Factors Hindering Development of International Business in Poland

• Autorzy: Oleg Cohan Shovkovyy

Warianty tytułu

Czynniki hamujące rozwój biznesu międzynarodowego w Polsce

• Języki publikacji: EN

Abstrakty

EN

Będąc silną, a jednocześnie rozwijającą się gospodarką, Polska należy do światowych liderów w prowadzeniu biznesu i jest atrakcyjnym celem dla firm zagranicznych, które poszerzają swój zasięg za granicą. Jednak wejście na tak złożony i wymagający rynek nie zawsze przebiega gładko. Dlatego niniejsze badanie ma na celu określenie krytycznych czynników utrudniających rozwój międzynarodowego biznesu w kraju; w tym celu w badaniach wykorzystano instrumentalne podejście wyjaśniające studium przypadku. Przedmiotem badań jest filia niemieckiego producenta elektroniki w Polsce, którego pracownik będący jednocześnie badaczem próbuje zidentyfikować przyczyny słabych wyników firmy w pozyskiwaniu nowych klientów. Dalsza analiza tematyczna danych jakościowych z notatek terenowych i indywidualnych wywiadów z klientami wskazała pięć następujących czynników, które mogą być za to odpowiedzialne, a mianowicie: nowość, personel, logistyka, komunikacja i marketing. Wyniki sugerują, że aby odnieść sukces w polskim kontekście, międzynarodowa firma powinna oferować nowości w swoich produktach lub usługach, zatrudniać lokalny personel, polegać na zlokalizowanej logistyce i prowadzić jak najwięcej komunikacji w języku polskim; zwłaszcza reklama marketingowa. Opracowanie nie tylko wypełnia luki w literaturze dotyczącej rozwoju biznesu międzynarodowego w kontekście polskim, ale także oferuje praktyczne rekomendacje dotyczące poprawy efektywności międzynarodowych firm, niezależnie od ich położenia geograficznego. (original abstract)

Being a strong yet growing economy, Poland is among the global leaders for doing business and an attractive destination for foreign companies expanding their reach abroad. However, entering such a complex and challenging market does not always go smoothly. Thence, this study aims to determine the critical factors hindering the development of international business in the country. To do so, the research employed an instrumental explanatory case study approach. The research subject is a subsidiary of a German electronics manufacturer in Poland, whose employee, who is also a researcher, is trying to identify the reasons for the company's poor results in attracting new customers. Further thematic analysis of qualitative data from field notes and individual interviews with customers identified the following five factors that might be responsible for that: novelty, staff, logistics, communications, and marketing. The findings suggest that to be successful in the Polish context, an international business should offer novelty in its products or services, employ some local personnel, rely on local logistics, and conduct as much communication as possible in the Polish language, especially in marketing. The study not only fills the gaps in the literature on international business development in the Polish context, but also offers practical recommendations for improving the efficacy of international companies, regardless of their geographical location. (abstrakt oryginalny)

Słowa kluczowe

EN

Business management; Key success factors; Case study; International market; International enterprise

PL

Zarządzanie biznesem; Kluczowe czynniki sukcesu; Studium przypadku; Rynki międzynarodowe; Przedsiębiorstwo międzynarodowe

• Czasopismo: Zeszyty Naukowe Politechniki Częstochowskiej. Zarządzanie
• Rocznik: 2023
• Numer: nr 49
• Strony: 128--140

Twórcy

autor

Oleg Cohan Shovkovyy

• Burapha University, International College, Thailand

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Identyfikatory

DOI

10.17512/znpcz.2023.1.10