VOLUMUL IV (2002)

RO

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Dramul şi lucrul bine făcut – Petre Jica la 80 de ani

Dumitru ZAIŢ

ABSTRACT

Published on: 1st November, 2002
Keywords: CUVINTE CHEIE
Final revision and acceptance: 15th October, 2002

RO

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Măsurarea contabilă a performanţelor grupurilor de întreprinderi

Costel ISTRATE

ABSTRACT

Published on: 1st November, 2002
Keywords: CUVINTE CHEIE
Final revision and acceptance: 15th October, 2002

RO

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Delimitări conceptuale privind auditul contabil-financiar

Neculai TABĂRĂ

ABSTRACT

Published on: 1st November, 2002
Keywords: CUVINTE CHEIE
Final revision and acceptance: 15th October, 2002

RO

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Eficienţa economică a timpului medical

Cristina Maria GAVRILESCU, Victor CIREAŞĂ

ABSTRACT

Published on: 1st November, 2002
Keywords: CUVINTE CHEIE
Final revision and acceptance: 15th October, 2002

RO

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Amintirile unui profesor

Herbert ROTFELD

ABSTRACT

Published on: 1st November, 2002
Keywords: CUVINTE CHEIE
Final revision and acceptance: 15th October, 2002

RO

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Teze de doctorat

Dumitru ZAIŢ

ABSTRACT

Published on: 1st November, 2002
Keywords: CUVINTE CHEIE
Final revision and acceptance: 15th October, 2002

RO

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Din activitatea PGV

AUTORI

ABSTRACT

Published on: 1st November, 2002
Keywords: CUVINTE CHEIE
Final revision and acceptance: 15th October, 2002

RO

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Management şi cultură

Dumitru ZAIŢ

ABSTRACT

Published on: 1st June, 2002
Keywords: CUVINTE CHEIE
Final revision and acceptance: 15th May, 2002

RO

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Influenţa ţării de origine în crearea imaginii de marcă

Mihai NICULESCU

This paper provides a quick review of the literature regarding the effect of country-of-origin (COO) on brand image and consumer perceptions. Beginning with a short look at the concepts of brand name, brand image and brand identity, we further focus on the three major elements who contribute to the creation of a successful brand image and on the basic mechanism involved with leveraging secondary brand associations (including here the COO associations with the brand). After a debate on the definition of the country-of-origin, the article offers some general guidelines for the development of international marketing strategies based on consumer perceptions and national image. Results reveal that consumer perceptions differ significantly on the basis of product/service and country-of-origin and that strategies are influenced not only by the product life cycle, but also according to the size and international orientation of the manufacturing company, and that there are not only advantages, but also disadvantages in using country-of-origin associations.

Published on: 1st June, 2002
Keywords: CUVINTE CHEIE
Final revision and acceptance: 15th May, 2002

RO

Full paper

Impactul interculturalului în marketing

Bogdan Cătălin MORARIU

Les entreprises multinationales, elles-mêmes acteurs de plusieurs des changements en cours, oscillent aujourd’hui entre une approche globale et une approche locale, entre un marketing global, standardisé et un marketing interculturel qui cherche à integrer les similitudes et differences culturelles dans une stratégie acceptable et réalisable par tous, facilitant le lancement international. Les domaines où la diversité culturelle pourrait jouer un rôle important sont: la recherche marketing, le management marketing et la stratégie marketing et la création d’un satisfacteur.