Anna Maria Nikodemska-Wołowik, Associate Professor

Head of Department
secretary's office phone:
Other duties:

Deputy Chairwoman of Research Ethics Committee at the University of Gdansk, member of Disciplinary Committee for Doctoral Students  






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. 2016 - 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 programs mostly within the Tempus/Erasmus frame:

2023 - Instituto Politecnico de Viana do Castelo, Portugal, 2023Yarmouk University, Irbid, Jordan, 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).


National Science Centre Project - as the principal investigator

OPUS 11 - PRINCIPAL INVESTIGATOR/PROJECT MANAGER (II 2017 - XI 2019): "Consumers towards the concept of a collective certification trademark of Polish family enterprises";  nr rej. 2016/21/B/HS4/01600.  Project co-contractors: dr hab. Joanna Bednarz, prof. UG; dr hab. Piotr Zientara, prof. UG.

selected projects

since 2020 - in the Team for Family Entrepreneurship appointed by the Gdynia City Hall

IX 2016-IV 2017 - carrying out a research project with EY, BANK PEKAO SA and FFR: Competences of the future in family businesses. Key ingredients for success

VIII-X 2015 - in the international competition jury - Honorary Member of the Polish National Committee of The Bank Gutmann Committee Award for the Most Outstanding Family Business in CEE

VII-X 2015 - co-implementation of the research project: Poles on family businesses 2015. The end of the myth of a profiteer, together with the "Family Firms" Foundation and inACT PR

VIII-IX 2014 - external expert in the research project Poles about family businesses, carried out by the "Family Firms" Foundation and Family Business Network Poland

VII 2013 - III 2014 - member of the steering group of the international project: From Big Data to Smart Decisions. Leading the Digital Transformation with the participation of experts from IESE Business School and Harvard Business School

X - XII  2012 - external expert of Agencja Rozwoju Pomorza S.A. in the MURSK - PO KL project under the ESF

2011 - member of the Scholarship Committee in the DrINNO 2 project - building the social potential of high-class specialists in the province of warmińsko-mazurskie - evaluation of projects under the ESF

IX - XII 2010 - external expert of Agencja Rozwoju Pomorza S.A. in the international Polish-Swedish project RespEn (Responsible entrepreneurship - a way of increasing SME’s competitiveness during economic crisis) as part of the South Baltic Programme; co-financed by the European Regional Development Fund

XII 2009 - VI 2012 - partner in the team implementing the international project Catching the Future co-financed by the South Baltic Program under the EU cohesion policy

VI  2006 - II 2010 - external expert in the Polish Agency for Enterpreneurship Development for family enterprises (implementation and evaluation of projects under the ESF)


1)  dr Katarzyna Andruszkiewicz

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 - Silver Medal for Long Service

2015 -  Diploma for honorary participation in the international competition committee   

            entitled.: The Bank Gutmann Award for the Most Outstanding Family Business in CEE

2013 - FIRST TEAM AWARD of the Rector of the Warsaw School of Economics in the field of

           scientific activity for an international publication: European Integration Process in the

           New Regional and Global Settings


2009 - SECOND DEGREE INDIVIDUAL AWARD of the Rector of the University of Gdańsk

          for scientific work


1997 - SECOND DEGREE INDIVIDUAL AWARD of the Rector of the University of Gdańsk

          for scientific work