Vice-Dean for International Affairs, Head of English-Language Programmes at WZ UW
Katarzyna Dziewanowska is a professor at the Department of Marketing at the Faculty of Management, University of Warsaw. Her research interests focus on consumer behaviour and consumer experiences, value co-creation, academic entrepreneurship, and higher education. She is the author and co-author of four monographs and dozens of scientific articles published in journals such as Journal of Services Marketing, International Journal of Emerging Markets, European Journal of International Management, International Journal of Entrepreneurship and Innovation, and Journal of Higher Education Policy and Management.
Since the beginning of her career at the Faculty of Management, University of Warsaw, she has been actively involved in international activities. Since 2008, she has served as the faculty Erasmus+ coordinator. Between 2020 and 2024, she was Director for International Affairs, and since 2024 she has held the position of Vice-Dean for International Affairs. She has completed research stays at universities in the United States, the United Kingdom, Ireland, Slovenia, Estonia, South Korea, Chile, and Kenya.
Positions held
Vice-Dean for International Affairs
Head of English-language programmes: Business and Management (first-cycle studies), as well as International Business Programme, Global MBA, Global Management, International Finance, and Digital Business (second-cycle studies)
Editor-in-Chief of Journal of Marketing and Consumer Behavior in Emerging Markets
Member of the Council of the Discipline of Management and Quality Studies
Member of the Faculty Council
Member of the Teaching Council
Member of the Interactive Diagnosis Laboratory
Member of scientific associations: European Marketing Academy, Academy of Management, Polish Scientific Society of Marketing, Maria Curie Alumni Association
Main research areas
Consumer behaviour, experience marketing, value co-creation, higher education
Selected projects
2023–2027 – Global Entrepreneurial Talent Management 4 (GETM4), HORIZON-MSCA-2022-SE-01, decision number 101130572
2023 – Study of consumer coping strategies during economic crisis in Poland, Hungary, Slovenia (decision number BOB-661-550/2023)
2023 – Concise Consumer Communication Through Robust Labels for Bio-Based Systems (HORIZON-CL6-2022-GOVERNANCE-01-04)
2021–2022 – Social responsibility of science – from promotion to social innovation (decision number SONP/SP/461246/2020)
2017–2021 – Work-package Leader in the GETM3 project implemented within the H2020-MSCA-RISE-2016 framework (Global Entrepreneurial Talent Management 3), decision number 734824
2013–2015 – “Determinants of the development of the experience economy in Poland in virtual and real dimensions”, OPUS NCN project (UMO-2012/05/B/HS4/04213)
Selected publications
Dziewanowska K., Kacprzak A., Pfajfar G., Kéri A. (2025), Navigating Economic Crises in Central and Eastern Europe: Consumer Coping Strategies and Resilience, International Journal of Emerging Markets, https://doi.org/10.1108/IJOEM-12-2024-2246
Pearce A., Quan R., Dziewanowska K. (2022), Lundgren Tours: Out of the Frying Pan and into the Fire. A young entrepreneur survives and thrives after the ‘double-whammy’ of Brexit and Coronavirus, International Journal of Entrepreneurship and Innovation, 23(2), 86–98
Pearce A., Dziewanowska K., Quan R., Ko I. (2022), Combining Korean Confucianism with European Values to Build Successful Business Relationships, European Journal of International Management, 17(2/3), 441–468, https://doi.org/10.1504/EJIM.2021.10032912
Kacprzak A., Dziewanowska K. (2021), Perception of customer retail experiences in Poland, Journal of Services Marketing, 35(2), 182–200, https://doi.org/10.1108/JSM-03-2019-0116
Kacprzak A., Dziewanowska K. (2019), Investigating the influence of consumer socio-demographic characteristics on the preferred type of consumption experience, Journal for East European Management Studies, 24(4), 513–544
Dziewanowska K. (2017), Value Types in Higher Education – Students’ Perspective, Journal of Higher Education Policy and Management, 39(3), 1–12, http://dx.doi.org/10.1080/1360080X.2017.1299981
