no 4/2017

December 2017

  1. Assessing a moderating effect and the global fit of a PLS model on online trading
    - García-Machado Juan
  2. Importance of Country-of-Origin on Different Product Categories Purchase Decision
    - Arežina Darija, Krupka Zoran
  3. Strategic aspects of innovation management
    - Baruk Jerzy
  4. Do we need social reports? New challenge for corporate social responsibility
    - Jarosławska-Sobór Sylwia
  5. Polish university as an (un)attractive potential employer
    - Baruk Agnieszka Izabela
  6. Development of virtual reality technology in the aspect of educational applications
    - Żmigrodzka Małgorzata
  7. Environmental aspects as an area of CSR and building the image of retailers’ private labels
    - Spyra Zbigniew
  8. The impact of modern technology on changing marketing actions in organisations. Marketing 4.0
    - Świeczak Witold
  9. The impact of the Internet of Things on value added to Marketing 4.0
    - Łukowski Wojciech

Assessing a moderating effect and the global fit of a PLS model on online trading

- García-Machado Juan


This paper proposes a PLS Model for the study of Online Trading. Traditional investing has experienced a revolution due to the rise of e-trading services that enable investors to use Internet conduct secure trading. On the hand, model results show that there is a positive, direct and statistically significant relationship between personal outcome expectations, perceived relative advantage, shared vision and economy-based trust with the quality of knowledge. On the other hand, trading frequency and portfolio performance has also this relationship. After including the investor’s income and financial wealth (IFW) as moderating effect, the PLS model was enhanced, and we found … Czytaj więcej »

Downloads: 139
Pobrano: 139

Importance of Country-of-Origin on Different Product Categories Purchase Decision

- Arežina Darija, Krupka Zoran


Country of origin is an important factor in product evaluation process as well as for purchase decision. Its importance depends on the amount of information consumers have about the product and product category. This paper investigates the importance of coutry of origin in purchase decision-making process for three different product categories: high risk and high level of consumer involvement in purchasing process (car), medium risk and midium level of consumer involvement in purchasing process (TV), and low risk and low level of consumer involvement in purchasing process (confectionery products). Also, this paper investigates importance of country of manufacturing for purchase … Czytaj więcej »

Downloads: 162
Pobrano: 162

Strategic aspects of innovation management

- Baruk Jerzy


Innovations are regarded as the main factor for the development of organizations, regions and whole economies. In practice the innovativeness of economic entities is limited by many factors of internal and external origin. Among the internal factors there are factors associated with management itself focusing the attention of managers on the current problems, limited utilization of modern methods of management, especially strategic management and innovation management. In this publication the emphasis was put on the discussion of the essence of strategic approach to innovation management; the essence of strategic innovations and their role in the development of organizations; three model … Czytaj więcej »

Downloads: 205
Pobrano: 205

Do we need social reports? New challenge for corporate social responsibility

- Jarosławska-Sobór Sylwia


Directive 2014/95/EU of the European Parliament and the Council entered into force on 1 January 2017, regards disclosure of non-financial and diversity information by certain large undertakings and groups. Its aim is to enhance  the consistency and comparability of non-financial information disclosed throughout the Union. Large public-interest entities will be obligated to prepare a non-financial statement containing information relating to at least environmental matters, social and employee-related matters, respect for human rights, anti-corruption and bribery matters. What it means in practice ? Whether we need a social reports ? In this paper different aspects of  new directives, it’s theoretical basement … Czytaj więcej »

Downloads: 137
Pobrano: 137

Polish university as an (un)attractive potential employer

- Baruk Agnieszka Izabela


The article presents issues associated with the reasons for the fact that young potential employees are not interested in starting work at Polish universities. The article is theoretical-empirical in character. The theoretical part highlights the importance of a situation in which an entity is regarded as an attractive employer, which allows attracting the best employees. Particular attention is paid to the fact that a university needs to build its image as an employer, which results from its characteristics. The article strives to achieve three research goals, among others, identifying the reasons why respondents are not interested in starting work at … Czytaj więcej »

Downloads: 58
Pobrano: 58

Development of virtual reality technology in the aspect of educational applications

- Żmigrodzka Małgorzata

In the recent years we have observed the development of devices and visualizations for monitoring the activity of a user (movement and position) in a virtual environment. Along with the growing utilization of personal computers for visualization and rapid development of computer image generation in real time, universities, following the latest trends used in science, are looking for solutions to reach students through  the senses of: sight, hearing and touch. We should take into consideration the diversity of students’ styles and strategies of learning, that’s why the use of virtual reality (VR) in education is a response to the … Czytaj więcej »

Downloads: 294
Pobrano: 294

Environmental aspects as an area of CSR and building the image of retailers’ private labels

- Spyra Zbigniew

The article is an attempt to analyse the area of care about the environment as one of the dimensions of CSR used by contemporary retailers in the process of building the image of their private labels. Particular parts of the article are devoted to achieving the goal of the article. First, conditions for the implementation of the CSR concepts in the strategies of development of retailers’ private brands are presented. Next, the tools most often used by contemporary retailers to build an „ecological image” are identified. In the final part of the article chosen examples of the retailers’ involvement in … Czytaj więcej »

Downloads: 81
Pobrano: 81

The impact of modern technology on changing marketing actions in organisations. Marketing 4.0

- Świeczak Witold

The article presents the theory that modern technologies are changing the way in which marketing is organised and that they will transform the prevailing composition of the market, while enterprises should come to terms with the act that having a market share will no longer suffice to maintain the market leader position. The aim of this paper is to provide an overview of the key challenges generated by technological innovations and to identify the opportunities for marketing in light of the new communication and information technologies so that quantifiable benefits can be gained. The research topic underpinning this paper is: … Czytaj więcej »

Downloads: 241
Pobrano: 241

The impact of the Internet of Things on value added to Marketing 4.0

- Łukowski Wojciech

The evolution in the field of information technologies that has taken place in recent decades has transformed the world. The marketing sector has undergone similar changes. At present, the internet as a groundbreaking achievement resulting from the evolution of information technologies is being integrated with marketing activities. Thanks to this we can witness a new generation of the activities referred to as the age of Marketing 4.0. It is urgently needed as today customers demand something more than just products that meet their basic needs, satisfy their desires, and soothe their anxieties. Clients are now looking for products that will … Czytaj więcej »

Downloads: 202
Pobrano: 202