LAUNCHING EFFORTS NEEDED FOR A HIGH-TECH PRODUCT

This paper aims the difficult problem of creating new product concepts in the area of high-technology and innovation. Because of scientific discoveries and impressive development of technology, many companies compete for market supremacy on the technological innovations market. In a global market, which is currently in an economic and financial crisis, consumers make a new hierarchy of priorities in terms of expenditure and consumption. Therefore, companies that create new products must be very careful about 2 aspects, so the new product may not become a failure: the products positioning on the market and the target group which they address to. This paper belongs to the marketing area by bringing into discussion theoretical concepts, by analyzing the stages crossed by a company in the process of launching a new high-tech product and crossing the abyss in the product adoption process by consumers.high-tech product, product adoption process, launching process, product lifecycle, innovators, PC tablet

LAUNCHING EFFORTS NEEDED FOR A HIGH-TECH PRODUCT

This paper aims the difficult problem of creating new product concepts in thearea of high-technology and innovation. Because of scientific discoveries andimpressive development of technology, many companies compete for marketsupremacy on the technological innovations market. In a global market,which is currently in an economic and financial crisis, consumers make a newhierarchy of priorities in terms of expenditure and consumption. Therefore,companies that create new products must be very careful about 2 aspects,so the new product may not become a failure: the products positioning on themarket and the target group which they address to. This paper belongs to themarketing area by bringing into discussion theoretical concepts, by analyzingthe stages crossed by a company in the process of launching a new hightechproduct and crossing the abyss in the product adoption process byconsumers

Improving the relationship between higher education institutions and business environment in South-Eastern Europe : a case study

In the context of aligning South Eastern European countries to the EU requirements, the aim of this paper is to provide solutions for improving the relationship between the market of higher education services and labour market in Romania. For achieving this aim, a quantitative marketing research was developed regarding the economist students’ opinions on the training level provided by higher education institutions for labour market integration. The research sample includes 1683 students from 9 representative Romanian universities. Research objectives were to quantify the economist students’ interest in being employed during the study period, the type of knowledge provided by higher education institutions, the essential skills and competences to be acquired during college study.peer-reviewe

Approaching the Bioeconomy in Terms of Increasing the Energy Efficiency of Households in Romania

This paper approaches the transition process to the bioeconomy from consumers’ perspective and their attitudes to decision-making process regarding the use of renewable energy systems in households. The article contributes to the literature by introducing a new challenge: identifying and analyzing the Romanians’ opinion on increasing the energy efficiency in their households and their intention in using energy obtained from renewable resources. For the purpose, a quantitative marketing research was conducted by interviewing 1123 persons from Romania’s eight development regions. Data were collected using an electronic questionnaire. The research results underline that Romanians have invested in increasing the energy efficiency of their household, the main improvements being energy saving by purchasing low-power home appliances or thermal insulation of the dwelling. These investments were made based on economic considerations, being considered as a long-term benefit for the entire household. The authors propose to the Romanian economic environment to carry out information and promotional campaigns in order to raise awareness of Romanians on the importance of using energy obtained from renewable resources for sustainable development. To the academic environment, the authors recommend including bioeconomics in the curriculum of study programs offered to the education services marke

Innovation and new technologies – pillars for a business sustainable development

This paperwork approach the topic of sustainability as an essential condition for business survival on any market. In this context, the question is if companies are actively integrating sustainability principles into their businesses. The objective for this paper is to present how much innovation and new technologies help companies on their path to achieving sustainability and what could be done more in this direction. The paper aim is realised based on the results of a marketing research conducted among Romanian companies from different industries

The role of new communication technologies in companies’ sustainability

As marketing communication becomes increasingly integrated with the digital space, marketers start to understand that social media is a valuable tool to create digital linkages with customers. This paper aim to show that social media is an appropriate tool for companies to spread the information about sustainability issues. Consumers are taking more factors into account when making purchasing decisions and using digital marketing and social media help companies to increase engagement and strengthen the relationships with customers

An overview on the supply chain for European organic food market

European organic food market is very dynamic both due to the consumers’ preferences and requests and due to the supply chain members who focus more and more on satisfying the market needs. Organic food has emerged as an important segment of food retailing in recent years. The supply chain management for organic food was first based on the conventional methods, but the products’ particular characteristics determined some specific changes. This paper aims to evaluate the supply chain challenges on the European and Romanian organic food market, trying to offer some solutions for the sector’ sustainable development

LAUNCHING EFFORTS NEEDED FOR A HIGH-TECH PRODUCT

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Perspectives for Romania on adopting agricultural innovations

This paper highlight the efforts Romania needs to do on the path of agricultural development through innovation. A smart, modern agriculture could contribute to a wide variety of economic, societal and environmental goals. Considering its potential in this sector, Romania should learn from the experience of other European countries how to manage its rich resources. Innovative technologies, products and practices can help make the most efficient and sustainable use of natural resources, and thereby improve farming process

Improving the quality of life in rural Romania through sustainable agriculture

Agriculture is still a major sector with important social impact, since in developing countries most of the population works in agriculture. Quality of life in rural areas in Romania has a low score compared to other European countries. Although Romania is rich in natural resources in agricultural sector, the poor evolution of quality of life index is determined by the lack of implementation of some pillars like innovation, education, funds management and poor infrastructure