ETOS I WIZERUNEK PRZEDSIĘBIORCY/CEO: POLSKA I PORTUGALIA
ETHOS AND IMAGE OF THE BUSINESSMAN/CEO: POLAND & PORTUGAL

Summary/Abstract: Purpose – The aim of the study is to systematize knowledge on the ethos and image ofthe businessman/CEO in Poland and Portugal as a result of political and socio­ ‑economicchanges in both countries, as well as to identify differences and similarities conditionedby history and culture.Research method – The method used in this study is comparative and follows a dia‑chronic analysis, using secondary sources and critical analysis of the literature. Due to thespecificity of the research issues being developed, the work is descriptive.Results – The research presents the complex and historically and culturally dependentethos and image of the businessman in both countries; more frequent Polish research, onrepresentative samples, a qualitative study in Portugal many years ago and a few smallerones, as well as the lack of research in recent years, indicate the need for new research.The negative image of the businessman from the past in both countries seems to beweakening, but it has not become positive, but rather ambivalent. The traditional ethosof a responsible and caring businessman seems to still hold in both cultures. Polish busi‑nessmen are better educated than Portuguese, which is historically conditioned, but theeducation of Portuguese seems to be increasing recently. Businessmen in both countrieshave mostly professional experience prior to starting their own business. Businessmen aregenerally satisfied with life, family and their work, have a stable family life, and attributetheir success to personal qualities; they see excessive state participation in the economyand statism.Originality   / value   / implications   / recommendations – The study presents a comprehen‑sive comparative analysis of the development of the ethos and image of a businessman inPoland and Portugal from the second half of the 20th century. This is the first comparativestudy on the businessman ethos and image in these countries. The study indicates gapsand new directions for potentially interesting research.

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