International orientation in the strategy of scientific and research institutions

The subject of the article is associated with the issue of management of organizations in a changing, dynamic environment. Formulating strategy of development of these organizations requires from the managers setting and achieving such goals of functioning on a competitive market which involve longer, at least medium perspective and present new possibilities for the development of their organizations. Thus, the goal of this article is to draw attention to the chances for development of organizations, which result from adopting the option of making the strategy of action international in character. The very process of internationalization of an organization can be … Czytaj więcej »

Cultural context in marketing communication on international market

The goal of this article is to show in what way cultural factors can determine decisions in international marketing. Particular attention is devoted to the decisions associated with marketing communication,
that is, the way in which cultural factors influence our preferences concerning the style of communication and what two basic styles are distinguished within intercultural communication. On the basis of particular examples it will be shown on the one hand in what ways these styles are visible in various forms of marketing messages coming from various countries. On the other hand it will also be shown in what way these … Czytaj więcej »