The Direction of Changes in Marketing Management, on the Example of Polish Enterprises in the Creative Sector
Year: 2025
Type: conference-paper
Abstract: Purpose: The paper aims to clarify the direction of changes in marketing management. This analysis focused on creative sector enterprises that come from Poland. The paper is outlining COVID-19 pandemic impact on the management policy implemented in companies and what has been changed in recent years. Need for the study: The study aims to expand the general information about the impact of the pandemic on creative sector companies in Poland, specifying whether and what the impact it was. Methodology: The paper opted for an exploratory study using quantitative survey conducted among representatives of the creative sector in Poland. In order to maximize reaching the respondents, the CAWI technique was used. The study was enhanced with three IDI interviews with management experts cooperating with the creative sector. Findings: The paper provides empirical insights about how creative sector enterprises responded to COVID-19 in the area of management and marketing. It turns out that the fact that enterprises reacted did not mean significant changes in management and marketing in recent years. Experts also confirmed that reducing operating costs was the main goal of the entities, which may be unfavourable in the longer term. Cost-cutting opportunities managers from the creative sector are also looking throughout increase the use of artificial intelligence. Practical Implications: The paper includes implications for successful development of a creative sector entity. Indicates which areas were changed in entities in recent years and which could be changed to increase market competitiveness.
Author: Monika Spychalska-Wojtkiewicz
Institution: University of Szczecin
Language: English
Topic: COVID-19 Pandemic Impacts
Subfield: Economics and Econometrics
Domain: Social Sciences
Open Access status: gold
OpenAlex ID: W4415678443