The scientific specialization of International Marketing Department focuses on international entrepreneurship and marketing, broadly defined internationalization of firms, including “instant” international expansion of SMEs and entrepreneurial marketing strategies.
In the Department research within the Polish National Science Centre’s as well as teaching projects are undertaken. Our faculty teaches full time and weekend students of Warsaw School of Economics’ “Global Business, Finance and Governance”, “International Relations”, “International Business” and “Management” majors. Moreover we conduct courses within the Warsaw School of Economics’ Doctoral and post-diploma studies programs.
Grant: RID START 2026
Duration: December 29, 2025 to December 28, 2026
Research project: “From experience to advocacy: the role of cultural events in enhancing citizen participation in city branding.”
Project objective: The project aims to examine the role of cultural events in shaping residents’ experiences with the city brand and their impact on residents’ digital engagement in promoting the city.
Organizing and hosting diverse cultural events is an important element of long-term city branding strategies. Such activities enable shaping the desired image of the city, increasing its recognition, strengthening its reputation, and building trust with residents.
Viewing city branding as both a public policy element and a management process, this study is interdisciplinary in nature and focuses on residents’ perspectives, experiences, and active participation in creating the city brand.
Research project „Relationship violation in the SME international cooperation” financed by National Science Center under the call OPUS-26 (2023/51/B/HS4/00304)
Business relationship violation, i.e., violation of rules, norms, and expectations regulating the relationship to seek unilateral goals at the expense of another party, may consist of violating the contract or abusing trust and goodwill, it may be active or passive, open or hidden. No matter what form it takes, relationship violation has a strong influence on the business relationship results and efficiency. The fear of relationship violation by the partner increases the transaction costs. The violating of business relationship leads also to a considerable loss of physical, financial, emotional, and other investments in the relationship and decreases the quality and value of the whole relationship. Furthermore, it may lead to counterattack, to sanctions or to relationship termination and/or losing the market reputation.
The project is aimed at providing a model of the antecedents, triggers, and reactions to the relationship violation in SMEs’ international business activities from the perspective of Polish and Austrian SMEs. Moreover, we want to find out, whether companies originating from various countries differ in the approach towards relationship violation and what is the importance of the factors specific to international business (such as distance, high uncertainty, and less face-to-face communication) in the relationship violation process.
Research team:
Dr hab. Lidia Danik, prof. SGH (head of the project)
Prof. dr hab. Izabela Kowalik
Dr Agnieszka Pleśniak
and the team of the Institute for Responsibility and Sustainability in Global Business from Vienna University of Economics and Business led by prof. Desislava Dikova
