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НАЦИОНАЛНИ ИНОВАЦИОННИ СИСТЕМИ В РАЗВИВАЩИТЕ СЕ СТРАНИ: ПРЕДИЗВИКАТЕЛСТВА, ВЪЗМОЖНОСТИ И ПОУКИ

Author(s): Mihaela Mihaleva / Language(s): English Issue: 1/2023

This article explores the concept of National Innovation Systems (NIS) and their significance in developing countries. It discusses the potential of NIS to foster innovation, enhance competitiveness, stimulate economic growth, and catalyze entrepreneurship. The article delves into the challenges faced in implementing NIS in developing countries, such as lack of skilled manpower, weak institutional frameworks, inadequate infrastructure, and poor economic conditions. Despite these challenges, the article highlights the opportunities presented by NIS, including the potential to leapfrog to advanced technologies, address local challenges, and stimulate entrepreneurial activity through Business Plan Competitions (BPCs). The article provides practical examples and case studies from China and India, demonstrating how with the right policies and investments, developing countries can harness their NIS to drive innovation and economic growth. It concludes by emphasizing the need for more research to further understand the intricacies of NIS in the context of developing countries.

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Rudiments of Sustainable Competitive Advantage in the Digital Age

Author(s): Grzegorz Urbanek / Language(s): English Issue: 5/2022

Theoretical background: Progressive digitalization fundamentally changes companies’ strategies, business models, and operational activities directed to the achievement of sustainable competitive advantage and maximization of long-term company value. The recent COVID-19 pandemic has spurred even further an unprecedented acceleration in the development of digitalization processes in virtually all areas of the economy. The changed competitive reality requires modification of existing and development of new rules and tools of strategic management that will help contemporary companies to cope with the challenges associated with the new competitive landscape. The views on the ways of building a competitive advantage dominating in the literature on the subject become questionable in the light of changes related to the digitalization of the economy. In this context, the issue of defining the term “competitive advantage” in new conditions and its sources, first of all, the role of knowledge in shaping it, is of particular importance.Purpose of the article: This article aims to define sustainable competitive advantage and identify its sources in the digital economy. It also refers to the issue of new tools and areas of strategic analysis that companies should implement to formulate their strategies.Research methods: The considerations in the article are presented on the background of the extensive integrative literature review. The article uses the method of critical analysis and synthesis of opinions of other authors as well as logical inference.Main findings: The progressive digitalization of the economy fundamentally changes how modern organizations pursue competitive advantage as part of the implemented strategy. A sustainable competitive advantage should be equated with creating and capturing value rather than beating competitors. A prerequisite for sustainable competitive advantage is the development and application of innovative knowledge that creates essential value for customers in the long term. Strategic analysis in the digital age should embrace consumer needs, the organization’s network connections and data flow, the structure of platforms and digital ecosystems, the revenue streams in networks, the types of a network, and learning effects.

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THE IMAGE OF A RECENT FASHION BUSINESS AND ITS EVALUATION

Author(s): Maria-Ana Georgescu,Anca Cristina David / Language(s): Romanian Issue: 17/2019

The image of an organization or of a business corresponds to the mental model, based on the representations of the individuals that make up the public, about it. Nowadays, image construction becomes a vital element for any firm, but especially for those that enter on the competitive market. This paper aims to evaluate the image of a recent fashion business – Larrange shop. As methodology, we used the survey method for assessing the social image and the analysis of the content and frequency of the messages present on social media communication channel, for the public image. The findings highlighted the need to focus on communication between the organization and its customers.

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Transmedia effects on business, aesthetics and production of a traditional cultural product on the example of shadow puppet shows in Indonesia

Author(s): Arif Eko Suprihono,Timbul Raharjo,Sigit Handoko,- Setiana,Husin Rayesh Mallaleng / Language(s): English Issue: 09+10/2022

Media is one of the main instruments for promoting and differentiating businesses from each other. Awareness of the brand, loyalty to the brand, attitude towards the services and products of a business and other factors that affect the sales of more products are all possible with targeted advertising in media. Television interactions and performing arts show the power relationship to the issue of the new format of stage offerings into a screen with anew aesthetic. The studies in the community very clearly show the problem of media and technology intervention in traditional culture of Indonesia itself and in the ways of its promotion and monetization. The issue of hybridity is common in puppet shows (which will be a case for this research) in the community, although in fact the quality of the show becomes worth researching further. Qualitative approach promises a new perspective for the existence of traditional art in the digital media age. The case of media sharing uploads becomes the primary source of data, in addition to the forms of live performances in the community. Streaming technology is a testament to the level of stage art’s path to new digital culture communication. The results of the hypotheses testing based on the effect of digital marketing on the two variables of consumer participation and consumer value regarding the traditional Indonesian art of puppet shows did not have an acceptable significant effect (p < 0.05), but in relation to the role of digital marketing on consumer confidence, this amount is regarded as acceptable. Conclusion. Power relations produce creative products in the context of television culture, and become a reference for wayang hybridity in society. The success of revitalizing wayang golek as an investor power relation in shifting the function of wayang as a medium for public entertainment.

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Екологичност и лоялност към търговските марки на виетнамците във Виетнам и Австралия

Author(s): Bich Ho,Dora Marinova / Language(s): Bulgarian Issue: 2/2023

Brand loyalty is a significant goal and motivation for retailers, particularly for countries with emerging economies, such as Vietnam. The paper presents the results from a study conducted in 2020 (prior to the COVID-19 pandemic) which uses structural equation modelling and is based on an online survey of 578 people with a Vietnamese background, 296 residing in Vietnam and 282 in Australia. This study shows that there is a link between environmental sustainability and brand loyalty; however, it is influenced by the cultural differences between Vietnam and Australia. No link between ecological performance and brand satisfaction was identified. The study offers an insight to retailers that if they are to improve their environmental performance, this would result in higher customer loyalty.

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Ключови промени в потребителската пътека в резултат на дигитализацията в търговията

Author(s): Violeta Galabova,Velichka Zlatkova / Language(s): Bulgarian Issue: 2/2023

Dynamic changes in consumer behaviour and digitization in retail have largely led to the emergence and development of omnichannel commerce. This, in turn, laid the foundations for the construction of a new model of customer contact, finding expression in the so-called “360-degree user experience” and the creation of an efficient customer journey. Processes are tied to defining the right set of touchpoints and integrating them to a level that provides the all-important “seamless shopping experience” for the modern consumer. In this regard, the current report emphasizes the importance of researching the specifics of the consumer path in trade and the relevant factor impacts in the undisputed leading role of digitalization.

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Beyond Brand Image: A Neuromarketing Perspective

Author(s): Dinko Jukić / Language(s): English Issue: 1/2023

The study presents, discusses and analyses the brand image and the role of emotions. The text consists of two parts: neuroscience and marketing-psychological. The neuroscience section presents and discusses emotions from a medical perspective. Emotions are expressed by visceral motor changes. A special review is based on Damasio’s theory of emotions analysed in the context of neuromarketing. In the marketing-psychological part, the roles of emotions on consumer behaviour are discussed. It starts from the presentation of the brand image and the connection with the brand identity. The image starts from the roots of imagination, the theory of emotion and the psychological construct of self-image. The brand becomes the consumer’s image communicating at the symbolic level, and at the same time represents the active image of the consumer’s self-image. Given the increasing complexity of the neuromarketing doctrine, the proposed approach could be useful for improving the understanding of brand image from an interdisciplinary perspective. This study provides theoretical framework on brand image and neuromarketing. Moreover, it offers valuable insight to marketers from neuroscience and semiotics.

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What Is Subvertising? A Proposal of Delimitation and Definition

Author(s): Inés Leal-Rico,Natalia Papí-Gálvez,Cande Sánchez-Olmos / Language(s): English Issue: 1/2023

The understanding of “subvertising” has been approached from different perspectives as a phenomenon framed within the Culture Jamming movement. Even though both subjects focus on the symbolic guerrilla communication system, the specific allusion to corporate and advertising culture delimits the subvertising field of study. However, it seems that the two phenomena are analysed jointly by the literature that has addressed the subject, so that the terminology used for reference and analysis can be imprecise and confusing. This study aims to clarify the terminology used in literature to refer to the concept of “subvertising” and its actors. For this, data was collected through a previous scoping review, in which 253 documents focusing on subvertising dating from between 1980 and March 2020 were located and analysed. The main terminology used to refer both to subvertising and to the actors who carry it out was extracted and classified. The results highlight an excessive terminology used in this field of study, as well as a lack of correlation in linking subvertising object and subjects. Possible consequences of this finding may lead to a problem for the standardisation of the discipline and publications transfer, especially in the academic world.

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Is Gen Z So Different? An Analysis of the Impact of Comparative Advertising

Author(s): Ľubica Gajanová,Margaréta NADÁNYIOVÁ,Jana Majerova,Boris Kollár,Anna Pražáková / Language(s): English Issue: 1/2023

Comparative advertising, the legislative regulation of which has long discouraged European companies from using it, has become an essential component of promotion in recent decades, although the approach of individual countries to it differs significantly and its influence varies depending on the cultural aspect, or the age of the recipients. The study deals with Generation Z, which differs from previous generations in general, and therefore it is not possible to use the same procedures and methods for them as for the rest of the population. The aim of the study was to find out whether comparative advertising is suitable for Generation Z as an extraordinary cohort and whether this segment of potential customers can be considered as a homogeneous group or a heterogeneous object for business marketing communication. It was determined whether Generation Z trusts this type of advertisement (ad believability) and whether this advertisement positively affects their purchase behaviour (purchase intention). Due to the nature of the research objectives, one-dimensional descriptive statistics and two-dimensional descriptive statistics for the evaluation of interdependent variables (Chi-square test) were used. Based on our research, it can be argued that Generation Z perceives comparative advertising differently from the rest of the population and cannot be subjected to the same processes as other generations.

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Greenwashing and the Nature of Education in Relation to Consumer Trust in Fast Fashion Marketing Communication

Author(s): Marianna Marko,Alena Kusá / Language(s): English Issue: 1/2023

The fashion industry has long been known as one of the most polluting industries in the world. The urgent need to improve the current critical situation has given rise to a number of global initiatives, organisations and movements that highlight and at the same time, are involved in the sustainability of the fashion industry. As pressure from consumers and businesses is constantly growing, fast fashion brands are introducing their own sustainable fashion collections which, however, are likely to deceive consumers and, when combined with green marketing, are merely used just to reach their business goals. Environmental education as a key determinant is the way to eliminate deception and properly assess messages by consumers. The main goal of the study is, through neuromarketing research, to define the impact of the studied sample of informed and uninformed consumers from Generations Y and Z when it comes to customer loyalty to the marketing communication of fast fashion brands.

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Sustainable Outdoor Advertising: A Professional Point of View from Spain

Author(s): Eva BREVA-FRANCH,Fernando OLIVARES-DELGADO,M. Teresa BENLLOCH-OSUNA / Language(s): English Issue: 1/2023

Cities are unimaginable without outdoor advertising, and outdoor advertising, sometimes known as out-ofhome advertising, is unimaginable without cities. However, this relationship is evolving due to the inevitable need today to take sustainability into account. As is becoming clearer every day, our planet is finite and it is up to us to bring hope to our present and our future. Sustainability consists of three aspects: social, economic and environmental. In this article, we take as its starting point the meaning of sustainability in relation to the city and outdoor advertising. The studies consulted confirm that outdoor advertising companies must work towards this sustainability to improve their relations with citizens, through an effort that also involves generating initiatives that come from all the actors involved in the outdoor activities at cities. In this research, we have collected the state of art about this question, and we also have analysed the opinion of one of the agents involved in integrating sustainability into the outdoor advertising activity, the exclusive outdoor advertising firms. We have investigated what they understand by sustainability and analysed whether their strategies are evolving in the same way as the meaning and significance of this term for the city and its citizens.

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The Influence of Advertising at the Point-of-Purchase on Shoppers and Brands: An Empirical Study in Convenience Stores

Author(s): Paulo Silveira,Cristina Marreiros / Language(s): English Issue: 1/2023

The main purpose of this research is to understand the influence of shopper marketing and visual brand advertising at the point-of-purchase (PoP) on shopper behaviour and on the retailers-manufacturers relationship, particularly at small retail stores. Two related studies were conducted, with an integrated mixed methods approach. The first, qualitative in nature, used several samples with different purposes. Firstly, a sample of shopper marketing experts, aiming to characterise the shopper marketing approach and the strategic role of PoP advertising. This phase served as the main input for the subsequent phases of the study. The next sample was composed of retailers and manufacturers, with the purpose of understanding their perspectives on the role of brands’ visual advertising at convenience stores. The following study had a similar purpose but utilised a quantitative methodology, with 300 face-to-face interviews with shoppers at convenience stores. Globally, it was found that brands’ visual advertising at the PoP is a way for manufacturers to add value to their relationship with retailers, as well as a tool to increase sales for both parties. It was also found that only the brands’ primary visual advertisements at the PoP influence (some) elements of shopping experience, increase brand awareness and unplanned purchases. This research analyses different actors and samples on the shopper marketing field, thereby extending previous research. Another novelty of the research is that it was focused on convenience stores and was not directed to a single product or category, providing findings from a real shopping environment and on a type of store other than large supermarkets.

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NESUSTENABILITATEA MODELELOR ECONOMICE ȘI DE AFACERI ÎN CONTEXTUL COVID-19

Author(s): Gabriela Piciu / Language(s): English Issue: 2/2022

The impact of the Coronavirus pandemic on companies has highlighted the need to transform traditional supply chain models, their vulnerabilities, especially those that are highly dependent on raw materials or finished products in areas severely affected by the pandemic. The purpose of the article is to assess the negative impact of the COVID-19 pandemic, as well as the policies adopted to combat it, with a focus on the global supply chain and international trade. In this context, the pressure to which the elements of global supply chains and demand have been subjected has triggered a cross-border economic disaster due to their interconnection. Thus, this article proposes the adoption of the circular economy as a sustainable and innovative economic model, which can be used to decouple economic growth from resource consumption, waste management and create added value.

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CUM AU EVOLUAT ÎN PERIOADA 2017-2020 CELE MAI RENTABILE COMPANII DIN ROMÂNIA

Author(s): Sorin-George Toma,Cătălin Grădinaru,Stefan-Alexandru Catana / Language(s): English Issue: 2/2022

After the fall of the Berlin Wall, the former East-European communist countries made significant efforts to shift from a centrally planned economic system to a market economic system. The challenge of surpassing their economic backwardness in comparison with the Western countries imposed the design and implementation of several key processes such as privatisation or liberalisation. The objectives of the paper are to briefly define the concepts of company and profit and analyse the evolution of the most profitable companies operating in Romania in the period 2017-2020. To reach these objectives the authors used a quantitative research methodology based on secondary data research. The results of the paper show the existence of strong competition among Romanian and foreign companies for economic supremacy in terms of profit.

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DURABILITATE ȘI INOVAȚIE PENTRU PERFORMANȚA ECONOMICĂ: CARE ESTE URMĂTORUL PAS PENTRU EDUCAȚIE?

Author(s): Eva Szabo / Language(s): English Issue: 2/2022

The importance of education is undeniable. No matter what we want to do or what sector we want to rebuild, we need specialists. And specialists need solid knowledge that can stand the test of time. Another demand of the 21st century is the speed with which knowledge is acquired, so from the beginning of 2020, we live in a "new world" in which online courses have become a reliable help. Young people in poor countries have faced greater difficulties participating in online education, mainly due to a lack of technology and the necessary equipment. Universities and governments around the world have taken steps to make the specialization curriculum more attractive and to improve the teaching-learning process. Online learning demands the use of new and effective teaching tools, so blending online with traditional learning may be the desirable outcome. However, online learning requires clear regulation, and teachers believe that it is appropriate for a limited number of courses, primarily in the Humanities disciplines.

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RESPONSABILITATEA SOCIALĂ ÎN COMPANIILE DIN ROMÂNIA - STUDII DE CAZ

Author(s): Alina V. Popescu,Ion Stoica / Language(s): English Issue: 2/2022

Corporate social responsibility is a concept regulated by various international programmatic documents, based on the voluntary compliance of organizations with the requirements of sustainable social development. The concept involves adapting the structure and operations of companies to meet their social responsibility goals. The international concern to secure natural resources for future generations through their preservation is now an ambitious goal, but which international organizations did not want to regulate too strictly from a legal point of view. The aim is to make every individual and the society as a whole aware of the importance of sustainable development and to comply with the objectives set out in their own right. The study will present the overall understanding of social responsibility, the regulation of the concept and will analyse cases on how Romanian companies adapt to this concept and the implications of the adaptation to CSR for the management.

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FUNCȚIILE FINANȚELOR PUBLICE

Author(s): Mihaela Georgescu (Mușetoiu),Alin Dincă,Anda Ileana Necula / Language(s): English Issue: 2/2022

The emergence of public finances is a result of the needs but also of the causes determined objectively, having as main function the procurement of the financial resources that the state needs in the exercise of its role and attributions to intervene in the economy and society in general. Public finances are necessary, subjectively and objectively, because they contribute to the accomplishment of the tasks and functions of the state, which could not be accomplished without financial leverage. Public finances are necessarily linked to the state, and to the role of the public sector in the economy. Public finances express social relations through its links with society, these being of course of an economic nature, arising in the mechanisms of establishment and use of financial resources available to both parties, the state and members of society, in order to meet both the needs of the state and the needs of society as a whole, whether collective or of general interest.

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IMPACTUL RECENTELOR HOTĂRÂRI ALE OECD/G-20 PRIVIND TAXAREA MULTINAȚIONALELOR

Author(s): Silvia Elena Isachi / Language(s): English Issue: 2/2022

Digitalisation and globalisation have had a profound impact on economies, and these changes have brought with them challenges to the rules for taxing income from international business. The Organisation for Economic Co-operation and Development has stepped up its efforts to address these challenges in response to tax avoidance concerns by multinational companies. The global agreement is designed to stop large corporations from moving to low-tax jurisdictions and to establish a more equitable system of distributing tax rights to multinationals, depending on where they operate, rather than their headquarters. The tax will no longer be due only where the respective corporations have registered their headquarters and thus managed, through tax optimization practices, to pay lower taxes. A state will be able to tax profits made abroad by a company registered in that home country if it has been taxed abroad at a lower rate than the agreed minimum threshold, in order to offset the difference. Strong tax competition between countries and the significant cross-border transfer of profits by multinational companies have distorted and reduced tax revenues. The global taxation of multinational companies shows a change of attitude on the part of the strong states.

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EVOLUȚIA VENITURILOR FISCALE DIN IMPOZITARE DIRECTA ÎN PERIOADA 2008- 2020. O ANALIZĂ ROMÂNIA VS STATELE MEMBRE UE

Author(s): Nicoleta Mihăilă / Language(s): English Issue: 2/2022

The aim of the paper is to present the evolution of tax revenues from direct taxation in the European Union (EU 27) in the period 2008-2020, and to highlight the situation of Romania compared to Member States, especially those in the region (similar states in terms of economic development). We consider, in this sense, the evolution of both tax revenues from the taxation of personal income and corporate profits (we also refer to the taxation of large corporations in order to reduce the transfer of profits and increase revenues worldwide) and the evolution of statutory tax rates, as well as the strengths and weaknesses regarding the Romanian tax system in the regional context. In our approach we use a descriptive methodology, by using relevant bibliographic sources and statistical data from international database.

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Economic Time Series Forecasting: Box-Jenkins Methodology, Signal Processing and Neural Network Approach

Author(s): Dušan Marček,Michaela Ačová / Language(s): English Issue: 4/2003

This paper is devoted to the presentation of methods of economic time series analysis and modelling using the Box-Jenkins methodology, the signal processing approach and the feed-forward neural network technique. Some results of our research on time series modelling with emphasis on potential improving forecast accuracy are presented here. The assessment of the particular models has been made using the root mean square error.

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