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About me

I hold a Ph.D. in Service Management, work as an Assistant Professor at the Poznan University of Economics and Business, and as an independent expert in the professional services market (especially legal services), specializing in service management and service marketing.
I speak several foreign languages, working primarily in Polish and English.

Below, please find the most important information about my education, professional experience,  research, teaching, and public speaking.  
I extend an invitation for collaboration (details are provided at the bottom of the page) - I conduct research, consulting, and training for the professional services industry. 
Please feel free to reach out for partnerships in these areas.

Education

  • 2007 - Master Degree in Law, University of Adam Mickiewicz in Poznan (PL), Department of Law and Administration
  • 2008 – Postgraduade studies in Healthcare administration, Poznan University of Economics and Business,  Department of Management
  • 2015 - PhD in Service Management, Poznan University of Economics and Business,  Department of Management

Professional experience

Professional experience:

  • since 02.2015 - Poznan University of Economics and Business, Institute of Marketing, Department of Market and Service Research, assistant professor, conducting scientific and research activities (more than 30 publications in Polish and English including monographs, peer-reviewed scientific articles, textbooks, and working papers) and teaching in the field of management and marketing of service organizations
  • since 03.2020 - member of board of Poznan University of Economics and Business Foundation – Vice-President,  directing the activities of the Foundation and representing it externally, project management in the field of responsible business conduct, organization of meetings, workshops, multi-stakeholder consultations, developing professional contacts with representatives from the private sector and local civil society organizations
  • since 11.2014- owner of the solo entrepreneurship – market expert

1. teaching and training activities in Poland and Europe

2. conducting business activities in the field of, among others, economic consulting, business development, market research of services, well-being of customers, conducting projects on behalf of various institutions, mostly representing legal professions such as:

  • Council of Bar and Law Societies of Europe (CCBE) in 2019 about quality and competitiveness of legal services in Europe,
  • National Council of Legal Advisers in Poland (2017-2022) (development of a report on corporate changes in 2022 regarding advertising of services, professional secrecy and bundling of services both from the point of view of lawyers and their clients, but also in earlier years a report Competitiveness of one-person and small law firms, digitalization of legal services ),
  • The Supreme Bar Council in Poland (co-authoring a report on changes to the rules of professional ethics in 2022 and 2023 on advertising of services, conducting market research on the applicability of the trademark, conducting research on the evaluation by attorneys of the rules on the use of pretrial detention)

Research

Research interest:

  • Professional Service Management, Legal Services Markets Research (both from Law Firm and Customer perspective), Socio-cultural aspects of services, Transformative Service Research, Digitalization and Social Transformation, Barriers to Digitalization of Services

Member of:

  • SERVSIG (www.servsig.org),
  • SERVCOLLAB (www.servcollab.org),
  • European Association for Research on Services (www.reser.net) 

Editor of special section in the Journal of Services Marketing:

  • Services Marketing Perspectives for Theory and Practice: Focus on Central, Eastern and Southeastern Europe and Post-Soviet States
    Reviewer for scientific journals such as: Journal of Services Management (JSM), Journal of Marketing Education (JMED), Journal of Change Management (JOCM) 

International research visits:

  1. ISCTE Business School, Lisbon, Portugal, (2016), host: prof. Antonio Robalo
  2. Newcastle University Business School, Newcastle UK (2017), host:prof. Klaus Schoefer
  3. Hanken School of Economics, Helsinki Finland (2017, 2019), host:prof. Kristina Heinonen
  4. I-Shou University, Kaoshiung, Taiwan, (2019), host:dr Heidi Chang
  5. Karlstad University, Karlstad, Sweden (2020), host:prof. Bo Edvardsson
  6. Maastricht University, Maastricht, The Netherlands (2022), host: prof. Gaby Odekerken-Schoeder
  7. University of Malta, Msida, Malta (2023), host: dr Franco Curmi

Research visit in Poland:

  • Warsaw School of Economics (SGH) (2024), host: Anna Dąbrowska

Publications

Selected publications (all publications listed in “Publikacje”):

  1. Durczak, K., Gnusowski, M., Ławrynowicz, M., (2022). Barriers limiting digital innovation in KIBS – the case of small law firms in Poland, Foresight and STI Governance,
  2. Gnusowski, M., Schoefer, K. (2021). Student-to-Student Interactions in Marketing Education: A Critical Incident Technique–based Inquiry into Drivers of Students’ (Dis)Satisfaction, Journal of Marketing Education,
  3. Gnusowski, M. (2020). Viewpoint: service research in Post-Soviet states and the former eastern bloc, Journal of Services Marketing, vol. 35, nb 2, pp. 145-151, DOI:10.1108/JSM-10-2020-0415
  4. Romanowski, R., Gnusowski M. (2019). Green Entrepreneurship in the Quintaple Helix Model, in: Managing Economic Innovations – Ideas and Institutions / Romanowski Robert ( ed. ), 2019, ISBN 978-83-7986-276-4, pp. 102-117
  5. Gnusowski, M., Goncharuk, A., Skapska, E. (2017). [et al.] : Theoretical components of intra-industry service development strategy, w: European Journal of Service Management, vol. 22, 2017, pp. 21-29,
  6. Gnusowski Marek, Fisk Raymond P., Elevating the human experience through service standards: insights from the global refugee crisis Journal of Service Management, 2024, nr first online, s.1-15. DOI:10.1108/JOSM-11-2023-0487
  7. Gnusowski Marek, Lipiec Stanisław,  Silent boundaries: exploring the limits of legal confidentiality in Poland International Journal of the Legal Profession, 2024, nr first online, s.1-25. DOI:10.1080/09695958.2024.2401819
  8. Durczak, K., Gnusowski, M., Ławrynowicz, M., (2022). Barriers limiting digital innovation in KIBS – the case of small law firms in Poland, Foresight and STI Governance,
  9. Gnusowski, M., Schoefer, K. (2021). Student-to-Student Interactions in Marketing Education: A Critical Incident Technique–based Inquiry into Drivers of Students’ (Dis)Satisfaction, Journal of Marketing Education,
  10. Gnusowski, M. (2020). Viewpoint: service research in Post-Soviet states and the former eastern bloc, Journal of Services Marketing, vol. 35, nb 2, pp. 145-151, DOI:10.1108/JSM-10-2020-0415

External Research Funding:

  1. Main investigator of the subproject: “The pressure of technological innovation in the management of legal services”. Project Economics in the face of the New Economy Regional Initiative for Excellence programme grant no. 004/RID/2018/19, funding amount 40k PLN,  09.2020–08. 2021
  2. Co-investigator in the Polish National Science Center (NCN), Grant No. 2017/27/N/HS6/00723 Semiotics of justice: organizing of cases as a translation process, amount 115k PLN,  03.2019-02.2021,
  3. Principal Coordinator of the Research Team and Scrum Master, Polish National Center for Research and Development (NCBiR), grant no. POIR.01.01.01-00-0669/17, “Development of an online system for comparison and selection of service providers and services on the basis of a newly developed, operationalized system of services”, amount 1,43 mln PLN, 11.2017-  10.2018
  4. Principal investigator in 6 reports on the market for legal services in Poland (2017-2023) - conducting market research (both lawyers and clients) on behalf of the the National Bar Council of Attorneys-at-Law (Krajowa Rada Radców Prawnych) and The Polish Bar Council (Naczelna Rada Adwokacka)

Teaching and public speaking

Teaching experience:

  • 12 years of experience as teaching Assistant and Assistant Lecturer (main subjects: Service Management, Marketing of Services, Marketing Management, Global Marketing, International Business, Service Economy).  
  • Teaching staff of three Universities in Poland, one University in Portugal (ISCTE) and one in Germany (DHBW Mosbach)

International professional appointments and teaching assignments - presentations in 17 countries on 4 continents:

  • Antwerp, Belgium (Erasmus+ lectures assistant, 2011, 8h),
  • Aix-en-Provence, France (RESER 2013 conference speech),
  • Toronto, Canada (2013, keynote speaker),
  • Sao Paulo, Brazil (2014, keynote speaker),
  • Lisbon, Portugal (ISCTE Business School, Erasmus + lecturer, 2016, 8h),
  • Odessa, Ukraine (2016, Best Young Researcher Presantation Award),
  • Tyumen, Russia (2017, keynote speaker),
  • Newcastle, United Kingdom, Newcastle Business School (2017, conducting a workshop)
  • Lisbon, Portugal - teaching at ISCTE Lisbon Summer School (2017, 2018, 2019 lecturer, 18h each year) – Entrepreneurial Marketing course,
  • Paris, France – (IESEG, SERVSIG 2018 conference, participant and presenter),
  • Mosbach, Germany - teaching at DHBW Mosbach, 2018, 2019, 2020, 2021,2022,2023, 2024 - 24h each year Industrial Marketing course, 2020, 2021,2022, 2023, 2024-  Global marketing course 54h, 2022,2023- Marketing course- 110h
  • Tampere, Finland (Tampere University, Erasmus+ lecturer, 2019, 8h),
  • Kaoshiung, Taiwan, (I-shou University), 2019 – lecturer during a research stay
  • Karlstad, Sweden (Karlstad University, CTF) – conducting a workshop, 2020
  • Kiev, Ukraine, 2020, (Democracy Study Centre), German Polish Ukrainian Society – lecturer
  • Glasgow, Scotland, (Strathclyde University), SERVSIG 2022 conference, participant and presenter),
  • Bishkek, Kirgistan, 2023, (American University of Central Asia) - Erasmus+ KA107 lecturer, 8h
  • Skopje, North Macedonia, 2024 (St. Ciril and Methodius University), CEEPUS lecturer, 8h
  • Istanbul, Turkey, 2024 (Istanbul Okan University), Erasmus+ lecturer, 8h

Let’s cooperate

As an independent expert, I offer knowledge and experience that can assist professional service organizations, especially in the legal sector, with problem-solving, strategy development, business process improvement, and the implementation of innovative solutions. I am eager to share specialized knowledge in marketing, management, design, and service quality, which can be key to success in today's rapidly changing business world.

My services are tailored for firms providing professional services, particularly legal offices run by attorneys and legal advisors, whether they are individual practices, small, or medium-sized firms. My knowledge and experience can also be beneficial for tax consultants, accountants, and accounting offices, insurance companies, doctors, or other representatives of so-called "liberal professions". I also collaborate with professional self-government bodies and local government units, conducting research and implementation projects and training for employees/members of chambers on their behalf.

I work with leaders in both the private and public sectors, helping them make forward-thinking decisions and plan for the long term. My services include:

  • Conducting market research for professional services, specializing in studies of service firms and their clients, particularly the expectations of potential and current legal service clients using quantitative and qualitative methods,
  • Consulting, advising, and implementing strategies – identifying trends in the legal services market and other professional services, and finding effective solutions using a mix of original ideas and well-established techniques,
  • Public speaking, conducting training and lectures on marketing, management, service quality, and building client relationships for individual companies, professional associations, and local government units,
  • In collaboration with my business partners, providing ongoing marketing support (marketing outsourcing) for law firms and designing visual identities and websites for firms. 

I work in a transparent, reliable, and effective manner. It is important to me that the results of my work not only practically meet the needs of my clients but also contribute to raising the standards of professional service provision on a broader scale.