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Article
Publication date: 19 November 2018

Izabela Kowalik and Lidia Danik

One of the approaches to study entrepreneurial marketing (EM) is the EMICO framework. The extant studies have not yet explored the application of this framework by international…

Abstract

Purpose

One of the approaches to study entrepreneurial marketing (EM) is the EMICO framework. The extant studies have not yet explored the application of this framework by international new ventures (INVs). To address this research gap, four Polish INVs from medium-tech sector have been studied to check whether this tool can be applied to investigate the companies from Central and Eastern European Countries and identify the hierarchy of elements in the EMICO framework.

Design/methodology/approach

Using semi-structured interviews and the card game method, the understanding and importance of the EM concept elements by the Polish entrepreneurs have been explored. The collected text has been analyzed using qualitative data analysis software.

Findings

The studied INVs in their international marketing activity attributed most importance to understanding and responsiveness toward customers, networking, innovation introductions based on gathering of information and on the constant communication with clients. Most of the EMICO framework dimensions were confirmed; however, the concepts of “exploiting markets” and “integration of business processes” had minor importance for marketing.

Research limitations/implications

Research findings are relevant mainly for the B2B companies.

Originality/value

The paper recommends a modified list of EMICO elements for use in future studies concerning the small- and medium-sized enterprise internationalization.

Details

Journal of Business & Industrial Marketing, vol. 34 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

Open Access
Article
Publication date: 15 July 2022

Izabela Kowalik, Lidia Danik and Agnieszka Pleśniak

The entrepreneurial marketing orientation (EMO) has been studied primarily in developed countries. The past research has focused on entrepreneurial marketing dimensions and their…

1455

Abstract

Purpose

The entrepreneurial marketing orientation (EMO) has been studied primarily in developed countries. The past research has focused on entrepreneurial marketing dimensions and their relationship with selected small- and medium-sized firm (SME) activities, strategic orientations or performance. Scholars have not paid enough attention to the EMO determinants. This study aims to investigate whether the SMEs originating from different countries, including the post-transition market, differ in their entrepreneurial marketing approach and checks its external determinants connected with environmental turbulence.

Design/methodology/approach

A total of 219 Polish and 81 Finnish manufacturing SMEs, serving mainly business-to-business clients, were surveyed using the mixed-mode computer assisted telephone interview/computer assisted web interview method between 2020 and 2021. Structural equation modelling, multigroup confirmatory factor analysis analysis, analysis of variance and T-tests were applied.

Findings

The metric and partial scalar invariance of the EMO scale used in Finland and Poland was found. The authors showed that Finnish firms represent a more robust entrepreneurial posture in marketing than Polish ones. The export market turbulence and the perceived crisis influence are the environmental determinants of EMO level, while the industry technological development level is not.

Research limitations/implications

The conducted analyses allowed to identify EMO determinants, verify the entrepreneurial marketing measurement concept in a new country (Finland) and show the differences in EMO between SMEs from a less and more developed country.

Originality/value

The existing literature lacks empirical data on the external EMO determinants and inter-country comparisons. This study shows the differences in EMO level of companies from different country backgrounds and points to the market turbulence as its determinant.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 13
Type: Research Article
ISSN: 0885-8624

Keywords

Open Access
Article
Publication date: 11 April 2023

Katarzyna Młotkowska and Izabela Kowalik

The aim of the study was to determine the region brand’s strength by measuring the awareness of the regional brand elements, associations and the perception of the region’s…

Abstract

Purpose

The aim of the study was to determine the region brand’s strength by measuring the awareness of the regional brand elements, associations and the perception of the region’s promotional activity in the corporate customers’ group.

Design/methodology/approach

To obtain the necessary data, this study conducted computer-assisted web interviewing on a sample of 151 small and medium-sized enterprises (SMEs) registered in the Mazowieckie Voivodeship and engaged in furniture production and food and beverage production. Statistical data analysis included Pearson and Spearman’s rank correlation and chi-square tests.

Findings

The survey showed a high number of brand associations with the region of Mazovia, but the level of brand recognition was low. The awareness of the region’s logo among SMEs shows the strongest correlation with the belief that promotional activities increased the scope of company operations. Moreover, this evidences the perceived utility of the brand among those customers.

Practical implications

The regional authorities should invest more in the frequency of promoting the region among certain strongly engaged user groups to increase their brand awareness level. Furthermore, local authorities should try establishing an umbrella brand that would cover several sub-brands promoting separate industries in the region.

Originality/value

To the best of the authors’ knowledge, this is the first study in Poland that focused on regional branding effects among entrepreneurs and using a quantitative method. The relationship between the studied entrepreneurs’ willingness to use the Mazovia brand and their range of operations indicates that some enterprises already enjoy greater trust thanks to the brand, which increases their loyalty toward the region.

Details

Central European Management Journal, vol. 31 no. 1
Type: Research Article
ISSN: 2658-2430

Keywords

Article
Publication date: 3 April 2017

Izabela Kowalik, Lidia Danik and Tomasz Sikora

The purpose of this paper is to develop the international entrepreneurship theory, by examining the entrepreneurial characteristics of international new venture (INV) originating…

Abstract

Purpose

The purpose of this paper is to develop the international entrepreneurship theory, by examining the entrepreneurial characteristics of international new venture (INV) originating in Poland. Furthermore, it is assessed in the study whether these characteristics relate to the performance of INVs, considering the role of the age of the company.

Design/methodology/approach

The data were collected via a CATI survey of 105 Polish small- and medium-sized enterprises (SMEs), conforming to the early internationalization criteria, and 128 gradually internationalized SMEs. Student’s t-tests, correlation and, regression analysis were applied for group comparisons and relationship testing.

Findings

The Polish INVs are characterized by higher innovativeness and risk propensity than gradual exporters. Moreover, medium-strength correlations between entrepreneurial orientation (EO) elements and performance were found. The regression analysis proved that new product introduction, risk taking, and experience influence INV performance.

Research limitations/implications

The sample includes Polish SMEs from one sector. Moreover, most of the analyzed companies admitted being successful abroad, which may have influenced the study results.

Practical implications

Fast launching of new products and product development are important for quick expansion. A conciliatory approach to competitors is associated with better performance. Regarding the policy makers, the development of “breakthrough innovations” might not be as important as assisting the INVs in product launches.

Originality/value

An under-researched topic of EO of SMEs from a post-transformation market and its relationships with performance is explored. Moreover, the correlation of the company’s age and experience with success is studied.

Details

Baltic Journal of Management, vol. 12 no. 2
Type: Research Article
ISSN: 1746-5265

Keywords

Article
Publication date: 25 January 2011

Izabela Kowalik

Over the past few years there have been several attempts to reform the structure and functioning of the Polish local government units (LGU). Therefore, it is worth analyzing the…

1226

Abstract

Purpose

Over the past few years there have been several attempts to reform the structure and functioning of the Polish local government units (LGU). Therefore, it is worth analyzing the application of the marketing concept in this context. More specifically the purpose of this paper is to determine the present level of market orientation (MO) of the Polish LGU, and indicate some factors stimulating the MO development.

Design/methodology/approach

A survey with use of CATI technique was conducted among 450 local government officials in Poland. Based on the gathered data a set of hypotheses related to MO level and its antecedents was examined by multiple regression analysis and analysis of variance procedures.

Findings

The overall MO level of the Polish LGU is moderate, 21 percent of the units can be considered as truly market‐oriented according to Western standards. The MO scores are diversified with respect to LGU types. Especially, they are significantly lower in smaller municipalities and districts as opposed to town municipalities and cities. Also, the scores for intelligence response are significantly higher than those concerning intelligence generation and intelligence dissemination. The results regarding antecedents of MO suggest that its IG and ID dimensions are positively related to the organization size, professional training of managers, and revenues in the medium‐sized units.

Practical implications

The survey results are valuable to local government managers, indicating areas where measures should be taken to increase the MO.

Originality/value

The paper represents a first application of the well‐known MARKOR scale to the Polish public sector.

Details

International Journal of Public Sector Management, vol. 24 no. 1
Type: Research Article
ISSN: 0951-3558

Keywords

Article
Publication date: 14 September 2015

Adam F. Kola and Anna Maria Kola

Poland’s political and economic transformation after 1989 brought the logic of the neoliberal market into the educational system. These changes, however, were far from the real…

Abstract

Purpose

Poland’s political and economic transformation after 1989 brought the logic of the neoliberal market into the educational system. These changes, however, were far from the real liberal free market and instead relied on bureaucratic and technocratic local-level apparatus as well as supranational supports (the EU). Moreover, instead of enhancing post-socialist education to bring them up to the level of the core territories, this process pushed education out to the (semi?)periphery. The purpose of this paper is to present selected examples of alternative non-mainstream models of education.

Design/methodology/approach

Elements analyzed include: non/academic discourses, with particular emphasis on academic texts, media material and public debates concerning the topic in question.

Findings

Two related fields and levels ought to be distinguished: the descriptive level, focused on presenting non-mainstream educational institutions and initiatives, within the socioeconomic context of Poland’s post-socialist transformation; the normative level, with recommendations for policymakers, NGOs and educational activists.

Practical implications

Appreciation of systems parallel and alternative to the neoliberal and technocratic mainstream education system in Poland, with a view to encouraging both policymakers to recognise and develop such initiatives, and members of Polish civil society to create and participate in such forms of education.

Originality/value

Most scholars focus on mainstream education, with a number of exceptions, largely those engaged in the parallel models. This neoliberal model of education is accepted or critically examined, but its technocratic base is not recognised. This text is therefore ground-breaking in that it describes the real mechanisms of the Polish educational system in transition and provides a normative account and recommendations.

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