FM - Business Management & Marketing

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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.
Revisiting online academic networks within the COVID-19 pandemic : from the intellectual capital of knowledge networks towards institutional knowledge capitalization
(Emerald, 2022-10-03) Vătămănescu, Elena Mădălina; Cegarra Navarro, Juan Gabriel; Martínez Martínez, Aurora; Dincă, Violeta Mihaela; Dabija, Dan Cristian
Purpose – The study sets out to explore the mediating role of intellectual capital (IC) dimensions (i.e. human, structural and relational) between scholars’ affiliation to online academic networks and institutional knowledge capitalization. Online academic networks are tackled through the lens of knowledge networks which have been of primary importance for new relevant knowledge acquisition during the COVID-19 pandemic. Design/methodology/approach – A questionnaire-based survey of 305 academics from 35 different countries was conducted from July to December 2021, employing a partial least squares structural equation modelling technique. The database was initially filtered to ensure the adequacy of the sample, and data were analyzed using the statistics software package Smart PLS 3.0. Findings – Evidence was brought forward that the proposed conceptual model accounted for 52.5% of the variance in institutional knowledge capitalization, the structural and relational capital availed by knowledge networks exerting strong positive influence on the dependent variable. Research limitations/implications – The study has both research and managerial implications in that it approaches a topical phenomenon, namely the capitalization of online academic networks in the COVID-19 context, which has dramatically altered the way that research and teaching are conducted worldwide. Originality/value – The most important contribution of the paper resides in the comprehensive research model advanced which covers individual, organizational and network multifaced layers, starting with the personal and institutional motives to join a specialized network, continuing with the opportunities provided by knowledge networks in terms of intellectual capital harnessing, and ending with its influence on higher education organizations.
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.
Before and after the outbreak of Covid-19 : linking fashion companies’ corporate social responsibility approach to consumers’ demand for sustainable products
(Elsevier, 2021-09) Vătămănescu, Elena Mădălina; Dabija, Dan Cristian; Gazzola, Patrizia; Cegarra Navarro, Juan Gabriel; Buzzi, Tania
The current exploratory endeavour sets out to scrutinize the relationships between the corporate social responsibility (CSR) approach of fashion companies, their strategic CSR communication, corporate reputation, and consumers’ propensity towards buying sustainable products. The study elaborates on consumers’ perspective on these variables, comparing two-time frameworks, before and after the outbreak of the COVID-19 pandemic. The empirical research was performed on 977 Millennials and Gen Zers, thus extending previous studies based on the generational theory. Emphasis was placed on the fashion sector as one of the industries most challenged by the pandemic, with Italy being one of the most affected European countries. Scrutiny relied on a questionnaire-based survey; data being processed via structural equation modelling (SEM) technique. The findings reveal that consumers attach great importance to the social and environmental sustainability practices applied by companies (i. e., circular economy issues, location of apparel production, organic production of raw materials, pollution generated during production, respect of workers’ rights and health, and use of recycled materials) and to the attributes of targeted products, even since the spread of the virus. The empirical evidence has substantive implications for scholars, professionals, and companies, urging that sustainability priorities are critical to favourable consumer behaviour, and implicitly to business survival.
Capitalizing online knowledge networks : from individual knowledge acquisition towards organizational achievements
(Emerald, 2022-08-01) Vătămănescu, Elena Mădălina; Brătianu, Constantin; Dabija, Dan Cristian; Popa, Simona
Purpose – This paper aims to explore the relationships among several key constructs which link the individual’s motivation for knowledge acquisition to his affiliation with online knowledge networks, to further access the intellectual capital of the network as a prerequisite for organizational achievement. Design/methodology/approach – An online survey with 227 members of higher education and research centers from 30 countries was carried out between July and September 2021. The data were analyzed by means of partial least squares structural equation modeling technique, using the statistics software package Smart PLS 3.0. Findings – Individual motivation to acquire knowledge has a significant influence on the affiliation with online academic networks approached as online knowledge networks. Further, active engagement with the network’s intangible resources leads to a significant harnessing of the three-component intellectual capital, that is, human, structural and relational capital. Human and relational capital is proven to exert a significant effect on organizational achievements, whereas structural capital falls short of reporting a meaningful influence on the dependent variable. Research limitations/implications – This research adds new knowledge to the capitalization of online knowledge networks and its influence on organizational achievements via intellectual capital. Originality/value – A novel perspective is advanced in which online knowledge networks are acknowledged as a pivotal bond and nonlinear integrator between the individual level of knowledge fields and organizational knowledge leveraged into organizational achievements.
Managing intellectual capital during the COVID-19 pandemic : normative approaches, technological evolutions and competitive advantage
(Lambert Academic Publishing, 2022) Dinu, Elena; Mitan, Andreea; Stratone, Mădălina Elena; Stoica, Valentin
This book merges a number of research topics developed by several researchers during their doctoral studies in Management. The convergence point for all the studies here is represented by the role of various intangible organisational resources in achieving competitive advantage and growth in a context of global uncertainty, fed by economic, social, political, cultural and environmental changes, that has been further affected by the Covid-19 pandemic. The texts are primarily concerned with the importance of intellectual capital management for enabling technological innovation, a prerequisite for performance and success in the digital economy. Despite the many socioeconomic effects associated with the pandemic, one of its unintended developments was accelerating the digital transformation of companies and public services, which offers the canvas for future growth and development.
Preferences for online bookstores among Romanian readers
(University of Suceava, 2022) Hrib, Bogdan; Săniuță, Adina; Zbuchea, Alexandra
In 2020, as Statista published in 2022, over two billion people purchased goods or services online, and during the same year, e-retail sales surpassed 4.2 trillion U.S. dollars worldwide. These numbers are possible thanks to a wide internet access and the digitalization of the retail landscape and the convenience online shopping provides to the customers. The book industry considered a traditional one faces also a considerable digital transformation of the business models and customers benefit as a consequence of a variety of products, lower prices and convenience, as they can buy from all over the country. The present paper is the first of one trilogy that explores the preferences for bookstores among the Romanian readers, namely the preferences for online bookstores. The authors applied an online questionnaire to a non-probabilistic sample of 493 respondents, who had to express their preferences by providing points on a 5-point Likert scale. The main findings of the study reveal that: the cheaper online price is considered, the more respondents evaluate online buying as more convenient. Also the general public tends to present higher levels of pragmatism, browsing books in bookstores and buying them online.As the Romanian book market and in particular the bookstore businesses are barely studied, this paper is worthy for both academic and business environments.
What managers of SMEs in the CEE region should know about challenges of artificial intelligence’s adoption? : an introductive discussion
(Military University of Technology, Warsaw, 2022) Vidu, Cristian Mihai; Pînzaru, Florina; Mitan, Andreea
The next step of the digital transformation is to adopt artificial intelligence (AI), even if the technology itself is still evolving. Nevertheless, discussions on AI pros and cons are vivid: managers are in the frontline of the decision-making on the best ways for such transitions. If corporations are already familiar with AI, at least partially for some processes, small and medium enterprises (SMEs) face a double pressure: their inequal degree of digital maturity, as well as the everyday constraints on how to increase competitiveness. CEE SMEs, in particular, find themselves in a complex framework, and the adoption of AI, even if challenging, could be one of the solutions to advance in terms of efficiency. Nevertheless, risks in such an approach must be carefully considered. Based on a semi-structured literature review, this opinion paper discusses the main risks that managers of SMEs in the CEE region should understand regarding AI and the consequent challenges of adopting it in business. Final considerations and future research discussions conclude the paper.
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.
Exploring the mediating role of knowledge sharing between informal business networks and organizational performance : an insight into SMEs internationalization in CEE
(MDPI, 2022) Vătămănescu, Elena Mădălina; Mitan, Andreea; Cotîrleț, Paul Claudiu; Andrei, Andreia Gabriela
The current study aims to explore the mediating role of knowledge-sharing between international informal business networks and organizational performance. Emphasis is laid on a context-driven perspective, namely the internationalization of small- and medium-sized enterprises (SMEs) in Central and East Europe (CEE). To that end, an online questionnaire-based survey was conducted with 111 managers of CEE SMEs operating in different trade branches. The findings have shown that 46.6% of the variance in organizational performance is explained by the proposed model while 38.9% of the variance in the knowledge sharing process is explained by the affiliation of CEE SMEs to international informal business networks. The results have both theoretical and practical implications, supporting the imperative to further study the phenomena apposite to CEE region as a compelling research laboratory for multidimensional organizational idiosyncrasies.
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.
Value-based management : a case study of visegrad four countries
(University of Zilina, 2021) Mitan, Andreea; Siekelova, Anna; Rusu, Mihaela; Rovnak, Martin
Research background: As companies evolve over time, so do their goals. In the past, the main goals of companies were profit and goals (as market share), are no longer relevant or effective. These goals are outdated, and companies have replaced them with goals that are consistent with the current changing times of competition. Worldwide, most large companies are using, or planning to use, a new approach called value-based management that focuses on value creation. Therefore, the main goal of companies using a value-based management approach is value creation. Purpose: This study aims to validate the existence of a statistically significant relationship between the economic value added (EVA) indicator, which represents the successful implementation of the value creation process in companies, and selected value generators. Method: For this study, information about 14,313 companies operating in the Visegrad Four countries were collected from their respective financial statements. The research period was 2019–2020. Twenty value generators were selected for this study. The hypotheses were tested using the correlation coefficient. The strength of the relationship between the observed variables is described by using the Pearson correlation coefficient. Findings and value added: A trivial or small dependence was observed between the EVA indicator and non-current assets, current financial assets, and income tax. A moderate dependence was observed between the EVA indicator and stocks, receivables, interest expenses, and other liabilities. A large dependence was observed between the EVA indicator and bank loans, profit and loss (P/L) statement, and the cost of capital. The survey results can be a useful tool for businesses in their efforts to focus on a suitable value generator in the process of value-based management implementation, focusing on the process of value creation.
An exploratory study linking intellectual capital and technology management towards innovative performance in KIBS
(MDPI, 2023-01-11) Dinu, Elena; Vătămănescu, Elena Mădălina; Stăneiu, Roxana Maria; Rusu, Mihaela
This study aims to fill a gap in the sparse literature that empirically investigates the relationships between intellectual capital (IC), technology management, and innovative performance in knowledge-intensive business services (KIBS). Semi-structured interviews with middle and senior managers from KIBS have been conducted with the purpose of exploring the various strategies, policies, and practices in managing the organisational intellectual capital and technology to enhance innovation performance. Several themes related to the development of intellectual capital in KIBS have been analysed (i.e., key dimensions of human, structural, and relational capital). The findings show that all KIBS investigated place importance on either recruiting the most qualified staff or building up their competencies and skills. Moreover, KIBS allot sizable resources for creating an organisational culture that encourages employee empowerment and knowledge sharing. Technology forward KIBS have strategies for developing dynamic technological capabilities for knowledge management, business process flexibility and efficiency, and sustaining innovation. The unfolded investigation has both theoretical and managerial implications, pointing to the noteworthiness of sustainable and strategic approaches of intellectual capital management on purpose to support innovation.
Connecting the dots : exploring the knowledge-based antecedents of SMEs’ profitability and development via international ventures
(Sciendo, 2021-09) Andrei, Andreia Gabriela; Dincă, Violeta Mihaela; Mitan, Andreea; Vătămănescu, Elena Mădălina
As shifts occur on the global market and business models adapt to a dynamic environment, the process of business internationalization, as performed by small and medium-sized enterprises (SMEs), maintains its relevance for academics, professionals, international organizations, and authorities. Studies in the field have emphasized the strategic component of internationalization, linking it to cultivating (sustainable) competitive advantages, to stimulating strategic innovation, to the pursuit of profitability, and to an overall improved performance, taking into account the activities conducted on foreign markets. Based on a survey carried out with over 100 European SMEs in the steel field, this study examines the influences of strategic collaborators (from international business networks), intermediaries (as organizational links to the target stakeholders), and strategic innovation on SMEs’ profitability resulted from international operations, and on the level of business development on foreign markets. The results have shown positive influences among most of the considered factors (i.e., direct collaborators, strategic innovation, international profitability and development), whereas intermediaries have a significant influence only on international profitability and not on SMEs’ development on foreign markets.
Managing Knowledge in Romanian KIBS during the COVID-19 Pandemic
(MDPI, 2023-01-09) Zbuchea, Alexandra; Dinu, Elena; Iliescu, Andra Nicoleta; Stăneiu, Roxana Maria; Salageanu (Șoldan), Bianca Roxana
KIBS are increasingly important organizations for ensuring sustainable development. Their core asset is knowledge, manifested in many ways and managed in a complex manner, sometimes jointly with clients. Like other organizations, KIBS companies have been greatly impacted by the COVID-19 pandemic. At the same time, they could provide support to their customers to better cope with the challenges associated with the pandemic. Therefore, the present paper investigates how Romanian KIBS coped with the pandemic by developing 16 interviews with key persons from four different organizations, covering a range of specializations (technical, professional, and creative). The purpose of the present study is to identify the challenges for knowledge management caused by the COVID-19 pandemic and how the pandemic influenced knowledge management performance within Romanian KIBS. The investigation reveals that the pandemic was an opportunity for organizational development and adopting more formal knowledge management practices, as well as for developing the digital profile of companies.
Not running out of steam after 30 years : the enduring relevance of Central and Eastern Europe for international management scholarship
(Elsevier, 2022-09-05) Koveshnikov, Alexei; Dabija, Dan Cristian; Inkpen, Andrew; Vătămănescu, Elena Mădălina
Central and Eastern Europe (CEE) is a crucial geopolitical area that has played an important role in the advancement of globalization and the nurturing of international management (IM) scholarship. This article serves as an introduction to a special issue on the topic and argues that CEE remains important for IM scholarship as it provides a critical research context for increasing understanding of IM-related phenomena at various levels of analysis. We discuss the topics most relevant for advancing IM scholarship and group them into three broad themes: macro - state, institutions, and populism; inter-firm - entrepreneurship, internationalization, and business networks; and intra-firm - management practices, leadership, and people management.
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.
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
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.

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