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Zeszyty Naukowe Uniwersytetu Szczecińskiego UNIVERSITY OF SZCZEC IN SCIENTIFIC JOURNAL NO. 681 SERVICE MANAGEMENT Vol. 8 SZCZECIN 20 1 2 The articles are printed in accordance with the materials provided by the Authors. The publisher does not take responsibility for the articles’content, form and style. Board of Editors Urszula Chęcicka, Inga Iwasiów, Danuta Kopycińska, Izabela Kowalska-Paszt Piotr Niedzielski, Ewa Szuszkiewicz, Dariusz Wysocki Edward Włodarczyk – Chair Aleksander Panasiuk – Chair of the Senat Commision for Periodicals and Publishing Edyta Łongiewska-Wijas – Executive Editor of the Szczecin University Press Referees Barbara Kos (University of Economics in Katowice) Stanisław Korenik (Wrocław University of Economics) Bernard F. Kubiak (University of Gdańsk) Barbara Marciszewska (University School of Physical Education and Sport in Gdańsk) Mirosława Pluta-Olearnik (University of Business and Commerce in Wrocław) Kazimierz Rogoziński (Poznań University of Economics) Grzegorz Spychalski (Westpomeranian University of Technology) Scientific Board Marianna Daszkowska (Gdańsk University of Technology) Kazimierz Kłosiński (John Paul II Catholic University of Lublin) Jolanta Mazur (Warsaw School of Economics) Piotr Niedzielski (University of Szczecin) – Chair Aleksander Panasiuk (University of Szczecin) Mirosława Pluta-Olearnik (University of Business and Commerce in Wrocław) Kazimierz Rogoziński (Poznań University of Economics) Aniela Styś (Wrocław University of Economics) Scientific Editor Aleksander Panasiuk Editorial Manager Agnieszka Sawińska Adam Pawlicz Proofreading Elżbieta Blicharska Text design Adam Pawlicz The paper copy of the journal is its primary edition. (Polish: Wersja papierowa zeszytu jest jego wersją pierwotną) © Copyright by the University of Szczecin, Szczecin 2012 ISSN 1640-6818 ISSN 1898-0511 SZCZECIN UNIVERSITY PRESS Edition I (reprint). Publishing sheet size 13,5. Printing sheet size 18. Format B5. TABLE OF CONTENTS CHAPTER 1. INNOVATION MANAGEMENT ALEKSANDRA LASKOWSKA-RUTKOWSKA – Effectiveness of Polish innovation policy in services area ................................................................. 9 TOMASZ NOREK – Innovation audit as a tool of construction and evaluation of innovative potential of the company. Results of empirical studies .......................................................................................... 23 AGNIESZKA WOJTCZUK-TUREK – Organizational innovative behaviours – the role of human capital in creating organizational value in the sector of services ............................................................................... 37 CHAPTER 2. LOGISTICS MANAGEMENT CEZARY MAŃKOWSKI – Logistics support services for e-learning courses ......................................................................................................... 51 ANNA WIKTOROWSKA-JASIK – Complexity of Logistic Services Offer as a Measure of Competitive Position of Companies in the Transport and Logistics Services Sector ...................................................................... 59 CHAPTER 3. ENTERPRISE SERVICE MANAGEMENT LESZEK BURSIAK – Business expresions exchange campaign as the remedy for pejoration of their meaning in the business context .................. 71 SERHAT HARMAN, EBRU KANYILMAZ POLAT – Do CEO duality and board heterogeneity affect firm performance? Evidence from Istanbul stock exchange (ISE) services index ........................................................... 85 AGNIESZKA SOKOŁOWSKA – Ethical area of social responsibility in a small enterprise key aspects ........................................................................ 97 MAGDALENA MAJCHRZAK – Reasons for using services of offshoring at the international services market .......................................................... 109 4 Table of contents CHAPTER 4. REGIONAL MANAGEMENT ALICJA SEKUŁA – Promotion and its tools in territorial marketing............. 123 CHAPTER 5. ENTERPRISE SERVICE VALUE MANAGEMENT BARBARA WOŹNIAK- SOBCZAK – Strategies and attitudes of workers to creating enterprise value ........................................................................ 141 CHAPTER 6. INFORMATION MANAGEMENT BOLESŁAW FABISIAK – Cost effective communication with engineering service teams working abroad based on Cloud Computing and SIP (Session Initiation Protocol) ........................................................ 155 MACIEJ CZAPLEWSKI – Introduction of Internet into Polish Post services ...................................................................................................... 165 CHAPTER 7. QUALITY MANAGEMENT JUSTYNA WITKOWSKA – Customers expectations and the quality of experienced insurance service – research report ....................................... 175 CHAPTER 8. KNOWLEDGE MANAGEMENT GRAŻYNA BRONIEWSKA – Emotional intelligence in modern virtual organizations ............................................................................................. 185 AGNIESZKA BUDZIEWICZ-GUŹLECKA – Management of changes in enterprises as a form of adaptation to e-economy ..................................... 199 CHAPTER 9. TOURISM MANAGEMENT ALEKSANDER PANASIUK – Chosen problems of tourist information system management on the example of West-Pomeranian Voivodeship’s municipalities .................................................................... 211 Table of contents 5 AGNIESZKA SAWIŃSKA, RYSZARD WOŹNIAK – Rebranding in the market of spa and tourism services on the example of health and wellness center “Verano” in Kołobrzeg .................................................... 225 MARIOS SOTERIADES, EUGENIA WICKENS – Tourism destination marketing: Potential contribution of clustering approach ......................... 241 ZHOLDASBEKOV ABDIMANAP ABDRAZAKOVICH, KURMASHEVA MOLDIR BIZHIGITOVNA – Problems of training tourism managers in Kazakhstan ............................................................................................ 251 CHAPTER 10. CUSTOMER RELATIONSHIP MANAGEMENT DARIUSZ KUCZYŃSKI, TOMASZ TARASZKIEWICZ – Customer friendly public services- the good practice example of the district labour office in Gdańsk ............................................................................. 263 WIOLETTA WEREDA – Loyalty programs management and satisfaction of the customer in a large company ........................................................... 271 Chapter I ______________________ INNOVATION MANAGEMENT SCIENTIFIC JOURNAL No. 681 SERVICE MANAGEMENT vol. 8 2012 ALEKSANDRA LASKOWSKA-RUTKOWSKA Warsaw School of Economics EFFECTIVENESS OF POLISH INNOVATION POLICY IN SERVICES AREA Polish innovation policy In recent years the stimulation of innovation has received top priority in Poland’s economic policy. The government adopted the “Increasing innovation in Poland to 2006” plan in 2000. It has now been extended in a document entitled “Directives for increasing innovation in the economy during 2007–2013”, which contains an assessment of innovation in the Polish economy, as well as policy recommendations for the future. The Operational Programme “Innovative Economy 2007–2013” is one of the key instruments of the national strategy, which will mobilize EU Regional Development Funds of EUR 7 bilion and an additional EUR 12,2 Billion form national public sources. This programme includes the following priority axes:1 – Research and Development of New Technology, – R & D infrastructure, – Capital for Innovation, – Investments in innovative undertakings, – Diffusion of innovation, – Polish Economy of the International Market, 1 Szczegółowy opis priorytetów Programu Operacyjnego Innowacyjna Gospodarka, 2007–2013, Ministerstwo Rozwoju Regionalnego, Warszawa 7 lutego 2008. 10 Aleksandra Laskowska-Rutkowska – Information Society Establishment and Development, – Technical Assistance. International research indicates that innovation in the Polish economy has grown significantly since 2005. In Inno Metrics survey “European Innovation Scoreboard, Comparative Analysis of Innovation Performance 2006” Poland was grouped with countries that are “catching up”: Portugal, Lithuania, the Czech Republic, Latvia, Greece and Slovenia.2 This marks a change, since in the previous year Poland was listed among countries that are “losing ground”. Most of the components of the SII have increased in Poland significantly. Notwithstanding the fact that the Polish economy is growing fast relative to EU- 15 countries, it ranked last but one in the survey. It scored lowest in applications and export of hi-tech products (47) and in intellectual property rights (44). In knowledge creation and diffusion of innovation Poland ranked 39th and 38th, respectively. Factors that limit the level of innovation in Poland include: – low employment in KBE sectors (9.3% in 2000), – insufficient cooperation between business and research institutions, – small number of new technology implementations, – small number of enterprises founded on new technologies. The list of imperfections of Polish innovation policy is longer. Polish National System of Innovation has often been criticized. According to Metcalfe’s definition adopted by the OECD, the National System of Innovation is a group of institutions that work together and individually to develop and disseminate new technology and create a foundation, on which governments can build their policy designed to stimulate innovation. In other words, it is a system of mutually linked institutions, whose purpose is to create, store and transmit knowledge and skills that support new technologies. The National System of Innovation
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