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Implementation of sustainable development goals at a manufacturing enterprise through RES energy optimisation. Case study of Northwood company

100%

Włodarczyk K. , Górska A.

tom z. 194

635--647

Purpose: The objective of the paper is to present and evaluate the realization of Agenda 2030 as well as the implementation of the EU goals concerning sustainable development through energy optimisation at Northwood manufacturing enterprise. Design/methodology/approach: For the purpose of accomplishing the assumed goal first of all selected aspects of the literature of the subject on sustainable development issues, energy optimisation and enterprise competitiveness were presented. The next step entailed a case study analysis of Northwood company operations. In the presented case study energy optimisation activities were demonstrated. Findings: Implementation of RES energy optimisation at Northwood company has significantly affected the company’s development, increasing the quality and number of fulfilled orders at substantially reduced costs of electrical energy. The incorporation of sustainable development goals in the company’s process also indicates positive results. Practical implications: The results of the analysis are a signal to all institutions and individuals, including managers, people managing production companies, that for the purpose of a company’s development it is worth using modern tools and implementing sustainable development goals, which include, inter alia, energy optimisation through the employment of a company’s own photovoltaic plant. Originality/value: The article can be an example and inspiration for similar enterprises.

Influencer marketing in brand competitiveness building (case of Baltic Natur Park)

100%

Włodarczyk K. , Górska A.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

tom z. 174

403--416

Purpose: The objective of the paper is to assess the role of influencer marketing in effectively building and increasing brand competitiveness. Design/methodology/approach: The paper was written on the basis of an analysis of the literature of the subject and it presents the case of Baltic Natur Park based in Niechorze, which employed the tools of influencer marketing to build the company’s image and develop its brand on the market of tourist services in the coastal region, and which simultaneously managed to increase the competitiveness of its operations. Findings: The implementation of influencer marketing in Baltic Natur Park has significantly affected brand development by increasing the quality and quantity of the orders the brand fulfilled. The results achieved by Baltic Natur Park demonstrate explicitly a positive assessment of influencer marketing in brand promotion. Research limitations/implications: The analysis conducted further provides evidence that influencer marketing may constitute promotion not only of a brand itself, but also, when used in a broader scope, it may improve a region’s competitiveness. Practical implications: The study results are also a signal for all institutions and individuals, including managers, individuals managing a brand and a region, that the use of contemporary marketing tools for brand promotion, such as, inter alia influencer marketing, is an option worth considering. Originality/value: The article presents a case study and can be an example and inspiration for other companies when taking innovative actions to build a competitive brand on the market. In addition, it can be used by scientists, business practitioners and students.