Marketing and Financial Strategies of Polish Companies During and After a Pandemic: Insights from Best Practice Concepts

Grazyna Golik-Gorecka

European Research Studies Journal, 2024, vol. XXVII, issue 2, 216-233

Abstract: Purpose: The article aims to identify the best practices of implemented strategies of Polish enterprises during the pandemic and post-pandemic conditions of uncertainty and the war in Ukraine. Design/Methodology/Approach: The research method includes research conducted strategy analysis - case studies. The study covered strategy and complementary case study research focused on analyzing typical organizational strategies by their scope and dynamics. Findings: The research results make it possible to indicate practical strategies as well as their synergy with financial strategies to focus in new situations after the shock of both the pandemic and the war in Ukraine on the best practices to gain a competitive advantage. They also define the maintenance of customer relations, their expectations, communication with the customer based on modern technologies. Practical Implications: These best-practice metrics are related and overlap with financial and marketing metrics, that is, they influence each other. They also lead to the identification of post-pandemic strategies along with the synergy of strategies, also pointing to solutions that include a financial cushion in the implementation of financial strategies. This is indicated by leading companies that were also short analyzed such as LPP Ltd. from WIG-20. Originality/Value:

Keywords: Redefining strategy; strategy best practices; pandemic and post-pandemic strategies; strategy synergy. (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ers:journl:v:xxvii:y:2024:i:2:p:216-233

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