a brief history of the corporate brand follows. The last part of the paper deals with the creation of added value by corporate brands as well as negative aspects of such a brand approach.

Celem rozwazan jest przedstawienie istoty i znaczenia sponsoringu sportowego w procesie budowania marki korporacyjnej. Przedmiotem rozwazan jest opis warunkow, na ktorych sponsoring sportowy moze wesprzec marke korporacyjna, a takze zalecenia  minimalizujace negatywne aspekty tej formy komunikacjej marketingowej.

The purpose of this article is to present the essence and significance of sport sponsorship in the process of building a corporate brand. The subject of discussion is a description of the conditions, under which sport can support sponsoring corporate brand, as well as recommendations to minimize the negative aspects of this form of marketing communication.

Interest in corporate brands and corporate brand management has risen significantly in recent years. Corporate brand management has moved to the key strategic agenda not only for owners/shareholders and top management but also for other stakeholders. The major factor behind that is the modern shareholder value movement. As a result, the main task of management is to maximize shareholder value and consequently, the majority of big companies have shifted to the adoption of shareholder value as the criterion for evaluating strategies and manager’s performance (Doyle, 2008, p. 22). Therefore, the main objective of the dissertation is the conceptual and empirical analysis of the corporate brand management process. The study focuses on three industries: Higher Education Institutions (HEI), Fast-Moving Consumer Goods (FMCG), and Automotive (AUTO). The reason behind the research of such a diverse group of industries is the intent not to show how a corporate brand works in a certain industry but rather to analyze the common factor: the corporate brand in the process of brand management. In order to fulfill the above stated objective, the thesis will answer the following three research questions: 1) What is the role of the corporate brand in brand management?; 2) How important is the corporate brand for the major stakeholders: company and customers?; 3) What are the most important factors in corporate brand management? In this thesis, mixed method research is used which, on the basis of a thorough literature review, combines both qualitative and quantitative methods. This is more than just the mixing of these approaches; it involves the combined use of the approaches. The research first collected qualitative data (19 interviews with senior managers involved in brand management), followed by quantitative data gathering (sample size: 134 respondents for HEI, 152 respondents for FMCG, and 156 respondents for AUTO). Relying on the adopted theoretical background and taking into account the gaps in the extant research and the results from the literature review as well as qualitative research, a proposed theoretical model with six hypotheses for each industry (altogether 18 hypotheses) was created. The survey data was analyzed with the help of multiple regression. Furthermore, another outcome of the thesis was the proposal of an extended analytical framework for the brand management process for the corporate brand