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The article presents research results and evaluation of the pioneering green farms in Poland. The aim of the research was to provide the data which would allow to define the conditions the farms must meet in order to provide green care services, while taking into account the local socio-economical characteristics at the same time. The study involved the qualitative methods such as the free-form interview, and the participant observation (a week-long stay combined with working on the "Kociewie Tuscany" farm). Altogether the authors visited 15 pioneering farms, and conducted 34 interviews with the people who provide green care services, representatives of the authorities and green care beneficiaries. The general conclusions are very positive: without a doubt Poland offers favourable conditions for the growth of green care farms, which are developing successfully. However, a serious concern is looming in the distance which might lessen the enthusiasm of would-be green care farmers: what will happen when the funding of the project has ceased? Unfortunately, there is no definite answer to this question yet. Currently, however, the major objective is to create the appropriate training schemes and the effective evaluation methods.

Nowadays, the development of an effective corporate image model is a topical issue. Under increasing competition in many economic spheres, forming the company’s reputation and meeting the growing needs of consumers are especially noteworthy. The purpose of the article is to develop a set of marketing measures that would contribute to the formation of a positive corporate image of business entities and support it in the long run. The relationship between the research subject and the consumer needs is highlighted. The article deals with the features of behavioral economics and general approaches to shaping the corporate image. It is proposed that business entities should take into account five target segments, including clients, suppliers, shareholders, employees, and intermediaries when forming a positive corporate image. It is noted that each of these subjects is an “econ” who does not make rationalistic decisions, but places emphasis on spontaneity and emotionality. It is also noted that it is difficult to predict the situation of forming a positive corporate image of business entities. The results of this article can be used in further research and taken into account when creating a corporate image of an enterprise.

The aim of this study is to analyse the knowledge acquisition and transfer system in rural Poland, in comparison with nonrural areas. In addition, to determine the importance of market qualifications and the effects that the Integrated Qualification System can have in the rural areas. This study shows that life in the countryside is becoming more diverse and agriculture is no longer the main source of income because the share of income from non-agricultural activities is increasing. This is linked to the fact that rural areas have become more attractive for the development of non-agricultural jobs, which in turn is associated with the need not only to raise, but also to confirm qualifications acquired in everyday activities. The conducted analysis shows that acquisition and transfer of knowledge can come from two different platforms, individual and supralocal. These platforms work in two totally different ways. Our analysis also shows a gap between formal and non-formal or informal education in relation to the rural areas´ needs. This gap can be bridged by using the Integrated Qualification System. Like a bidirectional tool, this system works on the one hand confirming acquired skills and knowledge, and on the other hand incorporating and updating the formal education system with non-formal or informal knowledge. The recognition of informal or non-formal qualifications has an important role in sustainable development and improving quality of life of rural areas. The article refers to the issue of qualifications of rural population, it is difficult to consider this issue in isolation from rural areas. The aim of the authors was to focus on the analysis of the issue of qualifications among people directly related to the countryside. The authors do not refer only to farmers, nevertheless, the reference to this social group finds its justification in the studies that are cited.