On May 6, 2025, at the invitation of the Department of Marketing and Communication Design of Kyiv National University of Technologies and Design, students from the Faculty of Management and Business Design, specializing in D5 “Marketing”, D3 “Management”, and D2 “Finance, Banking, and Insurance”, had the opportunity to explore international approaches to sustainable entrepreneurship through the lens of customer relationship management. This was the second public lecture this academic year delivered by Dr. Milena Ratajczak-Mrozek, Professor at the Department of International Marketing at Poznań University of Economics and Business and a renowned scholar in the fields of relationship marketing, international entrepreneurship, and sustainability.
The event was opened by Professor Maryana Shkoda, Dean of the Faculty of Management and Business Design, and Dr. Olena Yevseitseva, Head of the Department of Marketing and Communication Design. They emphasized the importance of such international engagements for broadening students’ professional perspectives, enriching the academic environment, and shaping a responsible approach to marketing practices amid global challenges.
This time, Professor Ratajczak-Mrozek addressed the timely topic, “The Role of Customer Relationships in Sustainable Entrepreneurship (Using Plant-Based Restaurants as an Example)”. She presented the results of a comprehensive research project that included interviews with owners and managers of vegetarian restaurants in Poland, an analysis of their social media presence, and an evaluation of their customer communication strategies within the framework of sustainable business.
Professor Ratajczak-Mrozek clearly explained how sustainable enterprises, particularly in the plant-based sector, operate at the intersection of three key dimensions: economic, social, and environmental. In this context, customer relationships influence not only profitability but also the promotion of ethical, environmental, and community values. She emphasized that repeated interactions between businesses and customers help build trust and engagement, forming the foundation for strong, lasting relationships. These connections empower customers to become co-creators of the business model – contributing ideas, co-organizing events, sharing content on social media, and shaping brand reputation.
Professor Ratajczak-Mrozek also highlighted the role of local vegan communities on platforms such as Facebook and Instagram, noting that these groups can serve as sources of support, promotion, and inspiration – but can also pose challenges, particularly in the face of negative feedback or public criticism. She emphasized that the ethical and personal convictions of entrepreneurs often serve as a stronger motivation for adopting sustainable practices in microbusinesses than external regulations. In the final part of her lecture, she focused on the strategic use of social media as a relationship-building tool, underlining the importance of not only sharing information but also fostering dialogue, building loyalty, and transforming online interactions into real-world engagement.
The event was held as part of the ongoing expansion of academic cooperation between the Department of Marketing and Communication Design and international educational partners. It marked an important step in promoting the concept of socially responsible business among future professionals. The academic staff and students of the Faculty of Management and Business Design sincerely thank Professor Milena Ratajczak-Mrozek for her insightful and inspiring presentation, her valuable expertise, and the opportunity to engage with leading international approaches to marketing management in the field of sustainable entrepreneurship.
15.05.2025
