The purpose of this work is to show the economic conditions of the postal market in Poland. The pace of economic transformation and growing competition in the postal market means that Polish Post is somehow forced to take new measures to improve the effectiveness of communication with their...

The type of customer who buys luxury is continuing to evolve. This research investigates the value and service-dominant theory effects on the value co-creation process between a service provider and service consumer within the luxury retail environment. The goal of the paper is two-fold: first,...

The article presents the idea of gaining a position of competitive advantage by companies operating in the knowledge-based economy and in the age of modern technology. The rate of change in companies’ environments forces organizations to react quickly to clients’ needs. In recent years,...

The working paper provides an overview of key stakeholders involved in the food marketing to children in Europe and in the Czech Republic. It analyzes the role of the legislation as well as of voluntary codes of conduct in the food industry. The industry part of the issue is also covered by...

In the race to get the attention of the target audience, advertisers often use special attention-getting devices. This in turn exposes them to a higher risk of creating a vampire effect when the core message about the brand or a product is “eaten up” by such devices. The concept of a vampire...

This paper explores the approach of the food industry towards the issue of rising children obesity in the context of the external regulatory environment and industry self-regulation. It presents the roles and positions of the industry associations, self-regulation and industry representatives...

A lot has been said and written about online communication in the past several years, and just as any new phenomenon, online communication is a disputable topic in many companies. The objective of this article is to analyse the behaviour of Czech consumers online and their preferences for the...