This book for managers and marketers observes that the traditional paradigm of business is outdated, especially when dealing with the impact of digital technology and new forms of marketing on emerging markets in Eastern Europe. Forces and new technologies examined include guerilla marketing, crowdsourcing, virtual organizations, and ambient media. The book provides a four-part framework for understanding and comparing the results of companies competing in developed and emerging markets, looking at aspects such as operational efficiency and organizational culture. Case of Amazon, Ideo, EuroDisney, Facebook, Wiosna, Redan, Sphinx, and other companies share experiences in operating in Eastern European markets. The reader-friendly layout offers bullets, lists, and frequent subheads.

Robert Kozielski, Fulbright Scholar (Willamette University, USA) and Associate Professor at the University of Lódz (Poland), is a leading authority on market strategies of enterprises, strategic analyses, and the evaluation of marketing actions’ effectiveness in organizations. He is also the author of over 200 publications (books and articles) on market activities that have been published both in Poland and abroad, including Determinants of Organization Success, How to Quickly Write a Professional Marketing Plan, Advertising and Competitive Capacity of Polish Enterprises and Marketing Metrics (the first publication of its kind in the world concerning measurement processes and marketing indicators, ahead of such centers as, e.g., the Wharton Business School). He has presented papers, made presentations, and participated in numerous conferences and seminars in Poland and abroad.

Introduction 1. Change in Business Paradigm 2. In search of new business opportunities 3. Business concept and business model 4. Operational efficiency 5. Organizational culture and leader 6. New business paradigm of the organization of tomorrow 7. Instead of the end i.e. materialization of the Darwin theory