FM - Business Management & Marketing

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Soluții de consolidare a brandului corporativ prin managementul riscurilor
(Tritonic, 2015-10-15) Treapăt, Laurențiu Mihai
The content of the book brings to the reader a series of advantages that cannot go unnoticed. There is a balance of information resources, determined by the treatment over the 6 chapters included of the positive relationship between the correct management of risks in corporations and the quality of the brand. The conclusion argues that a skilful risk management in a company induces a positive driving effect on its brand.
A five-dimension framework for international business relationships : the B2B approach
(International Business Information Management Association, IBIMA, 2016-09) Vătămănescu, Elena Mădălina; Alexandru, Vlad Andrei; Treapăt, Laurențiu Mihai
The current paper proposes an alternative overview on the formation and development of international business relationships in a business-to-business (B2B) industrial sector. 107 Romanian managers from small and medium-sized enterprises (SMEs) participated in a questionnaire-based survey regarding their approaches and conducts when going international with a view to become more competitive and present on the global market. Five dimensions of international business relationships are mainly discussed, that is competitiveness, commonality, compatibility, credibility and connectivity. The findings of the study indicate that all the five elements stand for catalysts, enhancing the establishment and development of solid and sustainable business partnerships if shared by all the involved parties.
Riscul și brandurile corporative-sinteze și studii de caz pentru studenți
(Tritonic, 2018) Treapăt, Laurențiu Mihai
"I have followed with interest and satisfaction the progress and results of the author's research on the banking system and the economy in general since the period when he was working at ASE Bucharest. The database is impressive in its complexity and relevance. He started his research in 2000 and has continued it throughout the economic and post-crisis period, the results of which have been valorised in 3 books for the benefit of risk management specialists and students. This book continues, updates, adds to and completes with the author's practical and research experience a work that began many years ago. It proves very valuable for students of economics, management, business and administration precisely because of the continuity of the research and the essence of the results, which, for those who know the author, are at the level expected from an expert in the financial-banking phenomenon." Professor Dr Anca Gabriela ILIE Academy of Economic Studies Bucharest
Romanian SMEs internationalization in the light of internal capabilities and external conditions : a secondary data analysis
(Faculty of Management (SNSPA) & Sciendo, 2019) Mitan, Andreea; Vătămănescu, Elena Mădălina
The topic of small and medium-sized enterprises (SMEs) within the framework of the internationalization phenomena has often hewed the paths for many conceptual and empirical analyses all the more so as the global environment has pushed smaller actors out of their regular habitat. Issues such as the support of SMEs innovative capabilities, of knowledge sharing mechanisms and collaborative networks via cross-border operations or as the thorough adjustment to the new market conditions have sprung as pivotal concerns for both academics and practitioners interested in business development, performance, innovation and effectiveness from a myriad of perspectives. Giving credit to these research and real-life priorities, the current paper aims to discuss different facets of the SMEs internationalization process, laying emphasis on their internal capabilities and external conditions. The empirical undertaking relies on a secondary data analysis which covers the facts and figures comprised by European official reports. The focus is on the Romanian SMEs internationalization variables which are descriptive of the current state of cross-border dynamics. The findings advance that Romanian entrepreneurs and SMEs have been supported in the recent years by a series of European and national governmental initiatives, yet many additional measures and facilitation instruments are needed to properly improve their overall performance on international markets.
Sustainable knowledge management and its impact on the performances of biotechnology organizations
(MDPI, 2019-01-11) Zbuchea, Alexandra; Pînzaru, Florina; Busu, Mihail; Stan, Sergiu Octavian; Bârgăoanu, Alina
Starting from the findings of specialized studies on knowledge management in the field of biotechnology, this paper aims to present the factors that underline sustainable performances of Romanian biotechnology organizations. Particularly, descriptive analysis of these factors has outlined a picture of the current situation of biotechnology in Romania. The design of an exploratory knowledge management model for organizations in the biotechnology sector was achieved and validated through a panel data model. Starting from a model of growth based on productivity, capital inflow, and human capital, three statistical hypotheses were validated by a time series data panel regression model using EViews 9.0 software. The data were collected for the enterprises active in the field of biotechnology for a period of nine years. The paper highlights the fact that the economic performance of biotechnology organizations is determined by the flow of capital, productivity, and the workforce. Knowledge-based growth strategies are essential in the econometric model presented. Nevertheless, in terms of knowledge management strategies, the sector has not reached its maturity, and full sustainability is not a norm.
Like me : generation Z and the use of social media for personal branding
(Faculty of Management, SNSPA, 2019-06-28) Vițelar, Alexandra
Building a personal brand in this modern age, where technology and social platforms redefine the way individuals interact, has become a necessity, especially for the young generation Z which are increasingly involved in the online medium. A personal brand conveys an individual’s identity and distinctiveness and it has become an important tool for young individuals that enables them to achieve success regardless of their status: they can be young professionals in search for a job, public speakers, bloggers, managers or entrepreneurs. In this context, this paper focuses on Generation Z and the importance of building a personal brand in the age of social media. Taking into consideration the recent development of personal branding tools and social media platforms, such as Facebook, Instagram or LinkedIn, the aim of this paper is to investigate the degree in which young individuals, belonging to Gen Z, understand the benefits of social media personal branding in order to create a strong online identity to help them at the start of their career. It is specifically interesting to discover how Gen Z individuals appreciate the efficiency of personal branding through social media outlets, considering that they belong to a generation known for being digital and tech-savvy, more so than their predecessors.
Roundtable report. Social economy coping with the COVID-19 crisis
(Faculty of Management - SNSPA, 2020) Zbuchea, Alexandra; Barna, Cristina
This report presents an overview of the discussions of the Round Table on Social Economy and the COVID-19 crisis organized on October 16, 2020, by the Center for the Research of Socially Responsible Organizations from the Faculty of Management – National University of Political Studies and Public Administration, Bucharest, Romania, as part of the annual Strategica International Conference. The Round Table had eight panelists, representatives of the academia, research institutes, and social economy organizations from Greece, Poland, and Romania (Bucharest, Galați, Baia Mare, and Timișoara). The main question addressed during the round table was: “What would be the long-term impact of the COVID-19 crisis on the social economy?” But also questions, like “Is COVID-19 crisis an opportunity to scale –up the social economy business models?” or “Has the social economy the potential to bring systemic change in the post-COVID-19 economy and society?”, were explored by the panelists in their debates.Two case studies of social services providers were presented: the Heart of a Child Foundation (Romania, Galați) and the Humanitarian Association Together for Them (Romania, Baia Mare). The representatives of the two organizations presented the impact of the COVID-19 crisis on their organizations and beneficiaries and explained the main coping strategies and results. The impact of the COVID-19 crisis on the social services providers but also other types of social economy organizations (e.g., WISEs, cooperatives) was also analyzed by the academics & researchers. Interesting perspectives from Greece and Poland added an international dimension to the Round Table. The new financial resources mechanism designed at the EU level was seen as an opportunity. However, the skepticism on including the social enterprises and the social economy organizations in the supporting schemes (at least in Romania) has been a central point in the discussions. We invite the readers to explore in detail this report, which outlines the main findings of the debates following three dimensions: personal dimension, organizational dimension, and a systemic dimension. During this COVID-19 crisis faced by all of us, the social economy has proved resilience and adaptation. Let us do not forget that the social economy was resilient in economic downturns following the Global Financial Crisis in 2008, too. Therefore, now it is time to make the cause visible to decision-makers for adequate financial and legal support!
Management and leadership in an interconnected world
(Tritonic, 2020) Pînzaru, Florina; Zbuchea, Alexandra; Vițelar, Alexandra; Ciuciuc, Victor Emanuel
The exploratory four essays proposed in this book investigate a series of aspects of interest for any current or future manager: the current global drivers of change; the imperative of the digital transformation and its impact on management; the issues of ethics and sustainability in a global race for efficiency; the new leadership that is needed and how to educate future managers. The book should be considered an invitation to reflection and to action, as well as an introduction to future discussions.
The impact of the COVID - 19 pandemic on business : a preliminary overview
(Tritonic, 2020) Zbuchea, Alexandra; Pînzaru, Florina; Anghel, Lucian Claudiu
The impact of the COVID-19 pandemic on business is significant and must be assessed on various levels, as it has determined fast-moving variables, many of them totally unexpected and for which managers all over the world were not prepared to handle. On the bright side, the COVID-19 crisis revealed the ability of mature businesses to adapt in an agile manner - both in strategy and in operations -, catalyzing the large-scale adoption of digitalization and remote working and thus, determining important changes in organizational cultures and management models. We present in this opinion paper a practice-oriented summary of the most important aspects that redesign business in the COVID-19 context, based on a semi-structured literature review approach of sources published between March and August 2020, both in academic journals and consultancy companies’ reports. Aspects such as agile resilience and recovery through rebuilding operations, rethinking the organization, acceleration of the adoption of digitalization, and adapted marketing responses are discussed with a managerial lens.
Decisions under uncertainty in the COVID-19 era
(Tritonic, 2020) Stan, Sergiu Octavian; Treapăt, Laurențiu Mihai; Drăgănescu, Elena Corina
To be able to estimate an efficient and effective development over time, companies need predictability. Usually, the highest form of predictability occurs when the information media are clear, complete, and stable. In these conditions, the top decision-makers within the organizations have a very good image of the context in which the business is located, as well as on the conditions on it. In this context, managers can relatively easily define the multitude of decision options and implicitly the action scenarios on which they can decide. In reality, things are in the market in a completely different way. The information available to managers is rarely sufficient, or clear, and in most cases is unstable (in sense of time-changing). In other words, the decision taken no longer has sufficient premises to be taken in conditions of predictability, but on the contrary in volatile and unstable environments. Under these conditions, the decision under the condition of certainty turns into a real condition of uncertainty, based decisively on the appearance of probabilities in the decision-making process. The appearance of probable scenarios, instead of certain ones, makes the decision-making process move towards the decision in conditions of uncertainty. In parallel with the increase of information inaccuracy or volatility, increase also the degree of uncertainty in the decision-making options. The economic crisis accentuates the effect of information volatility and as a result, increases the level of unpredictability for decision-makers within organizations. This article addresses theoretical elements regarding the decision in conditions of certainty and conditions of uncertainty, specifying the similarities and significant differences between the two concepts. At the level of the case study, in the present paper are highlighted through a quantitative study the particularities of the managerial decision in conditions of uncertainty economic crisis from 2008-2020. This analysis is compared with data taken from a set of three studies conducted between March and April 2020 by the National Institute of Statistics, on the significant impact of the pandemic generated by COVID-19 on the Romanian economy. The conclusions highlight for each of these two analyzed crises, the perspective of the particularities of the managerial decision in conditions of uncertainty. The conclusions also highlight how managers perceive the action ways in which they can manage this uncertainty.
From the deliberate managerial strategy towards international business performance : a psychic distance vs. global mindset approach
(Wiley, 2020) Vătămănescu, Elena Mădălina; Alexandru, Vlad Andrei; Mitan, Andreea; Dabija, Dan Cristian
The current paper aims to address, within a comprehensive framework, two different facets of the internationalization strategies of small and medium sized enterprises, that is, the roles of psychic distance and global mindset within managerial dyadic collaborations. By considering cross-border ventures as outcomes of deliberate managerial strategies in the quest for achieving international business performance, the study lays emphasis on several dimensions apposite to each of the two constructs, namely, geographic distance and intercultural compatibility for the psychic distance and trust-based relationships and network-based connectivity for the global mindset. A questionnaire based survey with top managers from 112 European industrial small and medium-sized enterprises was conducted, the data being processed by means of a structural equation modelling technique. The findings showed that the structural model accounts for 63.9% of the variance in international business performance, whereas the dimensions of psychic distance exert significant positive influences on the endogenous variable.
Impactul pandemiei în redefinirea strategiilor din sistemul bancar
(Tritonic, 2021) Marcu, Roxana Mihaela
Pandemia a adus în mediul de afaceri provocări noi pentru care companiile au fost nevoie să găsească răspunsuri rapide în vederea adaptării la noul context. În afară de implicațiile majore venite din zona sănătății, pandemia a avut impact asupra modului în care oamenii muncesc, trăiesc și se raportează la organizații. Tehnologia și inovația au devenit pilonii supraviețuirii și ai succesului iar companiile care au fost mai puțin pregătite au avut de suferit. Deși răspândirea COVID-19 și rata deceselor provocate de pandemie sunt net inferioare multor pandemii, șocurile financiare și pierderile cauzate sunt fără precedent în istoria umanității (Guda, 2020). Sistemul bancar a resimțit din plin aceste schimbări, dar a fost mai bine pregătit pentru noile provocări decât alte sectoare ale economiei.
Brand management. Impactul pandemiei de COVID-19 și evoluție post-pandemie
(Tritonic, 2021) Pătruți, Petra
Internaționalizarea IMM-urilor din România în perioada pandemiei : insight-uri din sectorul IT&C
(Tritonic, 2021) Mitan, Andreea
Osatura lumii, așa cum a început ea să se definească odată cu Prima Revoluție Industrială, acum aproape trei sute de ani, se transformă în ultimele decenii sub influența noilor tehnologii. Ne aflăm la începutul celei de-a Patra Revoluții Industriale, care pare în acest moment că va conduce la ștergerea liniilor de demarcație dintre sfera biologicului, sfera fizică și sfera digitală (Schwab, 2016) și care pare că va da ocazia muritorilor să trăiască într-un Multivers man-made, în care realitatea augmentată (augmented reality, AR), realitatea virtuală (virtual reality, VR) și realitatea fizică se vor împleti într-o manieră sperăm mai puțin înspăimântătoare decât cea înfățișată în seria de filme Matrix. Cele mai recente declarații ale lui Mark Zuckerberg (2021) referitoare la planurile de dezvoltare ale Meta (noul brand care cuprinde Facebook, Instagram și WhatsApp) ne arată că evoluțiile în acest domeniu vor fi disruptive și vor genera schimbări potențial majore în multe arii ale experienței umane.
Pandemia COVID-19 catalizator al digitalizării afacerilor în România – Studiu de caz – HoReCa în București
(Tritonic, 2021) Markovits, Paul Ștefan
Pandemia de COVID-19 a avut un impact deosebit asupra vieților tuturor, asupra economiilor în ansamblu și în mod particular asupra unora dintre sectoarele de activitate care au fost influențate direct de măsurile de carantinare totală (lockdown). Printre acestea s-au numărat domeniile turismului, sectorul cultural și, în general, tot ceea ce are legătură cu activități care presupun mulți oameni la un loc. Astfel, una dintre industriile care au fost în primă fază influențate negativ în mod puternic de pandemie a fost aceea a restaurantelor, cafenelelor și barurilor. De la un domeniu de activitate cu o cifră de afaceri puternic în declin, sectorul restaurantelor s-a dovedit rapid a fi suficient de agil încât să găsească soluții de supraviețuire și de asigurare de venituri prin mutarea unei mari părți a activităților în livrarea la domiciliu. Mai mult, în anumite situații, restaurantele, cafenelele, barurile etc. au dovedit reale capacități și capabilități de inovare, prin reinventarea produselor propuse, prin adoptarea digitalizării și prin campanii ingenioase de marketing în unele situații. Toate soluțiile găsite pentru a face față pandemiei au asigurat supraviețuirea și, în unele cazuri, au dus la plus-valoare pentru brandurile care le-au adoptat. Totuși, în alte cazuri, este discutabil impactul pe termen mediu și lung din punctul de vedere al valorii asociate brandului. Acest capitol își propune să ilustreze rolul de catalizator jucat de pandemia COVID-19 în digitalizarea afacerilor în general și cu specificitate în cazul restaurantelor din București. De asemenea, se explorează implicațiile pentru perioada post pandemică.
IMM-urile din România în context pandemic: absorbția de fonduri și conștientizarea nevoii de digitalizare
(Tritonic, 2021) Stratone, Mădălina Elena
Virusul COVID-19 a început să se răspândească încă din luna decembrie a anului 2019. Pandemia a fost declarată de Organizația Mondială a Sănătății abia în luna martie a anului 2020, întrucât cazurile s-au extins la nivel global, iar decesele au început să crească de la o zi la alta. După cum putem observa cu toții, pandemia ne-a schimbat viața în multe feluri, atât în bine, cât și în rău. În încercarea de a opri răspândirea virusului și agravarea situației, starea de urgență a fost adoptată în fiecare țară, urmând aproximativ aceleași reguli, însă fiecare țară adoptând ordonanțele pe perioade de timp diferite, în funcție de estimările proprii. Pornind de la situația actuală, scopul acestei lucrări este de a identifica o nouă perspectivă pentru a înțelege complexitatea impactului crizei COVID-19 în special asupra companiilor, atât la nivel național, cât și la nivelul Uniunii Europene, prin analiza nevoii de digitalizare și de absorbție a fondurilor nerambursabile. Accentul a fost pus pe întreprinderile mici și mijlocii, întrucât acestea reprezintă actori cheie în crearea de locuri de muncă și în stimularea economiei.
După COVID-19 : provocări de management între digitalizare, sustenabilitate și reziliență
(Tritonic, 2021) Pînzaru, Florina; Zbuchea, Alexandra
Pandemia de COVID-19 a fost caracterizată în mass-media nu o dată ca fiind o „lebădă neagră”, în sensul înțelegerii unui eveniment cu impact major și aproape imposibil de previzionat, deși ideea în sine de pandemie nu reprezintă deloc ceva neimaginabil: multe voci, din mediul științific, de afaceri și academic, au luat de-a lungul timpului atitudine, avertizând cu privire la iminența atât a fenomenului în sine, cât și a efectelor sale. La doi ani de la debutul pandemiei, este timpul pentru primele concluzii: exemple de bune practici și consecințe negative întâlnite în gestionarea activităților organizaționale din diverse arii de activitate devin, în paginile acestui volum realizat de doctoranzi în domeniul Management ai Școlii Naționale de Studii Politice și Administrative, lecții de învățat – de către manageri și angajați deopotrivă.
Cuvânt înainte. Impactul pandemiei COVID-19: o privire de ansamblu și lecții manageriale de învățat
(Tritonic, 2021) Pînzaru, Florina; Zbuchea, Alexandra
Când pandemia este sursă de inovare în afaceri
(Tritonic, 2021) Vițelar, Alexandra
Mapping the bookstore chains' business models : focus on innovation
(Tritonic, 2021) Săniuță, Adina; Hrib, Bogdan; Zbuchea, Alexandra
The Romanian book market is one of the smallest in Europe, but even under these conditions the entrepreneurial field developed in the post-communist period, as well as some business models are worthy to be subjects of academic researches. The scope of this study is to identify the particularities of the Romanian bookstore chains' business models. For achieving the research objectives, a critical analysis based on the business model canvas has been considered. For the present article three Romanian bookstore chains were selected, being relevant entrepreneurial initiatives. For each bookstore chain was developed a business model canvas followed by short discussions and recommendations. After analyzing the business models, the key findings show that in order to stand out and to remain competitive, reassessing regularly the business models is necessary. Adding new components to the unique selling proposition, enhancing the shopping experience, and designing innovative brick and mortar spaces with additional usage (like coffee shops, playgrounds, or working spaces) are important to surviving in the new business field, the digital one.

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