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The Strategic Innovation: Conceptual Framework

Author(s): Gheorghe Preda / Language(s): English Issue: 2/2009

Organisational performance is influence by the organisation's ability to adapt to the environment it acts within, to benefit from identified opportunities, to face the threats and risks. In a complex and dynamic environment, success is possible through adopting a proactive market orientation. Proactive market orientation enhances the process of new product development and launching, to address latent customer needs. Most relevant research was focused either on strategy (and the process of strategic planning) or on innovation (and the process of new product development); thus, strategy and innovation have developed as largely separate schools of thought. In the last years, in literature, the concept of innovation began to be approached also in the context of the process of substantiation and implementation of strategy, giving birth to a new concept: strategic innovation. Strategic innovation represents innovation in strategy formation and implementing, which ultimately leads to creating and developing new market spaces. The present paper aims to present the approaches reflected by the literature, regarding the concept of strategic innovation, having as starting point the concepts of innovation and strategy

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The Need for Renewing the Distribution Strategy in Time of Crises. The Ursus Case

Author(s): Ioan Pop,Andreea Ioana Maniu,Monica Maria Zaharie,Marcel Ciprian Pop / Language(s): English Issue: 2/2009

This article describes the concept of relationship marketing, some aspects that include attempts by firms to develop long-term relationships with channel members. Concerning these relationships, there is approached the importance of the vertical marketing systems (VMS) and theirs forms. In this case, we tried to emphasize through the URSUS Breweries case, how a customer must be perceived to provide value and long-lasting efficiency. After we know what a vertical marketing system is, it is suitable to find what a tactical or a strategic relationship should mean and which the best way to choose such a strategy is. The idea of collaboration was also outlined here because this kind of partnership was considered a genuine competitive advantage for the company. In this context, an innovative method for FMCG distribution – the URSUS Breweries case was presented and how this direct distribution system has influenced the producer’s market share. The outstanding results of implementing an innovative distribution channel are considered an incentive way to creation of the URSUS brand’s value and higher levels of efficiency

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Conceptual Approaches Regarding Customer Value

Author(s): Anca Magheţiu,Anca Cristina Dragomir / Language(s): English Issue: 2/2009

The concept of value is one of the most used and exploited concepts in social sciences in general and in management literature in particular (Leszinski and Marn, 1997). It is used in different fields like finance, economy, management, IT-systems, ethics, aesthetics, law, social equity and correctness, etc. (Normann, 2001; Wikstrom and Normann, 1994). Furthermore, the value is discussed in many directions of marketing literature, including: relationship marketing, price determination and consumer behavior - in the total quality of management literature and strategy literature. The concept of customer value represents one of the three components of the concept of value. The paper is structured in a few parts. In the first part I will present different definitions and approaches regarding the concept of value in general, followed by the presentation of the three types of value: customer value, shareholder value and stakeholder value. In the next part I will focus on the concept of customer value and I will explain different aspects related to this concept: different approaches on customer value, the four temporal forms in which the customer value can be perceived, forms of customer value, basic forms of customer value and the classification of customer value. In the last part I will present the main conclusions drawn after a careful study of the material

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Successful Brand Strategies

Author(s): Bogdan Andrei Budica,Silvia Puiu,Ilie Budică / Language(s): English Issue: 2/2009

‘Brand’ has become one of the most overused and misleading terms in economic discussions. It has become a swear word for the anti-globalization movement and capitalism critics. Consequently, the economic importance of brands is often underrated or, worse, overlooked. The brand and image of a business are vital to its success. Strong brands can generate customer trust, which is particularly important in e-commerce where there are often concerns over privacy and security. There are several branding options. You could use an existing brand name, create a new internet brand name or cobrand with another business. Closely linked to these decisions is the choice of domain name for your website. The paper presents some examples of successful brands in the world, such as: Coca-Cola, Google and others. We use some statistical data from Interbrand site and also their own financial situations. Strongly branded companies are more resistant to economic stress, providing a higher level of predictability of demand and more reliable, stable forecasting. More certainty of revenue and profit allows greater confidence in predicting economic returns. Brands are increasingly treated as any other asset, measured and held accountable for a certain level of return and importantly, producing demonstrable results for shareholders

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The Role of Marketing in Environmental Protection and a Complete Model of Environmental Consciousness of Consumers

Author(s): Katalin Dudas / Language(s): English Issue: 2/2009

It can be suggested that achieving sustainable development requires considerable efforts of individuals. The unsustainable buyer, consumer and user patterns have to be changed; environmentally friendly activities and way of thinking have to be promoted. Marketing has the most extensive theoretical and practical knowledge in connection with consumption, consumer behaviour and promoting new things. Thus, making radical changes in existing consumer patterns needs some important marketing tasks. For example, the environmentally conscious consumer segments have to be defined; the influencing factors of environmentally friendly activities need to be disclosed for the sake of a more successful promotion of any manifestation of environmental consciousness. It can be hoped that the presented theoretical model that was developed as a part of the author's PhD dissertation, can help these efforts. This model is based on the recognition that environmental consciousness can be interpreted on several stages so that this concept can be defined better and better. According to the literature of environmental consciousness four interpretative stages could be distinguished: the global, the governmental, the organizational and the individual ones. Actually, the presented model consists of three embedded submodels/figures, which summarize the “inner” and “outer” influencing factors of environmentally conscious individual consumer behaviour

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Suggestions for Organizing and Promoting Ecotourism within Romania’s Protected Areas

Author(s): Author Not Specified,Marinela Ghereş / Language(s): English Issue: 2/2009

“Constructing an eco-economy is rather rousing and fully satisfying. (...) and probably the most important thing, is that we will have the contentment of building an economy which will help and undercut the future generations” (Lester R. Brown). Given Mr. Brown’s idea we can start by saying that the past few years of the XX century brought into everyone’s attention a new domain related to people’s concern for holidays: ecotourism. From this point of view, but further more others, this new domain arouses more and more the professional interest of many specialist groups, especially throughout the new philosophy based on durability, continuity, and last but not least on a huge care for the environment. In virtue of these premises, but also those regarding the laws of the European Union imposed for applying also for our country, we consider that Romania has huge imperfections at understanding, and especially at implementing ecotourism, or the so called “green tourism”. Although the circumstances, Romania’s problems within this sector emerge from the failure in practicing ecomarketing at any hierarchical management level, in particular because of the non-existing publicity beyond population, in general, of those areas which have a great tourist or ecotourist potential. In protected areas appear series of specific problems which do not emerge from the impossibility of practicing this form of tourism, but from the necessity of a proper-power management of these natural habitats that have a unique and valuable importance in maintaining the ecological balance and into the protection of biodiversity. In capacity of consumers, entrepreneurs or tourism researchers, each one of us should „taste” nature, because living embracing nature, even for a couple of days, helps us seeing life on a more colorful and optimistic way, we can breathe better think more clearly, smile even more, in fact it helps us live our life with much more reliability and bravery in every second, because we get to discover another world, better, more inbreed, more pure. Furthermore, we should and we must hand down the opportunity for them to „taste” from the „slice” of pleasure living each day within an environment untainted by us. Therefore, ecotourism, responsibly implemented can generate extra quality into the life of our fellow creatures, but in the same time purposeful economical and ecological behalves

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Bakery Market Segmentation in Romania in the Context of Targeting Consumers for New Products

Author(s): Marinela Tanascovici,Olimpia Oancea,Victoria Mihaela Brînzea / Language(s): English Issue: 2/2009

Consumers are increasingly informed and busy, the overall trend of the century to speed solutions provide instant, regardless of what you produce and sell are the factors that determine the players in the bakery industry to operate on distinct market segments. Market trends and changes in consumer consumption led to the delineation of market segments to which producers must be addressed through diverse offers. Currently, the bakery into a powerful process of segmentation, the traditional bread and specialties face to gain in consumer preferences. The aim of the paper is to highlight the importance to be given to the process of segmentation in the context in which consumer preferences are in a transitional period and the product has tended to focus on an audience - target specific

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Marketing Communication and Logistics – Past and Future of Mezohegyes Railway Line

Author(s): Joszef Gal,Brigitta Zsoter / Language(s): English Issue: 2/2009

This paper tries to survey past and future of Mezohegyes railway line. Which marketing communication tools were used to during decades and how to develop them to save and operate this line, which is much more than a railway. The role of railway network in the internal passenger and heavy traffic is continuously decreasing. The railway passenger transportation suffered a setback in shorter distances in the last decades. In case of railway transportation of goods both the carriage distance and the quantity of goods have decreased. Comparing to the previous one, quantity of the transported building materials, metal waste, ores and coal etc. lessened. In contrast with it proportion of agricultural products, machines has increased. It is worth examining the changes in connection with the passenger and heavy traffic in the last few years not only in country level but in the level of several settlements, as well. In settlements’ life a transportation route of the infrastructural sphere plays an important role. In this essay we are aiming to examine the changes in railway traffic of Mezohegyes, a settlement on the Southern part of the Hungarian Plain. Research work of this kind has been carried out about Mezohegyes earlier

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Brand Positioning in the Context of Market Multiculturalism

Author(s): Sabina Mihaela Rusu / Language(s): English Issue: 2/2009

The world seems to get more compact as we can reach more easily every part of it, as we can communicate and travel worldwide. The communication technologies and the Internet have significantly increased the economic cooperation of countries by creating an accessibility gate to all the world’s valuable scientific discoveries and also to the valuable experiences of the more developed countries. In terms of product and service brands there is a tendency of the strong ones to go global and there is also a tendency of other countries to embrace those brands as their own. The international marketing has come to help and support international businesses with strategies for multinational brands proposing from case to case both a standardized strategy and an adaptation one. But at the end of this process the international marketing will have to face a new global reality and will have to return to its essence: a strong differentiation of brands across cultures, and not just across countries. And that because due to the globalization process the national barriers tend to disappear while others types of cultures are getting stronger. The paper analyzes exactly this issue of brand positioning in the context of market multiculturalism.

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Logistics and Marketing Resources in the Frame of Commercial Societies

Author(s): Claudia Mihaela Nicolau / Language(s): English Issue: 2/2009

Commercial societies (enterprises, firms, etc. ) has its roots in the farthest times, beeing continuous, deppendent, as an organization and functioning form, by the social – political organization. With all these, only with the apparition of capitalism and of market economy, they become a true „foundation stone” of social life organization. For these commercial societies, and not only, the market research has a great importance because through it continous investigation it will underlyen the main decisions of the society in the manufaturer domain, as well as in the dissolution domain. The marketing activity of a commercial society supposes: market studies, output orientation, products studies, promotions and publicity activities, and distribution activities. The marketing succes depends by the elaboration of an adequate plan, which brings to the entrepreneur important advantages: the analysis of the society’s competitional situation, the exact evaluation of the market’s potential and new faborable occasions, the suggestion of some marketing strategies, the coordination of marketing instruments of the society, the providing of an elaboration frame of the budget, establishes objectives and the responsability of its realization, the revision of individual and of groups performances, the focusing upon the mentaining of the profitability

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Performance Measurement in Retail. A Theoretical Approach

Author(s): Mónika-Anetta Alt / Language(s): English Issue: 2/2009

The purpose of this paper is to present the most important method used in performance measurement in retailing. Considering the design, methodology and type of approach, the paper tries to make a literature review and identify the specific aspects of performance measurement in retailing in comparison with other economic sectors (production, services). The originality and value of the paper is given by the fact that the most important method used in performance measurement in retailing are being systematized. Regarding research limitations and implications, the paper is a conceptual one, without presenting the detail of each method, essentially being a conceptual paper

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The Penetration Strategies of International Hotel Chains on the Romanian Tourist Market

Author(s): Cristina Fleşeriu,Dorel Marius Pop / Language(s): English Issue: 2/2009

During this period, the world economy globalization is an essential factor for the internalization of business companies. To penetrate a new country, the companies can choose among the following forms: export, transfer license, strategic alliances and foreign direct investment. In turn, these methods decompose into the following: direct export, indirect export, franchise, the leasing contract, turnkey contract, joint venture, management contract, strategic alliances, corporations etc. which are, in fact, concrete forms of market penetration. At the moment, there are 45 hotels in Romania that belong to 16 international hotel chains which have penetrated our tourist market. The methods that the international hotel chains are using to penetrate the Romanian tourist market are based on the top three forms that are used to penetrate a foreign market: franchise, management contract and the leasing contract. These methods have been chosen and used in Romania by international hotel chains depending on the overall hotel chain strategy and the benefits they offer. In this paper, we intend to present the main forms of market penetration in Romania which are used by the international companies in hotel industry

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Romanian Consumers Attitudes towards Different Types of Emotions Used in Advertising

Author(s): Raluca Comiati (Babut),Nicoleta Olimpia Negrea / Language(s): English Issue: 2/2009

In the context in which consumers emotional conditions exert a great influence over purchasing decisions for most of the products, emotions play an important role in advertising, conducting to more efficient advertising strategies. Thus, the advertisers are looking to capitalize consumers’ experiences, actions ways aiming at: creating and strengthening a favorable attitude towards a brand or a product category, showing emotions as clear benefit of brand consumption, increasing efficiency of advertisements. In this paper, based on an empirical research, we examine the consumers’ attitudes towards different types of emotions used in advertising (humor, sexuality, positive/ negative feelings) and also the feelings induced by the TV advertising

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Additional Thoughts on the Response of the Organizations in Crisis Conditions

Author(s): Ionuţ Pandelica,Amalia Pandelică / Language(s): English Issue: 2/2009

This paper is an extensive analysis of bought international business press and academic literature in the field about crisis management and related fields. The paper is grounded on the premise that the psychology of the crisis is an important component of the present international context and psychological factors play an important part in the alteration of consumer’s behavior. That is why an essential condition for companies is to know and understand these aspects in order to handle the crisis successfully. The central message of this paper is that the response of the organizations at present should be based on a mix between outside and inside prospects within a high reaction speed. At the same time, we presented the organizational response as an adaptation process through change

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Networking: From Marketing Tool to Marketing Competence. A Perspective on How Romanian SMEs Use It

Author(s): Nicoleta-Dorina RACOLȚA-PAINA,Sorina-Diana Mone / Language(s): English Issue: 2/2009

This paper examines networking as one of the four pillars that form the SME ”Marketing in context” conceptual model suggested by Carson and Gilmore (1999). Emphasis is put on how networking can be performed by Romanian SME managers so as to evolve from a common marketing tool or from an intuitive activity to a marketing competence that stands at the very core of the marketing process within an SME. We conducted our research having some premises as starting points: Romanian SME managers network as part of their every-day business, be it conscious or spontaneous; formal or informal; the network poles are various starting with existing or past clients, various professional contacts, suppliers and ending with the less common family, friends or even employees (internal networks); technological developments enhance networking at a larger scale by the means of the social networks platforms. The primary research (consisting of interviews conducted to several Romanian SME managers) reveals novel findings on how networking is perceived and used within these organizations

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Brands as Leading Indicators of Performance

Author(s): József Berács,Attila Szöcs / Language(s): English Issue: 2/2009

In our paper we are exploring the relationships between decisions related to branding, brand image and corporate strategy and corporate performance. Our analysis is based on a database of 572 enterprises from Hungary employing 20 people or more. We analyzed the differences in strategy and performance which could be attributed to brand development spending. Our results show that the differences are in the favor of those firms that set out to build strong brands on their market. Those who obtained market leader positions also are tending to spend more on brand building. We also segmented the firms based on their performances and realized a brand score for every firm based on four brand variable (variables related to brand related spending and brand image). Our major proposition is that brand related measures can be leading indicators of performance

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FISKALNA DECENTRALIZACIJA U SRBIJI

Author(s): Suad Bećirović / Language(s): Bosnian Issue: 01/2012

Decentralisation is one of the key concepts of governing in Europe. In this way, state authority wants to be close to its citizens in order to increase “democratic management” and the feeling of citizens that the state takes care of them. However, a greater bureaucratic administration causes higher expenditures which have to be financed. So, the problem of distributing tax revenues between central and local authorities accrues. This working paper has the goal to show the current model of distribution in Serbia and to make proposals how to improve this system. A special analysis will be made about local authorities in the region of Sandzak, because this region is one of the least developed in Serbia.

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OSVRT NA STANJE ŽIVOTNE SREDINE U ROŽAJAMA

Author(s): Esko Kalač / Language(s): Bosnian Issue: 01/2012

The paper discusses the state of environment in Rozaje, a town in the north of Montenegro, whose territory is, to the north, northeast and northwest, bordering with Serbia. Special attention in the working paper was paid to solid waste, wastewater, and the presentation of the most important natural resources, which are characteristic for Rozaje. Among these resources, a special position have water and forests, so there has to be devoted adequate attention, so the next generation can benefit from them. Otherwise, if such a trend of irresponsive relationship to natural resources continues, migration and emigration processes of future generations will be even more evident.

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DIGITALNI REPOZITORIJUMI U INTEGRACIJI SA SISTEMIMA ZA UPRAVLJANJE EDUKATIVNIM SADRŽAJIMA (LCMS)

Author(s): Muzafer Saračević,Šemsudin Plojović,Enis Ujkanović / Language(s): Bosnian Issue: 01/2012

This paper describes new techniques and processes in contemporary education. The process of digitization allows equal rights to all participants in the approach to scientific and cultural treasures. The presented some digital repositories which are mostly used in the world and made the connection with the same system for educational content management (LCMS). Emphasis is placed on learning objects that are an integral part of the repository and the application of the SCORM standard, which is a model for the creation and organization of e-learning.

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ORGANIZOVANI PRIVREDNI KRIMINALITET KAO FAKTOR UGROŽAVANJA EKONOMSKE BEZBEDNOSTI

Author(s): Aleksandar R. Ivanović,Muamer Nicević / Language(s): Serbian Issue: 01/2012

The authors analyze organized economic crime as a factor endangering the economic security of a state, first determining the term of economic security and its elements, and then pointing to the notion of economic crime and the causes and conditions conducive to the emergence of this type of criminal activity. The authors have devoted special care to various forms of economic crime, and its organized forms, emphasizing the effects of this type of criminal manifestation on the economic security of a state.

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