In commercial area, the price has a major importance, being frequently considered among the main criteria used in buying decision process. Price fairness derives from equity theory and it is focused on assuring in a transaction a reasonable report between the customer’s sacrifice and the value...

The present paper presents the methodology and the main results of a quantitative study applied on a sample of 1010 respondents, in the Romanian banking industry. The aim of the study was to research the customer level of loyalty toward Romanian organizations acting in the retail banking sector....

Günter Verheugen said: “Europe is good for SME’s and SME’s are good for Europe” and this is the main reason for writing this paper. Small and medium enterprises are the backbone of the European economy, and the best potential source of jobs and growth. The paper presents how SME’s are...

In Romania, small and medium-sized enterprises manifest a certain interest in marketing activities, resulted in the existence of a specific marketing structure in half of them, as attests a survey done on a sample of 140 organizations. This research, focused on understanding the promotional...

In the perspective of sustainable development, the promotional activities have to be oriented to an integrated communication, through which all the categories of stakeholders be correctly informed on product’s characteristics and company’s activities. In this orientation, the promotional...

Despite increased consumer concern about the privacy threat posed by new technologies and the Internet as a whole, there is relatively little evidence that people’s privacy concerns actually translate into privacy-enhancing behaviors while online. One can say that it is not yet well understood...

Marketing research approach might be accomplished in different ways. In the practical view, we can say that treating it as quantitative and qualitative is more pragmatic and operational.

Supply Chain Management (SCM), defined here as the construction of productive systems spanning over organizational borders with suppliers and customers and integrated via humanbased and information technology systems to satisfy final customer requirements, is introduced as a key concept to...

This study incorporates an institutional theory framework in which social norms affect interorganizational cooperation (IC). Empirical findings from a survey of 96 Romanian manufacturing firms support proposed hypotheses. Interorganizational trust is positively related to IC. Individualism and...

Traditional products represent an important component of the Romanian culture, of the Romanian identity, of the national heritage. In order to succeed imposing over fakes on the market, this product`s regime must be very well defined and regulated by the acting legislation. While also...