Start-up marketing: how to become a player on the B2B services market in Romania

The Romanian B2B services market tends to be more and more mature, as new players enter the country as a consequence of Romania’s membership within the European Union. Therefore, it becomes more and more difficult for new and small businesses to be set up and become functional players on this market. In this context, it is worthwhile performing marketing efforts from a special perspective that is a start-up marketing approach. The paper presents an analysis of start-up marketing as a discipline and also as practice in the B2B services market in Romania.start-up marketing, B2B services, Romania.

Several considerations regarding the online consumer in the 21st century – a theoretical approach

In nowadays' informational society, both the rapid pace development of technology and Internet's heavy influence on everyday's life brought along new characteristics to the 21st century consumer. Accordingly, in this little e-s dominated world, it comes as no surprise that the booming business on the new virtual market, the Internet, triggered the appearance of a new consumer, the online consumer, by far more informed, open to progress and selective. Along with the shifts of the traditional consumer' traits, this aim of this article is to emphasize, on a theoretical basis, the rising importance of the online consumer in the 21st century, and point out its main hallmarks and consumer behavior habits. With Generation Y, not only thriving in the digital era but also prevailing as the most active online shopper, the profile of the 21 st century consumer is defined by a clearly new and enhanced perspective.informational society, Internet, online consumer's behavior, online consumer.

Internal social responsibility and the lohn production. Case study: a small firm from textile industry with foreign capital

At present, the business social responsibility is considered by a costs-benefits perspective, one of its most important benefits being that it can constitute a competitive advantage source for large enterprises as well as for the small and medium-sized enterprises (SMEs). For the SMEs that have a lower financial power, the most recommended is the internal social responsibility (ISR), oriented toward enterprise employees, because of its low costs and important benefits that can generate competitive advantage. A special case is represented by the SMEs operating on the basis of outward processing trade type of subcontracting, a business form characteristic for a large number of foreign investments operating on the Romanian market in the clothing industry, their competitive advantage being represented by the low cost production; it implies, also, a low cost of the workforce. In these conditions, one raises the question of the existence of ISR and of its forms of manifestations, the main hypothesis being that if the ISR exists, it is limited by the pursued advantage of the lowest costs possible and it is not formally practiced. This hypothesis was partially confirmed by the results of our case study, the most important finding being that of the necessity for the enterprise to practice some forms of ISR, as a result of contextual factors (cultural and socio-economical) influence, in order to efficiently function, it couldn't be possible only through the pursuit of low costs competitive advantage.internal social responsibility; competitive advantage; SMEs; lohn (outward processing trade); clothing industry; case study.