Books by Robert Kozielski
In Mastering Market Analytics, Robert Kozielski presents different measurement systems and market... more In Mastering Market Analytics, Robert Kozielski presents different measurement systems and marketing activities, along with common mistakes made by organizations and managers in the process of building measurement, and illustrates how to avoid these mistakes.
Papers by Robert Kozielski
Marketing of Scientific and Research Organizations
Evaluating contemporary business changes against the backdrop of the concept of turbulent busines... more Evaluating contemporary business changes against the backdrop of the concept of turbulent business environment presented by Ansoff in the ’70s allows us to identify a new way of interpreting Ansoff’s description of turbulence as the key characteristic of the business environment. The new business landscape, described by VUCA (volatility, uncertainty, complexity and ambiguity, BANI (brittle, anxious, nonlinear, incomprehensible) or RUPT (rapid, unpredictable, paradoxical, tangled) acronyms, is complex, illegible and intensified by COVID-19 and the war in Ukraine. It results in shortening the life-cycle of the organisation as well as the importance needing to be attributed to an organisation’s predisposition towards remaining resilient in the face of turbulence. The paper is based on primary research and aims to identify the role of marketing in contemporary business environment and future development in the context of the idea of resilient organisations. The identified business chall...
Understanding the New Business Paradigm in Eastern Europe, 2017
Folia Oeconomica Stetinensia, 2020
Research background: Recent years have brought a real explosion of new tools and methods of condu... more Research background: Recent years have brought a real explosion of new tools and methods of conducting market activities based on new technologies. Solutions based on new technologies carry great development potential for an organization. There is a belief that new technologies – in particular, programmatic buying (analyzed in this article) – also impact an organization’s ability to compete. Programmatic buying (PB) is a tool but also a new model of sales and purchase of advertising, under which the current package approach (traditional) has been replaced by a fully automated individualized approach. Purpose: The aim of the article is to assess the impact of technology on an organization’s ability to compete with the example of PB. Research methodology: The empirical basis is both qualitative and quantitative research conducted in 2018–2019. Results: The empirical material provides the basis for rejecting the main research hypothesis which claims that the usage of PB increases the e...
Understanding the New Business Paradigm in Eastern Europe, 2017
In Mastering Market Analytics, Robert Kozielski presents different measurement systems and market... more In Mastering Market Analytics, Robert Kozielski presents different measurement systems and marketing activities, along with common mistakes made by organizations and managers in the process of building measurement, and illustrates how to avoid these mistakes.
Changes are inevitable and immanent elements of the contemporary world. The study in this subject... more Changes are inevitable and immanent elements of the contemporary world. The study in this subject matter was carried out in 30 cities all over the world. It has been discovered that the pace of life is 10% faster now than it was in the early 1990s. In addition, the ‘pace of life’ has a cultural value today. Speed means both progress and success. Deceleration means failure and loss.1 Organisation’s ability to adopt to changes as well as stay agile may be perceived as the source of relatively sustainable competitive advantage. Based on this ability, four kinds of organisations (adaptive, visionary, opportunistic and passive) as well as three levels of companies’ ability to compete were indicated. Companies of the highest level are ready to compete by its broader competences on market knowledge. Business metrics and market measurement systems are the key elements of building market knowledge and creating sustainable competitive advantage. Here the reader can find the presentations of m...
Preparation and printing funded by the National Agency for Research and Development under project... more Preparation and printing funded by the National Agency for Research and Development under project “Kreator Innowacyjności – wparcie dla Przedsiebiorczości akademickiej”
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Books by Robert Kozielski
Papers by Robert Kozielski