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Internacjonalizacja polskiego handlu jako element procesu globalizacji

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Domański T., Uniwersytet Łódzki K. M. M. i. D.
Acta Universitatis Lodziensis. Folia Oeconomica
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2004
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vol. 179 cz. 2
EN
The aim of this article is to analyze the degree of penetration of the Polish Retail Sector by the biggest European retailers. The author is showing the process of the internationalisation of the Polish Retail Sector as a part of the process of globalisation. This analysis is conducted separately for the group of foreign hypermarkets, supermarkets and discount stores operating in Poland. Polish Retail Sector is seen as the most competitive one in Europe with a presence of 16 biggest European retailer operating here.
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Wykorzystanie metody studium przypadku w nauczaniu marketingu międzynarodowego

100%
Kowalski P., Rudolf W., Uniwersytet Łódzki K. M. M. i. D.
Acta Universitatis Lodziensis. Folia Oeconomica
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2004
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vol. 179 cz. 2
EN
Case study is one of the key teaching methods in International Business. It complements the lectures and provides practical approach to management. Case study has also a very important role in education process of international marketing. The survey done in selected Polish universities (Economic and Management Faculties) provides with opinions of the lecturers concerning problems with implementing this method in Poland. One of them is the lack of well prepared cases in international marketing. Cases which are used in Polish universities usually do not concern Polish enterprises nor Polish market. There is also the lack of cases in Polish (language obstacle). Our students have problems with understanding international environment of the company and can not draw appropriate solutions for companies. The authors suggest that there is a need to discuss ways to improve the process of using case studies in Poland. It requires common actions like exchange of experience, publishing the case study book, organizing the workshops for trainers to improve their abilities to use case study method etc.
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Międzykulturowa komunikacja marketingowa - mit czy wyzwanie?

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Kowalski P., Uniwersytet Łódzki K. M. M. i. D.
Acta Universitatis Lodziensis. Folia Oeconomica
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2005
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vol. 195
EN
The main goal of the paper is a description and analysis the influence of culture on a specifity of cross cultural marketing communications adressed to consumers. The author presents the evolution of marketing communications’ role in a turbulent international environment and systematises some key marketing communication models - Classic Mass Communications, Integrated Marketing Communications and Marketing Network Communications as well as Intercultural Marketing Communications’ Model. The main part of paper is devoted to the presentation of so-called Cultural Marketing Analysis Framework which should be used to an evaluation of cross cultural marketing messages. In the conclusions, author suggests that academics and practitioners of marketing should mainly focus their cognitive efforts on the development of tools and procedures which would enable them the use of different national and ethnic cultures as innovation makers in a process of product/brand development.
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