Ryszard Kłeczek

Dr hab. Ryszard Kłeczek is a Professor at the Department of Marketing, Wrocław University of Economics. His research focuses on brand management, consumer behavior, innovation strategies, and the application of social practice theory in marketing contexts. He explores topics such as luxury brand collaborations, digital service offerings, and the societal impact of purpose-driven branding. His work bridges theoretical frameworks like the Theory of Social Practices (TSP) with practical applications in B2B relationships, urban mobility, and educational methodologies.

Notable research areas include analyzing how digital tools reshape consumer practices, investigating the role of victims in stakeholder-focused branding, and evaluating transformative competencies for radical innovation. He has contributed to understanding wicked problems in project-based learning and the UX design of educational programs. His publications span over three decades, reflecting a deep engagement with both academic and practical dimensions of marketing, management, and organizational behavior.

Key themes across his work include value creation mechanisms in B2B contexts, sustainable mobility practices, and the interplay between marketing strategies and firm performance. His empirical studies often focus on Polish enterprises, offering localized insights while maintaining global relevance. While no specific grants or awards are listed, his prolific publication record underscores his scholarly impact in marketing and management disciplines.