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The construction industry is a key industry in any economy. Due to its specific characteristics, the industry is of substantial importance to the development of other sectors. Competition is highly intense, and the industry itself is susceptible to changes in market circumstances that force the entities operating in it to continuously take actions to enhance their competitiveness by, among other things, introducing innovative solutions. The objective of the present study is to evaluate the level of innovativeness of enterprises in the small and medium-sized (SME) sector in the Polish construction industry and to identify the factors that influence this level of innovativeness, which relates to the location of the business and managers' awareness of the significance of innovation in shaping a firm's competitiveness. Qualitative research was conducted on a sample of 608 companies. The obtained results demonstrate that construction companies from the SME sector in Poland are characterized by a level of innovativeness that is similar to that found in other enterprises, which is a consequence of the relatively high awareness of the significance of innovation to obtaining a competitive position among the managers of these companies. An analysis of the innovative activities of these companies by location shows, in turn, that entities operating in regions that are less economically developed and less attractive in terms of investment are more innovative.

Developing trust in a product, brand or company is a significant part of building a successful consumer-company relationship. Two-way communication is one of the main factors weighing on the level of consumer trust. Advertising as a communication tool that elicits lots of attention and emotions is a big part of the trust building process. Its character-whether socially responsible or controversial sets a tone for the communication and influences the receptiveness of the message. Companies undertake various efforts to make their messages more attractive to recipients and seek new ways to attract customers' attention. Many companies experiment with unconventional and controversial advertising designs and tones, as it seems that there is some level of social acceptance for original, emotional and shocking marketing messages. This paper aims to analyze this level of the social acceptance in more detail. The study focuses on the following marketing dilemma: Should companies continue to use socially responsible advertising or should they adopt more controversial or even unethical strategies? The managers of 626 enterprises were interviewed to find out the answer. The research compares controversial advertising efforts with consumers' evaluations of the messages to which they are exposed.

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Vizja Press&IT www.ce.vizja.pl 207Many authors have studied the influence exerted by tourism on the economy. Today, Information and Communication Technologies (ICT) are an important factor influencing competitiveness in the tourism sector and consumers' decision-making concerning tourism purchases. Along with the expansion of the European Union, the revolution in passenger air transportation has spread over new member states in Central and Eastern Europe, including Poland. The authors of this study analyzed ticket prices on Internet websites that aggregate offers from different carriers and on the websites managed by the carriers themselves, specifically studying offers for the most popular flight connections from F. Chopin airport in Warsaw to London, Frankfurt, Munich, and Paris. For each connection, the study examined flights operated by the Polish carrier, i.e., LOT Polish Airlines, and by a carrier originating from a destination country. The analysis of the particular coefficients illustrating the price dispersion for each flight operated by a foreign carrier in comparison to the offer from LOT Polish Airlines points to the conclusion that the tickets offered by the latter were marked by a much narrower price dispersion in contrast to the connections offered by foreign carriers on the same route. Changes on the World Market for Passenger Air TransportationAir transportation was one of the most tightly regulated sectors of the economy for many years. In effect,