Consumer storytelling as an element of word-of-mouth communication of nostalgic brands: evidence from Poland

The world finds itself facing unprecedented conditions as the global pandemic of the COVID-19 virus has led to fundamental changes in the global supply chains. This paper aims to assess the initial response undertaken by Central European companies in the early stages of the outbreak. The survey was conducted as a research method to collect data from a large number of companies. Since it takes time to assess long-term effects of the pandemic and related measures, various changes in supply chains are examined as the early results of the COVID-19 crisis and measures implemented by companies. The study examines how different economy sectors were changed due to this situation. The changes in operating volumes were identified as the most commonly used measures to accommodate new market developments. However, developing the new supply chain partnership was the most successful measure. This measure correlates with an increase in revenues and an increase in the number of customers. In some cases, disruptions in supply chains had positive effects on revenues as a reaction to the COVID-19 epidemic outbreak. Cross-country examinations found that all Polish companies implemented at least one new measure to tackle this crisis. Nearly 20% of Slovak companies and nearly 30% of Czech companies made no changes in their operations during the early stages of the crisis. However, overall, the supply chains in Central European countries turned out to be quite resilient, since most companies managed to survive the supply chain disruptions and in some cases even show signs of overcoming them completely.

Acknowledgement
This contribution was supported by the project No. 1/0757/18, “Consumer behavior in buying goods of daily consumption with an emphasis placed different contents of goods offered on markets of selected EU countries”.

In recent years, numerous researches and studies confirm differences between Generations in their values, attitudes, or characteristics. However, the challenge is to get to know the Generation Z, whose individuals are currently entering the labor market for research and practical application. The presented paper aims to expand the knowledge of Generations Y and Z in the field of individualism and self-reliance. This issue is examined concerning independence regarding housing and financial independence to parental help. The aim of the study is an empirical verification of possible similarities and differences between Generations Y and Z. The study is based on an online questionnaire survey. Data were obtained from more than 1,500 respondents of these Generations (born in 1982–2005) in 5 European countries (Czech Republic, Denmark, the Netherlands, Poland, and Slovakia). Data are examined using a two-tailed t-test, Mann-Whitney U test, and regression analysis. The overall findings of the study indicate intergenerational differences in the issue of independence, with Generation Z, unlike Millennials, becoming more self-sufficient at a younger age. Research has also found that women leave the parental household earlier than men. The paper presents the possible influence of the outputs on the working environment and work motivation of the Generations Y and Z.

Acknowledgment
The paper was created with the support of the project SGS-2020-015 “Research in selected areas of management and marketing of organisations in the context of demographic and technological changes.”

In the period of Ukraine’s integration into the European economic space, one of the basic conditions for achieving compliance with the European community requirements is the formation of favorable investment environment. In view of this, the aim of the article is to analyze the economic preconditions for the unification and adaptation of the investment mechanism in the period of Ukraine’s integration into the economic euro area, and to develop recommendations for unification of institutional support for the formation of the investment environment in Ukraine. In the course of the study, the system approach and the method of system analysis and synthesis are the basis. Based on the analysis of the activities in Poland, it is outlined that the conditions for their achievement of high rating indicators are the legally regulated mechanism for promoting investment, which includes relevant institutions, low tax rates, transparency and ease of doing business. The comparison made on this basis has made it possible to determine key differences and problems between approaches of European countries and Ukraine, namely: the lack of correspondence between the actual measures legally declared, the monetary unit instability, the unpredictability of the political and economic situation, the complexity of doing business. Approaches to unification of institutional support for the formation of the investment environment in Ukraine and measures aimed at increasing the efficiency and competitiveness of investment activity are proposed.