Katarzyna Bachnik is Associate Professor and Research Fellow at Hult International Business School, USA. Magdalena Kaźmierczak is Associate Professor in the Department of Quality Management at Poznań University of Economics and Business, Poland. Magdalena Rojek-Nowosielska is Associate Professor in the Strategic Management Department at the Wroclaw University of Economics and Business, Poland. Magdalena Stefańska is Associate Professor in the Marketing Strategies Department at the Institute of Marketing at Poznań University of Economics and Business, Poland. Justyna Szumniak-Samolej is Assistant Professor at Department of Management Theory at the Warsaw School of Economics, Poland.