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Foreign direct investment in Poland is feared in some political and economic circles, in others it is accepted too enthusiastically. The intention of this paper is not to show which side seems to be right but to attract the attention of Polish economic organisations to the fact that companies with foreign capital give much consideration to quality improvement aspects. Achievements of companies with foreign capital on the Polish market, especially in the field of acquiring competitive advantages, do not result from easy access to cheap credits or tax relief but, probably, first of all, from applied management methods including total quality management.

The purpose of this paper is to present modern marketing tools used by today’s businesses to maintain or strengthen the value of their brands in the conditions of deteriorating economic situation. The specific purpose is an analysis of activities that might be attempted by companies in emerging markets in order to increase the strength of their brands.

The paper presents the determinants of the development of brand value. An analysis has also been made of activities connected with the development of the brand based on the experience of the best brands in the world. Considerations are based on secondary sources, from national and international journals, books, magazines and specialist reports, as well as were supported by research results of the most valuable brands in the world.

The paper provides the insight of marketing activities, that may favor building brand value in the time of recession. It was suggested that recession may be a good time for some companies to invest in the brand. However, today’s competition conditions are forcing companies to used more modern marketing techniques in order to build a positive brand image. In addition, customers increasingly expect to be able to engage in brand and wish to influence its image.

The paper includes implications for companies in emerging markets, through which it is possible to effectively manage brand value in the time of crisis. These proposals are an important course of action for companies from emerging markets, which tend to increase the strength of its brand.

Due to the fact that the considerations in the paper relate to general proposals for action, the results can constitute a starting point for in-depth research in the future. An interesting issue would be to assess the effectiveness of the proposed activities in emerging markets.

The purpose of this paper is the evaluation of largest corporations' position in the world's economy and the influence of basic knowledge elements on building the competitive potential of the global business leading corporations. The main objective of this research is to analyze the empirical material obtained from Fortune Global 500 corporations, and the impact of basic knowledge elements on building a company's international competitiveness.

The research project incorporated surveys and interviews from the Fortune Global 500 corporations (2003 version).

The findings of the research carried out among the world's business leaders clearly indicate that knowledge management does influence companies' international competitiveness. Functioning in the global economy without efficient management is the same as drifting in a boat with no compass on boundless oceans. However, according to the research outcome, not all knowledge resources are necessary for reaching the purpose. It appears that the key to success is not primarily skilful management of endless knowledge, but the ability of directing activity to those knowledge resources which are critical for the organization's economic operations.

The paper examines the influence of basic knowledge elements on building a competitive potential for a corporation and conditions of management that have an impact on competitiveness.

Few works have dealt with the impact of a corporation's country of origin on the perception of the qualities and behaviour expected of its leaders. This paper seeks to focus on these aspects with special attention to the specific nature of the Japanese leadership style. The choice of Japan was conditioned neither by the author's admiration for this country, nor by his admiration for their unusual determination to attain perfection, but mainly by the position that Japanese corporations occupy in the global economy. The main objective of the work is to analyze the nature of the vision creation process.

The research project incorporated surveys of and interviews with 2,000 of the world's largest corporations (the Forbes Global 2000 database (2006 version)).

Japanese corporations' leaders more frequently opt for giving their subordinates a free hand in shaping their own visions than leaders of the other researched corporations. However, in nearly all the cases it was mentioned that the proposed assumptions must be coherent with the vision envisaged by top management.

The paper attempts to examine the phenomenon of leadership from the perspective of corporate business. The work deals with the problem of the impact of the corporation's country of origin on the perception of the expected qualities and behaviours of its leaders.

Many of today's global corporations are more powerful than some European, Asian or African countries. Decisions made in peaceful offices by board members can influence the course of events world‐wide, sometimes to the same extent – but with less hype – as decisions made by politicians. The influence of the world's largest corporations on global business and even politics is unquestionable. The main purpose of this paper is to investigate whether the world's largest corporations also influence the spread and development of quality management systems. Other important issues discussed in this paper are the problem of differentiation of the intensity of diffusion and the identification of channels of QMS transfer.