The Polish economic policy is not stimulative for notional firms, although they are in worse situation in comparison to Western companies functioning in Poland. The restructurization of domestic enterprises is realized dominantly by the privatization. The goals of ownership changes ore often not so clear and in many cases - negative for the development of proper firm's competitiveness (innovativeness). Modern organizational structures and approaches are in Poland continously very useful and needed for all companies, independently from their size, branch (sector) and localization. But the application of euromarketing concept, having in mind the relatively near membership of Poland in the EU, could be a very helpful and effective solution. Those considerations are presented in this publication.