Current Issue

Zeszyt Naukowy (68)

Edition: 2024
Articles count: 6

The current issue of the Scientific Journal contains articles that are the result of scientific cooperation between academic teachers and students, as well as studies by students that were presented during the 6th Student Scientific Session of WSZiB, which took place on June 7, 2024.

1. IMPACT ANALYSIS OF DIFFERENT MANAGEMENT AND EMPLOYEE MOTIVATIONAL MODELS ON STAFF COMMITMENT

lic. Jakub Gajewski

The article presents the impact of different models of employee management and motivation on staff commitment. Three common employee management styles are discussed. The survey research participants indicated that the democratic management style, which is based on cooperation, is the most common in their companies. Moreover, the basic motivational factors are presented, and the most popular are payment and a good atmosphere at work.

2. EFFECTIVENESS OF MODELS FOR DETECTING ACCOUNTING MANIPULATION IN INSOLVENCY PREDICTION

Natalia Job, Kacper Stabryła-Tatko

The article discusses the issues of accounting manipulation and false insolvency. It also discusses the difference between the terms insolvency and bankruptcy, as well as between creative and aggressive accounting. Two research methods are presented: M.Beneish model and the methods of red flags. The empirical part presents research results of twelve bankrupt companies; the final part includes conclusions and the observations of the authors.

3. IMPACT OF FORWARD CONTRACTS ON COMPANY’S FINANCIAL RESULT

Małgorzata Biel

The article presents the concept and significance of forward contracts. It discusses Polish regulations on derivative instruments and accounting issues related to concluding and implementing forward contracts in a company. A study was conducted based on sample data prepared for research purposes. The research results were discussed. The conclusion is that concluding forward contracts improved the company’s financial results.

4. ANALYSIS AND ASSESSMENT OF FUNCTIONALITIES OF WEBSITE STRUCTURES FOCUSED ON CUSTOMER NEEDS IN THE ERA OF MODERN E-MARKETING

Sandra Syc

The article reviews the issue of developing positive customer experience with regard to visual and structural design of websites. It addresses the issues of Human Centered Design, focusing on the concepts of Customer Experience and User Experience. Despite the lack of a statutory requirement to meet accessibility standards, an attempt was made to identify the extent to which current market participants are inclined to use methods focused on the needs of end users. The research is an analysis of a company website in relation to the criteria for meeting the conditions of WCAG 2.1. guidelines, and to the comparison to an external technical document as well as UX dimensions. The underlying research tools were a modified version of the checklist provided by the Ministry for Digital Affairs of the Republic of Poland and DevTools browser developer extension of Google LLC.

5. THE USE OF CONTROVERSY IN ADVERTISING MESSAGES

Joanna Dreżewska, Kacper Stabryła-Tatko

The article discusses the use of specific advertising techniques. It starts with the presentation of the types and the operation of messages. Then, it discusses the role of emotions in advertising and the theory of schockvertising. Finally, it presents the results of the research on the society’s attitude to this kind of advertising practice.

6. BRAND ARCHETYPES AS ILLUSTRATED BY A KRAKOW SCHOOL OF HIGHER EDUCATION

Gabriela Handziak, Bartosz Kaczmarczyk

The aim of the article is to introduce issues related to brand archetypes and discuss their use in marketing. The issues were based on the general theory of archetypes by Carl Gustaf Jung from the early 20th century.

The article also presents the results of the authors’ own research on the brand archetypes of the School of Banking and Management in Krakow. The quantitative research examined how respondents perceive the college’s brand as internal recipients, which allowed for matching the appropriate brand archetype to the college by interpreting the respondents’ responses.