Abstract Volum MBD 2014

International Conference Marketing and Business Development, Bucharest 2014
www.marketingevents.ro/mbd
Bucharest University of Economic Studies Publishing House

ISSN: 2344-5130
ISSN-L: 2344-5130

This volume comprises the abstracts of the scientific papers accepted by the Scientific Committee
of the 2nd Edition of the International Conference Marketing and Business Development MBD 2014, June
26-28, 2014, Bucharest, Romania
The publication of the papers in the International Journal of Economic Practices and Theories,
ISSN: 2247 7225 (online) indexed in the following international databases EBSCO, Copernicus, Open JGate, WorldCat, DOAJ, EconPapers, Journal TOCs, New Jour, IDEAS, Cabells, Google Scholar, Open
Archives, Science Central, OCLC, BOSE, PDF Cast, Scribdt, ISeeK, Mocrosoft Academic Search,
Academic Index and PKP Open Archives Harvester and respectively on the site of the journal:
http://www.ijept.org in electronic format, with free access to full text, will be made after the Conference,
as a result of a peer review type evaluation process.
The papers published in this volume are exclusively engaging authors.

Conference Chairperson
Proffesor Ionel Dumitru, PhD, Bucharest University of Economic Studies, Romania
Scientific Committee
Professor Carmen Blan PhD, Bucharest University of Economic Studies, Romania
Professor Gabriel Brtucu PhD, Transilvania University of Braov, Romania
Professor Luigi Dumitrescu PhD, Lucian Blaga University of Sibiu, Romania
Professor Ionel Dumitru PhD, Bucharest University of Economic Studies, Romania
Professor Gheorghe Epuran PhD, Transilvania University of Braov, Romania
Professor Daniel erbanic PhD, Bucharest University of Economic Studies, Romania
Professor Normand Turgeon PhD, HEC Montral, Canada
Professor Clin Petric Veghe PhD, Bucharest University of Economic Studies, Romania
Associate Professor Andreea Mihaela Barbu PhD, Bucharest University of Economic Studies, Romania
Associate Professor Mihaela Constantinescu PhD, Bucharest University of Economic Studies, Romania
Associate Professor Anca Francisca Cruceru PhD, Bucharest University of Economic Studies, Romania
Associate Professor Alina Filip PhD, Bucharest University of Economic Studies, Romania
Associate Professor Sabka Pashova PhD, University of Economics-Varna, Bulgaria
Associate Professor Diana Maria Vrnceanu PhD, Bucharest University of Economic Studies, Romania
Assistant Tiffany S. Ho PhD, Yale University, United States of America
Organizing Committee
Professor Ionel Dumitru PhD, Committee president

Associate Professor Andreea Mihaela Barbu PhD, Committee member
Associate Professor Ctlin Boja PhD, Committee member
Associate Professor tefan Claudiu Cescu PhD, Committee member
Associate Professor Mihaela Constantinescu PhD, Committee member
Associate Professor Alina Filip PhD, Committee member
Lecturer Alin Valentin Anghelu PhD, Committee member
Lecturer Cristian Ionu Tatu PhD, Committee member
Economist Lucian-Florin Onior PhDc, Committee member

2nd International Conference on

Marketing and Business Development
Conference Program
26th-28th June, 2014

Bucharest, Romania
5

Thursday, June 26th 2014

09:00-10:00 Registration
10:00-11:40 Opening Ceremony and Keynote Speakers
Prof. Pavel Nstase
Rector of Bucharest University of Economic Studies
Alina Stepan
Managing Director Ipsos Research
Dan & Marius tefan
Autonom rent-a-car
11:40-12:00 Coffee Break
12:00-14:00 Parallel Sessions (I & II)
14:00-15:30 Lunch
15:30-17:30 Parallel Sessions (III & IV)
Friday, June 27th 2014
11:00-13:00 Parallel Sessions (V & VI)

13:00-14:30 Lunch
14:30-16:30 Parallel Sessions (VII & VIII)
19:00-22:00 Gala Dinner

Session I-12:00-14:00, V. Madgearu Room Thursday, 26th of June

Chairperson:
Mara Gabriela Ploeteanu
Paper
ID
Authors
Paper Title
102
Ekaterine Tavberidze
"Big Data" Opportunities on the Example of Yandex

Mobile Applications
126
Diana Foris
Cristina Nicolau
Tiberiu Foris
Vasile Grecu
Qualitative Marketing Research to Improve Mountain

Shelter Product Development for Romanian Mountain
Tourism
107
Ionela Valeria POPESCU
The Influence of Brands on Consumer Behavior in

Selecting a Travel Package
108
John Magnus Roos
Personal marketing appeals: How personality

dimensions influence feelings toward emotional images
132
Nicoleta Popescu (Sprchez)
Culture and Religion in Marketing Communication
110
Fayal Boukamcha
Persuasion Knowledge: A Cognitive Resource against

Anti-Smoking Persuasion
111
Aygul ISAYEVA
Ethics in International Marketing
112
Maryse Koehl
Theories and Practices of Customer Listening: an

Exploratory Qualitative Study with Banking Telesales
Agents in France

Session II-12:00-14:00, Council Room Thursday, 26th of June

Chairpersons:
Alin Stancu
Paper
ID
Authors
Paper Title
113
Maria Johann
The Importance-Performance Analysis: an Evaluation of

Tourist Satisfaction with the Destination Attributes
114
Wojciech Grzegorczyk
Marketing Strategies of Polish Companies on International

Markets
118
Petric Elena-Irina
Quantitative researches of marketing concerning consumer

behavior of educational services offered by private
universities in Romania
143
Ahmed Anis Charfi

Muhammad Atif
Virtual Agent: A Determinant of Online Social Presence

and Consumer Trust in Websites
182
Carmen Blan
Pay What You Want: A Participative Price Setting

Mechanism
122
Drago Dubrovski
The Role of Marketing Restructuring in a Company Crisis
123
Katarzyna Rupik
Tomasz yminkowski
Analytical and Behavioural Elements of Marketing

Planning Model Empirical Evidence from Polish Firms
124
Timea Demeter
Gabriel Brtucu
Alexandra Palade
Romania, as a Tourist Destination, Seen from the

Perspective of the Online Media
186
Andreea Larisa Boboc

Gheorghe Orzan
Conceptual Model of Perceived Product Quality and Its

Impact on Customer Satisfaction

Session III-15:30-17:30, V. Madgearu RoomThursday, 26th of June

Chairperson:
Mihai Orzan
Paper
ID
Authors
Paper Title
109
Milind Fadnavis
Marketing Concept of Luxury to Ulterior High Net

Worth Individuals (UHNI)
127
Monica Popa
Re-Examining the Marketing Basics: The Mirage of

the Routes to Persuasion?
128
Mdlina-Adina Opri(Stnil)
Gabriel Brtucu
Alexandra Palade
The Impact of Eco-Marketing - A Quantitative

Research on the Brasovs Adult Population
129
Emel Demir Askerolu

Zeynep Bahar
Contribution of Foundations to Reputation in

Corporate Social Responsibility Applications:
Vodafone Turkey Foundation Review
130
Marek Drzazga
Current Conceptions of Marketing Activities in

European Trade Companies
131
Micha Sdkowski
Social Media and Universities an Unexplored

Territory Case Study of Poland
133
Paraschiv Daniel-Claudiu
A Preview of the Mobile Marketing Research
134
Roxana Elena Popa
Implications of Knowledge-Based Management on

Service Quality Management
185
Anamaria Ctlina Radu

Andra Ileana Dobrescu
Gheorghe Orzan
The use of web technologies in communicating the

results obtained from accessing the European funds
at the level of a tourist destination

Session IV-15:30- 17:30, Council Room Thursday, 26th of June

Chairperson:
Daniela Ioni
Paper
ID
Authors
Paper Title
137
Federica Bressan
Paola Signori
International Relationship Marketing: Stakeholders

Selection Remains a Weakness in Emerging Markets
142
Anca Francisca Cruceru Violeta

Rdulescu
Marketing Productivity Analysis
144
Ghassan Shakhshir
Food Products in the Retail Market: Conceptual

Boundaries and Classifications
147
Roxana-Denisa Stoenescu
Country-of-Origin and its Influence on Consumers

Buying Intention A Conceptual Study
148
Moise Daniel
Cruceru Anca Francisca
The relationship between the organizations that

communicate through events with the help of
outsourcing companies
119
Ioana Simona Ivasciuc
Organic Growth Marketing Strategies in Hospitality

Industry
153
Adina-Roxana Munteanu
The place of social responsibility in the business

model of a SME
10

Session V-11:00-13:00, V. Madgearu Room Friday, 27th of June

Chairperson:
Mara Gabriela Ploeteanu
Paper
ID
Authors
Paper Title
120
Intekhab (Ian) Alam
Moving Beyond the Stage Gate Models for Service

Innovation: The Trend and the Future
138
Bistra Vassileva
Marketing Education: Building Capacity Beyond

Competencies
106
Romina Cheraghalizadeh
The Effect of Intrinsic Motivation on Job Satisfaction:

Mediation Role of Service Recovery Performance
155
Gostian Claudiu-Dan
Monitoring Instruments for Marketing Promotional

Activities on the Internet Applicable in Adults Education
Services and More
156
Marco Pister
Porter`s Models are they still of relevance?
159
Hanna Niklasson
Art Market Practices. A Move Towards Practice-Based

Arts Marketing Research
160
Wioleta Dryl
Anna Dziadkiewicz
Design in Luxury Business
161
Adina Cristea
Positioning Strategies for Obtaining and Sustaining

Competitive Advantage
11

Session VI-11:00-13:00, Council Room Friday, 27th of June

Chairperson:
Alin Stancu
Paper
ID
Authors
Paper Title
162
Normand Turgeon
The Theory of the Business as the Starting Point of Business

Development Strategy: Evidence from the Media Industry
166
Lenka Kocifajov
Education and its Influence on Corporate Performance
169
Cristian Ionu Tatu

Bogdan Velicu
The Savings and Investment Customs of the Modern Day

Romanian Youth
173
Nadezhda Kalinova
Service Quality and Market Performance of Bulgarian

Banks
175
Kamel Ben Youssef

Marco Fazzini
Thomas Majd
Crowdsourcing as Tools for Launching a Wikibrand The

Case of Ligury: A Wikibrand for a Wikidestination
176
Somdee Hongphisanvivat
Building Responsible Consumption through Holistic Value

Creation: A Promising Perspective toward Competitiveness
and Sustainability
177
Alina Filip
Diana Maria Vranceanu
Lelia Voinea
Priorities of Romanian Consumers in the Process of Bank

Selection
12

Session VII-14:30-16:30, V. Madgearu Room Friday, 27th of June

Chairperson:
Mihai Orzan
Paper
ID
Authors
Paper Title
179
Irene Ionita
New Technologies Impact in Nowadays Shopping Centers

Marketing
180
Bogdan Georgescu
Razvan Dina
Total Quality Management in Terms of Organizational

Culture
181
Carmen Acatrinei
Online Advertising Instruments and their Influence,

Relevance and Usefulness for the Romanian Consumers
136
Mdlina-Alexandra Coiu
Horaiu Sorin Dan
A Comparative Multicultural Study of Patient Satisfaction

in the European Union
183
Lucian-Florin Onior
Ionu Huc
Anioara Ttar
Marketing and Innovation: Playground for Education
184
Calin Petrica Veghes

Mihai Orzan
Octav Macovei
Privacy Concerns and Personal Information Disclosure

Strategies of Social Networking Websites Users in the Age
of Big Data
145
Renate kerhielm
Whiteness Constructed in a Multi-Cultural World
121
Adrian Dumitru Tanu

Maria Alexandra Nichifor
Horaiu Regneal
Strategic Issues in Managing Photovoltaic Business in the

Context of the European Union. Case Study-Romania
13

Session VIII-14:30-16:30, Council Room Friday, 27th of June

Chairperson:
Daniela Ioni
Paper
ID
139
116
Authors
Paper Title
Bistra Vassileva
Dilaver Tengilimoglu
Demet Ta
Elif Eiyok Snmez
smail Bircan
Alper Guzel
Building Brand Identity in IT Markets: a Conceptual Model

Health Tourism And Patient Satisfaction In Turkey: The
Ankara Example
104
Pier-Andre Bouchard StAmant
Externalities, Social Value and Word-of-Mouth
105
Normand Turgeon
Gheorghe Epuran
Whats in Business Development Jobs: Exploring Titles, Roles

and Qualifications across Industries and Continents
115
Amira Berriche
Francis Salerno
Mihai Calciu
Mediating Effects of Decisional Balance in the

Transtheoretical. Model of Change for Customers who
Mismanage their Money
117
Gabriela Cpn
New Product Launch: A Critical Review and Research

Directions
152
Anne Theresa Eidhoff

Jana Poelzl
Business Development: Whats Behind the Name?
187
Mihaela Constantinescu
tefan Claudiu Cescu
The young sport consumer - doing or watching sports?
14

TABLE OF CONTENTS
"BIG DATA" OPPORTUNITIES ON THE EXAMPLE OF YANDEX MOBILE APPLICATIONS ............................ 20
EKATERINE TAVBERIDZE ....................................................................................................................................................... 20
QUALITATIVE MARKETING RESEARCH TO IMPROVE MOUNTAIN SHELTER PRODUCT DEVELOPMENT
FOR ROMANIAN MOUNTAIN TOURISM .................................................................................................................... 21
DIANA FORIS ........................................................................................................................................................................... 21
CRISTINA NICOLAU ................................................................................................................................................................. 21
TIBERIU FORIS ........................................................................................................................................................................ 21
VASILE GRECU ........................................................................................................................................................................ 21
THE INFLUENCE OF BRANDS ON CONSUMER BEHAVIOR IN SELECTING A TRAVEL PACKAGE ............... 22
IONELA VALERIA POPESCU .............................................................................................................................................. 22
PERSONAL MARKETING APPEALS: HOW PERSONALITY DIMENSIONS INFLUENCE FEELINGS TOWARD
EMOTIONAL IMAGES .................................................................................................................................................... 23
JOHN MAGNUS ROOS .............................................................................................................................................................. 23
CULTURE AND RELIGION IN MARKETING COMMUNICATION .......................................................................... 24
NICOLETA POPESCU (SPRCHEZ) .......................................................................................................................................... 24
PERSUASION KNOWLEDGE: A COGNITIVE RESOURCE AGAINST ANTI-SMOKING PERSUASION ............. 25
FAYAL BOUKAMCHA............................................................................................................................................................. 25
ETHICS IN INTERNATIONAL MARKETING .............................................................................................................. 26
AYGUL ISAYEVA ...................................................................................................................................................................... 26
THEORIES AND PRACTICES OF CUSTOMER LISTENING: AN EXPLORATORY QUALITATIVE STUDY
WITH BANKING TELESALES AGENTS IN FRANCE ................................................................................................. 27
MARYSE KOEHL...................................................................................................................................................................... 27
THE IMPORTANCE-PERFORMANCE ANALYSIS: AN EVALUATION OF TOURIST SATISFACTION WITH
THE DESTINATION ATTRIBUTES................................................................................................................................ 28
MARIA JOHANN ....................................................................................................................................................................... 28
MARKETING STRATEGIES OF POLISH COMPANIES ON INTERNATIONAL MARKETS ................................. 29
WOJCIECH GRZEGORCZYK .................................................................................................................................................... 29
QUANTITATIVE RESEARCHES OF MARKETING CONCERNING CONSUMER BEHAVIOR OF
EDUCATIONAL SERVICES OFFERED BY PRIVATE UNIVERSITIES IN ROMANIA ............................................ 30
ELENA-IRINA PETRIC ........................................................................................................................................................ 30
VIRTUAL AGENT: A DETERMINANT OF ONLINE SOCIAL PRESENCE AND CONSUMER TRUST IN
WEBSITES ......................................................................................................................................................................... 31
AHMED ANIS CHARFI ........................................................................................................................................................... 31
MUHAMMAD ATIF.................................................................................................................................................................. 31
PAY WHAT YOU WANT: A PARTICIPATIVE PRICE SETTING MECHANISM .................................................. 32
CARMEN BLAN ...................................................................................................................................................................... 32
THE ROLE OF MARKETING RESTRUCTURING IN A COMPANY CRISIS ............................................................ 33
DRAGO DUBROVSKI ................................................................................................................................................................ 33
15

ANALYTICAL AND BEHAVIOURAL ELEMENTS OF MARKETING PLANNING MODEL EMPIRICAL
EVIDENCE FROM POLISH FIRMS ............................................................................................................................... 34
KATARZYNA RUPIK................................................................................................................................................................. 34
TOMASZ YMINKOWSKI ......................................................................................................................................................... 34
ROMANIA, AS A TOURIST DESTINATION, SEEN FROM THE PERSPECTIVE OF THE ONLINE MEDIA ........ 35
TIMEA DEMETER..................................................................................................................................................................... 35
GABRIEL BRTUCU ................................................................................................................................................................. 35
ALEXANDRA PALADE .............................................................................................................................................................. 35
CONCEPTUAL MODEL OF PERCEIVED PRODUCT QUALITY AND ITS IMPACT ON CUSTOMER
SATISFACTION ................................................................................................................................................................ 36
MARKETING CONCEPT OF LUXURY TO ULTERIOR HIGH NET WORTH INDIVIDUALS (UHNI) ................ 37
MILIND FADNAVIS................................................................................................................................................................... 37
RE-EXAMINING THE MARKETING BASICS: THE MIRAGE OF THE ROUTES TO PERSUASION? .................. 38
MONICA POPA ......................................................................................................................................................................... 38
THE IMPACT OF ECO-MARKETING - A QUANTITATIVE RESEARCH ON THE BRASOVS ADULT
POPULATION ................................................................................................................................................................... 39
MDLINA-ADINA OPRI(STNIL) ...................................................................................................................................... 39
GABRIEL BRTUCU ................................................................................................................................................................. 39
ALEXANDRA PALADE .............................................................................................................................................................. 39
CONTRIBUTION OF FOUNDATIONS TO REPUTATION IN CORPORATE SOCIAL RESPONSIBILITY
APPLICATIONS: VODAFONE TURKEY FOUNDATION REVIEW ........................................................................... 40
EMEL DEMR ASKEROLU ............................................................................................................................................... 40
ZEYNEP BAHAR ..................................................................................................................................................................... 40
CURRENT CONCEPTIONS OF MARKETING ACTIVITIES IN EUROPEAN TRADE COMPANIES ..................... 41
MAREK DRZAZGA ................................................................................................................................................................... 41
SOCIAL MEDIA AND UNIVERSITIES AN UNEXPLORED TERRITORY CASE STUDY OF POLAND ........... 42
MICHA SDKOWSKI .............................................................................................................................................................. 42
A PREVIEW OF THE MOBILE MARKETING RESEARCH ........................................................................................ 43
DANIEL-CLAUDIU PARASCHIV ............................................................................................................................................... 43
IMPLICATIONS OF KNOWLEDGE-BASED MANAGEMENT ON SERVICE QUALITY MANAGEMENT ........... 44
ROXANA ELENA POPA ........................................................................................................................................................... 44
THE USE OF WEB TECHNOLOGIES IN COMMUNICATING THE RESULTS OBTAINED FROM ACCESSING
THE EUROPEAN FUNDS AT THE LEVEL OF A TOURIST DESTINATION ............................................................ 45
RADU ANAMARIA CTLINA .................................................................................................................................................. 45
ANAMARIA_RADU15@YAHOO.COM ......................................................................................................................................... 45
DOBRESCU ANDRA ILEANA ..................................................................................................................................................... 45
ORZAN GHEORGHE ................................................................................................................................................................. 45
INTERNATIONAL RELATIONSHIP MARKETING: STAKEHOLDERS SELECTION REMAINS A WEAKNESS
IN EMERGING MARKETS .............................................................................................................................................. 46
FEDERICA BRESSAN ................................................................................................................................................................ 46
PAOLA SIGNORI....................................................................................................................................................................... 46
MARKETING PRODUCTIVITY ANALYSIS ................................................................................................................. 47
16

ANCA FRANCISCA CRUCERU .................................................................................................................................................. 47
VIOLETA RDULESCU ............................................................................................................................................................. 47
FOOD PRODUCTS IN THE RETAIL MARKET: CONCEPTUAL BOUNDARIES AND CLASSIFICATIONS ........ 48
GHASSAN SHAKHSHIR ............................................................................................................................................................. 48
COUNTRY-OF-ORIGIN AND ITS INFLUENCE ON CONSUMERS BUYING INTENTION A CONCEPTUAL
STUDY................................................................................................................................................................................ 49
ROXANA-DENISA STOENESCU ................................................................................................................................................ 49
THE RELATIONSHIP BETWEEN THE ORGANIZATIONS THAT COMMUNICATE THROUGH EVENTS WITH
THE HELP OF OUTSOURCING COMPANIES ............................................................................................................. 50
MOISE DANIEL ........................................................................................................................................................................ 50
CRUCERU ANCA FRANCISCA .................................................................................................................................................. 50
ORGANIC GROWTH MARKETING STRATEGIES IN HOSPITALITY INDUSTRY ................................................ 51
IOANA SIMONA IVASCIUC ....................................................................................................................................................... 51
THE PLACE OF SOCIAL RESPONSIBILITY IN THE BUSINESS MODEL OF A SME ............................................ 52
ADINA ROXANA MUNTEANU ................................................................................................................................................... 52
MOVING BEYOND THE STAGE GATE MODELS FOR SERVICE INNOVATION: THE TREND AND THE
FUTURE ............................................................................................................................................................................. 53
INTEKHAB (IAN) ALAM ........................................................................................................................................................... 53
MARKETING EDUCATION: BUILDING CAPACITY BEYOND COMPETENCIES ................................................. 54
BISTRA VASSILEVA ................................................................................................................................................................. 54
THE EFFECT OF INTRINSIC MOTIVATION ON JOB SATISFACTION: MEDIATION ROLE OF SERVICE
RECOVERY PERFORMANCE ........................................................................................................................................ 55
ROMINA CHERAGHALIZADEH ................................................................................................................................................ 55
MONITORING INSTRUMENTS FOR MARKETING PROMOTIONAL ACTIVITIES ON THE INTERNET
APPLICABLE IN ADULTS EDUCATION SERVICES AND MORE ........................................................................... 56
CLAUDIU-DAN GOSTIAN ......................................................................................................................................................... 56
PORTER`S MODELS ARE THEY STILL OF RELEVANCE? ................................................................................... 57
MARCO PISTER ....................................................................................................................................................................... 57
ART MARKET PRACTICES. A MOVE TOWARDS PRACTICE-BASED ARTS MARKETING RESEARCH ......... 58
HANNA NIKLASSON ................................................................................................................................................................. 58
DESIGN IN LUXURY BUSINESS .................................................................................................................................... 59
WIOLETA DRYL....................................................................................................................................................................... 59
ANNA DZIADKIEWICZ ............................................................................................................................................................. 59
POSITIONING STRATEGIES FOR OBTAINING AND SUSTAINING COMPETITIVE ADVANTAGE .................. 60
ADINA CRISTEA ....................................................................................................................................................................... 60
THE THEORY OF THE BUSINESS AS THE STARTING POINT OF BUSINESS DEVELOPMENT STRATEGY:
EVIDENCE FROM THE MEDIA INDUSTRY ................................................................................................................ 61
NORMAND TURGEON .............................................................................................................................................................. 61
EDUCATION AND ITS INFLUENCE ON CORPORATE PERFORMANCE ............................................................... 62
LENKA KOCIFAJOV............................................................................................................................................................... 62
17

THE SAVINGS AND INVESTMENT CUSTOMS OF THE MODERN DAY ROMANIAN YOUTH ........................... 63
CRISTIAN IONU TATU ........................................................................................................................................................... 63
BOGDAN VELICU ..................................................................................................................................................................... 63
SERVICE QUALITY AND MARKET PERFORMANCE OF BULGARIAN BANKS................................................... 64
NADEZHDA KALINOVA............................................................................................................................................................ 64
CROWDSOURCING AS TOOLS FOR LAUNCHING A WIKIBRAND THE CASE OF LIGURY: A WIKIBRAND
FOR A WIKIDESTINATION .......................................................................................................................................... 65
KAMEL BEN YOUSSEF ............................................................................................................................................................. 65
MARCO FAZZINI...................................................................................................................................................................... 65
THOMAS MAJD ........................................................................................................................................................................ 65
BUILDING RESPONSIBLE CONSUMPTION THROUGH HOLISTIC VALUE CREATION: A PROMISING
PERSPECTIVE TOWARD COMPETITIVENESS AND SUSTAINABILITY ............................................................... 66
SOMDEE HONGPHISANVIVAT .................................................................................................................................................. 66
PRIORITIES OF ROMANIAN CONSUMERS IN THE PROCESS OF BANK SELECTION ...................................... 67
ALINA FILIP............................................................................................................................................................................. 67
DIANA MARIA VRANCEANU .................................................................................................................................................... 67
LELIA VOINEA ......................................................................................................................................................................... 67
NEW TECHNOLOGIES IMPACT IN NOWADAYS SHOPPING CENTERS MARKETING ...................................... 68
IRENE MIHAELA IONI (MOLDOVEANU) ............................................................................................................................. 68
TOTAL QUALITY MANAGEMENT IN TERMS OF ORGANIZATIONAL CULTURE ............................................. 69
BOGDAN GEORGESCU ............................................................................................................................................................. 69
RAZVAN DINA .......................................................................................................................................................................... 69
ONLINE ADVERTISING INSTRUMENTS AND THEIR INFLUENCE, RELEVANCE AND USEFULNESS FOR
THE ROMANIAN CONSUMERS..................................................................................................................................... 70
CARMEN ACATRINEI ............................................................................................................................................................... 70
A COMPARATIVE MULTICULTURAL STUDY OF PATIENT SATISFACTION IN THE EUROPEAN UNION.... 71
MDLINA-ALEXANDRA COIU ............................................................................................................................................. 71
HORAIU SORIN DAN .............................................................................................................................................................. 71
MARKETING AND INNOVATION: PLAYGROUND FOR EDUCATION ................................................................... 72
LUCIAN-FLORIN ONIOR ........................................................................................................................................................ 72
IONU HUC .............................................................................................................................................................................. 72
ANIOARA TTAR ................................................................................................................................................................... 72
PRIVACY CONCERNS AND PERSONAL INFORMATION DISCLOSURE STRATEGIES OF SOCIAL
NETWORKING WEBSITES USERS IN THE AGE OF BIG DATA ............................................................................. 73
CLIN PETRIC VEGHE ........................................................................................................................................................ 73
MIHAI ORZAN ......................................................................................................................................................................... 73
OCTAV MACOVEI .................................................................................................................................................................... 73
WHITENESS CONSTRUCTED IN A MULTI-CULTURAL WORLD ........................................................................... 74
RENATE AAKERHIELM............................................................................................................................................................ 74
STRATEGIC ISSUES IN MANAGING PHOTOVOLTAIC BUSINESS IN THE CONTEXT OF THE EUROPEAN
UNION. CASE STUDY-ROMANIA .................................................................................................................................. 75
ADRIAN DUMITRU TANU .................................................................................................................................................... 75
18

MARIA ALEXANDRA NICHIFOR .............................................................................................................................................. 75
HORAIU REGNEAL .............................................................................................................................................................. 75
BUILDING BRAND IDENTITY IN IT MARKETS: A CONCEPTUAL MODEL ......................................................... 76
BISTRA VASSILEVA ................................................................................................................................................................. 76
HEALTH TOURISM AND PATIENT SATISFACTION IN TURKEY: THE ANKARA EXAMPLE ........................... 77
DILAVER TENGILIMOGLU ....................................................................................................................................................... 77
DILAVER.TENGILIMOGLU@GMAIL.COM .................................................................................................................................... 77
DEMET TA.............................................................................................................................................................................. 77
DEMETTASSS@HOTMAIL.COM .................................................................................................................................................. 77
ELIF EIYOK SNMEZ............................................................................................................................................................. 77
ELIF.SONMEZ@ATILIM.EDU.TR ................................................................................................................................................. 77
SMAIL BIRCAN ....................................................................................................................................................................... 77
ALPER GUZEL ......................................................................................................................................................................... 77
EXTERNALITIES, SOCIAL VALUE AND WORD-OF-MOUTH .................................................................................. 78
PIER-ANDR BOUCHARD ST-AMANT ..................................................................................................................................... 78
WHATS IN BUSINESS DEVELOPMENT JOBS: EXPLORING TITLES, ROLES AND QUALIFICATIONS
ACROSS INDUSTRIES AND CONTINENTS .................................................................................................................. 79
NORMAND TURGEON .............................................................................................................................................................. 79
GHEORGHE EPURAN ............................................................................................................................................................... 79
MEDIATING EFFECTS OF DECISIONAL BALANCE IN THE TRANSTHEORETICAL. MODEL OF CHANGE
FOR CUSTOMERS WHO MISMANAGE THEIR MONEY ........................................................................................... 80
AMIRA BERRICHE ................................................................................................................................................................... 80
FRANCIS SALERNO .................................................................................................................................................................. 80
MIHAI CALCIU ........................................................................................................................................................................ 80
NEW PRODUCT LAUNCH: A CRITICAL REVIEW AND RESEARCH DIRECTIONS............................................. 81
GABRIELA CPN.............................................................................................................................................................. 81
BUSINESS DEVELOPMENT: WHATS BEHIND THE NAME?................................................................................... 82
ANNE THERESA EIDHOFF ....................................................................................................................................................... 82
JANA POELZL .......................................................................................................................................................................... 82
THE YOUNG SPORT CONSUMER - DOING OR WATCHING SPORTS? .................................................................. 83
MIHAELA CONSTANTINESCU .................................................................................................................................................. 83
TEFAN CLAUDIU CESCU...................................................................................................................................................... 83
19

Session I
"Big Data" Opportunities on the Example of Yandex Mobile Applications

Ekaterine Tavberidze
Alexandru Ioan Cuza University of Iasi
katrinacat89@mail.ru
Key words: Big Data, online-marketing, Yandex mobile applications

JEL classification: M390.
With the spread as Big Data philosophy so its analysis tools, opinion leaders in various sectors of the
economy and industry have been using a fantastic opportunity of Big Data. Another thing is to build a whole company
or even a single marketing strategy for Big Data, leadership requires a lot of courage - apart from very serious
analytical costs. However, Big Data - it is not remote and abstract, it is our today, if not yesterday, and we need to
develop new revolutionary way. Never before data stream was not so large and diverse. Using multiple digital
channels we obtain vast amounts of digital data. One can argue marketing has become digital in its basis, it becomes
classical natural science. The main objective of marketing - to understand where is the happiness of users (clients,
customers). And we are in a situation where the user or the buyer often does not understand what it is his happiness.
On the example of Mobile Application of Yandex, we will see, how volatile consumer's behavior, how seller has to
respond at the positive or negative changes, and will see importance of control all kinds of sources of information,
because traditional market research, usually use unnatural acts, such as surveys, interviews, shopping centers, focus
groups. Big Data learn that in fact people say and what they have done or are going to do. Also, in real time data is
received on what people are currently busy, and that they were planning. Only Big Data capabilities allow to handle
such volumes of unstructured data is constantly arriving at the input of analytical systems.
20

Qualitative Marketing Research to Improve Mountain Shelter Product Development

for Romanian Mountain Tourism
Diana Foris
Transilvania University of Braov, Faculty of Food and Tourism
diana.foris@unitbv.ro
Cristina Nicolau
Transilvania University of Braov, Faculty of Economic Sciences and Business Administration
cristina.nicolau@unitbv.ro
Tiberiu Foris
Transilvania University of Braov, Faculty of Economic Sciences and Business Administration
tiberiu.foris@unitbv.ro
Vasile Grecu
S.C. RedDome Shelter S.R.L. (trading company)
grecuvasile@yahoo.com
Key words: eco modular shelter, mountain tourism, qualitative research, tourist safety.
JEL classification: M31, D12, L26.
This paper aims at underlining the importance of mountain tourism within Romanian tourism, being centred
on the research and development of mountain shelters so as to increase the tourists' safety and convenience. In this
respect, we shall analyse the Romanian market of mountain shelters, identifying the features of supply and demand
of shelters both at public and private level and underlying the needs of developing a new product, hereinafter called
eco modular shelter. As this new product has been previously designed and commissioned as a prototype by a
professional team of engineers and professors, it will be the objective of this paper to identify how the eco modular
shelter would meet its basic needs from the point of view of the authorities implied in the process of rescuing
endangered lives. Therefore, there will be conducted a qualitative research with some members of the authorities
who have been using these shelters both personally and professionally so as to determine if the eco modular shelter
meets market needs and to identify its possible customers.
21

The Influence of Brands on Consumer Behavior in Selecting a Travel Package

Ionela Valeria POPESCU
The Bucharest University of Economic Studies, Bucharest, Romania
ionelavaleriapopescu@yahoo.com
Key words: brand influence, consumer behavior, tourism brands, tourist package.
When selecting a travel package, consumers consider certain important criteria to identify the most suitable
holiday according to their preferences, expectations, budget, time and mood. A series of factors occur in the selection
process, related to the travel service providers, as well as the travel destination where the tourist has chosen to spend
its free time. Whether related to the country, the selected travel agency, the transport company or any other company
involved in the provision of services up to the destination and during its holiday, the consumer can choose between
various brands available on the market. The work aims to discover the influence held by the brands of companies
that are active in the tourist sector, over the manner in which consumers choose a travel package, if it is available,
and the extent to which it is a determining factor in selecting a provider in the detriment of others, or of a destination
in the detriment of others. The research that was carried out aims to capture the process of selecting a travel service
package by tourists, the steps that are taken, the priority criteria to be considered, the significance of the brand in
relation to such criteria and determining the influence of brands and of their associated values over the buying
behavior.
22

Personal marketing appeals: How personality dimensions influence feelings toward

emotional images
John Magnus Roos
Centre for Consumer Science (CFK) and Department of Business and Administration,
School of Business Economics and Commercial Law, University of Gothenburg
Veryday
magnus.roos@cfk.gu.se
magnus.roos@veryday.com
Key words: Affect, Appraisal, Emotion, Marketing and Advertising, Personality.

The aim of this study is to explore how the five-factor model of personality (openness, conscientiousness,
extraversion, agreeableness and neuroticism) influences emotional responses to visual stimuli. An experimental
design was used where 148 students completed a personality test and reported their emotional response to fourteen
visual images. The key-findings are (1) high degree of extraversion influences pleasant affect (i.e. happiness), (2)
high degree of neuroticism influences unpleasant affect (i.e. fear and disgust), (3) low degree of openness,
extraversion and/or neuroticism influences the absence of emotions (i.e. neutral response). Our results demonstrate
that consumers immediate perceptions of visual images as stimuli at least partly depend on their personality
dimensions, which are shaped by nature and nurture.
23

Culture and Religion in Marketing Communication

Nicoleta Popescu (Sprchez)
The Bucharest University of Economic Studies, Romania
sparcheznicoleta@yahoo.com
Key words: Marketing, Religion, Culture, Communication, Service.

JEL classification: M20, M31, M39.
For the majority of the organizations, dialogue and communication, collaboration and cooperation,
responsibility and competence, authority and trust in promoting the values, respect and loyalty represent one of the
most important intangible values of the intellectual capital. In this period, the one of globalizing the business, the
communication plays an essential role in the progress and development of any entity both internally and externally.
The development of the modern marketing presupposes the awareness of certain barriers of cultural and religious
nature, and the communication represents a fundamental problem which can determine the success or failure of a
very attractive product or service, by quality and price. Within the relationships with the external environment, there
are several forms of communication whose challenge is the development of the image, values, products and services
specific to the organization. Considering the forms of external communication of any organization, but also the
strategic actions regarding the development and the diversification of the goods and services, the objective of this
step consists in understanding the influences of certain particularities regarding the race, nationalism, history,
territory, religion, language and other cultural aspects. In this regard, it will be presented a qualitative research, based
on an interview that determines the most important communications channels necessary for launching a new concept
of service in our country.
24

Persuasion Knowledge: A Cognitive Resource against Anti-Smoking Persuasion

Fayal Boukamcha
Institute of Business Administration, University of Gafsa, Tunisia
boukamchaf@yahoo.fr
Key words: Attitude strength, Cognitive mechanism, Partial Least Square, Resistance to persuasion,
Smoking.
JEL classification: M31, M37.
The purpose of the paper is to explain resistance to anti-smoking persuasion by integrating persuasion
knowledge as a cognitive resource that likely affects persuasive message efficiency. A research model was designed
including an anti-smoking persuasive message, persuasion knowledge, coping self-efficacy and attitude certainty as
predictors of resistance to anti-smoking persuasion. A survey was conducted on a convenience sample of 617
Tunisian smokers. The sample was divided into two subgroups: the first one was exposed to a high negative antismoking print ad; the second was exposed a low negative anti-smoking print ad. The constructs were measured on a
5 points Likert scales and were one-dimensional except for the resistance to persuasion scale that contained 3
attitudinal dimensions: cognitive, affective and behavioral. To assess the research model, the Partial Least Square
(PLS) method was used. According to the findings, the print ads werent effective in activating persuasion
knowledge. Nevertheless, persuasion knowledge was high and positively correlated with the cognitive and the
behavioral component of resistance to the anti-smoking persuasion when channeled through attitude certainty.
25

Ethics in International Marketing

Aygul Isayeva
International Black Sea University, Tbilisi, Georgia
isayevaaygul2003@yahoo.com
Key words: ethics, ethical and unethical behavior, international marketing.

The importance of ethics in international marketing, but not only, has managed across time to maintain itself
as a well disputed and investigated subject. This study sets for itself to create a general view of the issue by relying
on previous examinations of the matter conducted by researchers all over the world and adding some complementary
practical information through a detailed analyzed case study. The aim of this article is to illustrate the constantly
increasing importance of an ethically conscientious marketing and to draw the attention towards acting in a
responsible manner.
26

Theories and Practices of Customer Listening: an Exploratory Qualitative Study

with Banking Telesales Agents in France
Maryse Koehl
Lyce Monge (Charleville-Mzires)
maryse.koehl@wanadoo.fr
Key words: call center, customer, customer relationship management, listening, telesales agents.
Listening has a determining role in the commercial negotiation. Listening creates a positive relation between
seller and customer. It generates trust, satisfaction and success in the conclusion of a sale. The research works about
listening in a sale context are generally focused on a face to face relation and not on a phone relation but with the
development of multichannel communication, telesales has a particular place in customer relationship management
(CRM). So, it is interesting to study customer listening in a context of a sale without face to face between seller and
customer justifying the selection of the context of telesales for this research. The objectives are to research what is
customer listening for telesales agents and how they practice customer listening when they manage phone calls with
customers. To satisfy these objectives, a qualitative exploratory study is realized by interviews with telesales agents
who work in an internal call center of a french national bank. These telesales agents give their own approach about
customer listening and describe their practices of customer listening. Their responses allow to have a professional
approach of customer listening that is compared with theories. The paper delimits firstly the concept of customer
listening in theories. Then, it describes the conditions of the qualitative study with banking telesales agents and
presents the content of interviews. Thirdly, analyses of the qualitative study are presented before to conclude in an
optics of customer relationship management.
27

Session II
The Importance-Performance Analysis: an Evaluation of Tourist Satisfaction with

the Destination Attributes
Maria Johann
Warsaw School of Economics
mjohan@sgh.waw.pl
Key words: Importance-Performance Analysis, tourism product attributes, destination attributes,

customer satisfaction.
The paper presents the results of a primary data analysis examining tourists perceptions of Poland as a tourist
destination. The researcher analyzed the data collected in 2013 regarding tourists satisfaction with the package
holidays in Poland. The aim of the research study was to analyze tourists opinions concerning the most important
destination attributes crucial for travelers in terms of their importance for tourists as well as their performance. The
researcher distinguished two groups of tourism product attributes: package holiday services (internal tourism product
attributes) and other destination attributes (external tourism product attributes) influencing tourists holiday
experience. The Importance-Performance Analysis was used to evaluate the distinguished tourism product attributes.
The surveyed sample of tourists spent their holiday on the coach tours in Poland. The total sample volume was 463
travelers. The conclusions of the study are concerned with the recommendations regarding the tourism product
development process and the necessity of developing cooperation between tour operators and local authorities,
tourism organizations as well as other entities offering tourist services.
28

Marketing Strategies of Polish Companies on International Markets

Wojciech Grzegorczyk
University of Lodz
wgrzegorczyk@uni.lodz.pl
Key words: export, foreign markets, international marketing, marketing mix, marketing strategies.
The aim of this article is to characterize marketing mix strategies of Polish companies on international
markets. The article is based on the authors research and research results published in Polish and foreign professional
journals. The main forms of expansion into foreign markets are export and improvement trade, but also capital or
non-capital cooperation with foreign partners or direct investments. Polish companies mainly focus on export.
Exports to foreign markets in 2013 amounted to over 158 billion Euro and was over 177% higher than in 2004.
Cooperation with foreign partners is a rather rare method of expansion. On the other hand, Polish foreign direct
investments (focused in the countries of Central and Eastern Europe), in 2012 for example, amounted to over 38
billion Euro. Marketing mix strategies of Polish companies can be classified as selective development and
concentration strategies. Polish companies focus on selected foreign markets and customer segments in these
markets. Product policy focal points are standardization and adaptation to conditions abroad. The prices for the
products are usually shaped at an average level of prices in international markets. When it comes to distribution,
Polish companies use foreign distribution channels, which often significantly differ from the channels used in Poland.
Promotional activities are undertaken through intermediaries in the distribution channels or advertising agencies in
foreign markets. In conclusion, the marketing mix activities of Polish companies on international markets brought
positive financial results.
29

Quantitative researches of marketing concerning consumer behavior of educational

services offered by private universities in Romania
Elena-Irina PETRIC
Universitatea Transilvania din Braov
irina.petrica@uamsibiu.ro
Key words: consumer behavior, marketing research, educational services, private universities.
Studying the behavior of access and use the educational services offered by universities in Romania
represents for their managers a real source of information that can be valued in the process of foundation of marketing
policies and strategies which have a decisive role in increasing the efficiency of institutions of higher education. For
achieving this demarche is required designing and implementing quantitative marketing researches to determine the
main characteristics of the segments of candidates targeted by the universities. Addressed in this paper is a
quantitative research aimed at studying the opinions, attitudes and behaviors of students and graduates concerning
the educational services offered by private universities in Romania.
30

Virtual Agent: A Determinant of Online Social Presence and Consumer Trust in

Websites
Ahmed Anis CHARFI
European Business School-Paris, Paris, France
anischarfi@ebs-paris.com
Muhammad ATIF
EM Normandie, Caen, France
mak1to1@gmail.com
Key words: Virtual Agents, Virtual atmosphere, Social Presence, Consumer Trust, Online Behavioral
Intentions, Word-of-Mouth.
JEL Classification: M39.
In the backdrop of rapidly changing technologically environment and rising consumer expectations,
questions about the factors that make consumer more trustful of websites remain a subject interest for the researchers.
One of these factors is the virtual presence of an agent on a website; a way to reduce the physical and social distance
between consumers and companies. The objective of this study is to unearth the effects of such virtual agents on
online social presence of websites. The study explores the effects of variables of social presence, consumer trust,
online behavioral intentions, and the word-of-mouth. These formed the antecedents of the causal model which
utilized SOR framework (Mehrabian and Russell , 1974; Bitner , 1992). Two well known commercial website were
chosen for the study. A self-administered questionnaire was conducted on a representative sample of 481 French
adults. The results showed a strong support for the relationship between virtual agents, social presence, and consumer
trust. While consumer trust was found to influence online consumer behavior and word-of-mouth, thus confirming
the previous research.
31

Pay What You Want: A Participative Price Setting Mechanism

Carmen Blan
The Bucharest University of Economic Studies
carmen.balan@mk.ase.ro
Key words: marketing, pricing, pay what you want, participative mechanism
JEL Classification: M30, M31.
Traditionally, price is a major component of the marketing mix of companies, irrespective of their industry.
Price used to be set by suppliers. In contrast, new approaches are visible in the practice of several companies;
respectively customers take the initiative of price setting. The present paper aims to explore the pricing mechanism
Pay What You Want that is focused on customers. The main objectives of the paper refer to the identification of:
(i) the specific features of this pricing approach; (ii) the advantages for companies and customers; (iii) the economic
sectors that may consider this approach; (iv) challenges raised for economic operators; (v) the impact on the results
of companies. Several cases of companies from the international markets that applied such methods are also
presented. The paper makes recommendations relative to the implementation of the Pay What You Want pricing
mechanism that is based on the direct participation of customers.
32

The Role of Marketing Restructuring in a Company Crisis

Drago Dubrovski
University of Primorska, Faculty of Management, Cankarjeva 5, 6000 Koper, Slovenia
drago.dubrovski@fm-kp.si
Key words: crisis, marketing restructuring, recovery, renewal.

A company crisis can be defined as a short-term, undesired, unfavourable and critical state in the company
(organization) which has derived from both internal and external causes and which directly endangers the further
existence and growth of the company. In crisis not only short-term measures but also long-term vision and business
directions must be prepared and implemented in order to be able to provide further existence and development. One
of the most important area is marketing restructuring which represents a transition from the prior structural
combination of programmes and markets to a new structure that must enable greater profitability and effectiveness
of operations. In regard to such a restructuring, one must take into account the inter-linked relationship of the market
(the chosen segment of customers) and of the programme (product, service), since, in principle, it is true that the
identical programme of offer cannot be placed on the new market or the new programme in the prior market
(segment). If the marketing restructuring is one of the most important restructuring area in the company in times of
crisis it should be based upon marketing concept in order to follow the right direction of the renewal. However,
empirical evidence from the authors research has shown that companies in acute crisis pay surprisingly little attention
to their marketing restructuring, even though in this case this is the most important area of reorganization. In the
article some guidelines for the marketing restructuring for achieving the company renewal based on marketing
knowledge and practice are presented.
33

Analytical and Behavioural Elements of Marketing Planning Model Empirical

Evidence from Polish Firms
Katarzyna Rupik
University of Economics in Katowice, Poland
katarzyna.rupik@ue.katowice.pl
Tomasz yminkowski
The State School of Higher Professional Education in Konin, Poland
t.zyminkowski@gmail.com
Key words: Marketing P, Planning Process, Model, Empirical Research.

The phenomenon of marketing planning has received considerable attention over the last decades. However,
the traditional, synoptic approach predominates in the existing literature. Empirical research on behavioural aspects
of marketing planning process is still scarce although there are some important theoretical achievement within the
behavioural approach. This paper aims to fill in this gap by addressing the problem of marketing planning system
structure and relationships between its elements. The conceptual framework for our empirical model of firms
marketing planning system is grounded on theoretical assumptions originated from both traditional, synoptic as well
as behavioural perspectives. Our empirical assessment, conducted in 101 large Polish companies, reveals the
existence of significant correlations between analytical dimension of marketing planning (i.e. comprehensiveness,
information and formalization) and its behavioural aspects (participation and attitudes). Our findings also prove that
marketing planning process has impact on ultimate marketing effects (firms market orientation and performance).
This paper contributes to the field of marketing management (particularly to its effectiveness stream) and supports
the notion on manageability of both analytical and behavioural dimensions of marketing planning process.
34

Romania, as a Tourist Destination, Seen from the Perspective of the Online Media
Timea Demeter
Transilvania University from Braov, Romania
timea.demeter@unitbv.ro
Gabriel Brtucu
gabriel.bratucu@unitbv.ro
Alexandra Palade
alexandra.palade@unitbv.ro
Key words: online media, Romania, tourist destination, marketing, youth, social media.
JEL classification: L83, M31.
In the age of information, the internet is one of the most often consulted sources when it comes to gathering
materials about specific tourist destinations. According to the World Tourism Organization, 80% of young travellers
use it to search for information before their trip. Therefore the data available in the online media has a significant
impact on the decision-making process of young tourists, and the internet can be used as an essential marketing tool
for the tourism industry. This paper presents the in-depth analysis of the information about Romania, as a tourist
destination, available on the major non-Romanian websites, which operate in the field of tourism worldwide,
including both owner and user generated content. Well acknowledged, online newspapers are also included in the
study, together with two significant social media networks, namely Facebook and Twitter. The results show the
image, which is presented to the international traveller about Romania as a tourist destination, trough the online
environment. This research may serve as a starting point for companies or researchers, who plan to develop and
implement strategies to promote Romanian tourism by means of the internet to the potential foreign visitors. The
novelty of this paper consists in the fact that, very few scientific studies have been conducted for Romania, concerning
this or closely related topics.
35

Conceptual Model of Perceived Product Quality and Its Impact on Customer

Satisfaction
Boboc Andreea Larisa
boboclarisa17@gmail.com
Orzan Gheorghe
orzang@ase.ro
Key words: customer satisfaction, product quality, marketing.

The quality of products and services play an important role in consumer purchase decision process, becoming
a complex criterion, subject to continuous assessment in terms of perceptions and expectations. In the current market
conditions, due to the large diversity of supply of goods and a continual increase in consumer demands, consumers
have become more aware and concerned about the quality of products and services, which favors the competitiveness
of enterprises. The topics addressed in this paper are regarding different aspects of conceptual quality and
methodological quality and what perspective is on continuous improvement and consumer satisfaction.
36

Session III
Marketing Concept of Luxury to Ulterior High Net Worth Individuals (UHNI)

Milind Fadnavis
Institute of Management Technology, Nagpur-India
milind.fadnavis@gmail.com, mmfadnavis@imtnag.ac.in
Key words: luxury, UHNI, segment, wealth, customer.

The term coined- Ulterior High Net worth Individuals refers to those filthy rich people who have amassed
wealth through illegal means. This set of customers comprise of drug peddlers, land mafias, real estate tycoons,
politicians, smugglers , dictators and others who are engaged in illegal activities. They have huge purchasing power
but marketers of luxury goods/services normally do not reach out to them. They have rags-to-riches stories of their
own and as a result may not be comfortable with concept of luxury although they can certainly afford. An effort is
made in this paper to present a five- step model (conceptual) AEIOU to tap this attractive segment for both private
and public luxury products and services. Paper first deals with typical characteristics of these customers, which may
not necessarily be common across world. At second stage, the model AEIOU is discussed in details. A stands for
APPROACH, E- EXPLAIN concept of luxury, I- INDUCE these customers, O- OBVIATE crucial step which means
prevent/remove potential difficulties in advance and lastly U- UPGRADE. All these steps are crucial, considering
potential customers to be tapped. If this segment is won by successfully following above steps, marketers can benefit
immensely. However, this goldmine is laid with thorns and there are issued involved such as ethics and values,
customer satisfaction, issue of after sales service, impact on image of an organization once this set of customers start
using their products on regular basis . Marketers of luxury products are always careful while choosing their own set
of customers and question before a luxury product/service marketer is whether conscious efforts are to be made to
catch this attractive pie?
37

Re-Examining the Marketing Basics: The Mirage of the Routes to Persuasion?

Monica Popa
Edwards School of Business, University of Saskatchewan, Canada
popa@edwards.usask.ca
Key words: attitudes, elaboration-likelihood-model, marketing, persuasion.

One of the key predictions advanced in mainstream models of persuasion (e.g., the Elaboration Likelihood
Model) is that attitude changes induced in highly involved individuals via the central route (systematic processing)
are relatively persistent and predictive of behavior, whereas attitudes induced under low involvement conditions
through the peripheral route (heuristic processing) are relatively temporary and unpredictive of behavior. Despite its
central role in marketing theory, the proposition has not been tested in product advertising. Supporters argue that this
prediction should hold irrespective of how involvement is conceptualized and across domains of persuasion (e.g.,
Petty and Cacioppo 1983, 1990). A critical investigation is conducted herein, motivated by the observed gap between
scholarly mantra and marketing practice. Also, this paper argues that the exact opposite of the mainstream theory
should be obtained in marketing contexts when involvement is based on consumers' intrinsic personal relevance,
suggesting that the instinct of marketing executives may not be misguided after all.
38

The Impact of Eco-Marketing - A Quantitative Research on the Brasovs Adult

Population
Mdlina-Adina Opri(Stnil)
Transilvania University from Brasov, Romania
madalina.opris@unitbv.ro
Gabriel Brtucu
gabriel.bratucu@unitbv.ro
Alexandra Palade
alexandra.palade@unitbv.ro
Key words: Consumer, Consumer behavior, Eco-Marketing, Eco-Marketing Campaign, Eco product,
Environment, Quantitative Research.
JEL classification: M30, M31, M39.
The purpose of this paper is to study the impact of the ecological crises and of the current concerns for
maintaining a clean and safe environment. The entire economic activity is related to the environment, being at least,
the place for producing the goods. The consumers are growing their interest on the world behind the product, they
want to know how, where and who manufactured the product they want to buy, in order to determine the price they
want to pay, and to make the purchase decision. The main part of this article contains a marketing research made on
the Brasovs adult population, having the main objective to establish the opinions, attitudes and behaviors of the
Brasov citizens on the eco-marketing campaigns. In order to determine this, a quantitative research was conducted,
on 384 subjects. This research contains questions about the interest manifested by the population from Brasov on the
ecological problems, the actions that were taken by different age groups concerning the ecological problems, the
influence of the revenue on the actions on the eco-marketing campaigns and the degree of involvement of different
economic actors in the eco-marketing plans. The results of this quantitative research are able to establish some main
directions for an efficient eco-marketing campaign on the Brasov market.
39

Contribution of Foundations to Reputation in Corporate Social Responsibility

Applications: Vodafone Turkey Foundation Review
Emel DEMR ASKEROLU
University of Namk Kemal
edemir@nku.edu.tr
Zeynep BAHAR
University of Maltepe
zeynepbahar@hotmail.com
Key Words: The Concept of Corporate Social Responsibility, Reputation, Corporate Reputation.
JEL classification: M14, L14.
Today's highly competitive business environments and the existence of conscious consumers have increased
importance given to the concept of Corporate Social Responsibility. Corporate businesses that owe their existence to
consumers and conscious of their responsibilities towards environment have greater chances of success than their
competitors. The concept of social responsibility starts from the first step of producing goods and services of a
businesses and based on the principle of the society benefit. In corporate social responsibility projects, corporates
often act with civil society organizations which are chosen depending on policies and strategies of the corporate in
line with the scope of corporate social responsibility. Studies are conducted in collaboration with independent civil
society organizations beside corporates may prefer establishing their own foundations and carry out their social
responsibility through these foundations. The use of corporate social responsibility got undisputed great importance
for the corporate reputation and credibility of the foundations which cannot ignore public interest. Whether with civil
society organizations or for their own foundations, credibility of corporate social responsibility is indispensable. The
aim of this study is to emphasize the theoretical framework of the concept of corporate social responsibility, and to
explain the contribution of the corporate brand reputation. Secondly, revision and examination of Vodafone Turkey
Foundation as one of the Foundations that perform various tasks in corporate social responsibilities through its own
foundation, and review by the concept of social responsibility and its contribution on brand reputation.
40

Current Conceptions of Marketing Activities in European Trade Companies

Marek Drzazga
University of Economics in Katowice, Poland
marek.drzazga@ue.katowice.pl
Key words: new media, customer value, multi-channel marketing, mobile marketing, customer social
responsibility.
In the past years fundamental changes of the contents and center of gravity in the theory of marketing
influenced by changes taking place in the environment of a company have been observed. New conceptions that are
employed by retail trade companies result from the changes taking place in the macroeconomic environment of these
companies. Retail trade companies make frequent use of the following marketing conceptions: customer relationship
marketing, customer value, multi-channel marketing, mobile marketing, customer social responsibility. The extent
to which these conceptions are employed in marketing activities of trade companies varies and depends on, among
others, the appropriate knowledge on the part of the companies managers, as well as on the resources of the
companies and the line of business of these companies.
41

Social Media and Universities an Unexplored Territory Case Study of Poland

Micha Sdkowski
University of Lodz, Poland
michal.sedkowski@uni.lodz.pl
Key words: communication, social media, relationship building, university.

JEL classification: M39; I23.
Social media are ubiquitous and more people adopt them to their own needs and requirements. The basic
need is to stay in touch with your friends, relatives and business associates. Furthermore social media allow to control
the flow of information and block communicates that have little or no interest to the recipient. Universities in Poland
seem to ignore the trend, as social media are being utilized in a standard, non-interactive mode, where University
sends the message and closes the connection. A case study of 4 Polish public universities is presented: University of
Warsaw, Jagiellonian University, University of Lodz and University of Jan Kochanowski in Kielce. Author analyses
how social media are being utilized to communicate and form a relationship between the university and its
stakeholders, is the communication process fluent and effective. To compare, a case study of Faculty of International
Relations and Political Studies, University of Lodz is presented. The department developed its own unique
communication system, based on a custom solution. The author evaluates the potential of the approach.
42

A Preview of the Mobile Marketing Research

Daniel-Claudiu Paraschiv
Babes-Bolyai University from Cluj-Napoca, Romania
danielcparaschiv@yahoo.com
Key words: Mobile Marketing Research, Mobile Research.

The purpose of this paper is to have general overview over the mobile industry from the marketing research
point of view. This paper aims to highlight the importance of the mobile marketing research and to understand the
evolution trend of mobile technology for future marketing research projects. The potential of the mobile technology
is making mobile marketing research win more terrain in the detriment of the classic, but still intensively used,
marketing research tools. The preview is based on the few papers which are approaching this new but fast growing
niche. There is the need of having a general guideline for the mobile marketing research but the existing literature is
falling short on creating the framework for the mobile marketing research. There are few papers which are
approaching this area of interest, creating an inconsistent and a fragmented description of probably the main direction
of the marketing research development.
43

Implications of Knowledge-Based Management on Service Quality Management

Roxana Elena Popa
Faculty of Economic Sciences, Lucian Blaga University of Sibiu, Romania
popsa_roxy@yahoo.com
Key words: knowledge-based management, organizations providing services, quality of service.

JEL classification: L80, M10, M11.
Modern management creates opportunities for quality management in organizations providing services in
the current economic environment characterized by the revolution of knowledge and technological progress. The
transition from the industrial age to knowledge-based period indicates that the source of competitive advantage is
today the acquisition of knowledge inside and outside the organization, a prerequisite for achieving excellence and
performance. The trend of knowledge-based management of organizations can be observed in most areas of activity.
Thus, contemporary business is going through a process of adaptation to the new management concept, centered on
providing quality services through continuous development of intellectual capital. However, new technologies offer
the management of organizations providing services the ability to adapt to ever-changing customer demands and
preferences. In this context, this research topic is based on an extensive study of applied and fundamental research
works in order to determine how knowledge-based management influences value creation and competitive advantage
by service providers.
44

The use of web technologies in communicating the results obtained from accessing
the European funds at the level of a tourist destination
Radu Anamaria Ctlina
anamaria_radu15@yahoo.com
Dobrescu Andra Ileana
andra.dobrescu29@yahoo.com
Orzan Gheorghe
orzang@ase.ro
Key words: web technologies, communication, tourist destination.

The projects financed by European funds are those that have the capacity to develop the activity sector in
which are implemented. In tourism sector, these projects will contribute especially to the development of destination,
in order to improve the tourist activity and also, for the rehabilitation of certain tourist attractions, etc. The
implementation of European funded projects in regions with high potential of development are contributing at the
improving of area's tourist activity and generate a great impact at the national tourism. This paper aims to determine
the importance of the projects financed from European funds to the development of Romanian North-East region.
The researched region includes six counties, as following: Bacau, Botosani, Suceava, Neamt, Iasi and Vaslui. The
research aims to determine the students opinion in terms of how the results of European funds projects are used in
the North-East region and also, is focus on the importance of web technologies in online communication of the
results. The results analysis aims to identify the most important features that contribute to the improvement of the
tourist destination.
45

Session IV
International Relationship Marketing: Stakeholders Selection Remains a Weakness

in Emerging Markets
Federica Bressan
Department of Business Administration, University of Verona, Italy
federica.bressan@univr.it
Paola Signori
Department of Business Administration, University of Verona, Italy
paola.signori@univr.it
Key words: competitiveness, emerging markets, international relationship marketing, partners selection,
relationship marketing.
JEL classification: M31, F23, L14.
Emerging markets represent an important growth opportunity that is often overlooked. However, the
internationalization process within highly different cultural and geographical contexts becomes more complex and
requires in depth information of local market characteristics, impacting stakeholder selection. Relying on a
Relationship Marketing approach, the purpose of this research is to gain an understanding of how to obtain strategic
information about emerging markets and the role of stakeholders that companies strategically involve. In the first
research phase, an exploratory CAWI survey was conducted to understand emerging markets' relationship
orientations in a particular industry: specifically the global kitchen furniture industry, characterized by strong
orientations toward product design and service. All 56 Italian companies registered to the main furniture association
were contacted, with a 70% response rate. The second research phase was qualitative, particularly suitable to extend
a theory in different cultural contexts. Twelve top managers from eight companies of the first sample were
interviewed, using a semi-structured survey protocol. Based on this mixed methodology, a pattern of strategically
selected relationships for companies in an internationalization phase is developed. While a Relationship Marketing
approach suggests the creation of a holistic stakeholder strategy, empirical research demonstrates that companies at
the beginning take into consideration different priorities, keeping a low number of interactions with few stakeholders
because relationship management is time consuming and expensive. As such, they select only a few partners, each
one for specific objectives, and sometimes in an ad hoc fashion. Further research is needed to extend results to service
companies.
46

Marketing Productivity Analysis

Anca Francisca Cruceru
ancacruceru1@gmail.com
Violeta Rdulescu
vio.radulescu@yahoo.com
Key words: marketing productivity, marketing performance, marketing audit, strategic marketing
planning.
In terms of competitive pressures, managers must find solutions to increase organizational performance.
Marketing activities involve evaluation of each market segment. From this perspective, marketing productivity
analysis is a useful tool for evaluating the effectiveness of the marketing actions. Achieving marketing objectives,
strategies and tactics for marketing and other elements of their marketing productivity chain will be evaluated
periodically to increase marketing performance. Managers need to learn how to allocate marketing resources and
how to develop marketing skills to consider activities and expenses incurred as a long term investment. This article
presents a framework for measuring marketing productivity and assessment methods for efficiency of marketing
activities.
47

Food Products in the Retail Market: Conceptual Boundaries and Classifications

Ghassan Shakhshir
University Of Babe-Bolyai
ghassan_shakhshir@yahoo.com
Key words: food products, retail, food category, packaging.

JEL classification: L11, Q1, M31.
This study presents a literature review on the food products and their delimitations in the retail sector. Food
categories are separated in the international literature in complex and multidimensional groups. We can see that some
researchers divide food based on nutritional values and health issues, while others classify them in the international
trade legislation based on fiscal and import regulation. The seasonality and taste are also categories considered for
the division of food products. In this paper research will be conducted by analyzing various articles to determine the
food classes in the retail industry. The main aspects to be addressed in our paper are the ones based on consumer
perceptions when buying a food product in the market, more specifically in the retail shop. Hence the authors will
analyze food categories in connection with their placement in the main retail shops, based on consumer buying
behaviour. The principal groups in which the food products will be separated are based on freshness level, processed
level, or the extent and function of industrial processing the food products have gone through, and finally, the type
of packaging. Another important category the authors will address is the private label brand which has positioned
itself on a separate classification. Results suggest that this kind of food classification is an important aspect to be
used in retail food brands analysis and their positioning in consumers' minds.
48

Country-of-Origin and its Influence on Consumers Buying Intention A Conceptual

Study
Roxana-Denisa Stoenescu
Bucharest University of Economic Studies, Romania
rdstoenescu@gmail.com
Key words: brand image, buying intention, consumer behavior, country-of-origin, ethnocentrism, quality
perception.
The concept of country-of-origin has been examined from various perspectives, given the extended influence
on the marketing mix. The technologies present in modern society facilitated the process of collecting information
for consumers, making research about their buying behavior more important than in anterior times. This papers
purpose is to review the existing literature for a more accurate understanding of the country-of-origin concept and to
analyze its effects on determining the consumers buying intention. Furthermore, the study explores consumers
perception about a countrys image as a factor of influence in the purchase decision, focusing on a cognitive, affective
and normative perspective. The aim is to outline new aspects on which companies should concentrate in gaining
consumers trust, developing a durable competitive advantage. The findings suggest further directions in minimizing
negative effects for some countries of origin, the attention being directed on the methods of reducing the halo effect
of a countrys image on consumers perception. The conceptual approach of the subject completes the scientific
literature by adding new connections between variables and by linking the explored findings with practical examples.
The study also offers some recommendations for future research.
49

The relationship between the organizations that communicate through events with
the help of outsourcing companies
Moise Daniel
moisedaniel@gmail.com
Cruceru Anca Francisca
ancacruceru1@gmail.com
Key words: events, communication, mechanism model.

The aim of the article is to reveal the connections and implications of the organizations whenever they
communicate with their stakeholders through events, no matter if they are from the internal or external environment,
appealing to specialized companies in order to reach communication general marketing objectives. Communication
through events is placed on one of the top positions in the management system in which strategic marketing planning
is a component of the marketing mix and communication sub-mix. A research is conducted in order to highlight the
proportion of control upon the outsource company and also the degree of implication regarding the strategies taken
into consideration by the organization. Drawn from the conclusion of the research, a mechanism model is suggest for
strategic planning in events communication.
50

Organic Growth Marketing Strategies in Hospitality Industry

Ioana Simona Ivasciuc
Transilvania University of Braov
simona.ivasciuc@gmail.com
Key words: organic growth, qualitative research, hospitality industry, tourism marketing.
Hospitality industry is the worlds fastest growing industry accountable of earning incredible profits in the
international market. Though each region and nation faces its own challenges and can take advantage of particular
opportunities, certain basic operating principles will allow the international hospitality industry to expand and prosper
regardless of specific location. In order to fulfil a strategic direction a hospitality business will need to consider
various strategic methods. This may include the formation of an alliance and merger with, or the acquisition of
another organization. Alternatively the organization may decide to achieve its selected strategy alone by growing
organically. Organic growth represents the true growth for the core of the company. Achieving sustainable and
profitable organic growth requires more than new ideas, innovation, and strong execution. Rather, organic growth
exemplars embed a set of institutional capabilities and a growth culture that define the organization and that are key
enablers to realizing advantaged performance. In order to understand how hotel managers in Romania use organic
growth principles in their organizations and how they overcome the growth barriers, a qualitative research was used
to collect data from a sample of hotel managers. The central themes they were question about are: organizational
structures and processes, role of people and leadership in their organization, reasons for growing, best ways for
growing, measuring instruments for growing, risks of growing and what marketing strategies do they use to manage
those risks.
51

The place of social responsibility in the business model of a SME

Adina Roxana Munteanu
munteanu.adina@gmail.com
Key words: CSR, social responsibility, small and medium enterprises, Romania, business model.
Corporate Social Responsibility (CSR) is a concept that is mostly connected to large companies and their
sustainability. However, small and medium enterprises (SMEs) also play an important part in a society that is more
and more concerned with sustainable development. In this respect, several studies show that the rationale for socially
responsible acts, dynamics of the budget allocated, and impacts of these actions differ significantly for SMEs
compared to large companies. The question that this article explores is what is the place of CSR concepts in the
business model of a SME? Whenever the concepts of social responsibility become part of the day-to-day business of
a SME, how do they fit in the business model and what benefits do they bring? Generally, at the SME level the
perception of CSR or socially responsible entrepreneurship is not immediately connected with the business model.
This article explores the rationale of the socially responsible actions of a Romanian SME and tries to connect these
actions with the business model framework of Osterwalder & Pigneur (2010). In a detailed case study we estimate
through qualitative and quantitative approaches the impact of the actions undertaken by a SME over a period of five
years. The main result is the development of a CSR strategy and the integration of this strategy in the overall strategy
of the company via the business model framework. Finally, we sketch further research areas.
52

Session V
Moving Beyond the Stage Gate Models for Service Innovation: The Trend and the
Future
Intekhab (Ian) Alam
School of Business, State University of New York (SUNY), 1, College Circle, Geneseo, New York14454, USA
alam@geneseo.edu
Key words: New Service Development, Service Innovation, Longitudinal Study, Emerging Market.
Extant research has studied the key issue of service innovation process and stages also known as New Service
Development (NSD) models extensively, yet most of the studies were carried out almost a decade ago and that too
in a single country or region. Thus, a key question emerges: how far these new service models and techniques are
applicable in the present day turbulent and dynamic market place. Against this background the purpose of this
research is to rekindle the debate on how the service innovation takes place and propose a new set of guidelines for
developing new services. We answer the above research questions by conducting a multi-country study of the process
of NSD. For this research, we investigate 158 new service projects in 79 financial service firms located in two
developed nations, USA and Australia and one emerging economic power, India. The findings suggest that the
existing NSD models and the innovation process reported in the extant literature are deficient in meeting the needs
of the service firms located both in the developed and emerging markets of the world. Instead of the stage gate and
linear process model, we suggest an overlapping, phase wise, informal and shorter NSD process model.
53

Marketing Education: Building Capacity Beyond Competencies

Bistra Vassileva
Department of Marketing, University of Economics-Varna, Bulgaria
bistravas@ue-varna.bg
Key words: marketing leadership, capacity development, marketing leadership framework.

This paper seeks to bring together the notion of marketing leadership and both individual and organisational
capabilities by developing marketing leadership framework. The author presents marketing leadership as a way to
respond to the changing marketing environment and to the identity crisis of marketing science and practice. A
combined research and development process is conducted in order to derive a conceptual model of the components
of marketing leadership as well as to propose a marketing leadership framework based on both organisational and
individual capacity development. This process integrates a broad literature search, both within and outside marketing,
followed by a longitudinal study of marketing managers/CEOs to identify the problem areas in marketing leadership
and capacity development as well as to find the most important relationship between them. A sequence of qualitative
interviews and brainstorming sessions are conducted in order to develop marketing leadership conceptual map. The
conceptual map is presented as a framework. Three key capacity areas are identified within the marketing leadership
framework namely (1) strategic intent; (2) culture / behaviour; and (3) business processes. The components
comprising each of these areas are defined as well as four types of marketing leadership. The author concludes by
discussing marketing leadership types and opportunities for further research.
54

The Effect of Intrinsic Motivation on Job Satisfaction: Mediation Role of Service

Recovery Performance
Romina Cheraghalizadeh
School of Business, Eastern Mediterranean University, Gazimagusa, Turkish Republic of Northern
Cyprus
r.cheraghalizadeh@yahoo.com
Key words: Hotel Industry, Intrinsic Motivation, Job Satisfaction, Service Recovery Performance.
The aim of this research is to consider the effect of intrinsic motivation on job satisfaction of frontline hotel
employees and also to evaluate the influence of service recovery performance as a mediator in this relationship. This
study targeted frontline hotel employees in Iran and data of research gathered through questionnaire. One hundred
eighteen responses evaluated for the purpose of this study. Mediated regression has been utilized to test the effect of
intrinsic motivation on job satisfaction, and the mediating role of service recovery performance in this association.
Findings of research proved the significant correlation between intrinsic motivation and service recovery
performance. Also results confirmed service recovery performance significantly and positively associated with job
satisfaction. Results of regression analysis showed service recovery performance fully mediates the relationship
between intrinsic motivation and job satisfaction. In addition, current study support that intrinsic motivation is the
antecedent of job satisfaction. At the end limitation, managerial implications and practices are discussed.
55

Monitoring Instruments for Marketing Promotional Activities on the Internet

Applicable in Adults Education Services and More
Claudiu-Dan Gostian
Faculty of Economics and Business Administration/Marketing Department/Babes-Bolyai University
Cluj-Napoca
cgostian@yahoo.com
Key words: internet website activity KPI, online marketing, keywords search, PPC, advertising display
impressions, targeted audience, involving customer, campaigns efficiency.
The interactive character and the deeply human relationship between vocational training services suppliers
and their customers has determined us to suggest and propose in this paper a useful and efficient measuring toolkit
(Key Performance Indicators) in online marketing with an eye to generate cost savings, essential for small and
medium enterprises. The technology advance has influenced marketing and promotion techniques over the time. If
initially marketing used newspapers, radio and then television, today we can talk about a new opportunity in
marketing: the internet. It possibly is the fifth estate. Nowadays, sophisticated keywords-based search techniques,
targeted audience, PPC ads, paid placement destination for our ads, social media, quality landing pages into our
websites, allow companies to address exactly the types of consumers they target, in a very accurate way. If traditional
marketing was a mass marketing process, online marketing is focused only toward the interested public, already
segmented. Its like on a highway we put advertising panels that display the message that we want to address, and
we direct on that road only the targeted and previously segmented public. We wish to adapt online marketing to the
sales activity. The main goal of online marketing is that a well thought ad campaign allows companies to pay just as
much as their ads are seen by the potential clients. In practice, this goal is not entirely achieved because companies
still pay more than necessary for their ads, because they dont target their campaigns in a more efficient way.
Marketing measurements can still be improved. Moreover, its necessary that new KPI indicators are identified and
then integrated to achieve an advantageous ROI. As a conclusion for this paper, we propose a set of principles for an
internet promotion campaign that is accurately adapted to the vocational training services.
56

Porter`s Models are they still of relevance?

Marco Pister
Faculty of Economics and Management Slovak University of Agriculture in Nitra
marco.pister@web.de
Key Words: Michael Porter, Strategy Models, Strategic Management, Criticism, Porters Models.
JEL classification: L10, M10, M31.
The foundation for the modern strategy development was made in 1979 by Michael Porter. He developed
several model like Five Forces, General Strategies or Diamond of National Advantage. Such models are well
known around the world. Michael Porter was the founder of many other important management topics like
competitive analysis or the development of competitive advantage. Our world today world should be much more
complex as in 1979.Therefore we have to raise the question Are the models which a Harvard Professor developed
in a library more than 30 years ago still relevant in todays business world? The Five Forces Model and the Generic
Strategies Model according to Porter belong to the classics as such in strategic management. The following paper
shall help to answer the question if such models are still relevant. Therefore the initial focus is on the topic of
strategy and strategy finding, followed by a detailed look at the two most important Porter Models, which are finally
examined with regard to their relevance.
57

Art Market Practices. A Move Towards Practice-Based Arts Marketing Research

Hanna Niklasson
University of Gothenburg, School of Business, Economics and Law
hanna.niklasson@handels.gu.se
Key words: arts marketing, market practice, art market practice.

The research field of arts marketing has been growing since the 1990s and there are today journals, textbooks
and conferences entirely dedicated to the field. Relatively absent within arts marketing research, however, are
theoretical and methodological approaches that explicitly direct its attention to practices. This conceptual paper
suggests a move towards a practice perspective in arts marketing research. As art markets constantly change mainly
in terms of technology, competition, collaborations, legislations and etcetera, it could be assumed that networks
within the art markets too are in constant flux. The paper stresses that market studies informed by market practice
theory can provide an appreciation of the constructing and reconstructing mechanisms of different art markets.
Practices can broadly be defined in categories of exchange, normalizing and representational practices. The purpose
of this conceptual paper is hence to discuss and suggest a practice approach to arts marketing research that studies
market practices in order to understand how they involve in shaping different art markets. Questions that become
important to ask in future research are: how are these networks constructed, who are the key actors, what are the
practices, how are they performing marketing and how is marketing reconstructing the art markets? It is concluded
that studies on practices in art markets will enrich the understanding of how art markets are constructed and will
contribute to the body of knowledge in arts marketing literature and marketing theory in general.
58

Design in Luxury Business

Wioleta Dryl
Gdansk University, Faculty of Management, Marketing Department
wioleta.dryl@ug.edu.pl
Anna Dziadkiewicz
Gdansk University, Faculty of Management, Marketing Department
anna.dziadkiewicz@ug.edu.pl
Key words: customers behaviour, design management, luxury goods, luxury market, product design,
innovation.
JEL Classification: D12, M11, M31.
Nowadays, we can see never lasting development of debate about design standards. It is obviously clear,
because design as a concept has become one of the most constant element in the term of shaping new product strategy.
It is recognized as one of the most important factor of innovation in those companies, that are orientated on design
thinking, team building and communications designing. Its role has become reinforced on the luxury market, due to
constantly increasing interest of these goods. Firstly, a modern approach to the role of design in the luxury market
means a broad project perspective, centered about the analysis and the use of different resources of knowledge,
competencies and tools of designing. The main aim of this report is to present luxury goods market, the analysis of
these products nature and the way of their perception by modern customers. It is also indicated the increasing role
of design as a factor in determining customers decisions.
59

Positioning Strategies for Obtaining and Sustaining Competitive Advantage

Adina Cristea
adina.cristea87@gmail.com
Key words: brand positioning, positioning strategies, brand differentiation, competitive advantage.
Brand positioning is essential for brand differentiation and building brand equity. Obtaining and sustaining
competitive advantage through brand positioning is a complex process in the context of increasing competition and
complicated consumers. However, many positioning strategies are prone to follow similar pitfalls by aligning to
market tendencies and thus failing to provide significant brand differentiation. This paper analyzes new positioning
strategies for gaining sustainable competitive advantage. By using anti-market reactions such as transformation,
subtraction and division, companies are able to build effective positioning strategies by making the problem of
competition irrelevant. We relate these new positioning strategies to the classic positioning process and identify the
key elements which make them successful. We describe the value proposition of new positioning strategies from the
means-end theory perspective. Finally, the managerial implications of new positioning strategies are reviewed. We
suggest directions for effective positioning and propose avenues for future positioning research.
60

Session VI
The Theory of the Business as the Starting Point of Business Development Strategy:
Evidence from the Media Industry
Normand Turgeon
HEC Montral
normand.turgeon@hec.ca
Key words: Business development, Theory of the business, Media industry, Strategic Market
Management Framework, interpretive research.
JEL Classification: M13, L21, L26.
This article stresses the pivotal role of the theory of the business in the strategic decision network that daily
entrepreneurs and managers require for their business to survive and grow in the marketplace. A valid theory of the
business is useful in the definition, choice and amendment of the vision, mission, strategy, objective and business
model adopted. The theory of the business also orients the tactical decisions to be implemented. Because the lifespan
of a theory of the business varies greatly, revisiting the theory is necessary in the life cycle of any organization. A
conceptual framework is offered to help managers and entrepreneurs align their strategic and tactical choices. The
approach used in this article is interpretive, and the tone retrospective, with select examples that have marked the
history of the media industry.
61

Education and its Influence on Corporate Performance

Lenka Kocifajov
Faculty of Management Science and Informatics, University of Zilina
kocifajova@fri.uniza.sk
Key words: education, performance, corporate performance management.

Every company must continuously increase its performance. There are various methods, models and ICT
solutions enabling a company improving its performance. Not only can a company increase its performance based
on process management, innovations management and new technologies, but also based on human resources
development and education. The aim of the article is to describe how educational process in a company influences a
corporate performance. The first part of the article deals with theoretical background regarding education,
performance management and Corporate Performance Management. In the second part there is a model depicting
interaction between current performance and a change in future performance triggered by educational process based
on literature analysis. The third part deals with main problem which is how to manage particular components of
educational process (preparation, realization and evaluation) in order to improve employees performance as well as
corporate performance. The summary of the article is in Conclusion.
62

The Savings and Investment Customs of the Modern Day Romanian Youth
Cristian Ionu Tatu
Bucharest University of Economic Studies
cristi@cristitatu.ro
Bogdan Velicu
Volksbank Romania
bogdan.velicu@gmail.com
Key words: savings, investment, youth, employee satisfaction, life style.

In their first year of college students (should) learn that wealth comes from saving and investing and
unfortunately this remains just another paragraph from the economics book that some read and fewer understand.
One can say that patience and wisdom come with the age but this can only be completely true for those that have the
desire to behave in a particular way but have not the knowledge of how to do it right. Modern day youth focuses its
energy and resources on owning iconic consumer goods that are a must for a certain desired life style and living for
today. While carp diem might not seem so bad at first the problem is what becomes of this youth of a nation when
they turn into full grown adults? This article is based on a quantitative online research conducted on youth between
18 and 25 years and focuses on determining what is their approach on saving and investing, on finding what are the
most popular reasons for not to save money and what are the threats associated with making an investment.
63

Service Quality and Market Performance of Bulgarian Banks

Nadezhda Kalinova
University of Economics- Varna, Bulgaria
n.kalinova@ue-varna.com
Key words: bank services, service quality, bank market performance.

This paper seeks to scrutinize major bank marketing issues in Bulgarian bank market and especially bank
service quality. A combination of secondary and primary data is used to research and diagnose the business and
marketing results of leading banking brands in the country. The author suggests a balanced pool of key performance
indicators including financial and market measures. An emphasis is put on the specifics of bank services and a number
of threshold factors influencing customer satisfaction. The research process combines a broad review of bank stress
tests and brand study scales and approaches, including Forbes rating, Interbrand ratings, World Bank data, Mystery
Shopping reports etc. Primary research, is applied to collect data for market performance, including service quality.
The author concludes by summarizing Bulgarian bank brands financial performance in the context of the Bulgarian
bank market situation. By a complete examination of the financial sector the article closes with an overall assessment
of banks market performance.
64

Crowdsourcing as Tools for Launching a Wikibrand The Case of Ligury: A

Wikibrand for a Wikidestination
Kamel Ben Youssef
Universit Paris Ouest Nanterre La Dfense, Paris, France
kamel.benyoussef@u-paris10.fr
Marco Fazzini
Universit Europea di Roma, Italy
marco.fazzini@studiofazzini.it
Thomas Majd
Champagne Business School, Troyes, France
thomas.majd@get-mail.fr
Key words: Crowdsourcing, wikibrand, wikidestination, consumer behavior, territorial marketing.

The FLIRT (Focus, Language, Incentives, Rules and Tools) model of Crowdsourcing building upon
Viitamki (2007) updated by Moffitt and Dover (2011) permit to develop models allowing to highlight the
contribution of the customers / population in the development and improvement of new brands set up by the
companies. Thus, these models were used to build a wikibrand relying on a community highly involved in the process
of value creation and success of products. Interested in the region of Liguy in Italy, the objective of this paper is to
verify how Moffit et al. (2011)s model can be used in the context of territorial marketing as a tool of wiki destination.
65

Building Responsible Consumption through Holistic Value Creation: A Promising

Perspective toward Competitiveness and Sustainability
Somdee Hongphisanvivat
Thammasat Business School, Thammasat University, Bangkok, Thailand
somdee@tu.ac.th, somdeejtu@yahoo.com
Key words: responsible consumption, responsible marketing, holistic value creation, competitiveness,
sustainability.
JEL classification: M31, O31, Q01.
The rising prominence of sustainability in the growing global concern calls for more effective
implementation on responsible consumption as the negative consequences of marketing practices on ecology and
society appear to in turn influence business. Evidently, the very few firms take a proactive adoption of environmental
consciousness. Until 1990s, many companies begin to incorporate ecological issues into their products and
operations. However, such achievement requires holistic views through multiple value creations driving to more
sustainable lifestyle and ethical behavior. While there has been a shift from self-centric consumption toward more
value-centric consumption since creating value linked to the rapid change in environments becomes a major source
of competitiveness and increased organizational performance. Therefore, this paper aims to employ the holistic
perspective through value creation among relevant stakeholders, in particular the new generation to gain superior and
sustainable outcomes. The paper explores two critical issues: 1) what are the key drivers to responsible consumption
toward superiority and sustainability, and 2) how to implement the new promising alternative. The study uses multiple
research methods focusing on qualitative approaches to obtain insightful and useful information from informants
experiencing in the research areas. Then an appropriate model is developed. Finally, managerial implications are
discussed and future research is recommended.
66

Priorities of Romanian Consumers in the Process of Bank Selection

Alina Filip
alina.filip@mk.ase.ro
Diana Maria Vranceanu
diana.vranceanu@mk.ase.ro
Lelia Voinea
lelia.voinea@gmail.com
Key words: bank selection process, conceptual model, customer priorities, customer satisfaction,
qualitative research.
Determinants of buying decisional processes are key variables in customer satisfaction research, because indepth knowledge on individual priorities is essential for understanding consumer expectations, providing clues of the
business relationship path. The present paper develops a conceptual model applicable in retail banking market,
highlighting customer priorities in the process of bank selection and specific buying behaviour. The model is based
on the results of a qualitative marketing research conducted among Romanian consumers of banking services. The
research method applied was the in-depth semi-structured interview, chosen because of consumer heterogeneity in
terms of attitudes and behaviors towards banking institutions and for achieving detailed knowlegde on the decisionmaking process. The researched group consisted of 40 users of retail banking services, selected based on sex, age
and income characteristics. According to our behavioural model, factors affecting consumer decision in bank
selection are classified in four major categories, which are directly related to the struture of the classical and global
accepted marketing mix, in order to facilitate the development of marketing strategies by banking companies.
Research results show that Romanian consumers tend to behave quite rationally in choosing banks, given that
selection decisions are made primarily on the benefits of the products and services themselves and to a lower extent
on distribution and promotion criteria. The model provides useful information on how banks must adapt their
marketing programs and build competitive advantage.
67

Session VII
New Technologies Impact in Nowadays Shopping Centers Marketing

Irene Mihaela Ioni (Moldoveanu)
iionita@sonerg.info.ro
Key words: Shopping Centers, Retail Industry, Digital Challenge, Technology Change, E-Business
JEL Classification: M31, O33.
Shopping centers are an important aspect of the extremely dynamic life of the 21st century consumer.
Nowadays, worldwide, shopping centers represent significant investments, remarking themselves with bold
architectures and structures and an individual brand image. Retail markets are currently under transformation by a
confluence of new retailing technologies, dramatic shifts in the demographic profile and preferences of more affluent
and educated shoppers. Still in process of recovering from the devastating recession, retailers and landlords are facing
a new set of challenges as Internet technology is transforming both consumer behavior and retailing business models.
E-commerce2 is upending traditional retailing strategies by greatly expanding shopping convenience, selection and
affordability. Computers and mobile devices will mix the virtual and real shopping experiences and will affect how
shopping centers are planned and managed, better accommodating the needs of individual shoppers to an E-model.
68

Total Quality Management in Terms of Organizational Culture

Bogdan Georgescu
georgescubogdanmk@yahoo.com
Razvan Dina
rdina@ase.ro
Key words: TQM, Quality, Quality Standards.

The principal article aims is to identify the key defining aspects of total quality management and quality
standards . Total Quality Management is coming to make a profound change at organizational level in terms of
improvement of all relations with the external environment and present in internal environment , considering the
feedback process . The success of the implementation of the concept of quality offered to the customer depends on
the awareness of ideas and current trends , issues , trends , policies, strategies and laws that directly affect the quality
of relationships with consumers. It is known that the quality of the concept is on consumer benefits , target audience
through the products and services offered by them. We summarize the total quality management includes many aspest
about a total and permanent staff involvement, organizational involvement and total targeted customer engagement ,
standardized processes established through an integrated system, continuous development and communication.
69

Online Advertising Instruments and their Influence, Relevance and Usefulness for
the Romanian Consumers
Carmen Acatrinei
carmen.acatrinei@mk.ase.ro
Key words: online advertising formats, Romanian consumers' behavior, sources of information, buying
intention.
The paper presents the online advertising tools that an organization can use in order to promote itself, its
products or services and the results of a research made among Romanian consumers regarding their perception about
the online instruments they have been exposed to. There are presented the search, display and video advertising
formats that can be employed by organizations in their online communications. The purpose of the survey was to
assess to what degree do the usefulness and relevance of the ads influence the consumers to respond immediately to
the action wanted by the organization or to make the decision of buying the promoted product or service. The results
show that the most relevant are the sponsored links that appear in Google as opposed to the videos that are played in
YouTube, before, during or at the end of a movie watched. Out of all the tools, the Facebook ads are the ones that
convince more the consumers to access them. The respondents do not recognize to be much influenced to make the
decision of buying the products or services promoted, but still, they consider the companies that design online
advertising campaigns to be modern, professional, serious and to offer trust.
70

A Comparative Multicultural Study of Patient Satisfaction in the European Union

Mdlina-Alexandra Coiu
Babe-Bolyai University, Faculty of Economics and Business Administration
madalina.cotiu@gmail.com
Horaiu Sorin Dan
Technical University in Cluj-Napoca, Faculty of Electrical Engineering
PhD, Babe-Bolyai University
dan.horatiu.sorin@gmail.com
Key words: patient satisfaction, cultural values, EU countries, multiculturalism

JEL classification: I11, M31, Z190, H4.
Patient satisfaction is increasingly regarded as an important element in healthcare systems management and
reforms. It has become even more important in the context of increasing competition because of the rapidly
developing private clinics, an increasingly ageing population, complex healthcare system reforms and increased
public scrutiny. This has led to a series of studies, reports and surveys being conducted all over Europe in an attempt
to identify and rank those factors affecting satisfaction and identify strategies for the development and improvement
of European healthcare systems. However, very few of the studies considered the impact cultural elements have on
patients` answers, rankings and evaluations of their satisfaction and healthcare systems. The article takes on this
challenge and aims to identify and discuss the impact cultural elements have on perceived patient satisfaction with
the goal of suggesting marketing and business development solutions and further research ideas. The research was
conducted through secondary data analysis based on a set of several studies dealing with patient satisfaction with
healthcare. Data has then been discussed considering the cultural dimension of the European Union (EU) countries
selected for this analysis. Results show that satisfaction levels vary among EU countries and are influenced by the
different cultural dimensions. It is our belief that healthcare system reforms and evaluations should be market oriented
and should closely consider cultural particularities, while at the same time remaining committed to delivering high
quality medical services across the EU, thus reducing disparities between healthcare systems and how they are
perceived in different Member States.
71

Marketing and Innovation: Playground for Education

Lucian-Florin Onior
luciano@ase.ro
Ionu Huc
ionhuc@gmail.com
Anioara Ttar
anisoara@ase.ro
Key words: marketing, innovation, playground, education, development.

JEL classification: M31, D83, I25, O31, Z12.
This article presents the findings of a qualitative research, made partially at an invention salon and partially
at a rural school, on children and adolescents that are taking part or not in extracurricular innovation circles activities.
Starting from the idea that children learn better when they are playing, the study aims to highlight, by making use of
marketing science, that only by adopting ever more techniques and innovative learning methods in the early years of
school, it will be possible for students to be better adjusted to the new realities of the moment. Interviews were made
with childrens of different ages, professors from extracurricular innovation study groups and childrens parents.
After carrying out analysis of content, the authors propose a possible educational scheme, leading to a greater increase
adaptability to innovation. As marketers on one hand, considers that the consumer and his needs occupy the first
place, and on the other hand, for a harmonious psycho-physical-mental development of children in early years, the
game has recognized to play an essential role, playground activities were brought in the foreground for the exploration
in the process of learning through play. It was found that children who exercise and create by playing around during
daylight classes hours, using cutting-edge technology, are recording better results than children that are studying in
a classic way, where playing is permitted only after school hours or during the breaks between classes. Education
thus, is not seen as a way to learn how to play, but rather playground is regarded as a way to learn and accumulate
by building up on new knowledge. The link between education and innovation is made through the vision of
marketing by combining elements needed to learn, with elements searched by children, who always want to play in
a variety of ways.
72

Privacy Concerns and Personal Information Disclosure Strategies of Social

Networking Websites Users in the Age of Big Data
Clin Petric Veghe
calin.veghes@mk.ase.ro
Mihai Orzan
mihai.orzan@ase.ro
Octav Macovei
Lumina The South European University
octav.macovei@yahoo.com
Key words: social networking, big data, strategy.

Social networking websites have become in the last decade the main avenue of Internet users online presence
(over 80% of worldwide users have at least one social media account), as well as a well of rich personal information
for marketers. Online marketing have brought greatly increased consumer targeting tools and data on an
unprecedented scale, allowing marketers to access not only specific consumer behaviors, gathered not only from
certain websites, but from behaviors all over the Internet, through the integrating power of big data analysis and from
behaviors of online friends, based on their connecting networks. However, various studies have shown that users are
becoming increasingly concerned about invasions into their private space and, in order to protect it, give away fake
data about themselves in public and private online profiles, thus rendering useless a lot of the marketing expenditures,
which amount to billions of dollars. Our research is aimed at explaining the relationship between privacy concerns,
perceived benefits and perceived risks of social networking websites, taking into account moderating factors such as
normative beliefs, perceived behavioral control and trust.
73

Whiteness Constructed in a Multi-Cultural World

Renate Aakerhielm
Sodertorn University
renate.akerhielm@sh.se
Key words: global advertising, global branding, global marketing.

Many garment producers act on a global market, where people from different cultures often move from
countries to others, as well as surf in a world-wide virtual space. In this context, garment producers design their
marketing communication efforts considering identity and personality related to the target group aimed at. Often they
choose models for their ads, which mirror ideals that the generally defined target group is attracted by. Garment
producers often succeed in picking models or icons, which fit well into the social class standards, which the target
group identifies with. Nevertheless, they often do this without reflecting on the icons identity-and personality-value
across cultural differences as color of the skin, gender and sexuality. Consequently, global standardized
advertisements contain stereotypes or standardized personalities. It is common these stereotypes are dominated by
whiteness. A possible understanding of whiteness is as follows: lifestyles of white human beings, non-colored
persons. One question is how whiteness is being constructed in the contemporary visual culture of marketing fashion
design. By examining four advertisements of brands providing life-style values, this paper aims at better
understanding the lifestyle concept of whiteness. This understanding is of actual interest to a garment producer when
designing advertisements. A lack of understanding diminishes the producers chance of digging all the marketpotential. Three brands closely connected to adored white ideal lifestyles are examined. Furthermore, the brands are
in a middle-prize segment and act world-wide on a global market. The study shows, whiteness is represented by
wealth, financial independence, power, old traditions, cultural interest and education, sport, leisure, power for life
and happiness in life. Further, it appears from the study, whiteness is connected to the American dream. In summary,
whiteness is plenty of stereotyping. A conclusion is, the concept of whiteness is far to narrow to fit a global garment
producer.
74

Strategic Issues in Managing Photovoltaic Business in the Context of the European

Union. Case Study-Romania
Adrian Dumitru Tanu
adrian.tantau@fabiz.ase.ro
Maria Alexandra Nichifor
maria_nichifor@hotmail.com
Horaiu Regneal
regnealahoratiu@gmail.com
Key words: business models, photovoltaics, strategic issues.

JEL classification: O1, O13.
Global demand on renewable sources of energy is increasing more than ever. Apart from the high level of
pollution, the diminishing levels of traditional sources of energy, such as coal and gas, are determining a new shift
towards the integration of renewable energy in the traditional systems for the purpose of a sustainable way of
existence in all member states of the European Union. The PV industry has been the main source of installed
renewable energy in the European Union for the last two years, representing an important subject of political
discussions and scientific conferences due to its future development potential. However, these debates have only
inquired aspects regarding financial results or the capacity of the solar industry, leaving the field of the actual
practiced business models of the PV companies unexplored and thus, worthy of our attention. The current paper aims
to research the current and future business models of PV companies and the effects of strategic issues in the PV field
on these business models. By using the Delphi method, based on questionnaires and interviews with experts in the
field, this study reveals the expected evolution of PV business models depending on the permanent changes of the
external environment, which has been a significant source of influence for the solar energy producers in the last three
years. The relevance of this study lies in the interdependence of PV business models and the external environment,
which has been a main source of concern for companies in the field in every member state of the European Union
and that is inquired in the present paper in the case study of Romania.
75

Session VIII
Building Brand Identity in IT Markets: a Conceptual Model

Bistra Vassileva
Department of Marketing, University of Economics-Varna, Bulgaria
bistravas@ue-varna.bg
Key words: brand identity, brand building, IT brands.

The purpose of this conceptual paper is to identify the key elements of brand building based on a literature
review, preliminary surveys and a case study of successful IT brand in Bulgaria. The paper suggests a framework for
building brand identity based on M2BC (Multimodal Brand Communication) model. A combined research and
development process is conducted in order to derive M2BC conceptual model. This process integrates a broad
literature search, incl. analysis of secondary data from Interbrand reports, followed by a different types of surveys
based on RepBrand methodology, NetPromoter scale and other techniques for measuring brand reputation and brand
identity. A case study of a popular Bulgarian IT brand is used to illustrate the importance of the key elements in
building brands in highly competitive markets. The author concludes by discussing the possibilities for building
brand identity in highly dynamic markets as well as the opportunities for further research.
76

Health Tourism And Patient Satisfaction In Turkey: The Ankara Example

Dilaver Tengilimoglu
Atilim University, Faculty of Management, Department of Management
dilaver.tengilimoglu@gmail.com
Demet Ta
Atilim University, Social Sciences Institude, Department of Healthcare Management
demettasss@hotmail.com
Elif Eiyok Snmez
Atilim University, Faculty of Management, Department of Public Relations and Advertising
elif.sonmez@atilim.edu.tr
smail Bircan
Atilim University, Faculty of Management, Department of Public Relations and Advertising
Alper Guzel
Gazi University, Health Services Vocational School
Keywords: Health Tourism, Medical Tourism, Customer Satisfaction, Foreign Patients, Marketing.
During the last ten years health tourism and medical tourism started to grow very fastly all over the world.
Inda has taken first place with low prices in the medical tourism market. Other destination countries following India
are Thailand, Malaysia, Singapore and the USA. Turkey make progress each year and increase the number of patients
every year to take part in this ranking. While number of patients are 156,176 in 2011 this number increased to 262,999
in 2012. Most of the patients admitted from Germany, Libya and Russia. The emerging developments and demand
for health tourism both increase competition, the quality of serving institutions and the alternatives for the patients.
In this competitive environment organizations aimed to attract foreign patients and began to consider the
patients/clients wishes, expectations, satisfaction, and complaints. Since health sector provides service, satisfaction
of the customers/ patients is very important in order sustain their relation with the instution. In this study, the aim is
to identify the marketing strategies for Turkey in order to have high market share in health tourism. Since customer
satisfaction has an importance in word of mouth communication and customer loyalty the importance of satisfaction
tried to explored out also in this study. As a research methodology survey was conducted. Total 180 participants
attented to the survey. The participants of the survey are the patients who admitted public hospitals and got inpatient
treatment in Ankara city where is ranked among top three on medical tourism. It explored that the patients (who
prefer the Turkey at medical tourism) age, sex, marital status, education, hospital expenses coverage status,
professsion, nationality, initial state and advertising are the factors that effet their level of satisfaction.
77

Externalities, Social Value and Word-of-Mouth

Pier-Andr Bouchard St-Amant
Queens University, Kingston, Ontario, Canada
pabsta@econ.queensu.ca
Key words: social value, word-of-mouth, externalities.

I examine an environment where advertisers can seed word-of-mouth advertising by providing initial
information to specific users of a social network. Discussion over a social network generates spillover effects for
firms when consumers can use the social network to inform each other. When a firm can exploit a social network's
structure, it can increase its sales. However, when the network formation process is costly, firms free-ride on such
costs at the expense of agents on the network. Even if agents can form coalitions and ask for payments, I show that
they cannot recoup the value of this externality. When users actively modify the information, generating word-ofmouth advertising about a product provides a social value. This social value stems from the discussions that agents
have about the product, without any intervention. Since this process occurs regardless of the firm's actions, the firm
cannot capture such valuation. The opinion leaders, or highly regarded agents on the network, play a key role in the
formation of this social value.
78

Whats in Business Development Jobs: Exploring Titles, Roles and Qualifications

across Industries and Continents
Normand Turgeon
HEC Montral, Canada
normand.turgeon@hec.ca
Gheorghe Epuran
Transilviana University of Brasov, Romania
gheorghe_epuran@yahoo.fr
Key words: Business development jobs, titles, roles, qualifications, career opportunities, exploratory
research, typology.
JEL Classification: M12, M31, M16.
Business development job opportunities have exploded across industries worldwide in the last decade.
However, how these jobs fit the theory in the business development conceptual domain needs further investigation.
For example, are these new job offers only a rebranding of what salespeople used to do as part of their daily routine:
cold calls, sales pitches, client qualification and so on? Is the business development title used on business cards just
a new term that replaces that of product or brand manager? The objectives of this study are to shed additional light
on these questions and to propose a preliminary typology of business development career opportunities. Results are
from exploratory research on business development job offers selected from multiple sources in different regions of
the world. Managerial and theoretical implications are drawn to help managers and researchers better situate the roles
and the qualifications needed by this new breed of employees in the job market.
79

Mediating Effects of Decisional Balance in the Transtheoretical. Model of Change for

Customers who Mismanage their Money
Amira Berriche
IAE University Business School, Lille
ammoura_harz86@hotmail.fr
Francis Salerno
francis.salerno@iae.univ-lille1.fr
Mihai Calciu
michel.calciu@iae.univ-lille1.fr
Key words: transtheoretical model of change, approach-avoidance strategies, decisional balance, money
management.
JEL classification: G02.
This research introduces a Transtheoretical model of change for customer financial behaviour that focuses
on approach-avoidance money management strategies. Approach strategies include processes for increasing savings
while avoidance strategies involve processes for reducing spending. The mediating effects of decisional balance on
the relationships between predictor variables (stages of change) and the outcome variables (strategies of change) are
examined. The empirical study analyses consumers who mismanage their money and find themselves coping with
this issue in early stages of change like precontemplation and contemplation. Regression analysis was used in order
to examine the relationship between those early stages of change and approach-avoidance strategies and to test the
mediating effects of decisional balance. Results indicate progression of approach-avoidance strategies by stages of
change. Decisional balance between pros and cons to change seams to mediate the relationship between the
characteristics of precontemplation and contemplation stages and approach-avoidance strategies. The outcomes of
the study provided valuable information on how each predictor variable is connected to the adoption of approachavoidance money management strategies of change. Previous studies have mainly delineated the relationships
between stages of change and the other two constructs while mediating paths serve to clarify the psychological
process that generates behaviour change. By understanding the mechanisms of behaviour change, professionals who
are marketing financial services can develop effective financial education strategies that take into account the role of
decisional balance while changing money management behaviour. Decisional balance can be used to measure the
progress of customers in the behaviour change process.
80

New Product Launch: A Critical Review and Research Directions

Gabriela Cpn
gabriella.capatina@yahoo.com
Key words: new product, launch, consumers, organizations, strategy.

New product launch is one of the most important issues in business research today. For many years,
conceptual and empirical research has been undertaken to explore the main fields of this area. The objective of this
work is to summarize the most important findings in a compact and structured way. Therefore, this paper reviews the
findings of empirical work and identifies 9 topics relevant for marketing science, which are classified under 3 research
fields. The review begins with understanding consumers: consumer innovativeness, growth of new products and
network externalities. The following section deals with understanding the relationship between new products launch
and organizations and brings together the factors that influence the capability of firms to launch new product:
organizational resources, demographics, structure and environment. The last section provides more complete
understanding of launch strategies that are seen as combinations of strategic and tactical decisions. This paper tries
to collect the main ideas on the considered issue, to highlight knowledge problems, and suggest directions for future
research.
81

Business Development: Whats Behind the Name?

Anne Theresa Eidhoff
University of Hohenheim, Germany
eidhoff@uni-hohenheim.de
Jana Poelzl
University of Hohenheim, Germany
poelzl@uni-hohenheim.de
Key words: business development, business-to-business, marketing.

Growth is one of the biggest challenges for companies in the context of increasing global competition and
highly differentiated customer needs. Many markets have reached their saturation and can no longer continue to
grow. Therefore, companies have to adapt to new market demands and need to identify new opportunities to further
develop their business beyond current market boundaries. Identifying growth opportunities is the core challenge
business development units face. Although business development is now a widely spread term in the business world,
yet little is known about its nature from an academic point of view. The purpose of this paper is to explore on the
basis of in-depth field interviews with practitioners from German B2B companies to analyse the concept and scope
of business development. The research design aims at analysing five main areas to explore the new phenomenon,
namely: understanding, organisation, employees, instruments and trends of business development. In detail we first
look at what business development encompasses, second how it is organised within the company and its interaction
with other departments, in particular with the marketing department. Third, what qualification do the employees who
work in business development have and what competences are crucial. Fourth, which instruments are used and fifth
which current trends in this respect can be identified.
82

The young sport consumer - doing or watching sports?

Mihaela Constantinescu
mihaela.co@gmail.com
tefan Claudiu Cescu
stefan.caescu@gmail.com
Key words: sports marketing, youth, market segmentation.

One of the most important issue nowadays concerns sedentarism, especially when talking about young
people. They tend to migrate from an active involvement in sport activities to a passive one (as a spectator or a TV
viewer). This paper presents the results of a quantitative research regarding youth sport behavior, in order to identify
which are the sports that are still appealing for young people and how do they commit to this activity - playing or
rather watching from the side. These results can be used in a marketing campaign promoting an active life and
reducing sedentarism.
83

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International Conference Marketing and Business Development, Bucharest 2014

Bucharest University of Economic Studies Publishing House

International Conference Marketing and Business Development, Bucharest 2014

International Conference Marketing and Business Development, Bucharest 2014

Professor Ionel Dumitru PhD, Committee president

International Conference Marketing and Business Development, Bucharest 2014

2nd International Conference on

26th-28th June, 2014

International Conference Marketing and Business Development, Bucharest 2014

Thursday, June 26th 2014

Friday, June 27th 2014

11:00-13:00 Parallel Sessions (V & VI)

International Conference Marketing and Business Development, Bucharest 2014

Session I-12:00-14:00, V. Madgearu Room Thursday, 26th of June

"Big Data" Opportunities on the Example of Yandex

Qualitative Marketing Research to Improve Mountain

Ionela Valeria POPESCU

The Influence of Brands on Consumer Behavior in

John Magnus Roos

Personal marketing appeals: How personality

Nicoleta Popescu (Sprchez)

Culture and Religion in Marketing Communication

Persuasion Knowledge: A Cognitive Resource against

Ethics in International Marketing

Theories and Practices of Customer Listening: an

International Conference Marketing and Business Development, Bucharest 2014

Session II-12:00-14:00, Council Room Thursday, 26th of June

The Importance-Performance Analysis: an Evaluation of

Marketing Strategies of Polish Companies on International

Quantitative researches of marketing concerning consumer

Ahmed Anis Charfi

Virtual Agent: A Determinant of Online Social Presence

Pay What You Want: A Participative Price Setting

The Role of Marketing Restructuring in a Company Crisis

Analytical and Behavioural Elements of Marketing

Romania, as a Tourist Destination, Seen from the

Andreea Larisa Boboc

Conceptual Model of Perceived Product Quality and Its

International Conference Marketing and Business Development, Bucharest 2014

Session III-15:30-17:30, V. Madgearu RoomThursday, 26th of June

Marketing Concept of Luxury to Ulterior High Net

Re-Examining the Marketing Basics: The Mirage of

The Impact of Eco-Marketing - A Quantitative

Emel Demir Askerolu

Contribution of Foundations to Reputation in

Current Conceptions of Marketing Activities in

Social Media and Universities an Unexplored

A Preview of the Mobile Marketing Research

Roxana Elena Popa

Implications of Knowledge-Based Management on

Anamaria Ctlina Radu

The use of web technologies in communicating the

International Conference Marketing and Business Development, Bucharest 2014

Session IV-15:30- 17:30, Council Room Thursday, 26th of June

International Relationship Marketing: Stakeholders

Anca Francisca Cruceru Violeta

Marketing Productivity Analysis

Food Products in the Retail Market: Conceptual

Country-of-Origin and its Influence on Consumers

The relationship between the organizations that

Ioana Simona Ivasciuc

Organic Growth Marketing Strategies in Hospitality

The place of social responsibility in the business