Kultura kognitywna organizacji a prowadzenie badań marketingowych
Cognitive culture of an organization and conducting marketing research

Summary/Abstract: One may have noticed in the last years the continuing complication of the environment where business organizations operated and marketing research programs were conducted. This situation requires undertaking actions which make up for the unfavourable tendencies in this sphere. These actions should serve the constant increase in the level of the cognitive culture of an organization, which ought to manifest itself in broadening the research competencies of not only professional marketing researchers within the organization. It depends on the general organizational culture and the attitude of managers towards knowledge. They are those who will decide on the possibility of progress in increasing the abilities of creating and applying knowledge.

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