Wyniki wyszukiwania - BazTech

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Digital transformation as a challenge for SMES in POLAND in the context of crisis relating to Covid-19 pandemic

Szwajca Danuta, Rydzewska Alina

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 161

289--305

EN

Purpose: This article is devoted to identifying major problems and obstacles to the digital transformation of SMEs in Poland in the context of the Covid crisis and to indicating directions and methods to improve the digitisation level in the SME sector. Design/methodology/approach: This article seeks to answer the question of what the SME digitisation level in Poland is, what the main obstacles hampering the digital transformation process are and how they can be removed. The following research methods were used: reference works review, analysis of secondary sources (reports from OECD, the World Bank, the European Commission, the Polish Agency for Enterprise Development (PARP), Statistics Poland) and deductive reasoning. Findings: The digitisation level of SMEs in Poland is relatively low and the main obstacles to accelerating the digital transformation include the financial and competence limitations which can be removed only with institutional support. Practical implications: This article mentions methods and directions of measures initiated by the government and other institutions to reduce obstacles to SME digital transformation in Poland. Originality/value: The article has informative values as it contributes to the development of knowledge on the impact of the Covid-related crisis on the speed of the digital transformation in the SME sector in Poland and in other countries worldwide.

2

Different faces of CSR: greenwashing in the context of its impact on corporate reputation

Szwajca Danuta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 161

307--323

EN

Purpose: The aim of the article is to show the negative impact of greenwashing on the company's reputation and to propose ways of using CSR and green marketing tools to reduce green reputation risk. Design/methodology/approach: The article attempts to answer the question: How to use CSR and green marketing tools so that they are not perceived as greenwashing and do not generate green reputation risk? The following methods were used: literature review, deductive inference based on the analysis of the following concepts: CSR and sustainable development, stakeholder theory, corporate reputation management, stakeholder engagement and social innovation. Findings: The most frequently postulated method of limiting greenwashing is the legal regulation of CSR, but due to its weaknesses, it is proposed to develop cooperation with stakeholders in order to jointly create green strategies and social innovations. Practical implications: The methods and directions of activities limiting the negative effects of greenwashing in the context of reducing green reputation risk and improving the reputation management process were indicated. Originality/value: The article contributes to the development of reputation management theory by drawing attention to another source of reputational risk, the so-called green risk, such as greenwashing, with an indication of how to reduce or avoid it.

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Requirements of digital consumers as a source of innovative solutions for contemporary enterprises

Szwajca Danuta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2020

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z. 145

501--514

EN

Purpose: Progressing digitization of the economy leads to the emergence of a new type of consumer, called digital consumer, who has specific needs and requirements for offers. The enterprises are forced to look for new solutions that meet the specific expectations. The objective of the paper is to identify the specific requirements of digital consumers as potential inspirations for innovative marketing solutions. Design/methodology/approach: The following research question was formulated: what requirements of digital consumers are the source of innovative products offered by modern enterprises? Review of the literature on the subject, analysis of research results on the specifics of digital consumers and their requirements for bidders, review of innovative offers of enterprises that meet the expectations of digital consumers are methods that have been used in the paper. Findings: The main expectations of digital consumers relate to personalization as well as fast and efficient service. Digital consumers are impatient, they expect an immediate and effective response to their individual needs. Practical implications: These studies could relate to assessing the degree of preparation of enterprises to service digital consumers and meeting their specific expectations, as well as the level of satisfaction of digital consumers with innovative solutions. Originality/value: Specific requirements of digital consumers have been identified as potential sources of innovative marketing solutions for enterprises.

4

Enterprise stakeholders prioritization for the purpose of management of reputation risk

Szwajca Danuta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2020

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z. 144

523--535

EN

Purpose: The objective of this paper is to identify stakeholders categorization and prioritization tools, for the purpose of effective risk management of the enterprise. Design/methodology/approach: Methods used in this paper include literature overview and deduction on the basis of concepts and approaches to the reputation risk management process analysis. Findings: In the age of the Internet, social media and the growing competition in the global economy, enterprises are exposed to various types of risk. The most crucial among them is the reputation risk, which has the potential to generate significant financial and non-financial losses. Therefore, reputation risk management is not only a need, but also a necessity. A significant stage of management is the identification of reputation hazards, taking into consideration the gap between the expectations of stakeholders and the need to satisfy them. In this article methods of prioritizing enterprise stakeholders for the purposes of reputation risk management has been proposed. The hypothesis states, that prioritization of stakeholders allows to indicate the most important threats to the reputation and to formulate relevant tools for its protection. Originality/value: Using mapping and sampling method to prioritize enterprise stakeholders for the purposes of reputation risk management.

5

Corporate reputation and assessment of companies by the capital market: evidence from the Polish banking sector

Nawrocki Tomasz, Szwajca Danuta

Organizacja i Zarządzanie : kwartalnik naukowy

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2019

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nr 3

111--124

EN

The importance of reputation in achieving a competitive advantage and creating a company’s value is noticed by both theorists and practitioners of management. However, the relationship between the level of corporate reputation and a company’s investment characteristics, which determine their investment attractiveness, still has not been systematically and comprehensively verified. The variety of previously used methods for assessing and measuring corporate reputation means that the results are not quite reliable and cannot be used for intra-sectoral, cross-sectoral and over time comparisons and makes it difficult — or even impossible — to examine the relevant relationship between reputation and market value or the investment risk of different entities. Therefore, the main purpose of the paper is to attempt to determine the relationship between the assessment of companies by the capital market — based on price multipliers — and their reputation, obtained using an original method, based on information reported by companies and the methodology of fuzzy sets. The research is preliminary in nature and was performed on the Polish banking companies listed on the Warsaw Stock Exchange in the period of 2007-2018.