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Emerging Trends in Marketing and Management International Conference, Bucharest 2017

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The Bucharest University of Economic Studies Publishing House

ISBN: 978-606-34-0209-8


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This volume comprises the abstracts of the scientific

papers accepted by the Scientific Committee of the 2nd

Annual Emerging Trends in Marketing and Management

International Conference ETIMM2017, September 28th-30th, 2017 Bucharest, Romania.

The publication of the papers in the Emerging Trends in Marketing and Management International Journal, indexed

in the following international databases Index Copernicus,

RePEc, EconPapers, IDEAS, Google Scholar and Microsoft Academic Search and respectively on the site of the journal:

http://www.etimm.ase.ro 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.


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Conference Chairperson

Professor Ionel Dumitru, PhD, The Bucharest University of Economic

Studies, Romania

Scientific committee

Professor Laurențiu-Dan Anghel, PhD, The Bucharest University of

Economic Studies, Romania

Professor Eric Arnould, PhD, University of Southern Denmark, Denmark

Professor Gabriel Brătucu, PhD, Transilvania University of Brasov,

Romania

Professor Ștefan Claudiu Căescu, PhD, The Bucharest University of


Professor Ionel Dumitru, PhD, The Bucharest University of Economic

Studies, Romania

Reader Finola Kerrigan, PhD, University of Birmingham, UK

Professor Mihai Orzan, PhD, The Bucharest University of Economic

Studies, Romania

Professor Mihai-Ioan Roșca, PhD, The Bucharest University of Economic

Studies, Romania


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Professor Jari Salo, PhD, University of Oulu, Finland

Professor Călin Petrică Vegheș, PhD, The Bucharest University of


Professor Răzvan Zaharia, PhD, The Bucharest University of Economic

Studies, Romania

Associate Professor Mihaela Constantinescu, PhD, The Bucharest

University of Economic Studies, Romania

Associate Professor Anca Francisca Cruceru, PhD, The Bucharest

University of Economic Studies, Romania

Associate Professor Dan Cristian Dabija, PhD, Babes-Bolyai University,

Romania

Associate Professor Alina Sorescu, PhD, Texas A&M University, US

Associate Professor Katarzyna Żyminkowska, PhD, University of Bielsko-

Biala and University of Economics in Katowice, Poland

Senior Lecturer Georgiana Grigore, PhD, Bournemouth University, UK

Senior Lecturer Dan Alex Petrovici, PhD, Kent Business School, UK

Lecturer Daniela Ionita, PhD, The Bucharest University of Economic

Studies, Romania

Lecturer Derek Ong, PhD, Sunway University Business School, Malaysia

Assistant Professor Fayçal Boukamcha, PhD, Institute of Business

Administration of Gafsa, Tunisia


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Assistant Professor Maria Johann, PhD, Warsaw School of Economics,

Poland

Assistant Professor Lucian-Florin Onișor, PhD, The Bucharest University

of Economic Studies, Romania

Assistant Professor Andreea Pachițanu , PhD, The Bucharest University of


Assistant Professor Simone Splendiani, PhD, University of Perugia, Italy

Assistant Professor Crina Tarasi, PhD, Central Michigan University, USA

Assistant Professor Jason Turner, PhD, Abertay University, UK

Laura-Daniela Roșca (Tănase), PhD, The Bucharest University of



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Organizing Committee Members

Professor Ștefan Claudiu Căescu, PhD, Committee member

Professor Mihai Orzan, PhD, Committee member

Professor Mihai Roșca, PhD, Committee member

Associate Professor Mihaela Constantinescu, PhD, Committee member

Assistant Professor Lucian-Florin Onișor, PhD, Committee member

Assistant Professor Andreea Pachițanu, PhD, Committee member

Laura-Daniela Roșca (Tănase), PhD, Committee member


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2nd Annual

Emerging Trends in Marketing and

Management International Conference

Bucharest, Romania

September 28th-30th, 2017

Organized and Hosted by: The Marketing School, The Bucharest University of Economic

Studies, Bucharest, Romania


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The 2nd Emerging Trends in Marketing and Management

International Conference will take place on September 28th – 30th 2017, at

the Bucharest University of Economic Studies, Romania.

The Bucharest University of Economic Studies is one of Romania’s

centennial universities, established by Royal Decree on April 6, 1913. It is

the leader in the field of Romanian business and public administration

studies, being also a research-intensive university, institutionally accredited

by the Romanian Agency for Quality Assurance in Higher Education, a

status also confirmed by U‐Multirank.

Being an important part of the Bucharest University of Economic

Studies, the Marketing School is the leader of its field in Romania, ranked

A class by the Ministry of Education, and also evaluated by the European

Universities Association and included in the U-Multirank classification.


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TABLE OF CONTENTS

Conference Goals ........................................................................................... 19

Conference Tracks......................................................................................... 20

Conference Awards ....................................................................................... 21

Conference Keynote Speakers..................................................................... 22

FINOLA KERRIGAN, PhD

PABLO FERREIROS BENNETT, PhD

ALBERT SIMSENSOHN

DAN ȘTEFAN

ETIMM 2016 Conference Best Paper Award .......................................... 26

Conference Program ..................................................................................... 29


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Organized Activities and Excursions ......................................................... 37

Abstracts of the 2nd Annual International Conference ......................... 42

Globalization and the Erosion of Job Security in the Japanese Labor

Market: Exploring the Macro-micro Link ............................................... 43

Hiroshi Ono

Human Resource Management in Social Welfare System .................... 44

Elmira Naberushkina

Olga Volkova

Oksana Besschetnova

Business Ethics of a Leader of NGO for Children in Needs ................. 46

Elmira Naberushkina

Olga Volkova

Oksana Besschetnova


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Country of Origin Effects and Consumer Behaviour............................. 48

Clare D'Souza

Tariq Halimi

Tit for Tat: A Perspective on Health Care Social Marketing Shock

Advertising ...................................................................................................... 50

Iuliana Raluca Gheorghe

Andra Victoria Radu

Consuela Mădălina Gheorghe

Octavian Negoiță

Victor Lorin Purcărea

The Industrial Internet of Things from a Management Perspective: A

Systematic Review of Current Literature ................................................. 52

Christian Arnold

Why Do Customers Use Smartphones for Shopping in Omnichannel

Environments? Proposition and Testing the Factor Structure of Items

for Customer–Smartphone Structural Equation Model (PLS-SEM) . 54

Philipp Hübner


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Challenging the Negative Image of Destinations at Pre-Visit Stage

using Food and Food Events as an Educational Tool: The Case of

Romania ........................................................................................................... 55

Manuela Pilato

Hugues Séraphin

Claudio Bellia

Ștefan-Claudiu Căescu

Marketing Strategies for Responsible Tourism: Challenges and

Opportunities .................................................................................................. 56

Bistra Vassileva

Pulsing Business Models for Marketing 4.0 ............................................. 57

Bistra Vassileva

Romanian Modern Retailers: How Intense, Engaging And

Differentiating Is Their Communication in Social Media? ................... 58

Carmen Balan


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CSR and Sustainable Development – Two Concepts with Different

Beginnings and a Common Future ............................................................. 59

Desislava Serafimova

Consumer Attitudes toward Online Behavioural Advertising: The

Social Media Involvement ............................................................................ 60

Andriani Kusumawati

Commodities Produced by Religious Communities on the Food

Market: Competitive Advantage or Ruining Reputation? .................... 62

Krisztina Bence

The Additive Manufacturing in the Industry 4.0 Era: The Case of an

Italian FabLab ................................................................................................ 64

Fabrizio Baldassarre

Francesca Ricciardi

Digital Revolutions affecting Distribution within the Games Sector .. 66

Malte Behrmann


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Marketing Capabilities and Selling Capabilities. Implementing a

Framework Guide for a Business Performance ...................................... 67

Anca Francisca Cruceru

Daniel Moise

Research of Commercialization Models of Scientific Developments in

Projects of Technological Entrepreneurship............................................ 68

Svetlana Karpycheva

The Moderating Factors Of Click On Intrusive Online Advertising:

Interstitial Case .............................................................................................. 69

Sarah Fakhir

Online Mobile Behavior – An Intercultural Perspective ....................... 70

Diederich Bakker

Examining Typical Korean Tourists: A Study of Medical Tourism in

Thailand ........................................................................................................... 71

Uraiporn (Ping) Kattiyapornpong


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The Development of Innovative Product Concept: A Case of Organic

Rice in Thailand ............................................................................................. 73

Pensri Jaroenwanit

Supot Deboonmee

Uraiporn Kattiyapornpong

Competences and Managerial Profile as Drivers of Hotel

Internationalization: Implications on Firm´s Internationalization

Strategy Pattern ............................................................................................. 75

Ricardo Correia

Jorge Lengler

On and Off-line Purchase Intention: the Role of Brand Trust as

Moderator of Risk Perception ..................................................................... 77

Marcello Tedeschi

Giovanna Galli

Maria Cristiana Martini

Specific Applications of Weather-Based Marketing ............................... 79

Evgeniya Tonkova


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Towards Social Media Communication Strategy: A Qualitative Case

Study of Higher Education Institutes ........................................................ 80

Salman Yahya

Mohammad Nouman

The Brand Effect - Living the Brand in Negotiations ............................ 82

Anne Maria Stefani

Marketing Approaches to Attract Investments in Municipalities ....... 83

Evgeniya Tonkova

Sevdalina Hristova

Dancho Petrov

Assessment of Communication Effects: Cultural Events in Varna,

Bulgaria............................................................................................................ 84

Plamena Palamarova


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Social Media Instruments’ Evolution and Importance for the

Marketing Communications Mix - An International Social Media

Experts Analysis............................................................................................. 85

Andreea Pachițanu

Experiential Marketing and Advertising Efficiency – a Marketing

Experiment ...................................................................................................... 86

Cristiana Sangiorzan

Mihaela Constantinescu

Profile Evolution Analysis of the Persons with a Healthy Lifestyle .... 88

Mihai Ioan Rosca

Laura Daniela Tanase

The Effects of Smoking on the Health of the Urban Population .......... 89

Ionel Dumitru

Narcisa Ciobotar

Silvia Elena Cristache

Florica Georgeta Rotaru


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Conference Goals

The Emerging Trends in Marketing and Management

international conference is designed to be an incredible locale for interacting

with experts from across the disciplines and around the world, becoming an

important marketing and management destination that is rich in content,

insights and innovation. With the objective of offering a complex and

immersive experience, the ETIMM Conference has been built on three key

pillars: Academic, Cultural/Touristic and Culinary.

Considering the well-known innovation rich background of Romania,

we aim at creating a networking and communication platform for academics

and practitioners in order to identify current and future trends and insights

in marketing and management, as well as to contribute significantly to the

state-of-the art international research and knowledge base in these areas.

In order to create the perfect environment for scientific discussion,

networking and innovation, the conference offers a unique blend of

academic, business and cultural/touristic experiences, which will offer

any participant a one-of-a-kind marketing and management acumen.

One of the major goals of the ETIMM Conference is to create a

friendly and approachable academic environment, whereby its members

(including senior worldwide scholars, faculty members, doctorate students,

researchers and business practitioners) are guiding and mentoring each

other.

Furthermore, through the conference journal “Emerging Trends in

Marketing and Management”, we will publish the work and papers

presented, with the purpose of driving international research and practice in

marketing and management.


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Conference Tracks

Main conference tracks are referring to emerging trends in:

Media & Marketing Communication

Marketing Research & Consumer Behavior

Marketing Strategy

Relationship Marketing and CRM

Innovation and Product Development

Knowledge Management

Entrepreneurship and Strategic Management

Leadership and Business Ethics

Organizational Culture and Human Resources Management

Operations and Project Management


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Conference Awards

At the end of the conference, during the Closing session, the

organizing committee will award the following:

Conference Best Paper Award

Conference Best Track Chair Award

Conference Best Doctoral research Award


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Conference Keynote Speakers

FINOLA KERRIGAN, PhD

Reader in Marketing and Consumption, University of

Birmingham

Dr. Finola Kerrigan is a Reader in Marketing and Consumption at

Birmingham Business School, University of Birmingham. Her primary

areas of research are marketing and consumption in the arts, branding and

social media. She is the author of Film Marketing (2010/2017) and has

edited a number of books. Her work has been published in international

journals such as the International Journal of Research in Marketing,

European Journal of Marketing, Journal of Marketing Management, Journal

of Macromarketing and Marketing Theory and she is on the editorial board

of a number of international journals. She is the former President and current

board member of the International Society of Markets and Development, a

member of the Executive of the Academy of Marketing and Deputy Chair

of the Academy of Marketing Special Interest Group for Arts, Heritage,

Nonprofit and Social Marketing. She is a Fellow of the Royal Society.


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PABLO FERREIROS BENNETT, PhD

International Speaker, Author, Marketer, Professor &

Advisor

Pablo Ferreriros has a PhD in Marketing, an MBA by Fundesem Business

School and an International MBA with specialization in Marketing and

Communication by HSE, Helsinki School of Economics, Finland. He was

certified by Harvard University as "Leaders of learning" and has been a

TEDx Speaker and organizer twice. He is currently dedicated to his passion

for education and training, giving lectures and classes in different

universities and business schools in Spain, Latin America and Europe, along

with marketing consulting. He has lectured in the fashion and retail master's

degree supported by the Inditex group, the Industrial Organization School

(EOI), the IEDE (European Institute of Design) and the Federation of

Entrepreneurs FEDA. He is a professor at Fundesem Business School,

Deusto Business School, Universidad Politécnica de Valencia, Nottingham

Business School (UK) and teaches and lectures in different Communication,

Marketing, Fashion and Business Management Masters.


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ALBERT SIMSENSOHN

Global Director-Customer Proposition for Vertical

Classifieds, NASPERS Limited

Albert Simsensohn is Global Director – Customer proposition for Vertical

Classifieds at Naspers, an international internet and media conglomerate. He

has a decade of corporate experience across Europe and Asia, centered

primarily on commercial strategy and on ecommerce expansion. Albert has

spent 5 years in consulting at McKinsey & Company, where he was

affiliated to the firm’s Marketing and Sales practice, serving clients across

Telco, Media and Banking sectors. During an intermezzo from consulting,

he worked for 2 years at eBay driving the introduction of online retail

standards to the company’s delivery experience in UK and Germany. Since

joining Naspers, Albert has lead monetization development for the

Romanian operations and later managed the Portuguese OLX business with

a focus on accelerating transition to mobile platforms. Albert is a graduate

of the Academy of Economic Studies in Bucharest and holds an MBA from

INSEAD.


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DAN ȘTEFAN

Owner, Autonom Rent a Car

After 2 Master's Degrees in International Economics and Business and 4

years of management consulting (purchasing, cost cutting, project

management, e-business) in Western Europe, Dan Stefan has co-founded

in 2006 the Autonom Group of Companies, active in Romania in the

following fields: car rental, chauffeur drive, fleet outsourcing, fleet

management. Autonom Rent a Car is the largest car rental company in

Romania and they currently offer car rental services in 36 agencies in 23

Romanian cities, with a fleet of over 1500 new cars.

Specialties: Entrepreneurship, Leasing Regulations, Cost Cutting,

Management Consulting


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ETIMM 2016 Conference Best Paper Award

The winners of last year’s Conference Best Paper Award were professor

Stephan Kull and professor Philipp Hübner from Jade University of

Applied Sciences, for the paper entitled “Why Do Consumers Use

Technologies for Shopping in Omnichannel Environments? Examining

a Special Relationship Between Consumers and Devices”.


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Why Do Consumers Use Technologies for Shopping in Omnichannel

Environments? Examining a Special Relationship Between Consumers

and Devices

Stephan Kull

Jade University of Applied Sciences

[email protected]

Philipp Hübner


[email protected]

Keywords: Omnichannel, Technologies, Consumer Behaviour.

JEL classification: M31.

The proliferation of smartphones, tablet computers and mobile internet

is influencing the evolution of customer behaviour. Retail and industry are

increasingly catering for customers who use more and more technologies

within their demand journey. Some suppliers distribute their goods and

services, and communicate, in omnichannel systems. Technologies such as

quick-response code, near-field communication, augmented reality and

beacons provide new opportunities for the incorporation of various phases

of the demand process. The internet complements and enables a functional

networking of different marketing channels. Technological-trend

monitoring is now an important management task, as is the design of

omnichannel systems that allow buyers a problem-free shopping experience


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across multiple marketing channels. Numerous papers and studies focus on

customers’ acceptance of – and willingness to use – smartphones. But how

can different levels of acceptance and willingness be explained? Why do

customers see smartphones as playing such an important role in their

everyday lives? The purpose of this conceptual paper is to broaden and

deepen the understanding of customer behaviour with regard to smartphones

in an omnichannel environment. This paper develops a framework that

focusses on the relationship between customers and smartphones in the

context of omnichannel systems. Several theoretical approaches – such as

the extended self, the extended mind, the digital doppelgänger, actor–

network theory and the cyborg assemblage are used to derive hypothetical

constructs providing implications for future empirical studies. We suggest

five active roles for smartphones within the relationships with customers:

(1) parts of the customers’ selves; (2) drivers of cognitive processes; (3)

supporters of digital doppelgängers; (4) agents for active impulses; and (5)

partners in fusions. We assume that these five roles of smartphones have a

positive effect on customers’ willingness to use smartphones as shopping

companions in bricks-and-mortar retail stores.

The full text of this paper is available free of charge in the Journal of

Emerging Trends in Marketing and Management, ISSN: 2537 – 5865,

Vol I, No. 1/2016, pg. 62-69, [online] etimm.ase.ro.

http://www.etimm.ase.ro/journal/ETIMM_V01_2016.pdf


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2nd Annual

Emerging Trends in Marketing and Management

International Conference

Conference Program

September 28th-30th, 2017

Bucharest, Romania


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Thursday, September 28th 2017

09:00 – 10:00 Participant Welcome and Registration

(N. Angelescu Building, Bucharest University of Economic Studies, No 6

Romana Square)

10:00 – 13:00 Opening Ceremony and keynote speakers (Virgil

Madgearu Room)

Welcome speech from Bucharest University of Economic Studies

Finola Kerrigan, PhD – Reader in Marketing and Consumption,

University of Birmingham

Pablo Ferreiros, PhD – International Speaker, Author, Marketer,

Professor & Advisor

Albert Simsensohn – Global Director, Customer Proposition for

Vertical Classifieds, NASPERS Limited

Dan Ștefan – Owner, Autonom Rent a Car

13:00 – 14:00 Lunch (Cafeteria, 3rd Floor)

14:00 – 16:00 Session I (Virgil Madgearu Room)

16:00 – 16:30 Coffee Break

16:30 – 18:30 Session II (Virgil Madgearu Room)

20:00 – 23:00 Gala Dinner and an exclusive Romanian folkloric

program (Pescăruș Restaurant, Herestrău Park)


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Friday, September 29th 2017

10:00 – 12:30 Session III (Virgil Madgearu Room)

12:30 – 14:00 Lunch (Cafeteria, 3rd Floor)

14:00 – 16:30 Session IV (Virgil Madgearu Room)

18:00 – 20:00 Panoramic Bucharest city tour with an English speaking

guide (pick up in front of N. Angelescu Building, Romana Square)

20:00 – 23:00 Romanian craft beer tasting experience and authors’

networking meeting (Romanian Craft Beer Bar – Fabrica de Bere Bună)


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Saturday, September 30th 2017

08:00 – 21:00 Day Trip to Bran and Brașov (pick up in front of N.

Angelescu Building, Romana Square)

- Beautiful route through the Carpathian Mountains

- Brasov city center tour with an English speaking guide

- Bran Castel (Dracula’s Castle) tour with an English speaking guide

- Lunch in a picturesque location in Bran

- Visit to the Rhein Azuga Wine Cellars (supplied the Romanian Royal

Court) and sparkling wine tasting experience


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Session I – 14:00-16:00, Virgil Madgearu Room


Chairpersons: Fabrizio Baldassarre

Daniela Ioniță

Paper

ID Author(s) Paper Title

89

Fabrizio

Baldassarre,

Francesca

Ricciardi

The Additive Manufacturing in the Industry

4.0 Era: The Case of an Italian FabLab

80 Bistra Vassileva Marketing Strategies for Responsible

Tourism: Challenges and Opportunities

71 Clare D'Souza,

Tariq Halimi

Country of Origin Effects and Consumer

Behaviour

85 Krisztina Bence

Commodities Produced by Religious

Communities on the Food Market:

Competitive Advantage or Ruining

Reputation?

81 Bistra Vassileva Pulsing Business Models for Marketing 4.0

114 Plamena

Palamarova

Assessment of Communication Effects:

Cultural Events in Varna, Bulgaria

100 Uraiporn (Ping)

Kattiyapornpong

Examining Typical Korean Tourists: A Study

of Medical Tourism in Thailand

79

Manuela Pilato,

Hugues

Séraphin,

Claudio Bellia,

Ștefan Claudiu

Căescu

Challenging the Negative Image of

Destinations at Pre-Visit Stage using Food and

Food Events as an Educational Tool: The

Case of Romania


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Session II – 16:30-18:30, Virgil Madgearu Room


Chairpersons: Iuliana Raluca Gheorghe

Mihai Cristian Orzan

Paper


110 Anne Maria Stefani The Brand Effect - Living the

Brand in Negotiations

75

Iuliana Raluca Gheorghe,

Andra Victoria Radu,

Consula Mădălina

Gheorghe, Octavian

Negoiță, Victor Lorin

Purcărea

Tit for Tat: A Perspective on

Health Care Social Marketing

Shock Advertising

83 Desislava Serafimova

CSR and Sustainable

Development – Two Concepts

with Different Beginnings and a

Common Future

96 Svetlana Karpycheva

Research of Commercialization

Models of Scientific

Developments in Projects of

Technological Entrepreneurship

98 Sarah Fakhir

The Moderating Factors Of Click

On Intrusive Online Advertising:

Interstitial Case

101

Pensri Jaroenwanit, Supot

Deboonmee, Uraiporn

Kattiyapornpong

The Development of Innovative

Product Concept: A Case of

Organic Rice in Thailand

84 Andriani Kusumawati

(virtual presentation)

Consumer Attitudes toward

Online Behavioural Advertising:

The Social Media Involvement


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Session III – 10:00-12:30, Virgil Madgearu Room


Chairpersons: Malte Behrmann

Carmen Bălan

Paper


82 Carmen Bălan

Romanian Modern Retailers: How Intense,

Engaging And Differentiating Is Their

Communication in Social Media?

91 Malte Behrmann Digital Revolutions affecting Distribution

within the Games Sector

76 Christian Arnold

The Industrial Internet of Things from a

Management Perspective: A Systematic

Review of Current Literature

77 Philipp Hübner

Why Do Customers Use Smartphones for

Shopping in Omnichannel Environments?

Proposition and Testing the Factor

Structure of Items for Customer–

Smartphone Structural Equation Model

(PLS-SEM)

111

Evgeniya Tonkova,

Sevdalina Hristova,

Dancho Petrov

Marketing Approaches to Attract

Investments in Municipalities

105

Marcello Tedeschi,

Giovanna Galli, Maria

Cristiana Martini

On and Off-line Purchase Intention: the

Role of Brand Trust as Moderator of Risk

Perception

109 Salman Yahya,

Mohammad Nouman

Towards Social Media Communication

Strategy: A Qualitative Case Study of

Higher Education Institutes

108 Evgeniya Tonkova Specific Applications of Weather-Based

Marketing

123

Ionel Dumitru,

Narcisa Ciobotar,

Silvia Elena Cristache,


The Effects of Smoking on the Health of

the Urban Population

99 Diederich Bakker

(virtual presentation)

Online Mobile Behavior – An Intercultural

Perspective


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Session IV – 14:00-16:30, Virgil Madgearu Room


Chairpersons: Andreea Mihaela Barbu

Mihai Cristian Orzan

Paper


68 Hiroshi Ono

Globalization and the Erosion of Job

Security in the Japanese Labor Market:

Exploring the Macro-micro Link

69

Elmira Naberushkina,

Olga Volkova, Oksana

Besschetnova

Human Resource Management in

Social Welfare System

93 Anca Francisca

Cruceru, Daniel Moise

Marketing Capabilities and Selling

Capabilities. Implementing a

Framework Guide for a Business

Performance

121

Cristiana Sargiorzan,

Mihaela

Constantinescu

Experiential Marketing and

Advertising Efficiency – a Marketing

Experiment

70

Elmira Naberushkina,

Olga Volkova, Oksana

Besschetnova

Business Ethics of a Leader of NGO

for Children in Needs

104 Ricardo Correia, Jorge

Lengler

Competences and Managerial Profile

as Drivers of Hotel

Internationalization: Implications on

Firm´s Internationalization Strategy

Pattern

120 Andreea Pachițanu

Social Media Instruments’ Evolution

and Importance for the Marketing

Communications Mix - An

International Social Media Experts

Analysis

122 Mihai-Ioan Roșca,

Laura-Daniela Tănase

Profile Evolution Analysis of the

Persons with a Healthy Lifestyle


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Organized Activities and Excursions (all included in the Conference Fee)

A selection of very attractive activities and trips has been arranged for

ETIMM international conference participants

1. Activities:

Gala dinner and an exclusive Romanian folkloric program

(September 28th);

Panoramic Bucharest city tour with an English speaking guide

(September 29th);

Authors’ Networking and Collaboration Meeting (September 29th);

Romanian craft beer tasting experience with an expert beer brewer

and an interactive program for all participants (September 29th).

http://www.etimm.ro/wp-content/uploads/2015/12/cec.jpg


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You’ll take a panoramic tour of the most important attractions of

Bucharest and areas of the city such as: The Arch of Triumph, Victory

Square, The Royal Palace (nowadays the seat of The National Art

Museum), Romanian Atheneum, Revolution Square, Victoriei Avenue,

Union Square.

http://www.etimm.ro/wp-content/uploads/2015/12/vict.jpg


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You'll have the chance to admire the Parliament Palace, a "giant" built

during the Golden Age of the communist totalitarian regime started at the

idea of a leader for whom the notion of "reasonable size" did not exist -

Nicolae Ceausescu. The Guiness Book of World Records lists this building

as the heaviest building in the world. It is constructed from 700,000 tonnes

(1.5 billion lb) of steel and bronze combined with 1 million m³ (35.3 million

ft³) of marble, 3,500 tonnes (7.7 million lb) of crystal glass and 900,000 m³

(31.7 million ft³) of wood.

http://www.etimm.ro/wp-content/uploads/2015/12/parl.jpg


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2. Day Trip to Bran and Braşov (beautiful route through the

Carpathian Mountains – Prahova Valley) – September 30th

Braşov city center tour with an English-speaking guide

Bran Castel (Dracula's Castle) tour with an English-speaking guide

Lunch in a picturesque location in Bran

Visit to the Rhein Azuga Wine Cellars (supplied the Romanian Royal

Court) and sparkling wine tasting experience


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The Bran Castle has become a destination for over 500,000 visitors each

year who can delight in countless activities such as music festivals,

children's pageants, and food fairs. Recognizing that Bran was the

inspiration for Dracula's Castle in the Bram Stoker's celebrated novel,

"Dracula", visitors can enjoy rooms dedicated to Transylvania's most

famous count… and, in the coming months, dine in Queen Marie's Tea

House and ride a glass elevator to experience "Dracula's escape route".

We invite you to experience the history, the myth, the intrigue and the magic

of this wonderful place and its Queen. We hope that you will carry the spirit

that makes us love the Bran Castle with you, always.


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Abstracts of the 2nd Annual International Conference


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Globalization and the Erosion of Job Security in the Japanese Labor

Market: Exploring the Macro-micro Link

Hiroshi Ono

Hitotsubashi University

[email protected]

Keywords: globalization, labor market, job security, mechanisms,

Japanese employment system.


In this paper, I examine the effects of globalization on labor market

institutions, with particular focus on Japan. The experiences of advanced

Western nations do not necessarily set a precedent nor an exemplar for

Japan. Understanding Japan’s responses to globalization requires a more

nuanced approach, which accounts for its historical and institutional

trajectories. Along with globalization, Japan is experiencing a greater

infusion of foreign capital, and an increasing presence of foreign firms.

These foreign firms bring with them employment practices that are more

short-term and market-driven and less socially embedded compared to the

Japanese status quo. There is now growing evidence that the expansion of

foreign firms is eroding job security in the Japanese employment system.

The diverging employment practices of foreign firms have spillover effects

into the domestic firms, which may disturb the Japanese status quo in the

long-run. The co-existence of the foreign and the domestic provides a

fascinating test bed through which to examine how local firms adapt to

global pressures, and how workers navigate the changing institutional

environment.


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Human Resource Management in Social Welfare System

Elmira Naberushkina

Saratov State Technological University

[email protected]

Olga Volkova

Belgorod State National Research University

[email protected]

Oksana Besschetnova

Saratov State University

[email protected]

Keywords: human resources, management, social welfare system, social

service organizations, research.

JEL classification: I31.

The article presents the results of the research of employees’ labor

motivation, who work in social welfare system. The issues of the existing

personnel policy and the degree of its effectiveness are considered in order

to attract highly qualified specialists to this particular working area. The

study was conducted in 2016 in social service organizations, located in

Belgorod region (Russia). At the preparatory stage of the research, the

analysis of federal and regional law, as well as the internal documents of

social service organizations, regulating the employment issues was carried

out, which makes it possible to reveal the declared principles for this

employment cluster. At the next stage, a questionnaire was developed to

interview employees, working in social service organizations. The sample

was based on the proportional selection of respondents by districts, types of

organizations, gender and age. As a result, four key clusters of employee

motivation were identified: (1) professional career and self-realization (only

20% of respondents have this type of labor motivation, the majority of them

are young people with an experience of up to 5 years); (2) the stability of


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employment and the guarantee of wage (about 50% of respondents, whose

professional experience is more than 10 years, work in social welfare system

mainly because of low but stable wages and guaranteed social package); (3)

motivation of temporary employment (15% of respondents are not focused

on long-term employment in social sphere, some of them either use the

current job to get the working experience, or the rest of others waits to leave

for a new and more desirable place of work); (4) motivation to maintain

comfort (this cluster includes about 15% of people who are going to retire

soon and prefer comfortable working conditions as well as have the

permanent place of work prior the retirement).


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Business Ethics of a Leader of NGO for Children in Needs

Elmira Naberushkina

Saratov State Technological University

[email protected]

Olga Volkova

Belgorod State National Research University

[email protected]

Oksana Besschetnova

Saratov State University

[email protected]

Keywords: business ethics, leader, non-government organization for

children in needs, Belgorod region.

JEL classification: I31.

The purpose of the research is to study the business ethics of a leader of

non-government organization that provides the assistance to needed

children. The study is conducted in Belgorod region (Russia) in May – June

2016. The targeted sample includes formal and informal leaders (n = 281)

from 52 NGOs which provide services for children in needs. The main

method of the research is a structured interview with formal and informal

leaders of NGOs, located in Belgorod region. Currently, the total number of

non-profit organizations in Belgorod region is 2141, but only 52 of them

have been supported by the government. The results of the research has

showed the following: first of all, most of the official leaders of non-profit

organizations are people aged 40 years and older while the age of most

informal leaders of NGOs is around 60. Secondly, 80% of regular

employees of non-profit organizations have been familiar with their

colleagues before they start working together; in most cases the person who

is the initiator of the creation of the NGO, then has become its leader.

Thirdly, the majority of regional non-profit organizations are relatively


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closed; more than 20 % of respondents indicate that they work together with

their relatives, and the rest of the employees are people who fully share the

moral and corporative values of the organization. Fourthly, on the one hand

informal interpersonal relationships between employees promote trust and

mutual assistance, reduce barriers in communication process, but on the

other hand they reduce the development of the organization, prevent NGOs

from the search for new ideas and resources. Fifthly, the main conditions

that are allowed non-profit organizations to achieve their goals are an

authoritative leader (70 %), his/her personal and professional experience (68

%), as well as a well-established reputation in professional sphere based on

the business etiquette (62 %).


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Country of Origin Effects and Consumer Behaviour

Clare D'Souza

La Trobe University

[email protected]

Tariq Halimi

La Trobe University

Keywords: country of origin, extrinsic cues, intrinsic cues, normative,

cognitive and affective processing


Consumers evaluate a product based on information cues. These cues

can be divided into two categories: intrinsic and extrinsic. Intrinsic cues

refer to inherent tangible traits / attributes of the product, such as taste, size,

and performance, while extrinsic cues refer to intangible characteristics of

the product which do not directly affect product performance. Such cues

include product’s brand, price, warranty, and COO. Newman and Staelin

(1972) found that consumers engage in relatively little information seeking

when they want to make a purchase. Since intrinsic cues of a product like

quality cannot be easily detected before making the purchase, consumers

resort to extrinsic cues (Han and Terpstra, 1995; Bredahl, 2004), such as

brand name (Jacoby et al., 1977) and COO of foreign products (Han and

Terpstra, 1988) as surrogate measures to evaluate the quality of a product

(Olson and Jacoby (1972). This is supported by Lee and Lou (1995) who

believe that consumers rely more heavily on extrinsic cues for product

evaluations which can “act as signals for product quality” (Verlegh and

Steenkap, 1999, p.523). Despite the importance of extrinsic cues, intrinsic

cues are stronger determinants of quality than extrinsic cues as they have

more predictive value than extrinsic cues (Szybillo and Jacoby, 1974);

Bredhal, 2004). Hence, the consumer would be less affected by extrinsic

cues when he or she has high knowledge about the product and sufficient


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motivation to search for and process information about the intrinsic cues, so

they would rely on this knowledge about the intrinsic cues rather than on

stereotypical information in order to evaluate the product and make their

purchase decision (Ahmed et al., 2002). Consumers evaluate foreign

products using country image based on its two components: cognition and

affect. This is in addition to the normative influence. The paper briefly

highlights the influence of these three dimensions. Among the extrinsic cues

of products, COO is the focus of this study which is briefly reviewed in the

paper following by a conceptual model being proposed along with

proposition and recommendations.


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Tit for Tat: A Perspective on Health Care Social Marketing Shock

Advertising

Iuliana Raluca Gheorghe

Carol Davila University of Medicine and Pharmacy

[email protected]

Andra Victoria Radu


[email protected]

Consuela Mădălina Gheorghe


[email protected]

Octavian Negoiță


[email protected]

Victor Lorin Purcărea


[email protected]

Keywords: shock advertising, marketing communications, taboo

advertising, health care services, emotions

JEL classification: I12, I18, M37.

Heath Care Social Marketing Advertising has always had a

controversial perspective, as it promotes behavioral change in individuals.

Moreover, the vast majority of social marketing campaigns focus on health

prevention in a population, such as smoking, physical activity, alcohol abuse

as well as breast cancer. Consequently, in order to assess the desired

outcomes, specialists employed shock advertising in the health care social

marketing campaigns. This case study concentrates on the effectiveness of


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a Romanian health care social marketing campaign for smoke prevention.

More specifically, the shock social marketing advertisement was part of a

smoking prevention campaign launched by the “Marius Nasta”

Pneumophtisiology Institute in Bucharest, Romania. The sample consisted

of 100 students from the “Carol Davila” University of Medicine and

Pharmacy, presenting the characteristics of Generation Y. The selected

sampling method was the snow ball technique. Further, the shock

advertisement was evaluated according to Dahl et al’s classification, as

perceived by the health care consumers. The data was collected using a self-

administered questionnaire and was analyzed using SPSS version 20.

Findings revealed that the vast majority of respondents placed the health

care social marketing prevention advertisement in the religious taboo

category (42.6%), followed by the moral offensiveness category (22.2%)

and sexual references (7.4%), respectively. The mean age of the respondents

was 20 and there were 66.7% female respondents and 33.3% male

respondents. However, the vast majority of the respondents perceived the

prevention smoking health care shock advertisement as not being interesting

(35.2%), some have felt pity (9.3%), sadness (7.4%) and even compassion

(5.6%). All in all, findings pointed out that shock advertisements used in

health care social marketing campaigns have no longer the impact they had,

becoming more and more ineffective, in spite of embedding a shock appeal.


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The Industrial Internet of Things from a Management Perspective: A

Systematic Review of Current Literature

Christian Arnold

Friedrich-Alexander University Erlangen-Nürnberg

[email protected]

Keywords: Industrial Internet of Things, Industry 4.0, Industrial Value

Creation, Industrial Manufacturing, Literature Review

JEL classification: L00, L60, M15, O32.

The Industrial Internet of Things (IIoT) refers to a novel manufacturing

paradigm. In its core, it enables real-time, smart, horizontal, and vertical

connection of machines, objects, and people resulting in a smart factory. To

date, the IIoT has primarily been researched from a technical perspective,

while economic research is still in its infancy. In order to promote scientific

discussion from a management perspective, this paper aims at

systematically analyzing and displaying the current state of economic IIoT

research. Thus, research gaps can be identified and targeted future

management research can be supported. A systematic literature review is

chosen as research method since it is appropriate for the identification,

evaluation, synthesis and discussion of existing academic works. A

structured selection process with regard to high quality and subject

relevance revealed 52 publications published between 2011 and 2016 to be

further analyzed in detail. This examination identified four topics discussed

in current management literature. Most of the identified articles address IIoT

Ecosystem aspects. This includes IIoT-related strategic implications in

terms of business partners and other stakeholders, e.g., non-governmental

organizations. The topic IIoT Business Models deals with IIoT-triggered

effects on established business models to ensure future viability as well as

with novel, innovative business concepts. Literature focusing on IIoT

Technology Adoption addresses strategic recommendations in terms of both


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manufacturing transition and adoption requirements. Lastly, IIoT

Qualification articles dwell on implications of increasingly digitized work

environments for appropriate job designs and qualification requirements. By

providing a comprehensive and clearly displayed current state of research

as well as showing respective research gaps, the findings are highly relevant

for future economic IIoT research. Moreover, this article supports

managerial practitioners in understanding the IIoT and its inevitable effect s

on industrial companies by presenting insights into strategic management in

the era of digitized and connected industrial value creation and capture.


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Why Do Customers Use Smartphones for Shopping in Omnichannel

Environments? Proposition and Testing the Factor Structure of Items

for Customer–Smartphone Structural Equation Model (PLS-SEM)

Philipp Hübner


[email protected]

Keywords: Smartphones, Customer Behaviour, Bricks-and-Mortar Retail


The usage of smartphones is influencing more and more customers'

behaviours and shopping processes. Customers use smartphones, for

instance, to buy directly (so-called mobile shopping) or to prepare their

shopping within bricks-and-mortar retail. They may search for product

information, special offers or nearby retail stores. For these reasons,

smartphones are also called shopping assistants or shopping companions.

The smartphone becomes, in some ways, a technical but intimate partner

and more than just a simple and passive device. It becomes an active partner:

social networks can be consulted; mobile coupons can stimulate buying

desire; and tracked individual physiological data can be the basis for

purchase decisions. Numerous papers and studies focus on customers’

acceptance of – and willingness to use – smartphones. But, why do some

customers use their smartphones more often and more intensively while

shopping within bricks-and-mortar retail than other customers? The purpose

of this paper is to propose and test the factor structure of items for a

structural equation model (PLS-SEM) including five constructs: (1) the

intensity of smartphone usage; (2) the smartphone-extended self; (3) the

smartphone-extended mind; (4) the smartphone as a supporter for the digital

doppelgänger; and (5) the smartphone as shopping companion. To test the

proposed factor structure and items, a small empirical study has been

organised as pre-test. The study surveyed mainly students, who represent a

highly relevant group of smartphone users.


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Challenging the Negative Image of Destinations at Pre-Visit Stage

using Food and Food Events as an Educational Tool: The Case of

Romania

Manuela Pilato

University of Winchester

[email protected]

Hugues Séraphin

University of Winchester

[email protected]

Claudio Bellia

University of Catania

[email protected]

Ștefan-Claudiu Căescu

Bucharest University of Economic Studies

[email protected]

Keywords: Marketing; tourism; food; Romania; image


Destinations with a negative image struggle to attract tourists (Alvarez

and Campo, 2014). Research addressing the issues of these destinations

remains limited. Séraphin, Butcher and Korstanje (2016) have provided

evidence that the education of tourists at pre-visit stage using visual online

learning materials can contribute to improve the image of a destination. As

for this paper, it provides evidence that off line resources like food and food

events can play an important role in the chain of marketing actions to put in

place to improve the image of a destination. Food and food events appear as

efficient tryvertising and educational tools at pre-visit stage. From an

academic point of view, this research paper contributes to the meta-literature

in the field of marketing, tourism and food research as it introduce the DRA

model as a way to gauge the efficiency of a tryvertising tool.


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Marketing Strategies for Responsible Tourism: Challenges and

Opportunities

Bistra Vassileva

University of Economics-Varna

[email protected]

Keywords: marketing strategy, brand strategy, responsible tourism, CSR.

JEL classification: M31, M37.

On a global scene, concerns about global warming, destruction of the

environment, erosion of cultures and lifestyles, and millions of people still

living in poverty, are increasing (International Centre for Responsible

Tourism, 2012). The number of initiatives aimed at saving some part of the

environment, or improving the living conditions for the world’s vulnerable

people, increases steadily. According to the Ethical Consumer Markets

Report (2012:2) markets for ethical goods and services have remained

resilient throughout the economic downturn. Tourism is one of the world’s

largest and fastest growing economic sectors. In 2015 the number of

international tourist arrivals surpassed 1.2 billion with a forecast to reach

1.8 billion in 2030 according to the UNWTO. Within this continuing growth

of tourism there is a growing trend and a raising consumer awareness for

sustainable and responsible tourism. Since more than 90% of tourism

companies in EU are small businesses, individual entrepreneurs or family

houses, they do not have a capacity to exploit the opportunities offered by

these new ‘green’ markets. Present paper provides results from a

transnational study among micro and small tourist companies in seven EU

countries - the Netherlands, Italy, Spain, Portugal, Northern Ireland,

Bulgaria, and Malta. The research is conducted online and focuses on the

attitudes toward CSR, the effect of CSR on company strategy, including

marketing and brand strategy. Based on research results several implications

about marketing strategies for responsible tourism initiatives launched by

micro and small companies are presented.


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Pulsing Business Models for Marketing 4.0

Bistra Vassileva

University of Economics-Varna

[email protected]

Keywords: business models, Marketing 4.0, digital disruption


During the last decades the world is in a permanent flux due to the rapid

development of ICT. Marketing practice is changing with the same pace

while marketing academia is still lagging behind. Digital technologies are

being integrated with marketing activities continuously or disruptively to

reach Marketing 4.0, a new generation of marketing approaches, methods,

tools, and practices (Jara et al., 2012). In this paper, the author argues that

technologies will transform marketing organization and reshape market

space, and companies should acknowledge that they have to transform their

business models to ensure a sustainable market leadership position. The aim

of this paper is to explore the theoretical foundations of value creation in e-

business by examining how mature digital organizations transformed

successfully their business models. Following the literature review a

conceptual model of an “3G” pulsing business model is proposed. It

integrates contemporary marketing practice and digital transformation of

value creation. A “3G” pulsing business model depicts the design of

transvection content, structure, and governance so as to create value through

the exploitation of business opportunities of digital disruption.


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Romanian Modern Retailers: How Intense, Engaging And

Differentiating Is Their Communication in Social Media?

Carmen Balan

The Bucharest University of Economic Studies

[email protected]

Keywords: modern retailers, social media, marketing communication,

engagement, differentiation


At present, marketing debate focuses mostly on the tremendous

potential provided by social media for the brand communication. Facebook,

You Tube and Instagram are the buzzwords of the moment. This paper aims

to study the marketing communication of major Romanian modern retailers

in social media, respectively the chains of hypermarkets, supermarkets and

discount stores. The research objectives refer to the study of the following

aspects: the intensity of their posting behavior during a predefined period,

the level of generated engagement (views and likes), the topics of the posts

made by these retailers, extant differences between the posting behavior of

the main types of Romanian modern retailers. Recommendations are made

for the practitioners of the modern retailing, in order to improve the impact

of their communication in social media. To the best of our knowledge, this

research is the first systematic study of the topic in Romania. This paper

brings two contributions to the field of marketing communication of modern

retailers in social media. The former relies on the detailed analysis of the

current stage of development. The latter consists in the formulation of

specific recommendations based on the points of parity and the points of

differentiation identified in the comparative study of the social media

communication of the major types of Romanian modern retailers.


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CSR and Sustainable Development – Two Concepts with Different

Beginnings and a Common Future

Desislava Serafimova

University of Economics - Varna

[email protected]

Keywords: Corporate Social Responsibility (CSR), Sustainable

Development, Social Business, Fair trade, Supported Agriculture, Slow

movement.


The concepts of Corporate Social Responsibility (CSR) and Sustainable

development have emerged as separate independent units in different

historical periods, but today their content, orientation and tools are basically

identical. Both concepts focus on the economic, ecological and social

aspects of the activity not only of contemporary business organizations, but

of those in the public sector as well. The main purpose of the paper is to

track the evolution of the ideas on CSR and Sustainable development, to

reveal the historical prerequisites for their emergence and to outline the

differences in their initial interpretation. After that the gradual convergence

of these ideas is tracked in respect to orientation and content by making a

comparative analysis of the most common practical initiatives for CSR and

sustainable development as Social standards certification, CSR Stock

Exchange indices and Corporate Sustainability assessment, Social Business

and Social Entrepreneurship. The results about the availability of common

ideas on CSR and sustainable development in contemporary business

practices as Fair trade, Supported Agriculture and Slow movement are

presented. The trends for their future development are outlined, including

the application of new and innovative concepts concerning responsible and

sustainable business in Europe, and, in particular, in some of the Balkan

countries. Arguments are brought forward to support the thesis that today

CSR is a basic element and an essential part of the overall efforts for

sustainable development.


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Consumer Attitudes toward Online Behavioural Advertising: The

Social Media Involvement

Andriani Kusumawati

Brawijaya University

[email protected]

Keywords: Online behavioural advertising (OBA), Consumer Attitudes,

social media, Indonesia


In digital environment nowadays, data about Internet usage can be used

to tailor content and advertisements to users’ interests. Interactive

advertising allows customers to become more involved because they initiate

most of the action. Social media allows customers and prospects to

communicate directly to the brand representative or about the brand with

their friends. Experiences during this interaction will drive brand attitudes.

Since online behavioural advertising uses a targeted approach and the

advertisement of the retailer is directed to the most appropriate and

interested consumer and online retailers interact with online consumers for

their transactions, online behavioural advertising becomes a very important

tool especially for online retailers. However, online behavioural advertising

programs through social media, which target consumers based on their

interests and preferences, still raises debate concerning consumer privacy

interests in connection with business data collection, transfer and use. This

article aims to explain the influence of online behavioural advertising

(OBA) on attitude and their purchase intention. This type of research is

explanatory with quantitative approach. Facebook as one of the popular

social media was chosen as the research site. Population in this research are

Facebook users in Indonesia who have seen impression of OBA aged above

18 years old and ever conducted online shopping in past six months. The

sample used in this research was 145 people chosen with purposive


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sampling technique. Self-administered questionnaire via online was

employed as data collection methods in this research. The result of path

analysis shows that OBA significantly influences the attitude, OBA

significantly influences the purchase intention, attitude significantly

influences the purchase intention. Based on the research’s result it was

suggested that users’ privacy should be considered carefully especially

related to the tracking and profiling for OBA purpose, the display of OBA

must be improved to attract attention and reach high click-through-rate.


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Commodities Produced by Religious Communities on the Food

Market: Competitive Advantage or Ruining Reputation?

Krisztina Bence

Kaposvár University

[email protected]

Keywords: religion; religious marketing; new religious movements;

religious economy; religious market.


Recently the ecosystem of religious life had gone through radical

changes: by the emerging of new religious movements the choices became

freer than previously. Being born into a religious group does not necessarily

mean that one needs to stay there forever. And by the emerging of free

choices the nature of sacral life had changed in its fundamentals as well:

religious communities are not in monopolistic situation anymore, they are

not protected by the state in this position either, as before, and the number

of believers may change rapidly as well. This means that churches need to

take their maintenance and promotion into their own hands. In the present

days religious communities engage themselves more and more often in

commercial activities including marketing, PR and usually even for-profit

activities such as service provision and product sales. Krishna-believers in

Hungary started off as a self-serving economy, but soon overproduction

made it possible for them to sell their products to the wider public as well.

In my research I examined the products they offer and the effect of their

commercial activities on their reputation. During the research process I

compare the activities of Hungarian Krishna-believers to those of the

communities in other countries. My aim was to find out how much the

Krishna Valley in Hungary is a pioneer among the Krishna-conscious

communities in Europe in the commercial activities and how these

engagements affect their reputation. In my research I primarily relied on the


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results of my in-depth interviews and to draw conclusions about the effects

of commercial activities on the reputation of churches. As my research has

shown, engaging in commercial activities does not affect religious

communities as badly as many would think, and this may even be a path of

progress for Krishna-conscious groups around Europe.


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The Additive Manufacturing in the Industry 4.0 Era: The Case of an

Italian FabLab

Fabrizio Baldassarre

University of Bari Aldo Moro

[email protected]

Francesca Ricciardi

University of Bari Aldo Moro

[email protected]

Keywords: Additive Manufacturing, 3D printing, Smart Factory, Smart

Manufacturing, Digitalization


Nowadays it is possible to create a flexible, automated and agile

production, implementing complex technologies, combining physical

objects and information systems. Machines and robots are able to

communicate each other, to take decisions in an independent way, to self-

update and to self-adapt to changing context. The introduction of new

automated techniques, the development of sophisticated and autonomous

devices and machineries allow the creation of smart factories, giving origin

to the Smart Manufacturing phenomenon. Additive manufacturing (AM) is

one of the most widespread technologies in operational practices that with

rapid prototyping and 3D printing, has revolutionized the production. It is

an advanced technology to produce parts, using advanced computer-aided

design software. As a consequence, the affirmation of digital fabrication

labs, which aim is to promote digital culture, providing innovative tools and

sharing knowledge, creating customized products. The present work

provides a theoretical contribution to the extant literature of additive

manufacturing technology and a practical example to encourage companies

to adopt innovative tools. From a practical point of view, it is examined the

characteristics and applications of 3D printing in a FabLab in the South of


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Italy. The methodology used is the case study technique, where information

are collected through descriptive survey. The aim of this work is to

investigate about the use of additive manufacturing technique, putting in

evidence benefits and limits of this technology. In this way it is possible to

understand about the development of Industry 4.0 in our country, in

particular giving attention to the application of Additive Manufacturing

technologies.


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Digital Revolutions affecting Distribution within the Games Sector

Malte Behrmann

BBW Hochshcule

[email protected]

Keywords: digital shift, games industry, online revolution, mobile shift,

mobile games.

JEL classification: D49, M31, Z10.

The paper addresses the two main revolutions the games industry

underwent within the last decade in its distribution structures: The internet

shift and the mobile revolution. The author observes and describes economic

phenomena which he has witnessed in many workshops and interviews

within several EU research projects. By modeling different scenarios of

actors in the ecosystem he now shows that the structures have seen dramatic

changes and shifting opportunities for all market participants. As a result,

he shows that both revolutions have opened opportunities for fast movers,

but over time those opportunities have been shrinking with more and more

actors coming on board.


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Marketing Capabilities and Selling Capabilities. Implementing a

Framework Guide for a Business Performance

Anca Francisca Cruceru


[email protected]

Daniel Moise


[email protected]

Keywords: marketing capabilities, selling capabilities, business

performance, marketing strategies


Business performance depends on many factors: economic context,

market trends, competitive environment, customer behavior, managerial

competences, marketing and selling capabilities. The literature review offers

different approaches to understanding the role of marketing and selling in

explaining business performance differences between firms. The case of

multinational companies that engage in professional selling based on

marketing support differs significantly from small businesses based on

entrepreneurial selling. Managers need to find solutions to get a competitive

market position and implement successful competitive strategies. In this

article, the authors explore the nature of business performance obtained

through the marketing and selling capabilities of the firm and develop a

conceptual framework guide for analyzing and managing the elements

involved in achieving performance. The purpose of this guide is to be a

reference for managers who implement the concept of marketing and selling

in the company's business. An effective marketing - selling interface is a

determining factor for the creation of highly differentiated products /

services by the company and perceived by the customers as most suitable

for their needs.


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Research of Commercialization Models of Scientific Developments in

Projects of Technological Entrepreneurship

Svetlana Karpycheva

National Research University The higher school of Economics

[email protected]

Keywords: technological entrepreneurship, scientific developments,

commercialization model

JEL classification: O320.

The article is devoted to the development a system of training future

entrepreneurs for commercialization of scientific developments, which

come from the Institute of Applied Physics the Russian Academy of

Sciences (IAF RAS). In the thorough analysis of the existing models of

commercialization of scientific research was carried out, which are used in

Russia and abroad. It was noted that at the moment there are 7 basic models

of commercialization, which are the most successful. The most successful

projects in the commercialization of scientific research IAF RAS were

studied in the article. They are ZAO NPP "boom", NTK OOO "Medusa"

and "Center of scientific and technological development". As a result of this

study it was proposed to implement the developed commercialization model

it was asked to create a separate structural unit within the IAF RAS - the

Center for Technology Transfer.


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The Moderating Factors Of Click On Intrusive Online Advertising:

Interstitial Case

Sarah Fakhir

Vallorem Laboratory of Management Orleans

[email protected]

Keywords: online advertising, web-site object, behavior, click, intrusion,

comprehension, characteristics of online advertising, perception.


The advent of new media such as Internet, has allowed the advertising

communication a new boom. Now integrated into the communication

strategy, online advertising is not only means of budgetary savings but also

an essential tool for the brand and sales development. In the context of

intrusive advertising on websites, the major objective of this study is to shed

light on most important variables that influence the click behavior among

Internet users and identify the consequences on the brand and the company

for a greater understanding and perception of this advertising message. The

methodology of the study is carried out in the form of experimentation of a

population of 960 people exposed to 34 combinations of different forms of

intrusive advertisements. This study is being experimented no results can be

exposed. The implications are set out at the end of this article.


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Online Mobile Behavior – An Intercultural Perspective

Diederich Bakker

Hanze University of Applied Sciences

[email protected]

Keywords: Mobile phone usge, mobile payments, mobile purchasing.


The paper analyses mobile phone usage in areas such as mobile

purchases, transportation, and mobile payment. Mobile platforms such as

WeChat are presented and their use is tested within different cultural

environments. The findings show significant usage differences depending

on age and cultural background. Asian cultures tend to be less concerned

with safety and trust issues compared to European cultures. The results can

be used for online services providers to tailor their marketing

communication efforts and products towards mobile phone services users.


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Examining Typical Korean Tourists: A Study of Medical Tourism in

Thailand

Uraiporn (Ping) Kattiyapornpong

University of Wollongong

[email protected]

Keywords: segmentation, medical/health tourism, tourism activities,

tourism marketing, Korean tourists.


Although medical tourism is not new, the literature studying the

emerging phenomena of medical tourism is limited. It is considered as an

emerging and growing business for those emerging economies in South-

East Asia such as Malaysia and Thailand. Thailand is one of those well-

known countries for medical and health tourism. Apart from other factors

influencing tourist destination choice, health improvement and relaxation

are additionally important determinants of overseas destination choice. In

addition, medical tourism is considered as an emerging study due to its

changing dynamics in the industry and tourist behaviour. This study aims to

investigate the sample of 400 Korean tourists in Thailand and identify any

differences between those Korean tourists who participate and/or involve in

medical and/or health-related activities while traveling in Thailand and

those tourists who did not participate in any medical/health activity. The

collected sample included 400 Korean tourists in Thailand at the airport

departure gates. SPSS (IBM version 19) program was used to analyzed the

data. The data analysis and findings provide the insights of lacking

knowledge on current health/medical tourism in identifying its involvement

and participants’ profile. This study also suggests segmenting

medical/health participants into three different groups; namely, (1) those

who intend (indicate) to take part of health/medical activities (decision made

pre-trips), (2) those who participate in medical activities (surgery, dental and


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medical check-up) (decision made during trips), and (3) those who

participate in health activities (Thai massage, spa, wellness and beauty

treatments) (decision made during their trips). New niche market in medical

tourism should be appropriately emphasized by related destination

marketing/management organizations. They also should exploit the high

utilized rate of these services by Korean tourists through appropriate

promotion tools as medical and health tourism is an area of great potential

growth for tourism industry and should be managed carefully.


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The Development of Innovative Product Concept: A Case of Organic

Rice in Thailand

Pensri Jaroenwanit

Khon Kaen University

[email protected]

Supot Deboonmee

Kalasin University

[email protected]

Uraiporn Kattiyapornpong

University of Wollongong

[email protected]

Keywords: Innovative Product, Product Development, Product Concept,

Organic Rice, Thailand

JEL classification: M31, M39.

Due to today competitive business environment and the dynamic of

consumer behavior, especially their never-ending wants and demands, the

product development is therefore essential for any organizations. In the new

product development process, the concept development (product idea,

product concept and product image) and testing are important steps prior to

making decision on commercialization. This research aims to explore the

new ideas in developing the innovative products using new raw material,

Organic Rice, as an ingredient. It also investigates the new product concept

acceptance and attitude of consumers on the new Organic Rice products in

Thailand. This research applied the mixed research methods: qualitative

research (literature review and in-depth interviews with 15 certified Organic

agricultural manufacturers and processors) and quantitative research (field

survey with 213 respondents). The results from qualitative content analysis

included the clear details of new product concept development and the

relevant target markets for the Organic Rice snack bar and the extracted


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Organic Rice facial press-powder products. Further, the quantitative

research using the questionnaire survey was conducted to test the

consumer’s new product acceptance and attitudes on both Organic Rice

products. Using SPSS program, the results showed the positive product

acceptance of Organic Rice snack bar products with sweetened plant

ingredients, rather than using sugar, with reasonable price. The respondents

indicated positive buying intension if the product is produced and available

in the market. Similarly, the extracted Organic Rice facial press-powder

product, positive product acceptance was evident on the mild rice scent in

the product, with reasonable price. However, the respondents were unsure

whether they would buy the product in the future. This research contributes

to the application of new product development in Thailand and other

countries with similar products in providing insights to related businesses

and practitioners in developing and testing new product concepts.


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Competences and Managerial Profile as Drivers of Hotel

Internationalization: Implications on Firm´s Internationalization

Strategy Pattern

Ricardo Correia

University of Madeira

[email protected]

Jorge Lengler

Durham University Business School

[email protected]

Keywords: Case Theoretic Approaches, Resource-Based View or

Resource-Based Theory Competitive Advantage, Entrepreneurship

Business Strategy, Travel and Tourism


Literature indicates that internationalization is a phenomenon

influenced by firm specific and environmental factors. However, the

international entrepreneurship literature has recently attributed to

entrepreneur manager a prominent role in the internationalization decisions.

Combining economic and behavioural theories we deliver to international

literature an integrated approach adding entrepreneurial principles for

explain the Portuguese hotel sector internationalization. Beyond exploring

the main internal and external motivational factors that leads to the decision

of internationalization and its influence internalization patterns, this study

also proposes to investigate the role of the manager facing firm´s ownership

advantages and international market opportunities. Since the research

focuses on understanding and explaining the internationalization process of

Portuguese hotel firms, a comprehensive multi-case study was applied as a

research method. Evidence shows that stimulus responsible for

internationalization were mainly competence based, within a strong

managerial push component evidencing the appropriateness of resource


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based-view and international entrepreneurship as most appropriate

theoretical foundations to support the explanation of the initiation of

international activities. Concerning the relation between motivational

factors and the patterns of internationalization, it was found a clear

contribution from economic and behavioural theories evidencing the

complementarity between the different theories as a valid and appropriate

approach to support the explanation of internationalization phenomena.

Several implications can be drawn from the study findings for corporate and

public sector. The study further adds to international entrepreneurship

literature a new perspective in the sense that the scope of the study goes

beyond the creation of international new ventures being its integration with

other models a credible approach between scholars. Directions for future

research are provided with grounded proposition for further testing.

Acknowledgements

This paper was realized within the project "Tourism Project:

Characterization, Impact and Sustainability of Madeira Tourism", co-

financed by the Operational - Program of the Autonomous Region of

Madeira 2014-2020 (Portaria n. º 92/2015), M14-20-01-0145- FEDER-

000007, of the University of Madeira


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On and Off-line Purchase Intention: the Role of Brand Trust as

Moderator of Risk Perception

Marcello Tedeschi

University of Modena and Reggio Emilia, Department of Communication

and Economics

[email protected]

Giovanna Galli


and Economics

[email protected]

Maria Cristiana Martini


and Economics

[email protected]

Keywords: Online buying behavior, Perceived risk, Brand trust, Perceived

complexity.


Interpersonal trust is considered a risk moderator in choice under

uncertainty (Einhorn, Hogarth, 1988) so it can help people to make decisions

otherwise considered too risky (Galli, Nardin, 1997). Specifically, trust has

been defined as a multi-dimensional construct, with cognitive and affective

dimensions playing a different role to reduce perceived risk in low or high

complexity tasks. In marketing research, trust has received increasing

interest and research on brand trust scale validation has restated the multi-

dimensionality of the construct, with a first detection of two crucial

dimensions -competence and benevolence- (Delgado, 2003, 2004). Further

research has enclosed other two dimensions, honesty and empathy (Martini,

Galli, Arseni, 2016), and has hypothesised an evolutionary pattern, with

cognitive dimensions preceding emotional ones in brand trust strengthening.


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With these premises, the research is aimed to evaluate the role of brand trust

as moderator of risk perception in different buying contexts, characterized

by increasing perceived complexity of the task. More specifically, the

hypotheses are: purchase intention decreases when perceived complexity of

the task increases; decreasing purchase intention is due to increasing risk

perception; brand trust, with its cognitive and affective dimensions, is able

to reduce risk perception and to moderate its impact on purchase intention.

To test hypothesis, 432 Italian respondents to a structured online

questionnaire had to declare their intention to buy a pair of Nike shoes,

facing three different buying contexts: a traditional off-line store, the official

online brand store and a famous on-line retailer. The results confirm that

buying online is more complex than buying offline, with a corresponding

increasing of risk perception and decreasing of purchase intention. Brand

trust can reduce risk perception in both off and online contexts, with

cognitive dimension playing a crucial role in offline context and emotional

dimension in online one.


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Specific Applications of Weather-Based Marketing

Evgeniya Tonkova


[email protected]

Keywords: weather based marketing, real time marketing, marketing

automation


The rapid penetration of new technologies in business and using them

largely by consumers is a prerequisite for designing new applications for the

purposes of marketing. Binding marketing decisions with big data is already

a necessity which provides purposefulness, accuracy and speed of processes

and tools. The interdependences between weather and the users that are

surveyed and registered on the offline market are considered even more

significant in designing the online set of marketing tools. The positive

effects of applying weather-based marketing will generate extra interest in

implementing and designing innovative applications. It is expected that a

step forward will be made by the high-tech companies and those which

update their marketing more actively. The article reviews current

applications of weather-based marketing, the response to changes in weather

and the possibilities for integrating the decisions for off- and online markets.

The results of the research of weather-based marketing in Bulgaria will help

to explain its condition at the moment and the opportunities for enlarging its

scope in the future.


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Towards Social Media Communication Strategy: A Qualitative Case

Study of Higher Education Institutes

Salman Yahya

COMSATS Institute of Information Technology, Pakistan

[email protected]

Mohammad Nouman

Institute of Management Sciences, Peshawar, Pakistan

[email protected]

Keywords: Social Media Marketing Communication, Marketing

Education, Marketing for Non-Profit, Millennial Students.


Emergence and proliferation of social media changed the way

organizations interact with customers. Joining social media pages become

the number one priority of the organizations to reach out their target

audience. Following the popularity of social media, higher educational

institutes (HEIs) also thrive their brand on social media. Review of the

extant literature shows that large poll of HEI(s) are present on social media

but lack in engaging their target audience (students). In order to address the

“lack of engagement” of millennial student via social media platforms. A

case study method was designed with twofold purpose, first to identify what

social media platform they used and why they lack in engaging students.

Second to explore students first hand needs, wants, preferences and

demands from their HEI social media. Data was collected via semi-

structured interview, which was designed on basis of seven broader themes

derived from the review of academic and non-academic literature of social

media as a communication tool. Total twenty-four students were

interviewed from three different higher educational institutes. The large

qualitative data was transcribed and then analyzed using thematic analysis.

The findings of the study show selected HEIs current usage of social media


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with number of problems associated with existing social media

communication strategy. Additionally, the study brings out social media

preferences, expectation and demands from students, which should be

incorporated in HEIs social media communication strategy to engage their

millennial students. In such social media prevalence age, no HEI can afford

not to be on social media.


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The Brand Effect - Living the Brand in Negotiations

Anne Maria Stefani

Department of Marketing & Business Development, University of

Hohenheim

[email protected]

Keywords: negotiations , brand effects , brand strategy , brand

personification , brand promise delivery.


Prior studies in marketing could confirm that the humanization of the

brand through the sales person has a positive impact on the brand perception

by the customer during the selling process. While this research could

indicate the impact of the impression and the behavior of the sales

representative as a part of the overall brand success, these studies have not

considered negotiations as an intense and complex part of personal selling.

The purpose of this dissertation project is to close this research gap and to

generate insights into brand effects within negotiations. In order to examine

this research question, the dissertation will include three studies with

quantitative and qualitative research approaches. Furthermore, different

techniques (e.g. experiments, management interviews, surveys with

professional negotiators and observations of real negotiation behavior) will

be applied. By researching the humanizing of the brand through the

negotiator within a negotiation, marketing science will gain significant

implications. By understanding the sales person as an identifier of the brand

in a negotiation setting, the brand will be the outcome variable and the

predictor of the brand specific negotiation behavior. In addition, this

dissertation will be helpful for marketing practice, since it will lead to

important insights for the brand management, the training of the negotiation

team and the strategic decision making in negotiations. The first study will

be conducted at the end of this summer. The objective of this study is to

prove that a negotiator, who is a true personification of the brand, will have

a positive impact on the counterpart. The second goal is to observe a brand

specific negotiation style.


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Marketing Approaches to Attract Investments in Municipalities

Evgeniya Tonkova


[email protected]

Sevdalina Hristova


[email protected]

Dancho Petrov


[email protected]

Keywords: municipality marketing, investments, integrated marketing

JEL classification: M31, R58.

In recent decades there has been an increase in competition between

municipalities, including among the towns themselves. The free movement

of people, goods and capital within the EU and the liberalization of

regulations affecting global investment have contributed to the

strengthening of investor interest and its territorial deconcentration. Efforts

to attract investments are made not only on national but also on local level.

The activity of municipalities in this sphere is an important step towards

ensuring sustainability in the development of the territory. The attraction of

investments that correspond to resources, capacity and demand at

municipal/municipal group level will be a top priority over the coming

decades. The paper examines modern marketing approaches and means of

attracting investments and embracing them within the integrated marketing

of territories. Emphasis is placed on the possibility of using high technology

in marketing to attract investors. The results of a survey of the practices for

attracting investments, which are implemented by the municipalities in

Bulgaria, are presented and guidance is given for their improvement, with a

view of their more precise targeting, selection and balancing.


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Assessment of Communication Effects: Cultural Events in Varna,

Bulgaria

Plamena Palamarova


[email protected]

Keywords: Marketing communication effectiveness, creative industries,

cultural events

JEL classification: G14, M31, L82.

In recent years, interest in the creative industries has grown globally in

the context of current trends in consumer behaviour. The public interest in

creative activities in Bulgaria has also grown, as evidenced by the

development and adoption of national strategies and state incentives for

enterprises operating in the sector. Specialist predict that as a dynamically

developing economic sector the creative industries will become a preferred

field of professional realization and will create a sustainable competitive

advantage of Bulgaria on the global market in the conditions of globalization

and digitization. In this context the importance of organized cultural events

could not be understated, with key factor in their success being the

communicating and informing target audiences. Different theories of

consumer communication patterns and the variety of methods of research

and measurement of effectiveness dictate the main challenge facing modern

marketers: selecting the right set of methodologies on the basis of which to

carry out the evaluation and modify the communication strategy, which

outlines the main problem this paper aims to solve. The conducted study is

based on a methodology developed by the author specifically for the

evaluation of the effective realisation of cultural events from the cultural

calendar of Varna Municipality for 2016. The methodology includes a

survey of organizers, attendees and general public. Based on the results of

the multidimensional study, recommendations are made to cultural

operators for their next projects, as well as potential prospects for further

research in the sector.


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Social Media Instruments’ Evolution and Importance for the

Marketing Communications Mix - An International Social Media

Experts Analysis

Andreea Pachițanu


[email protected]

Keywords: Social media, integrated marketing

communications,international experts, qualitative research,

communications strategy.


In endeavoring to create an objective image of the social media

ecosystem as it is today, the author felt it was absolutely essential to discover

and analyze the perspective of international experts, the ones who represent

the spearhead in social media evolution and its future trends, this also being

an essential step in crafting a “portrait" of the role, importance, typologies

and strategies specific to social media instruments. The present analysis,

based on an exploratory qualitative research investigating the perceptions of

international experts on the role, importance and specific ways in which

social media instruments are currently used globally, the main future

developments and the ways companies can harness their full potential, not

only generates useful information for Romanian companies and valuable

examples of good practices, but it can also become a guide for social media

investment efforts on the Romanian market, while also being an irrefutable

proof of the importance of this topic for companies and managers which are

still skeptical about this. The article comprises a summary of relevant

research related to social media marketing, the description and analysis of

the research methodology and the main outcomes, followed by limitations

and conclusions.


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Experiential Marketing and Advertising Efficiency – a Marketing

Experiment

Cristiana Sangiorzan


[email protected]

Mihaela Constantinescu


[email protected]

Keywords: experiential marketing, advertising, marketing experiment.


The present paper describes a marketing experiment which studied the

influence of music on advertising. It was shown that with the help of music,

ads can be viewed for longer periods, demonstrating once again that humans

are rational beings, as well as emotional and hedonistic, in the sense that

they make choices and take decisions according to their feelings. People

choose a brand as per the values that the brand represents, if it matches the

customer’s personality and based on the experience the brand has to offer.

The hypothesis the experiment investigated state that the preferences eases

the process that allows the brand to be permanently encrypted in the mind

of consumers. The hypothesis demonstrated in this paper shows that the

more a person associates the brand with individual preferences, such as

musical ones, the longer the time spent on the ads playing that specific

music. The methodology used throughout the experiment sought to observe

changes in consumer behavior when they are subjected to different musical

genres while watching an ad playlist. The ad playlists were created by the

authors of this paper, choosing only from the perfume industry. To simplify

the research, there was only one music style investigated, namely rock /

alternative rock, and the participants included in the experiment were only

people who considered this music genre as their favorite music style. The


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playlists were used to observe the differences in time spent watching the

selected ads with their favorite music playing, in comparison to the ads

playing a generic music. There was a particular focus on the behavior of

individuals who watched the ads when listening to their favorite music. In

this study, the authors demonstrate that music preference directly affects the

time and attitude towards brands in advertising. With enormous amount of

information that the Internet holds about online users, companies can use

these results to target customer intentions.


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Profile Evolution Analysis of the Persons with a Healthy Lifestyle

Mihai Ioan Rosca


[email protected]

Laura Daniela Tanase


[email protected]

Keywords: marketing research, consumer behaviour, healthy lifestyle,

profile evolution


marketing research, consumer behaviour, healthy lifestyle, profile

evolution

The article aims to capture the profile evolution of the persons with a

healthy lifestyle. The research was done with the aid of SNA Focus. The

research is based on data gathered by BRAT between November 2015 and

November 2016. The questionnaire was completed by 10,240 urban people

aged 14-74. In order to have comparable data between the two years we

have reduced the access to research data by 2008. The study’s main subjects

are the persons that chose to live a healthy lifestyle, consuming rather fruits

and vegetables, seeking to buy grocery without additives and doing sports.

From the point of view of opinions and attitudes, in these 9 years the profile

of those who lead a healthy lifestyle has not changed significantly. From the

point of view of nutrition, there are those who consume less calories, rather

vegetarians and those who avoid food with fat. Yet the main conclusion is

that this segment of population has increased during the analysed period.

This kind of description analysis is needed for proper development of

organic and healthy products market - local and direct distribution systems

for all kinds of producers and distributors.


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The Effects of Smoking on the Health of the Urban Population

Ionel Dumitru


[email protected]

Narcisa Ciobotar


[email protected]

Silvia Elena Cristache


[email protected]


National School of Political Science and Public Administration

[email protected]

Keywords: urban population, pilot sample, level of smoking,

questionnaire, correlation and regression methods


After undergoing a harvesting and processing process, nicotine is a

product available in a very advantageous distribution system, such as

cigarettes, cigarettes, chewing tobacco or snuff. In both women and men,

the spread of all chronic respiratory diseases (bronchitis, asthma, lung

cancer, etc.) is closely related to the level and characteristics of smoking. As

a topic of topical interest and national interest, a pilot study was conducted

in the first part of the study to determine the perception of smoking and the

degree of information about its consequences among the population in

Bucharest. Therefore, in order to implement several anti-tobacco programs,

it was necessary to collect the data from the primary data source, the urban

population (Bucharest), on the perception of smoking by the population, the


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determination of their dependence and the knowledge related to the effects

of cigarette consumption.In conclusion, due to the fact that the human nature

is extremely complex, more complex than the human intellect perceives,

then we understand why a cognitive approach represented by a statistical

and econometric analysis based on time series is a powerful tool if it is well

understood Especially well applied. In the second part of the study, we

considered the breakdown of tobacco consumption trends in Romania based

on secondary statistical data, respectively based on data provided by the

Romanian National Institute of Statistics. Therefore, the originality of this

study is emphasized by the merging and correlation of elementary statistical

methods with correlation and regression methods, which have the effect of

simplifying the calculations and conclusions, knowing that it is very difficult

to quantify the multitude of all causal factors acting on a phenomenon or

economic process -social.

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