Michał Wójciak

The main aim of the article is to discuss XR in marketing in the context of phygital category. Five examples from 2016–2022 have been selected to find the answers for proposed research questions: Q1. What is the impact of XR on marketing? Q2. What are the similarities and differences between the analyzed XR marketing projects? Q3. What is the importance of XR in the context of phygital? Q4. Is the combination of physical and digital elements crucial in helping the audience to get accustomed to immersive media? According to Stake this case study has collective character. Selected cases represent different sectors (sport, tourism and fashion) and approaches to XR in marketing. This collective case study was based on desk research, as well as ethnography and autoethnography elements.

JEL: D83, L82, M31, M37

* The article was developed within the framework of the project “Experience and immersive technologies – from creative practice to educational theory” in partnership with Jagiellonian University, Lodz Film School, University of Malta and University of Athens (project ID number: 2020-1-PL01-KA226-HE-095891).

The trade in counterfeit products is liable to multibillion-dollar losses of private entrepreneurs, national governments, and society. The aim of the article is to present theory and research on the sale of counterfeit together with an analysis of statistics and media coverage as an attempt to determine how Polish consumers perceive this problem.

The main aim of the paper is to describe the impact of the COVID-19 pandemic on the project management process and on projectification. Two research questions are posed: How does the COVID-19 pandemic affect the project management process and projectification? and What are the implications of projectification for the individuals? For this purpose, the author uses autoethnography, which is a research method based on the researcher’s personal experience. The subject of the study covered the project of an open fashion design studio launched as part of the Creative Scholarships of the City of Cracow 2020 in the period from July to December 2020. On the one hand, the pandemic was an impediment to the project, which is why it was necessary to adjust the planned activities to the imposed restrictions; on the other hand, the pandemic inspired certain project events, i.e. organisation of the masquerade ball.