FIGHT AGAINST BREAST CANCER FROM THE PERSPECTIVE OF SOCIALLY RESPONSIBLE MANAGEMENT

This paper is a fine approach of an actual problem in Romania, analyzed from the point of view of the companies which are socially involved and support this cause. The increasing number of the breast cancer cases represent an alarm signal for Romanian women, this being the reason for which the most important leaders who are well-known for their activity in the area of feminine beauty or for a healthy lifestyle, contribute by solidarity and involvement in the breast cancer problem. Our topic has as objectives the identification of the information level among Romanian women regarding preventive measures and screening of breast cancer, on one hand, and determining the impact of the corporations in supporting the fight against breast cancer, on the other hand. The research methodology consisted in conducting some interviews with Romanian doctors, in order to identify the main obstacles in the way of early detection of cancer, but also in finding solutions for raising the information level among Romanian women. We also analyzed the most important campaigns of the companies which are socially involved in this area and we continued our research with a questionnaire applied to a number of 215 respondents. The results of the quantitative and qualitative research contribute to the awareness on the importance of the companies which practice socially responsible management, in the fight against breast cancer

THE FEMINIST MOVEMENT IN MARKETING

This paper approaches various issues, such as gender discrimination, equality, under the umbrella of a more complex concept like feminism. The feminist movement had several waves, influencing also fields like marketing and serving the interests of great companies, which swing between the image of a housewife or a sexualized woman and that of a powerful and independent one. The paper’s objectives are identifying the portrait of the woman in marketing campaigns and finding solutions for raising the awareness related to discrimination and feminism. The research methodology consisted in a number of 20 interviews that led to establishing research directions and hypothesis for the quantitative research realized by applying a questionnaire on 154 respondents. The results of the qualitative and quantitative research contribute to the awareness of the danger represented by prejudgments and discrimination