| Summary: | The aim of the article is an identification of key sources of an innovative character and their conditioning in contemporary Polish economy. In the discussion, it is stated that consumers – the smallest, but the most numerous economic unit – through their expectations of the way / form of meeting their own needs, create a direction and dynamics of innovative business and confirm or undermine the legitimacy of accepted directions of actions of the supply side and greatly determine their economic force. In addition, the discussion concerning market decisions (their sources) of consumers and businessmen is based on the results of neuroanatomical brain research. Analyses, that were carried out, allow for stating that: 1) consumers in a market play take on the following roles: creators of an innovative activity based on the reported potential demand; evaluating results of actions taken by innovative businessmen through effective demand; 2) in Poland, there has been a gradual redefinition of key factors of innovative character; 3) businessmen (over 90%) consider coming closer to consumers, meeting their needs through the use of the Internet, interactive and social media as the most important initiatives; 4) an action of businessmen within the scope of improving operative efficiency, aiming at accelerating reactions to market consumers expectations increase; 5) brain activity accounts for nearly ¾ decisions made – each choice constitutes a completely real process engaging a particular neuron number (including von Economo neurons), which influences particular behaviour; 6) a network of neural connections in the brain changes as one gains knowledge and experience – in effect, brain structures become more flexible.
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