MARKETING INSTYTUCJI NAUKOWYCH I BADAWCZYCH,
eISSN 2353-8414, 2023, Vol. 47, Issue 1
Table of content:
- The use of marketing indicators in Poland — towards evidence-based management
Robert Kozielski, Donata Wilczewska
- Marketing in the context of organisational market resilience
- Corporate social responsibility practices in the energy industry-trends of change
Mirosława Pluta-Olearnik, Aneta Buda
- Audit report timeliness before and during the COVID-19 pandemic: evidence from the market reaction
Jesslyn Yen, Antonius Herusetya
- The effect of information communication technology readiness and knowledge management on entrepreneurial strategic orientation and its implications on firm performanceE
Oscar Jayanagara, Kelly Azaryas Chen
- Young consumers towards an ecological approach to life in the age of smart homes and devices
Robert Kozielski1, Donata Wilczewska2*
1Department of Strategy and Value Based Management, Faculty of Management, University of Lodz, Matejki Street 22/26, 90-237 Lodz, Poland
2questus, The Chartered Institute of Marketing, Organizacji WiN Street 83/7, 91-811 Lodz, Poland
Robert Kozielski: ORCID: 0000-0002-0200-1504
Donata Wilczewska: ORCID: 0009-0002-0971-4803
The growing trend of evidence-based management (EBM) in recent years is rooted in praxeology, but also in the concept of evidencebased practice (EBP). This concept is based on the belief that all decisions and actions should be based on the most current and best available knowledge, including knowledge and information derived from research. This is particularly true for marketing decisions. The primary medium of information in marketing is marketing metrics. Their extensive use enables making effective decisions. The purpose of the article is to identify the scope of usage of marketing metrics on the Polish market as part of an EBM approach. The paper is based on the survey conducted on a sample of 89 marketing managers in November 2022 among participants and graduates of The Chartered Institute of Marketing (CIM) programmes. The findings indicate a fairly wide range of indicators used and their balanced nature, with a slight predominance of strategic and financial indicators and an increase in the importance of online metrics at the same time.
Department of Strategy and Value Based Management, Faculty of Management, University of Lodz, Matejki Street 22/26,
90-237 Lodz, Poland
Robert Kozielski; ORCID: 0000-0002-0200-1504
Evaluating contemporary business changes against the backdrop of the concept of turbulent business environment presented by Ansoff in the ’70s allows us to identify a new way of interpreting Ansoff’s description of turbulence as the key characteristic of the business environment. The new business landscape, described by VUCA (volatility, uncertainty, complexity and ambiguity, BANI (brittle, anxious, nonlinear, incomprehensible) or RUPT (rapid, unpredictable, paradoxical, tangled) acronyms, is complex, illegible and intensified by COVID-19 and the war in Ukraine. It results in shortening the lifecycle of the organisation as well as the importance needing to be attributed to an organisation’s predisposition towards remaining resilient in the face of turbulence. The paper is based on primary research and aims to identify the role of marketing in contemporary business environment and future development in the context of the idea of resilient organisations. The identified business challenges are addressed using the described marketing functions – ‘customer advocacy’, ‘business owner’ and ‘professional manager’.
Mirosława Pluta-Olearnik1, Aneta Buda2
1Department of Marketing, Wroclaw University of Economics and Business, Komandorska Street 118/120, 53-345 Wrocław, Poland
2Faculty of Management, Wroclaw University of Economics and Business, Komandorska Street 118/120, 53-345 Wrocław, Poland
Mirosława Pluta-Olearnik: ORCID: 0000-0002-5719-4710
Aneta Buda: ORCID: 0009-0002-0020-4022
The purpose of the article is to analyse and evaluate corporate social responsibility practices as a response of companies to the expectations of a wide range of stakeholders. In the article, the authors perceive CSR practices as a way of conducting market activities in accordance with the expectations of stakeholders, with those not being a one-time act but a continuous effort to improve the areas of the company’s environment requiring support and the entity selected for analysis-which is a Polish energy industry capital group-Energa Group. It is a large entity whose activities can significantly and, in many ways, affect the environment. The analysis was based on secondary sources, including, in particular, the cyclical CSR reports and non-financial reports of the Energa Group. The research results show the trends of changes in CSR practices in the analysed company over the last 10 years (2011–2021), which can be used in the formulation of subsequent CSR programmes of the Energa Group and provide inspiration for other entities.
Jesslyn Yen, Antonius Herusetya
Faculty of Economics and Business, Universitas Pelita Harapan, Lippo Village,
MH Thamrin Boulevard 1100, Klp. Dua, Kec. Klp. Dua, Kota Tangerang, Banten, Indonezja
This study investigates the market response to the timeliness of audit reports, specifically before and during the coronavirus disease 2020 (COVID-19) pandemic. We use the earnings response coefficient (ERC) as our proxy to assess the market reaction to the timeliness of audit reports. We applied the purposive sampling method to all companies listed on the Indonesia Stock Exchange (IDX), except for the financial industry, and obtained 977 firm-year observations as our final sample. Using linear multiple regression models in our analysis, we discovered no indication of a market response to the timeliness of audit reports for our full sample during 2018–2020. However, we find evidence that during the COVID-19 pandemic in 2020, the market reacted more positively to the audit report timeliness compared to the pre-COVID-19pandemic period. Our results indicate that investors were more tolerant of delayed audit reports during the COVID-19 pandemic due to the increased audit efforts and longer time needed to gather sufficient evidence to issue audit reports.
The effect of information communication technology readiness and knowledge management on entrepreneurial strategic orientation and its implications on firm performanceE
Oscar Jayanagara1, Kelly Azaryas Chen2
1 Faculty of Economy & Business, University of Pelita Harapan, Indonesia
MH Thamrin Boulevard 1100, Klp. Dua, Kec. Klp. Dua, Kota Tangerang, Banten 15811
2 Product & Industrial Design, Temasek Polytechnic, Singapore
Oscar Jayanagara: ORCID: 0009-0007-8732-1980
This research aims to investigate the effect of the information communication technology readiness and knowledge management on entrepreneurial strategic orientation and their implication to firm performance. The methodology of this research was explanatory research with hypothesis testing for examining seven hypotheses. The study populations were small medium enterprises located in DKI Jakarta, with a sample size of 392 SMEs. Data for this study were collected using questionnaires, and structural equation modeling (SEM) was employed for data analysis. The results of this research were as follows: (1) Information communication technology readiness positively and significantly influenced entrepreneurial strategic orientation; (2) knowledge management positively and significantly influenced entrepreneurial strategic orientation; (3) information communication technology readiness and knowledge management positively and significantly influenced entrepreneurial strategic orientation; (4) information communication technology readiness positively and significantly influenced firm performance; (5) knowledge management positively and significantly influenced firm performance; (6) entrepreneurial strategic orientation positively and significantly influenced firm performance; and (7) information communication technology readiness, knowledge management, and entrepreneurial strategic orientation positively and significantly influenced firm performance. The mediating effect of entrepreneurial strategic orientation increased the effects of information communication technology readiness and knowledge management on firm performance. The results of this research indicate that the effect of information communication technology readiness and knowledge management on entrepreneurial strategic orientation, information communication technology readiness, and knowledge management on entrepreneurial strategic orientation on firm performance of SMEs of Jakarta. All of seven hypotheses that are proposed in this research can be accepted. Information communication technology readiness as an independent variable was the strongest influence on entrepreneurial strategic orientation, and entrepreneurial strategic orientation was the strongest influence on firm performance. This dissertation also discusses the findings and limitations, theoretical and practical contribution, theoretical and managerial implications of the study, and suggestions for future research.
Department of Market and Consumption, Faculty of Economics, University of Economics in Katowice, 1 Maja Street 50,
40-287 Katowice, Poland
This article aims to present the attitude of young consumers to issues related to the ecological approach to life at the time of the popularisation of smart devices and homes. The article was written based on secondary and primary sources of information. Direct research was conducted using the online survey technique in 2021 on a sample of 588 consumers aged 18–34 years living in Poland. The declarations of the respondents show that they have a positive attitude towards the use of smart homes and devices that facilitate the implementation of an ecological lifestyle. Positive answers refer to the use of smart homes and devices that improve the comfort and conditions of life, leading to savings in electricity, water and gas, and also offer the possibility for a healthier lifestyle and control over one’s health and well-being.