Digital transformation which impacts business operations is one of the most fundamental social and economic occurrences of our times. The paper seeks to find out how digital transformation impacts marketing activities in small and medium-sized enterprises (SMEs) and to examine overall changes triggered by digital technology in the marketing concept, its instruments, and activities in SMEs in Poland. The main research question focuses on the direction in which marketing activities performed by organisations evolve nowadays. Analyses and considerations are based on logical inference, examination of results of empirical studies, critical literature review, and author’s market observations. Conducted analyses have demonstrated that, in enterprises covered by the study, digital technologies are deployed in marketing rather widely, although in many instances these technologies belong to the category of traditional tools. IT technologies and digital tools also impact marketing, helping to build relationships with clients and creating the value of each organisation.

Purpose Using social capital theory (SCT), the purpose of this research is to determine the success of social networking in societies that may be lower in social capital, for example in Poland, versus those which are higher in social capital, such as the USA. Design/methodology/approach This paper uses a partial least squares approach with a cross-cultural sample. The complete sample consists of 556 participants for this study across the USA (n = 258) and Poland (n = 298). Findings Results indicate that social media success is lower in Poland and that this result is related to lower social networking capital in Polish society. However, the proposed model shows that social media functionality can overcome some of the barriers. Research limitations/implications Limitations include a very specific set of countries rather than a larger set of countries and sample, survey methodology which could be augmented with a mixed methods approach and convenience sampling which ensured homogeneity and matching. Practical implications Based on this research, media designers should attempt to keep information quality high but even more importantly, they should increase interactivity. For Poland in particular, well-designed interactivity can mitigate societal barriers to success of social media, as it can enhance trust in such platforms. Social implications Because of Poland’s history of more than 40 years of communism, the newer generations may eventually become more adaptive to social networking tools and such acceptance could lead to greater social capital, which is important for Polish society from a business perspective as well. Originality/value The most important contribution of this research is that it theoretically and empirically establishes the importance of SCT in relation to social networking across two different countries.

S owa kluczowe: franczyza spo eczna, non-profit, trzeci sektor, przedsi biorczo , przedsi biorstwo spo eczne.Nades any: 12

Abstract-There exist various resources which an enterprise can use in order to become more innovative and achieve competitive advantage on the market. Relational resources are definitely one of them, for instance enabling a company to make its customers more loyal or to attract new purchasers and other stakeholders. This paper presents the results of a study in which 200 Polish enterprises were asked about what relational resources they used and how frequently. Analysing the results, the authors of the study observed various interesting relationships between the use of relational resources and numerous factors such as the company's development stage, ownership form, turnover, scope of activity and others. The general conclusion drawn is that more and more Polish enterprises tend to use and manage relational resources, but there still exists a visible difference between Poland and West European countries, as far as the extent of this use is concerned. Therefore, the authors of the study recommend a broader approach to the issue, since its development would be profitable from the economic point of view.Index Terms-Relation resources, corporate management, innovativeness, management.

Celem rozdziału jest omówienie koncepcji przemysłów kreatywnych i modelu biznesu oraz prezentacja wstępnych wyników badań ilościowych. Autorzy stawiają tezę, iż istnieje niewykorzystany potencjał zastosowania koncepcji modelu biznesu jako narzędzia służącego do badania przemysłów kreatywnych. W tekście zaprezentowano ramy definicyjne kategorii przemysłów kreatywnych oraz modeli biznesu i przedstawiono powiązania między nimi. Dzięki badaniom literaturowym dokonano oceny poziomu zaawansowania analiz w tym obszarze. W wyniku pogłębionych studiów literaturowych przeprowadzono dyskusję dotyczącą operacjonalizacji pojęcia modelu biznesu. Na podstawie wniosków przygotowano badania ilościowe, w których wstępnie określono specyfikę przemysłów kreatywnych z punktu widzenia sposobów operacjonalizacji modelu biznesu. Autorzy prezentują wstępne wyniki tych badań.