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Autor	Julia Galchynska
Tytuł	Methodogical frameworks of marketing research in the bioenergy market
Title	Methodogical frameworks of marketing research in the bioenergy market
Słowa kluczowe
Key words	marketing research, methods, SWOT analysis, PEST analysis, bioenergy
Abstrakt
Abstract	The paper summarises and analyzes the methodological bases of marketing research of the bioenergy market. One of the key elements of such research is the study of the environment in which the biofuel manufacturer operates. The article examines SWOT andPEST analyses as marketing research methods and tools of Ukraine’s bioenergy market. The process of implementing marketing research in the biofuels market is investigated, and the impact of macro factors on the results of current and future activities of the industry is considered and evaluated.environment in which the biofuel manufacturer operates. The article examines SWOT andPEST analyses as marketing research methods and tools of Ukraine’s bioenergy market.The process of implementing marketing research in the biofuels market is investigated, andthe impact of macro factors on the results of current and future activities of the industry isconsidered and evaluated.
Cytowanie	Galchynska J.
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Pełny tekst	AMME_2017_n1_s5.pdf

Autor	Balázs Gyenge, Ádám Horváth
Tytuł	Movie consumption among Hungarian university students
Title	Movie consumption among Hungarian university students
Słowa kluczowe
Key words	consumer behaviour, culture consumption, decision making, movie download
Abstrakt
Abstract	In recent years, movie theatres have again found their footing, managing to grow audiences with exciting releases and new technologies. However, uncertainty remains as to how consumers obtain information and make decisions (be it the choice of a particulartitle or by what means it’s watched). While thwarting piracy still proves a great challenge, the issue could be approached from a different point of view: as a service problem to be solved by offering better alternatives. Following a brief look at some of the relevant literature,this paper analyzes a pilot study conducted with university students, who were asked about their movie consumption habits, focusing on the various influences and sources of information that have an effect on their decisions.
Cytowanie	Gyenge B., Horváth Á.
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Pełny tekst	AMME_2017_n1_s13.pdf

Autor	Sylwester Kozak
Tytuł	Changes in the level of risk in investment funds in Poland
Title	Changes in the level of risk in investment funds in Poland
Słowa kluczowe
Key words	capital market, investment funds, investment risk
Abstrakt
Abstract	The paper analyzes changes in risk of investment fund portfolios in different phases of the macroeconomic cycle. Twenty nine equity investment funds operating during the period of 2005–2015 were examined. The risk was assessed by the standard deviationof rates of return on funds and the β coefficient. The research indicates that the exposure of fund portfolios to risk changed in response to macroeconomic conditions and the situation on the capital market. Risk hit its highest level during the financial crisis years (2008–2011),followed by the dynamic macroeconomic growth years (2005–2007). The moderate growth years (2012–2015) exposed funds to the lowest risk. For the entire period the average and the median funds and the market were exposed to a similar amount of investment risk.
Cytowanie	Kozak S.
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Pełny tekst	AMME_2017_n1_s23.pdf

Autor	Yaroslava Larina
Tytuł	Innovation and marketing strategies of enterprises on the innovative food products market
Title	Innovation and marketing strategies of enterprises on the innovative food products market
Słowa kluczowe
Key words	innovation, innovative product, innovative food product, innovative strategy, FMCG sector
Abstrakt
Abstract	The purpose of the present paper is to identify the particular use of marketing strategies for innovative products and to define the features thereof. Innovative food products can be defined as those made of unconventional materials, with the use of the latest technologies and new methods of processing and storage, and/or innovative tools of marketing promotion. In the paper I show that innovative strategy is a leading functional strategy of high-tech enterprises. It involves producing a comprehensive set of measures for improving technological aspects of the production process, changes in the company’s organisational structure, and the implementation of modern management technologies. The strategy requires companies to act consistently, which allows them to position themselves in the market. A change in strategy is a response to changing external conditions. Innovative food products belong to the FMCG market, which is characterised by tough competition and oversupply. Forming effective strategies, creating successful brands and profitable business activity in this market requires an approach tailored to this market. Strategies of leading brands in the FMCG sector include seeking out prospects in emerging markets, acquiring leaders in profitable and attractive segments and forming alliances with competitors.
Cytowanie	Larina Y.
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Pełny tekst	AMME_2017_n1_s33.pdf

Autor	Eugeniusz Michalski
Tytuł	Enterprise branding strategies
Title	Enterprise branding strategies
Słowa kluczowe
Key words	strategy, market, brand extension, brand portfolio, brand equity
Abstrakt
Abstract	Preparation for marketing and implementation of exchange goods and services require branding strategies to be built. Effective branding can lend a major edge in increasingly competitive markets. An enterprise needs to determine how to conceive of brand strategy,set up brand extensions and determine the dimensions of brand equity. To understand the factors shaping branding strategies, marketers must understand where, how much and in what way brand value is created. Success or failure depend on continuously monitoring the effectiveness of branding strategies and the appropriate use of brand extension, brand equity and opportunities that appear on markets.
Cytowanie	Michalski E.
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Pełny tekst	AMME_2017_n1_s49.pdf

Autor	Emil Ochnio
Tytuł	Changes in the profitability of investment funds in Poland in the period 2005-2016
Title	Changes in the profitability of investment funds in Poland in the period 2005-2016
Słowa kluczowe
Key words	financial sector, investment funds, profitability
Abstrakt
Abstract	The paper examines the rates of return of three main types of investment funds in the period of from 2005 to June 2016. The analysis covers 120 equity, 55 bond and 60 mixed funds and is based on data taken from www.bossa.pl, www.analizy.pl and www.izfa.pl. The results of analysis indicate that macroeconomic conditions significantly shape fund returns, though the impact is diversified by fund type. Better stock market conditions benefit equity and mixed funds, and the periods of economic slowdown are favorable for safer funds, including bond and money market funds. For the entire period, equity funds achieved the highest returns, but with the highest risk. The opposite situation concerned bond funds. The average returns of every type of fund were higher than deposit rates – more than 50% of the funds outgained them.
Cytowanie	Ochnio E.
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Pełny tekst	AMME_2017_n1_s59.pdf

Autor	Benedykt Bober, Marcin Olkiewicz
Tytuł	Managing the safety of clinical nutrition as an important element of comprehensive health satisfaction
Title	Managing the safety of clinical nutrition as an important element of comprehensive health satisfaction
Słowa kluczowe
Key words	quality, management, clinical nutrition, food safety
Abstrakt
Abstract	The health of society treated as a set of potential consumers requires effective action and a multidisciplinary approach. For the paper, a survey (a proprietary questionnaire) was used to determine the impact of quality and the factors determining it. Excessiveconsumption of high-energy food is the cause of diet-related diseases, aggravating both household budgets and the healthcare system. Healthy eating habits and the elements of food production safety should be monitored by a food security system. Such a system should be based on permanent control of nutritional, health-related characteristics and the presence of harmful substances to minimise the risk of disease. The process of improving threat detection systems is based on scientific risk analysis, the results of which form the basis for comprehensive risk management in clinical nutrition. Understanding patients’ opinions about the importance of quality nutrition in public hospitals may be among the determinants for improved multidirectional activities and increase the effectiveness of safe clinical nutrition. This aspect plays an important role in health education.
Cytowanie	Bober B., Olkiewicz M.
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Pełny tekst	AMME_2017_n1_s69.pdf

Autor	Oleh Ożarowski
Tytuł	Advantages and threats of the Transatlantic Trade and Investment Partnership (TTIP)
Title	Advantages and threats of the Transatlantic Trade and Investment Partnership (TTIP)
Słowa kluczowe
Key words	Transatlantic Trade and Investment Partnership (TTIP), non-tariff trade barriers,export, import
Abstrakt
Abstract	The Transatlantic Trade and Investment Partnership (TTIP) is a major trade pact created to further integration of the EU and US economies. In today’s low-tariff reality, the agreement concentrates on eliminating nontariff trade barriers between the states, such as the differing standards in the European union and in the United States for given consumer goods and services. Unfortunately, a number of barriers threaten ratification. The agreement remains far from implementation and it is hard to measure how the two sides would benefit from it equally.
Cytowanie	Ożarowski O.
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Pełny tekst	AMME_2017_n1_s81.pdf

Autor	Joanna Chudzian, Mariana Prynko
Tytuł	The features of marketing mix for non-profit organisations
Title	The features of marketing mix for non-profit organisations
Słowa kluczowe
Key words	marketing, marketing mix, non-profit organisations, NGOs
Abstrakt
Abstract	This article examines the concept of marketing mix for non-profit organisations. The authors suggest the use of “4Cs+people”, the elements of which include: consumer solution (mission, sphere of influence, role within the sphere of influence, representing common interests and advocacy, values for target audiences within the sphere of influence, goods and services offered for members, recipients and groups in the wider society), consumer cost (for members, volunteers, clients – service recipients, people and companies making individual financial and in-kind donations, organisations’ own employees, the mass media and legislators, employees of large international foundations and society in general), convenience (the place and means by which events are conducted), communication (advertisement, PR, communication strategy, communication style, how easily information can be found) and people (professionalism, attitude to people and job). We believe that this concept represents special features of the service sphere in general and of non-profit organisation operations in particular.
Cytowanie	Chudzian J., Prynko M.
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Pełny tekst	AMME_2017_n1_s89.pdf

Autor	Mateusz Rak
Tytuł	Corporate Social Resposibility activities undertaken by enterprises
Title	Corporate Social Resposibility activities undertaken by enterprises
Słowa kluczowe
Key words	corporate philanthropy, CSR, strategy, corporate foundation
Abstrakt
Abstract	The paper shows areas of CSR included in corporate strategy, including particularly philanthropy, which may be pursued by an external organisation. It also presents areas of corporate social responsibility, providing a background for the results of the analysis of secondary data concerning the importance of CSR for enterprise. The procedure for creating a CSR strategy is explained and the possibilities of pursuing philanthropic tasks by an external organisation are shown. Using own research (the analysis of websites of 125 corporate foundations in Poland in 2015 and the results of the survey of 46 managers from corporate foundations), author present ways of delegating philanthropic tasks to corporate foundations and how the tasks are accomplished. This article is intended for researchers studying CSR and also for company managers who think about philanthropy.
Cytowanie	Rak M.
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Pełny tekst	AMME_2017_n1_s109.pdf

Autor	Kateryna Zavalniuk
Tytuł	Diversification as a modern growth strategy in agriculture
Title	Diversification as a modern growth strategy in agriculture
Słowa kluczowe
Key words	strategy, marketing strategy, diversification, agrarian groups, agricultural enterprises
Abstrakt
Abstract	The aim of the article is to examine the theoretical foundations of diversification strategy and identify the characteristics of its application in agriculture. The relevance of diversification strategy research is that its implementation allows additional income to be made, ensures financial stability for enterprise when demand for basic products fluctuates, and strengthens the competitive position in chosen markets. The importance for enterprise of implementing growth strategy is discussed, as is the economic essence of “marketing strategy”. Dynamic changes in the market force producers to review their activity and seek a more optimum development strategy. Diversification can be the optimal strategy when market conditions are uncertain. The article analyzes the essence and types of diversification along with the benefits and disadvantages of diversification strategy. As a result of the research, features of diversification strategy for the agricultural sector were analysed, the essence of which may be found in the unification of agricultural products with other kinds of activity. This is done to decrease the risk arising from receding demand for main agricultural products. The study found that the most effective and least risky strategy is vertical diversification, which involves obtaining a synergistic effect and reducing transaction costs (through the use of a single production chain from field to consumer).
Cytowanie	Zavalniuk K.
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Pełny tekst	AMME_2017_n1_s123.pdf

Autor	Patryk Zwierzyński
Tytuł	The determinants of consumer behaviours in the furniture market
Title	The determinants of consumer behaviours in the furniture market
Słowa kluczowe
Key words	furniture sector, determinants of consumers’ behaviours
Abstrakt
Abstract	The article presents analysis of the determinants of consumer behaviours in the furniture market. Given the numerous factors that influence consumer behaviours, the author has decided to focus on the most important determinants affecting furniture purchasers’ attitudes in the Polish furniture market. The determinants are divided into indirect factors (economic, demographic and marketing) and direct ones. The he characteristics of furniture are also described. The publication is based on the literature and research conducted in the furniture market in previous years.
Cytowanie	Zwierzyński P.
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Pełny tekst	AMME_2017_n1_s131.pdf

Autor	Mariana Bil
Tytuł	Population spatial mobility: essence and characteristics
Title	Population spatial mobility: essence and characteristics
Słowa kluczowe
Key words	population spatial mobility, movement, level of spatial mobility, personalitytypes of spatial mobility, immobility
Abstrakt
Abstract	The aim of the paper is to improve theoretical foundations of the research of the population spatial mobility as an actual socio-economic concept and development of its three-dimensional model. Two basic concepts are used to understand spatial mobility – “mobility” and “space”. The population spatial mobility is suggested to consider its property, which reflects desire, willingness and opportunities to change a place of residence in specified space-time coordinates, which is accompanied by human potential capitalization during implementation processes. Immobility as the opposite property of mobility is identified. A three-dimensional model of the population spatial mobility is considered. The characteristics of the population spatial mobility are generalized. They include: subjectivity, level and scale display, tempology, transformation, goal orientation, potentiality, functionality, the ability to adjust and measurability. All the characteristics are described. The author points out that the methodology to determine the level of the population spatial mobility needs developing. The different types of the population spatial mobility are described in order to assess its level. This is active-mobile and passive-mobile population. The structure of the population spatial mobility is formed depending on the dominance of a particular personality type. The scale of spatial mobility as an important characteristic reflects desire, willingness and opportunities of movement for a specified distance. Functionality as the characteristic of spatial mobility reveals its ability to perform such functions as movement provision, stagnation resistance, balancing and alignment, variability, alternativeness, freedom, protection, development, self-responsibility and individualization. Goal orientation shows that the mobile property of a person allows them to more quickly meet the needs through the achievement of demanded goals compared to other members of society who are immobile. The actuality of the research of the population spatial mobility in the context of human development is proved in the conclusions.
Cytowanie	Bil M.
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Pełny tekst	AMME_2017_n2_s5.pdf

Autor	Vitali Gumenyuk, Bohdan Ilychok, Zhanna Poplavska, Halyna Pushak
Tytuł	Exchange rate problems as an indicator of problems in governing the national economy
Title	Exchange rate problems as an indicator of problems in governing the national economy
Słowa kluczowe
Key words	monetary policy, GDP, inflation, employment, balance of payments, competitiveness, national budget, the shadow economy
Abstrakt
Abstract	The article focuses on improvements and related issues in the implementation of Ukrainian monetary policy. Over the past 20 years the Ukrainian government has conducted monetary policy that flouts generally accepted international goals. The article alsopresents an overview of the main economic factors that exert an influence on the exchange rate – inflation and the state of the account surplus of goods payment balance, which is determined by the competitiveness of the economy. The index of global competitiveness is used as an indicator of the national economy’s competitiveness, while the country’s current position and dynamics under the global competitiveness index (GCI) are examined. The article details the main factors that have led the country’s position to fall, including the factthat the problems are systemic and result from corruption. The impact of the negative factors can be minimized in Ukraine, and monetary policy improved.
Cytowanie	Gumenyuk V., Ilychok B., Poplavska Z., Pushak H.
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Pełny tekst	AMME_2017_n2_s17.pdf

Autor	Anna Korzeniewska
Tytuł	The behavioral preferences of leaders and team performance – the notions of neuroleader and neuroorganisation
Title	The behavioral preferences of leaders and team performance – the notions of neuroleader and neuroorganisation
Słowa kluczowe
Key words	neuroleader, neuroorganization, team performance, high performance, performance management
Abstrakt
Abstract	The article presents the interactions between behavioral preferences of a leader and the factors of a high-performance team. A total of 476 interactions were identified using a cross-impact matrix featuring the behavioral factors of the leader and 25 factorial factors. On this basis, the most useful features of the leader are identified and the definitions of neuroleader and neuroorganization developed. Interacted studies have shown that the neuroleader leading the organization toward neuroorganization prefers behavior that is characteristic for people who are particularly developed in the right hemisphere (blue and green, in PRISM terminology). The article presents the characteristics of “blue” and “green” leaders. The results of the present research may provide an introduction to a broader study of the influence of behavioral characteristics on team performance. It would be revealing to conduct research on a larger number of companies in order to find correlations between high team performance and the behavioral preferences of team members and leaders. The author want to take up these questions in further research on high performance in neuroscience. These studies will enhance the knowledge of management, decision making and human behavior in teams and organizations.
Cytowanie	Korzeniewska A.
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Pełny tekst	AMME_2017_n2_s31.pdf

Autor	Vasyl Lypchuk, Tetiana Stepura
Tytuł	Qualimetric approaches to the quality of human potential in Ukraine
Title	Qualimetric approaches to the quality of human potential in Ukraine
Słowa kluczowe
Key words	regional human potential quality, personal paradigm, qualimetry, time–space factors, energy, degree of harmonization
Abstrakt
Abstract	The article evaluates the main parameters of human potential quality of Ukraine’s region. The assessment is based on the quantitative measurement of sustainable development. The Euclidean metric was used. The quality of human potential as a multi-structuralphenomenon characterizes the levels of human potential characteristics developed according to the environment of its formation, as well as public and personal needs. It is indicated that a structural approach should be used to study the quality of regional human potential. This necessitates the separation of certain levels of sociogenesis. Those levels include the human body, individuality and personality. Quality is formed at each of them. In this article, using qualimetry, a quantitative measure of quality was evaluated using the level of the human body. This was the basis for the premise that the quality of human potential is formed in a three-dimensional system of time, space and energy parameters, corresponding to the demographic, ecological and economic dimensions. Various indicators can be the characteristics of each of the parameters, depending on the research focus. Using the methods proposed, the quality of the human potential of Ukrainian regions was evaluated. Indicators of the degree of harmonization and the quantitative measure of the quality were calculated. It was established that analytical conclusions should be considered not only the grade of the quality achieved, but also the degree of harmonisation of internal and external factors.
Cytowanie	Lypchuk V., Stepura T.
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Pełny tekst	AMME_2017_n2_s41.pdf

Autor	Balázs Pozsár
Tytuł	Do better socioeconomic features of population mean more competitive regions?
Title	Do better socioeconomic features of population mean more competitive regions?
Słowa kluczowe
Key words	rural development, society, inequality, economy, education, innovation
Abstrakt
Abstract	The objective of the case study was to give an overview of differences between Hungarian regions from the aspect of socioeconomic factors. The paper deals with the distinct situations of NUTS 2 regions in order to get a general view of the country fromthat angle. Although, that approach is not the most detailed one, it makes possible to easily distinguish the competitive parts of the country. Secondary data were provided by the Hungarian Central Statistical Office (KSH) and National Territorial Development and SpatialPlanning Information System (TeIR) were used to present the distribution of population by various expositions. Unemployment rate, distribution of educational attainment, population growth, rate of ageing, vitality index, dependency ratio and GDP per capita were calculated and assembled to present the differences. The results are showing clearly, that Central Hungary (HU10), Central Transdanubia (HU21), Western Transdanubia (HU22) are currently competitive. The population of Southern Transdanubia (HU23) and Southern Great Plain (HU33) are aging, but stable from the view of economy related indexes. Northern Hungary (HU31) and Northern Great Plain (HU32) are considered laggards from that aspect, but have a considerable potential because of the age structure of the population. The paper alsointroduces some national and EU programmes which are meant to mitigate the effects of unfavourable situations.
Cytowanie	Pozsár B.
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Pełny tekst	AMME_2017_n2_s55.pdf

Autor	Yaroslava Larina, Valentyna Rafalska
Tytuł	The place of lessors of land shares in the system of agricultural marketing in Ukraine
Title	The place of lessors of land shares in the system of agricultural marketing in Ukraine
Słowa kluczowe
Key words	agricultural marketing, agricultural market, specific features of agriculturalmarketing, lessors, lessees, land share owners, rental payments
Abstrakt
Abstract	Ukraine’s agricultural sector is developing quickly. While providing solutions to matters of the agricultural industry, marketing should be considered as targeted management of modern agricultural business. One of the specific features of the agricultural marketis limitation of land and how production depends on it. More than 80% of agricultural lands are leased to agricultural growers and producers. Under the current conditions of agricultural activity of a business, there is an increase in competitiveness between lessors overreissue of land share lease agreements. Lessors, who are the owners of land shares, have to take their place in the market environment of agricultural businesses and in the system of agricultural marketing in general, since they both perform the functions of the key asset provider, i.e. the land bank and partially the consumer of products made by this business.
Cytowanie	Larina Y., Rafalska V.
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Pełny tekst	AMME_2017_n2_s65.pdf

Autor	Xiang Li, Grażyna Rembielak, John Wilson
Tytuł	International students and motivation to study at postgraduate level – some evidence from China
Title	International students and motivation to study at postgraduate level – some evidence from China
Słowa kluczowe
Key words	international students, international branch campuses, students’ decision, influencers, motivators
Abstrakt
Abstract	This paper investigates reasons why students decide to study abroad, taking into consideration push, pull and individual psychological factors. The research took place in China in a European university branch in Shanghai, where international students weresurveyed. Although up to date there was a lot of research on international students’ motivations to study abroad, testing various push and pull factors models, and there is only one piece of research looking specifically at students motivations with regards to international branch campuses but at Arabic context. The gap created the opportunity for the present investigation. This paper is the first piece of research that examines international students’ motivations to select a European university branch in China. The findings indicate that pull factors could be more important in influencing students to study at international branches of European universities.
Cytowanie	Li X., Rembielak G., Wilson J.
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Pełny tekst	AMME_2017_n2_s73.pdf

Autor	Rasa Rukuižienė
Tytuł	Formalization of brand marketing management in the food industry
Title	Formalization of brand marketing management in the food industry
Słowa kluczowe
Key words	brand management, marketing, formalization
Abstrakt
Abstract	The article helps to identify interrelated factors of the formalization of brand marketing management using applied strategic marketing tools. The brand marketing management framework is constructed on the market research results – new marketing mix. Consequently, valuable brands and new food products are more successful in market at the lowest costs under more intensive promotional activity. Customers always fix their choice at an advantage in consumption of new brands with (in)tangible attributies – quality, use convenience, time savings, image or variety by personal experience. Producers try to gain from new brand marketing management and try to form new consumption trends together with intermediaries. The theoretical and empirical researches were provided on the basis of scientific literature, case studies, primary data collection, surveys, primary data analysis and synthesis. A questionnaire was used to identify brand marketing management tools and the results of using them. The answers to research problems are formulated on the base of situation in the B2B and B2C markets of food brands. The research was framed to demonstrate that the formalization of brand marketing management can be impelemented succesfully by forming target marketing strategy and marketing communication.
Cytowanie	Rukuižienė R.
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Pełny tekst	AMME_2017_n2_s89.pdf