NUMER BIEŻĄCY / CURRENT ISSUE
Zeszyt Naukowy Numer 58 / VOLUME 58
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Karolina Cybulska
DEVELOPMENT AND FUTURE OF THE AFFILIATE MARKETING MARKET IN POLAND
Abstract: With the widespread availability of the Internet and advances in digital technologies, digital marketing and affiliate marketing have experienced significant growth. Affiliate marketing, as an effective form of sales support, has gained popularity along with the proliferation of e-commerce. Most well-known Polish e-commerce brands either manage affiliate programs independently or collaborate with affiliate platforms, and affiliate marketing is increasingly becoming an integral element of marketing strategies in Polish enterprises. This article analyzes selected aspects of the affiliate marketing market in Poland in relation to leading international markets, considering the latest trends, technologies, and practices. The aim of the study is to review applications, assess the significance and examine the development dynamics of this marketing model in Polish business practice, as well as to identify key variables that influence the profitability and competitiveness of affiliate marketing activities. The article employs research methods based on a critical literature analysis, including a review of industry and academic publications. Industry reports and market analyses were also utilized. A desk research analysis was conducted, including financial results reported by selected companies (which integrate affiliate marketing into their strategies) and their case studies. Additionally, a review of the websites of selected affiliate platforms was conducted.
Keywords: affiliate marketing, digital marketing, marketing market, marketing strategies
DOI: 10.17512/znpcz.2025.2.01
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Michał Konopka
SCENT AS AN ELEMENT OF INTELLECTUAL PROPERTY RIGHTS MANAGEMENT IN MODERN ENTERPRISES
Abstract: Nowadays, implementing effective management strategies is a key condition for the functioning of enterprises on the market. The strategies themselves include many activities that are diverse and multidirectional. One of them is the effective management of intellectual property rights, which may also be reflected in the company's marketing activities. An example of such action is the concept of so-called sensory marketing affecting customer senses such as smell and taste. The aim of the article is to analyze the legal possibilities of protecting scents used in enterprise marketing strategies. The article is of a theoretical nature and contains a review of the literature on the subject in addition to court decisions in the discussed area. Due to the diversity of legal systems and difficulties in interpretation, criteria for the interpretation of unclear regulations have been indicated. Conclusions: currently, there are different systems for protecting intellectual property rights in the world, which are not uniform. Entrepreneurs can choose more advantageous system.
Keywords: sensory marketing, intellectual property, scent trademark
DOI: 10.17512/znpcz.2025.2.02
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Ewa Kowalska-Napora, Mariusz Sroka
BIFURCATIONS OF EXPONENTIAL GROWTH OF REFERENCE MODELS
Abstract: The article discusses the determinants of taking power, its formula and effects on the social structure, and the perception of value. The analyses were conducted in the ontological trend using field interpolation in game theory. The nature of the work has the characteristics of intuitionist polemics. The main aim of the paper is the issue of a broadly understood reference model in the aspect of options for its creation and redesign. The analyses were conducted by identifying topologically uniform structures and cluster structures in relation to the typing of business model forms. The presented content may be helpful in design analyses of spatial order, as well as infrastructural and management projects. Initiating a mathematical and visualization perspective and a design research methodology formulated on this basis may constitute a new research perspective using the topological measure of exponential growth. The article is a theoretical discussion based on a literature review that covers the issues of cost management with the use of reference models.
Keywords: bifurcation, exponential growth, functional, game theory, multiple reality, reference mode
DOI: 0.17512/znpcz.2025.2.03
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Karolina Okręglicka, Piotr Łysakowski
TACIT KNOWLEDGE IN ENHANCING ENTERPRISE INNOVATION – A LITERATURE REVIEW
Abstract: As scholars’ interest in the practical elements of knowledge management grows, so does the intensity of research on the relationship between tacit knowledge and innovations. Questions concerning how companies may create, capture, and disseminate tacit knowledge and how this process impacts their capacity to develop new goods, services, or procedures are at the heart of these assessments. This is why the main aim of this paper is to identify and summarize the main research area linked with the relationship between tacit knowledge and innovations in modern enterprises. The paper is prepared as a systematic literature review based on bibliographic maps developed using VOSviewer software. This allowed us to find the newest research topics about how tacit knowledge affects innovations and to choose four main themes based on keywords from papers in the Scopus database.
Keywords: innovations, knowledge management, tacit knowledge
DOI: 10.17512/znpcz.2025.2.04
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Izabela Sztangret, Kamil Kwiecień
HOW CAN A CIRCULAR ECONOMY IMPACT ENTREPRENEURSHIP? INSIGHTS FROM A SYSTEMATIC REVIEW
Abstract: This paper aims to provide a systematic review of the literature on entrepreneurship in the context of the circular economy concept. More specifically, the authors aim to answer the question “What characteristics and conditions of entrepreneurship emerge in connection with the transformation towards circular economy?”. The research adopted the systematic literature review method, which provides the clearest possible conclusions about what is already known and what is not yet known in the selected area or topic. The review examined publications from key databases, Scopus and Web of Science, which enabled the identification of trends and gaps in existing research. Circular entrepreneurship is an emerging research area. The circular economy offers numerous entrepreneurial opportunities,
emphasizing the need for further investigation to understand this topic better.
Keywords: circular economy, entrepreneurship, sustainable development
DOI: 10.17512/znpcz.2025.2.05
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Jakub Tomczak, Marek Michajłowicz
Abstract: Agile management methods have been used since the beginning of the 21st century, with solutions available in accessible and developing organizations; their implementation is generally identified with the organization of private corporations. Currently, Agile and its variants are among the most common approaches to create software and carry out research and development work, bringing many tangible benefits in relation to traditional Waterfall management. In recent years, we have observed an increased degree of implementation of agile methodologies in the public sector, but the pace of implementation should be described as slow; this fact is also reflected in the literature, because there is relatively little research relating to the adoption of Agile methodologies in the public sector. The aim of the article is to determine the possibilities of using Agile project management by public sector entities, as well as to compare Agile management with traditional management. The results obtained from a literature review and case study analysis illustrate the possibilities, threats, barriers and specific recommendations related to the use of Agile management in the public sector. The research entity is the Information Processing Center – the National Research Institute, which is one of the leading national research institutes that carry out research and development work, as well as work related to the creation and development of software.
Keywords: Agile, Scrum framework, Waterfall methodology, project management, public sector, National Information Processing Institute
DOI: 10.17512/znpcz.2025.2.06
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