This paper reports on the experiences of working with new digital tools along with the experience of new remote work. We explore the emotional experiences of working from home during the first three months of the COVID-19 pandemic and their implications. There were two groups of respondents participating in the study, those who had experience working remotely before the pandemic [digital natives] and those who started working remotely during the pandemic [digital immigrants]. The results show that emotional experiences while working from home do not differ depending on the profession, age, gender, length of experience and from previous remote work. This suggests that the digital natives had to deal with the same emotions as the digital immigrants. The study found that independent external changes determine the growth of competence in employees, in this particular case, to work remotely. Working in conditions that are difficult for everyone obliges employees to cooperate, even across company boundaries, and increases each other’s competencies. In such situations, the management is required to be emotionally involved and closer to the employee.

In the turbulent environment of modern business, attracting and retaining valuable human resources have become one of the main means of competitive edge. The satisfaction of current employees and talent retention are essential elements of organizational success. Against this background, this study aims to examine whether the process approach to internal employer branding, including internal branding activities (IBA) and conducting intra-organizational research (CIR), allows for the improvement of the current employee involvement. The study used the method of regression analysis. In addition, a survey was used as to collect necessary data. The sample included 120 personnel, selected by a convenience sampling method. In the light of the conducted analysis, it was confirmed that CIR significantly increases the employee value proposition (EVP). Likewise, IBA directed at current employees has a significant impact on EVP shaping. In this context, assuming EVP as a measure of employee involvement, it has been shown that the adoption of a process approach to employer branding can lead to the improvement of the current employee commitment and productivity. Thus, employer branding seen as a process in line with the human resource management and corporate strategy can contribute to building a competitive advantage.

Purpose: Drawing on marketing and recruitment theory, we examined the relationships between employer branding and employer attractiveness as seen by currently employed employees. The evidence was sought of which employer branding practices (external or internal) may have the strongest impact on the employer's image perceived by employees. Design/Methodology/Approach: Based on an outline of current conceptualizations of employer branding, the paper discusses the potential of external employer branding activities and internal branding processes in the context of the impact on the employer attractiveness perceived by employees. This paper selects 520 employers from local services firms in Poland. The hypotheses are tested using SEM-AMOS. Findings: Data from 520 employees representing the service companies provided some evidence that more intense external employer branding activities and more intense internal employer branding practices directly affected employer attractiveness, considered in terms of expected benefits. Research limitations/implications:To concentrate on the research objective, the authors only consider the same characteristics in each workers' job environment, neglecting differences in employment conditions, living environment, etc. Practical implications: Our study reveals that internal and external employer branding activities could change employees' perception of an organization's attractiveness. Originality/value: We seek to contribute to the employer branding literature by investigating specific external and internal factors that affect employer image and employer attractiveness. The results support the notion that external employer branding and internal branding practices directly affect employer attractiveness.

Spis treści O autorach Wstęp Rozdział I. Informacje i wiedza we współczesnej gospodarce negocjacji 2.4. Użyteczność pozyskanych informacji w kontekście zaspokojenia zapotrzebowania informacyjnego negocjatorów 2.5. Badania marketingowe a wsparcie informacyjne negocjacji gospodarczych 3. Podsumowanie Zakończenie Bibliografia Spis tabel Spis rysunków Załączniki O autorach Prof. zw. dr hab. Bogdan Gregor kieruje od 1992 r. Katedrą Marketingu Uniwersytetu Łódzkiego, a w jej ramach Zakładem Badań Marketingowych. Jego zainteresowania naukowo-badawcze obejmują szeroko pojętą problematykę marketingu, ze szczególnym uwzględnieniem ewolucji tej specjalności naukowej (jako konsekwencji zmian w otoczeniu organizacji) i nowych jej koncepcji, roli badań marketingowych w zarządzaniu współczesnym przedsiębiorstwem, a także wykorzystania nowych technologii teleinformatycznych i komunikacyjnych w działalności marketingowej organizacji (e-Marketing). Jest autorem (w części współautorem) ponad 300 publikacji, w tym kilkunastu książek, m.in. pionierskiej na polskim rynku wydawniczym publikacji e-Commerce (opublikowanej wspólnie z M. Stawiszyńskim w 2002 r.), wszechstronnie prezentującej nie tylko różnorodne formy krajowej działalności komercyjnej w Internecie w ówczesnych warunkach, lecz również analizującej liczne przykłady zachodnich rozwiązań ebiznesu. Był jednym z twórców Wydziału Zarządzania Uniwersytetu Łódzkiego, jego pierwszym i długoletnim dziekanem (w latach 1994-2002 i 2005-2008). W 2008 r. został prorektorem Uniwersytetu Łódzkiego ds. ekonomicznych i funkcję tę pełni do chwili obecnej. Ponadto jest przewodniczącym Uniwersyteckiej Komisji Finansowej, organu Konferencji Rektorów Uniwersytetów Polskich, oraz członkiem Rady ds. Szkolnictwa Wyższego przy Prezydencie Miasta Łodzi. Dr Magdalena Kalińska-Kula jest adiunktem w Zakładzie Badań Marketingowych Katedry Marketingu na Wydziale Zarządzania Uniwersytetu Łódzkiego. Stopień naukowy doktora uzyskała w 2010 r. na podstawie rozprawy Uwarunkowania realizacji badań marketingowych oraz ich użyteczność w praktyce zarządzania przedsiębiorstwem. Zainteresowania naukowo-badawcze dr Kalińskiej-Kuli koncentrują się wokół badań marketingowych, zarówno ilościowych, jak i jakościowych, oraz ich roli w zarządzaniu współczesnym przedsiębiorstwem, analiz rynkowych w kontekście wsparcia procesów decyzyjnych zachodzących w organizacji (m.in. oceny potencjału rynkowego oraz efektywności działań marketingowych przedsiębiorstw), a także wykorzystania negocjacji na gruncie biznesowym. Łącznie opublikowała (jako autorka lub współautorka) blisko 30 prac o charakterze monograficznym i przeglądowym.

Nowadays the biggest challenge for managers is obtaining business information that should support decision-making processes. The main task of decision makers is to understand the operating environment in order to compete effectively and as a result, to achieve success and development. Market intelligence as a practical program collects information about the market and its players through constant monitoring of the environment and ongoing changes that are observed, as well as in a form of ad hoc projects. Nowadays market intelligence in many companies has reached a position that compares to other professional management support functions, such as risk management or public relations. The aim of the article was to provide an explanation of the essence of market intelligence as a concept that plays a crucial role in generating valuable knowledge about the market, building competitiveness of enterprises and achieving growth in a specific market. The authors present the results of introductory research on functioning of programs used for obtaining knowledge about the market in regional enterprises. The research was conducted in big and medium-sized enterprises in Lodz province by means of a personal interview and a measurement tool was a questionnaire.