Krzysztof Machaczka, PhD habilitated, a professor of the Cracow University of Economics https://orcid.org/0000-0002-7345-122X He received a doctoral degree in 2005 at the Cracow University of Economics, whilst in 2019 the degree of doctor habilitated in social sciences within the field of management and quality science was bestowed upon him. He is a part of the academic staff and the Chair of International Management and the Director of the Department of Brand and Communication of the University of Economics in Cracow. His scientific interests include: company strategy, values and organizational culture.