Abstract
Purpose – The aim of the study is to systematize knowledge on the ethos and image of the businessman/CEO in Poland and Portugal as a result of political and socio‑economic changes in both countries, as well as to identify differences and similarities conditioned by history and culture. Research method – The method used in this study is comparative and follows a diachronic analysis, using secondary sources and critical analysis of the literature. Due to the specificity of the research issues being developed, the work is descriptive. Results – The research presents the complex and historically and culturally dependent ethos and image of the businessman in both countries; more frequent Polish research, on representative samples, a qualitative study in Portugal many years ago and a few smaller ones, as well as the lack of research in recent years, indicate the need for new research. The negative image of the businessman from the past in both countries seems to be weakening, but it has not become positive, but rather ambivalent. The traditional ethos of a responsible and caring businessman seems to still hold in both cultures. Polish businessmen are better educated than Portuguese, which is historically conditioned, but the education of Portuguese seems to be increasing recently. Businessmen in both countries have mostly professional experience prior to starting their own business. Businessmen are generally satisfied with life, family and their work, have a stable family life, and attribute their success to personal qualities; they see excessive state participation in the economy and statism. Originality / value / implications / recommendations – The study presents a comprehensive comparative analysis of the development of the ethos and image of a businessman in Poland and Portugal from the second half of the 20th century. This is the first comparative study on the businessman ethos and image in these countries. The study indicates gaps and new directions for potentially interesting research.
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