Anna Maria Nikodemska-Wołowik, Associate Professor

secretary's office phone:
Other duties:

member of the University Disciplinary Committee for Doctoral Students and Committee for Scientific Research Ethics, head of Committee for Scientific Research Ethics at the Faculty of Economics 






December 2009 - University of Gdansk Professor after the habilitation procedure


May 1997 - Ph.D. - doctor - University of Gdansk, Doctoral Thesis Defence, /subject: “Qualitative Marketing Research as a Tool of  Creating Information about Individual Consumers"/


1988 - 1993 - University of Gdansk, Institute of International Business, M.Sc. studies in Economics, with Foreign Trade & Marketing Specialization

since Sept. the 1st - VICE-DIRECTOR of the INSTITUTE OF INTERNATIONAL BUSINESS FOR DEVELOPMENT till the end of the Institute’s existence in XI 2019


major certificates obtained abroad:

IESE Business School, University of Navarra, Barcelona (2013),
Harvard Business School, Boston (2008),
IESE Business School, University of Navarra, Barcelona (2003)
University of Strathclyde Business School, Glasgow (1992).





In total, more than 100 works published in Poland & abroad


Poles opinion on Family Businesses 2015. The end of a business shark stereotype,  co-author and scientific co-editor (co-author: K. Bugiera); Publisher: FFR, Poznań 2015.

Dobre praktyki z zakresu zarządzania kompetencjami i zarządzania strategicznego, (co-author and scientific co-editor with P.Zientara), co-authors: P.Błaszkiewicz, M.Borkowska-Bierć, D.Dunajska, P.Dybek, D.Kabat, E.Kowalska, E.Makareinis, Z.Nieckarz, A.Parteka-Ejsmont, M.Przybysz, M.Reszko, A.Sawicka, M.Sawicka, B.Skierkowski, S.Węsierska; Publisher: Agencja Rozwoju Pomorza S.A., Gdańsk 2014, ISBN 978-83-930615-2-5

Analiza dostępnych metod i technik zarządzania kompetencjami oraz planowania strategii rozwoju w firmie, Wydawca: Agencja Rozwoju Pomorza S.A., Gdańsk 2012 [Publikacja współfinansowana przez Unię Europejską w ramach Europejskiego Funduszu Społecznego] - co-author

Export Marketing of small and medium sized enterprises in the South Baltic Region, (co-authors: E. Gostomski, B. Jeliński, P. Kulawczuk, A. Poszewiecki, D. Simpson, H. Treder), red. naukowa: H.Treder, P.Kulawczuk, Wydawnictwo Uniwersytetu Gdańskiego, Gdańsk 2012 - co-author

Family Enterprises in the European Union: A Case For Regional Support, [w:] European Integration  Process In The New Regional  and Global Settings, pod red. I. E. Kotowska, E. Latoszek, A.Z. Nowak, A. Stępniak, Wydawnictwo Naukowe Uniwersytetu Warszawskiego, Warszawa 2012 - co-author

Polish and Swedish SMEs towards CSR challeges, project co-financed by the UE in the frame of the South Baltic Programme; Forum Odpowiedzialnego Biznesu - Agencja Rozwoju Pomorza S.A. - IUC Kalmar Lan - Warsaw 2011 - co-author and scientific editor

Communicating of Corporate Identity in International Environment, University of  

    Gdansk Publishers, Gdańsk 2008. 

The Key to Understanding Consumers. Qualitative Marketing Research, Verde   

     Group Publishers, Warsaw 2008.

Not Only a Logotype, Branta Publishers, Bydgoszcz-Gdańsk 2004 - co-author

Marketing - Case Studies, University of Gdańsk Publishers, Gdańsk 2002 - co-author and editor

The Rules of Effective Presentations in Business, University of Gdańsk 

    Publishers, Gdańsk 2000.

Qualitative Marketing Research, Polish Economic Publishers, Warsaw 1999.


The Role of Corporate Identity in Polish Companies - 15 Years after the Turning Point, [in:] Sustaining the Entrepreneurial Spirit Over Time: Implications for Young Companies, Family Businesses, and Established Companies, Editors: J. Prats, R. Velamuri, European Foundation for Management and Development and IESE Business School, University of Navarra, Barcelona 2005.

Family Enterprises - a Chance to Create a Strong Polish Business Identity, “The Marketing Review", Vol. 6., Issue 4., Winter 2006, ISSN 1469-347X. THE 1ST INTERNATIONAL PAPER EVER FOCUSED ON THE POLISH FAMILY FIRMS’ IDENTITY

Flag Brands as Factor and Result of a Country Identity and Image - Polish Experiences, “Pecvnia - Revista de la Facultad de Ciencias Economicas y Empresariales", Editor: J. Lanero Fernandez, Universidad de Leon, numero 3., Leon 2006, ISSN 1699-9495.

Regional products in the European policy context - stakeholders benefits,  “Journal of Faculty of Business" University of Dokuz Eylul, Volume 8, no.1/2007, ISSN 1303-0027.

Importance of Key Stakeholders for Creating Corporate Identity, “The International Journal of Emerging and Transition Economies", edited by Y. Arbak, I. Sobol, Vol. 1, Issue 1, University of Dokuz Eylul, Izmir 2008, ISSN 1308-2701.

Towards Human Face of Economy - Ethical Aspects of Contemporary Business, “Business and Management 2008", Editor: A. Pabedinskaite, Vilnius Gediminas Technical University, Business Management Faculty, Vilnius 2008,  ISBN 978-9955-28-268-6, s. 565-569 oraz w: “Business and Management 2008. Selected Papers", Managing Editor: A. Pabedinskaite, Vilnius Gediminas Technical University, Business Management Faculty, Vilnius 2008, ISBN 978-9955-28-311-9.

Organic Farming Brand Identity  - Meeting Trends, Building Trust, , “Pecvnia - Revista de la Facultad de Ciencias Economicas y Empresariales", Editor: J. Lanero Fernandez, Universidad de Leon, numero 8., Leon 2009, ISSN 1699-9495.

The Effects of Consumer Ethnocentrism and Country of Origin on Polish Consumers’ Evaluation of Foreign Manufactured Products,“Journal of East-West Business", Volume 16, no. 3/2010,  ISSN 1066-9868 , 9co-authors: F. Cumberland, H. Stubbe Solgaard).

Family Enterprises in Polish Economy - the Results of the First Nationwide Study, [in:] Intelligence and Courage for the Development of Family Business, editors: S.Tomaselli, D. Montemerlo, IFERA, Palermo 2011, ISBN 978-88-95272-99-3.

Sources of the Competitive Advantage of Family Enterprises: An International Approach Focusing on China, Nigeria and Poland, “A scientific quarterly. Entrepreneurial Business and Economics Review
E B E R"; ISSN 2353-883X eISSN 2353-8821 2017, Vol. 5, No. 2, 2017. p. 123-142.  (co-authors: J. Bednarz, T. Bieliński, A. Otukoya).

 Family enterprises in Polish consumers’ mindset in the light of international tendencies, “Journal of Economics & Management" 2017, Vol. 29, no. 3, p. 5-22.  (co-author: Joanna Bednarz).

Family Enterprises in the Context of Consumer Ethnocentrism and Relationship-Building. "Management Issues" 2019, vol. 17, No. 1(81), p. 77-92. (współautor: Joanna Bednarz).

Environmentalism and Polish Coal Mining: a Multilevel Study, “Sustainability" 2019; vol.11, issue 11, 3086, /współautorzy: P. Zientara, A. Zamojska, G. Maciejewski/, doi: 10.3390/su11113086, s. 1-15. IF: 2.075

Company Values - A Case Study of the Family Enterprise August Storck KG, "Journal of Intercultural Management" 2019; vol. 11 No. 1 March; pp. 5-22; (co-authors: A. Majański, A. Brack)   DOI 10.2478/joim-2019-0001.

Trends in young consumers’ behaviour - implications for family enterprises, "Economics & Sociology" 2019; vol. 12, no. 3; pp. 11-24; (co-authors: J.Bednarz, J. R. Foremann).

 Building aware and unaware consumers’ trust towards family business: Evidence from Poland. Entrepreneurial Business and Economics Review, 2020; 8(3), 135-154. (co-authors: Bednarz, J., Wach, D., Kubik, M., & Little, J.).

A family-enterprise collective certification trademark: consumer insight, “Journal of Family Business Management", vol.11, no. 2, 2021 (co-authors: P. Zientara, A. Zamojska).

Conscious shopping of middle-class consumers during the pandemic: Exploratory study in Mexico, Nigeria, Poland, and Sri Lanka, “International Journal of Management and Economics", 2021; 57(3),  (co-authors: Wach, D., Andruszkiewicz, K. Otukoya, A.).

How higher-order personal values affect the purchase of electricity storage—Evidence from the German photovoltaic market. "Journal of Consumer Behaviour", 20.04.2022. online first. (co-authors: Poier, S., Suchanek, M.)









Research interests


  1. Consumer Behaviour (doctoral thesis in 1997 entirely focused on consumer research; determinants and influences, shopping habits, segmentation, contemporary tendencies, cross cultural approach).
  2. Qualitative Marketing Research (interdisciplinary theoretical background, methods, techniques and application).
  3. The Meaning of Family Enterprises in Contemporary Economy.
  4. Corporate Identity as a Competitive Advantage Factor (CI system, attributes of CI, elements of CI as intangible assets).
  5. Intellectual Property Protection.






Family Enterprise Research Academy /IFERA/ since 2008

FaBeRNET - Family Business Research Network (member and co-founder) since 2019


Polskie Towarzystwo Ekonomiczne ?PTE/ (member of the Scientific Board since IX 2021)

Project Famous Exsperts

IESE Business School Alumni Association, University of Navarra

National Science Centre - International Expert Panel function

major international courses provided within the Tempus/Erasmus frame: 2022 - Yarmouk University, Irbid, Jordan,  2011 - Fachhochschule Vorarlberg, Dornbirn, 2010 - Fachhochschule Vorarlberg, Dornbirn, 2007 - Dublin Institute of Technology, Dublin,  2006 - MGIMO-Moscow State Institute of International Relations, Moskwa,  2006 - Żilinska Univerzita, Żilina,  2002 - HTW Dresden, Drezno, 1997 - Copenhagen Business School, Kopenhaga, 1995 - University of Wales, Cardiff

foreign diplomas/certificates received:

IESE Business School, University of Navarra, Barcelona (2013),
Harvard Business School, Boston (2008),
IESE Business School, University of Navarra, Barcelona (2003)
University of Strathclyde Business School, Glasgow (1992).


NCN PROJECT - as the principal investigator

OPUS 11 - KIEROWNIK projektu (II 2017 - XI 2019): "Konsumenci wobec koncepcji wspólnego znaku towarowego gwarancyjnego polskich przedsiębiorstw rodzinnych";  nr rej. 2016/21/B/HS4/01600 . Współwykonawcy projektu: dr hab. Joanna Bednarz, prof. UG; dr hab. Piotr Zientara, prof. UG.

selected projects

od 2020 - w Zespole ds. Przedsiębiorczości Rodzinnej powołanym przez Urząd Miasta Gdyni.

IX 2016-IV 2017 - współrealizująca projekt badawczy z EY, BANK PEKAO SA oraz FFR: Kompetencje przyszłości w firmach rodzinnych. Kluczowe składniki sukcesu.

VIII-X 2015 - członek honorowy międzynarodowej kapituły konkursowej - Honorary Member of the Polish National Committee of The Bank Gutmann Committee Award for the Most Outstanding Family Business in CEE

VII-X 2015 - współrealizująca projekt badawczy: Polacy o firmach rodzinnych 2015. Koniec mitu prywaciarza,  wraz z Fundacją "Firmy Rodzinne" i inACT PR

VIII-IX 2014 - ekspert zewnętrzny w projekcie badawczym Polacy o firmach rodzinnych, zrealizowanym przez Fundację "Firmy Rodzinne" i Family Business Network Poland

VII 2013 - III 2014 - członek grupy sterującej międzynarodowym projektem: From Big Data to Smart Decisions. Leading the Digital Transformation przy współudziale ekspertów z IESE Business School i Harvard Business School

X - XII  2012 - ekspert zewnętrzny Agencji Rozwoju Pomorza S.A. w projekcie MURSK - PO KL w ramach EFS

2011 - członek Komisji Stypendialnej w projekcie DrINNO 2 - budowanie potencjału społecznego wysokiej klasy specjalistów w woj. warmińsko-mazurskim - ocena projektów w ramach EFS

IX - XII 2010 - ekspert zewnętrzny Agencji Rozwoju Pomorza S.A. w międzynarodowym polsko-szwedzkim projekcie RespEn (Responsible entrepreneurship - a way of increasing SME’s competitiveness during economic crisis) w ramach South Baltic Programme; współfinansow. przez Europejski Fundusz Rozwoju Regionalnego

XII 2009 - VI 2012 - partner w zespole realizującym międzynarodowy projekt "Catching the Future" współfinansowany ze środków South Baltic Programme w ramach polityki spójności UE

VI  2006 - II 2010 - ekspert PARP ds. przedsiębiorstw rodzinnych (realizacja i ocena projektów w ramach EFS)


1)  dr Katarzyna Andruszkieiwcz

2)  dr Adewale Otukoya

3)  dr Stefan Poier (the distiction of the Ph.D. thesis defense)

4) dr Anna Brack



REVIEWER - international scientific books

N. Jansen, I. Postuła, Law and International Strategic Management. Three Traditions and Three Levels, PWE, Warszawa 2021.

E. Rudawska (red.), The Sustainable Marketing Concept in European SME’s: Insights from the Food & Drink IndustryEmerald Publishing, Bingley 2018.  

E. Rudawska, S. Renko, Y. Bilan,  A Discussion of the Concept of Sustainable Development - Examples of the Polish, Croatian and Ukrainian Market, Wydawnictwo Krok, Ternopil 2011.

REVIEWER - Polish scientific books

Badania jakościowe w Internecie - wybrane zagadnienia, praca zbiorowa pod red. naukową M. Jaciow, G. Maciejewskiego, Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach, Katowice 2013

M. Kaczmarek, I. Olejnik, A. Springer, Badania jakościowe - metody i zastosowania, CeDeWu, Warszawa 2013.

M. Skorek, Markowanie produktów, Wydawnictwo Wydziału Zarządzania UW, Warszawa 2012.



2020 - Medal Srebrny za Długoletnią Służbę

2015 -  Dyplom za honorowy udział w międzynarodowym komitecie  konkursu pn.: The Bank

                 Gutmann Award for the Most Outstanding Family Business in CEE

2013 - NAGRODA ZESPOŁOWA STOPNIA PIERWSZEGO  Rektora Szkoły Głównej Handlowej   

           w Warszawie w zakresie działalności naukowej za publikację międzynarodową:

           European Integration Process in the New Regional and Global Settings