This article aims to explore the impact of digital communication tools application by citizens and the perceived usefulness of social media on the relationship between citizens and local authorities. The data were gathered in April–September 2020 through a survey (CAWI) among citizens of Poznan, Poland (n=502), and Kutaisi, Georgia (n=504), and were analyzed with structural equation modeling. The findings show that the intensity of digital communication tools usage for participation in the city branding and the perceived usefulness of social media contribute to the lasting relationships between citizens and local authorities in both countries. The novelty of this research concerns comparing two countries with different levels of development. Georgia is a developing economy in Europe and is in the process of modernizing the local governance across the cities. Poland, however, is a mature economy with a post-transformation heritage, where its cities benefit from considerable experience in building and developing citizen participation policies. Furthermore, the research was conducted amid the COVID-19 pandemic and evidenced the growing popularity of digital tools adoption by citizens in city matters. This study contributes to understanding the impact of digital tools on the relationship between citizens and local authorities in terms of city brand management. Citizens' participation in the city branding process via various digital communication tools increased citizen commitment towards long-lasting collaboration with local authorities. Moreover, citizens' perception of social media usefulness positively influences their desire to engage in the city branding process online, supporting the trust-building and collaboration between citizens and local authorities. Points for practitioners The intensiveness of digital tools usage – governments should identify the tools already trusted and popular among their audience and employ those tools to a greater extent to maximize the chances of feedback, high citizen participation, and commitment. Citizens’ perception of social media – such characteristics as ease of use, transparency, ease of communication with the municipality, and safety encourage citizens to get involved in the city brand management process. Consequently, local authorities should consider the features mentioned above and develop the online tools quality.

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The study aimed to identify the marketing determinants of SMEs' innovation ambidexterity and explore this phenomenon in the firms from a post-transition Polish market. Specifically, market-sensing capability, entrepreneurial marketing orientation, and marketing strategies were considered the possible determinants of innovation ambidexterity. The comparative character of the study enabled examining if these relationships have changed comparing 2019 to the time of pandemic crisis in 2021. Research Design & Methods:The study includes a sample of 240 Polish manufacturing SMEs contacted with the CATI/CAWI method in May 2019 and 219 firms selected and surveyed according to the same method between January-February 2021. The results were obtained with factor analysis and logistic regression. Findings: Innovation ambidexterity was related to market sensing, opportunity focus, proactive orientation, and adaptation strategy applied by manufacturing SMEs in the B2B markets. However, during the pandemic crisis, the different determinants replaced those identified during the less turbulent time.Implications & Recommendations: Entrepreneurial marketing accompanies innovation ambidexterity. Including employees in the sensing process and concentrating on market opportunities are especially stimulating for exploratory and exploitative innovations. The significant influence of firm size and high-tech industry on ambidexterity points to the role of SMEs' strategic agility in a turbulent environment. Contribution & Value Added:The study explored in detail the marketing determinants of an important SME capability: innovation ambidexterity. Comparing data from the span of two years enabled taking into account the pandemic crisis. In addition, the study verified the measurement tool for analyzing SME ambidexterity. Article type:research article

Purpose The entrepreneurial marketing orientation (EMO) has been studied primarily in developed countries. The past research has focused on entrepreneurial marketing dimensions and their relationship with selected small- and medium-sized firm (SME) activities, strategic orientations or performance. Scholars have not paid enough attention to the EMO determinants. This study aims to investigate whether the SMEs originating from different countries, including the post-transition market, differ in their entrepreneurial marketing approach and checks its external determinants connected with environmental turbulence. Design/methodology/approach A total of 219 Polish and 81 Finnish manufacturing SMEs, serving mainly business-to-business clients, were surveyed using the mixed-mode computer assisted telephone interview/computer assisted web interview method between 2020 and 2021. Structural equation modelling, multigroup confirmatory factor analysis analysis, analysis of variance and T-tests were applied. Findings The metric and partial scalar invariance of the EMO scale used in Finland and Poland was found. The authors showed that Finnish firms represent a more robust entrepreneurial posture in marketing than Polish ones. The export market turbulence and the perceived crisis influence are the environmental determinants of EMO level, while the industry technological development level is not. Research limitations/implications The conducted analyses allowed to identify EMO determinants, verify the entrepreneurial marketing measurement concept in a new country (Finland) and show the differences in EMO between SMEs from a less and more developed country. Originality/value The existing literature lacks empirical data on the external EMO determinants and inter-country comparisons. This study shows the differences in EMO level of companies from different country backgrounds and points to the market turbulence as its determinant.