Paper 1: Journal Paper (published 2016)
Crisan-Mitra, C., Dinu, V., Postelnicu, C., Dabija, D.C., (2016). Corporate Practice on Sustainable Development on a Emerging Market. Transformations in Business & Economics, 15 (1(37)), pp.161-173. WOS: 00373244500014
IF(2018): 1,112; SRI(2018): 0,158; AIS(2018): 0,085
Abstract
Building on the characteristics of CSR practices and the principles and requirements for ensuring sustainable development, this paper aims to show how one of the top multinational companies is able to incorporate the economic, social and environmental principles into its activities and production processes. The paper provides a realistic view of the way in which the company is actively involved in promoting the principles underpinning sustainable development and of its customers’ perception of the extent to which its business practices are conducted in compliance with the set objectives. The authors have analyzed the relationship between the company’s sustainable practices and its most important stakeholders—customers and the local community. The empirical research is conducted on two levels: (1) a documentary approach to the sustainable practices used, and (2) a survey-based exploratory study that uses the questionnaire as the instrument for collecting data. Based on an interview with the company’s manager about their sustainability strategy, in the empirical section of the paper the authors discover and operationalize the aspects against which the customers evaluate the company.
Citări
C.1. Kasperowicz, R., Pinczyński, M., Tiwari, A., Nawrot, Ł. (2017). Reengineering of Electricity Market Monitoring. Economics and Sociology, 10(4), pp.175-188. ISSN: 2071-789X; eISSN: 2306-3459; doi:10.14254/2071-789X.20171/10-4/14, WOS: 000418801000015.
Paper 2: Journal Paper (published 2017)
Dabija, D.C., Dinu, V., Postelnicu, C., Mihăilă, A., (2017). Stakeholders’ perception of sustainability orientation within higher education institutions. International Journal of Sustainability in Higher Education, 18 (4), pp.533-553. DOI 10.1108/IJSHE-10-2015-0169; WOS 000402916000005.
IF(2018): 1,876; SRI(2018): 0,443; AIS(2018): 0,187
Abstract
Purpose: The research attempts to evaluate the perception that different stakeholder groups have of one of the largest and most important Romanian university with respect to its sustainability orientation. The exploratory empirical research reveals some important aspects which must be closely pursued and properly implemented by the management of the university in order to further develop sustainability strategies. The paper offers a novel approach regarding the way a university can and must focus on different specific measures on sustainability in order to gain a better position on the educational market, to attract new students and lifelong learning programme participants, as well as to become a trend setter for defining and transferring good practices within the society.
Design/methodology/approach: Data were collected by questionnaires and in-depth-interview guides which were distributed to different stakeholder groups: bachelor (undergraduate) and master’s students versus lifelong learning (LLL) programme participants coming from different high-schools across the country enrolled on a training course organized by the university and high school principals versus staff members of the university holding coordination and/or management positions. The collected data were then analysed by means of econometric analysis. Data validity, reliability and internal consistency were checked (Cronbach’s alpha coefficient, “item-to-total” correlation, the KMO criterion (>0.7) and Bartlett’s test of sphericity). With the help of exploratory factor analysis the way in which different stakeholders value and perceive the specific measures and efforts undertaken by the university has been extracted.
Findings: Students’, lifelong learning participants’ and members of the university staff perceive the university’s proper orientation towards sustainability and the measures taken in this respect. All stakeholders expressed a highly favourable opinion about different sustainability aspects, such as the university’s orientation towards its employees, its own performance within the higher education market, but also by establishing an attractive and innovative educational offer in compliance with sustainability principles, environment protection and modern orientation towards society.
Research limitations/implications: The research has been conducted on a sample of students of bachelor and master level, belonging to the biggest faculty of the university (as to number of students and staff). In a more comprising study the focus should be also on bachelor, master and PhD students of the other faculties of the university, as well as on citizens of the community or in general on people from Transylvania and/or Romania. The university under investigation is one of the most important employers of the region. Further dimensions of sustainable development could also be pursued in a future study.
Social implications: The university shows an orientation towards civil society by means of specific actions and programs. The university supports and takes part in the organization of cultural and artistic events in cooperation with local authorities and other cultural and/or social institutions and organizations. Respondents also refer to some examples of best practices that might be applied by education institutions in order to educate young people towards developing a proper sustainable mentality.
Originality/value: There exist almost no comparative empirical studies of sustainability on Romanian universities that take account of the perspectives of students, lifelong learning participants and staff members. The findings have a high potential in a developing a proper strategy for the university involved, but could also be used by the government if designing a national wide policy regarding this issue. Different authors argue that young people are more conscious about sustainability, organic stuff, environmental protection, green marketing etc. Taking into consideration the sensitivity of young peoples (students, staff members etc.), as well as the fact that the university establishes social trends, the idea of studying sustainability in a university could be regarded as a novelty approach.
Keywords: sustainable development, sustainability, lifelong learning, stakeholders of universities, exploratory empirical research, stakeholders’ perception
JEL: F64, M00, M30, O13, P48, Q01
Review:
R.1. NewsRx, (2014). Environment - Environmental Protection; Reports Outline Environmental Protection Study Findings from Babes-Bolyai University (Stakeholders' perception of sustainability orientation within a major Romanian University). Ecology, Environment & Conservation, (July 7), p.115. ISSN 1945-6492, ProQuest, https://search-proquest-com.am.e-nformation.ro/docview/1914603133?accountid=13654;
Citations:
C.1. Brătucu, G., Palade (Zamfirache), A., Madar, A., Neacșu, N.A., Boșcor, D., Băltescu, C.A., (2017). Competition on the University Educational Services Market in Romania and the Protection of Students’ Rights and Interests. Amfiteatru Economic, 19(45), pp.414-431. WOS: 000402483200007
C.2. Bejan, B., (2017). Peace Marketing. Amfiteatru Economic, 19(45), pp. 600-611. WOS : 000402483200018
C.3. Erzmoneit, H., Gustafsson, J., Westroth, E., (2017). What drives your satisfaction? A quantitative study of satisfaction and loyalty for sustainable brands in a social media context. Bachelor Thesis. Linnaeus: Linnaeus University.
Paper 3: Journal Paper (published 2017)
Swoboda, B., Morbe, L., Dabija, D.C., (2017). International transfer and perception of retail formats – An inter- and intra-format comparison study in Germany, France and Romania. Marketing ZfP - Journal of Research and Management, 39(4), pp.24-36. ISSN 0334-1369, e-ISSN 0344-1269; https://elibrary.vahlen.de/zeitschrift/0344-1269/39
Abstract
Purpose: This study addresses the important but neglected role of retail formats in the transfer and positioning decisions of international retailers by investigating the roles of format-specific core attributes for retailers´ local positioning as a strong brand in inter- and intra-format competition across borders.
Design/methodology/approach: Consumer surveys that focused on important grocery formats were conducted in two home countries (France, Germany) and one host country (Romania) to evaluate and compare the effects of the formats’ perceived core attributes on retail brand equity (RBE) and consumer loyalty.
Findings: Similar core attributes affect the position as a strong retail brand in inter-format competition, whereas RBE-loyalty relationships differ between countries. Discounters rely mostly on price when expanding abroad; hypermarkets rely on assortment, store layout, and service. Further attributes are important in retailers’ intra-format competition, but core attributes are predominant.
Implications: Retailers that transfer formats abroad should place particular emphasis on managing core format attributes when aiming to succeed in inter-format competition. In the intra-format competition, country-specific positions are feasible, but within format-specific boundaries. Especially for hypermarkets, unique local positions require a strong local differentiation with regard to certain attributes.
Originality/value: Categorization theory-based approaches to inter- and intra-format perspectives are proposed that are novel to international research. Analyzing home counties, known as formats’ origin, strengthens the study´s implications, which account for the expansion of Western retailers into emerging European markets. The boundaries of retailers’ transfer and local positioning decisions due to format-specific attributes are identified.
Keywords: International retailing, format transfer, intra- and inter-format competition.
Paper type: Research paper.
Paper 4: Journal Paper (published 2016)
Dabija, D.C., Pop, N.A., Postelnicu, C., (2016). Ethics of the garment retail within the context of globalization and sustainable development. Industria Textilă, 67(4), pp.270-279. WOS: 000382603100010
IF(2018): 0,438; SRI(2018): 0,231; AIS(2018): 0,035
Abstract
The garment industry and retail have been prominently submitted, to a continuous adaption process to the new tendencies of the international business environment, being confronted with numerous challenges emerged from the necessity to satisfy the consumer’s polyvalent behavior, in continuous change and in search for novelty and innovation. Clients are nowadays harder to attract and maintain by retailers, than they used to be in the past. Producers and retailers from the fashion, footwear and sportswear industry are more constrained by globalization, being due to adapt even more to the demands and exigencies of the different generations of consumers, to implement ethical principles in both their activities and those of their partners’. In order to outline the means by which fashion, sportswear and footwear retailers transpose within all activities of the value chain ethical norms, as well as sustainable development principles, the authors have conducted a qualitative, exploratory research, within the Romanian business environment. Thus, retail representatives from different country regions have been interviewed. The results disclose a mastery of the ethical principles and the implementation of several measures that can be encompassed to sustainable development within the value chain. The managerial implications might be adequately transposed into a viable branch strategy which would allow this industry a better positioning on a regional and European level. Theoretically speaking, the present paper highlights the connection between sustainable development and ethical principles within the globalization.
Keywords: economic globalization, multinational corporations, business ethics, sustainable development, garment
industry and trade
JEL Classification: F6, F23, Q5, Q56, R11, M30.
Citations:
C.1. Epuran, G., Tescașiu, B., Todor, R.D., Sasu, K.A., Cristache, N., (2017). Responsible Consumption – Source of Competitive Advantages and Solution for Tourist Protection. Amfiteatru Economic, 19(45), pp.447-462. WOS: 000404523800009;
C.2. Popescu, D.I., (2017). Social Responsibility and Business Ethics II. Corporate Social Responsibility between Intent and Reality. Quality-Access to Success, 18(158), pp.45-49. ISSN 1582-2559. WOS: 000403310700002.
Paper 5: Conference Paper
Swoboda, B., Morbe, L., Dabija, D.C., (2016). International Transfer and Perception of Retail Formats. An Inter- and Intra-Format Comparison Study in Germany, France and Romania. http://aib.msu.edu/events/2016/ Academy of International Business Annual Meeting, New Orleans, USA, June 27-30, 2016.
Paper 6: Conference Paper
Dabija D.C., Grant B.D., Investigating Shopping Experience and Fulfilment in Omnichannel Retailing: A Proposed Comparative Study in Romanian and UK of Generation Y Consumers. In: Menachof, D., 2016. Doing the Right Things. Ethical Issues in Logistics and Supply Chair. Abstracts of the 21st Annual Logistics Research Network Conference, 7th September - Friday 9th September 2016. Hull: The Logistics Institute. p.53.
Abstract
Purpose: This paper presents a literature review and proposed research agenda to examine whether Romanian retailers are more inclined than UK retailers to reach out to young consumers, i.e. Generation Y through omnichannel retailing to improve their shopping experiences and also determine the impact of this strategy on logistical and fulfillment activities.
Research approach: This paper is based on a literature review in three key areas: omnichannel retailing, young consumers’ attitudes and fulfillment and the propensity of online buying behaviour in an emerging market (Romania) versus a more developed economy (UK). As there are few studies related to these aspects, the paper attempts to highlight the best options retailers have for both marketing and online fulfillment when addressing/entering new markets that are very attractive but where cultural background are more different than their traditional markets.
Findings and Originality: The literature review suggests there is an opportunity to explore two main relationships: i) marketing and fulfillment for online consumers and omnichannel retailing efforts, and ii) consumers’ propensity to purchase online in an emerging market versus a developed economy.
Research impact: This paper suggests some research concepts and ideas to investigate the online fulfillment and buying behavior of younger generations of consumers in both Romania and the UK. The scope of the proposed agenda will include young consumers’ purchase behaviors’ as regards omnichannel retailing, and logistical fulfillment in an emerging market versus a developed economy including different cultural backgrounds.
Practical impact: The paper provides some direction for practitioners on assessing proper market development strategies on an emerging international context, taking into consideration different cultural implications and patterns, as well as focusing on buying propensity of different generations when active in omnichannel retailing. However, the suggested research concepts and ideas would provide a more holistic approach towards a better overall performance of retailers.
Keywords: Omnichannel retailing, Logistics fulfillment, Generation Y, Online purchase behavior
Paper 7: Journal Paper (published 2017)
Dabija, D.C., Pop, N.A., Săniuță, A., (2017). Innovation in Do-It-Yourself Retail – An Empirical Study of Generation X Professional Craftsmen and Consumers. Economics & Sociology, 10(2), pp.296-311. ISSN 2071-789X. WOS: 000406636400023
Abstract
When fighting for a preferential position in consumers’ mind, retailers have to discover the latest and most innovative ways to attract customers, in order to turn them into permanent customers. This must be tried even if they have no intention to buy anything. They should be caused to visit the store and enjoy their leisure time. For food retailers, it is relatively easy to arouse a person’s interest. By contrast, DIY retailers must innovate and come up with new products so as not to quench the consumer’s desire to return.
The strong trend towards innovation in the Romanian DIY market brought about by increased offer diversification and renewal, the hectic pace of construction of accommodations and business centers in the big cities and the greater interest in refurbishing houses and the facades of architectural monuments prompted the authors to conduct an exploratory study on the members of Generation X (Gen Xers): persons who equip a house or an apartment, individual entrepreneurs who use their own labour force to refurbish properties for resale, small-scale craftsmen who supply themselves with the needed materials for their work and representatives of construction, real estate and interior design companies. The techniques used in the research are the scenario building and the in-depth interviews.
The primal objective of the study is to determine how innovation in wide-area DIY retail is perceived by Gen Xers, whether they are individual consumers, entrepreneurs, small-scale craftsmen and company representatives. The results reveal significant managerial implications which retailers have to consider in defining and modifying the strategy for approaching and processing the market.
Keywords: DIY retail, customer clusters, innovation in DIY retail, projective tests, Romania.
JEL: L81, M30, M31, O31, O32
Paper 8: Conference Paper
Dabija, D.C., Postelnicu, C., (2016). Empirical investigation regarding ethics and sustainability of fashion, footwear and sport retailers in Romania, In: Batten, J. (Ed.), 20th EBES Conference Vienna Programm and Abstract Book, September 28-30, 2016, Istanbul: Filimon Baski Cözümleri, ISBN 978-605-84468-7-8, pp.119-120. http://www.ebesweb.org/Conferences/20th-EBES-Conference-Vienna.aspx
Abstract
In approaching various market segments and developing offers for them, fashion, footwear and sports retailers are increasingly expected to consider a number of ethical principles determined by the need to implement sustainable consumption. Sustainable consumption also implies longer lifecycle for a fashion article along with the identification of reusage and/or recycling possibilities. A major challenge for these retailers is finding products that always require low consumption of resources and help reduce the impact of purchasing, manufacturing and distribution activities on the environment. The paper establishes a connection between sustainable consumption in fashion, footwear and sports retailing and the ethical principles that multinational companies adhere to in drawing up their market strategies.
Objectives: The investigation draws on secondary sources intended to highlight the ethical challenges faced by multinational retailers in approaching international markets and on primary sources obtained via a questionnaire that Romanians are asked to fill in, which analyzes their perception of how ethical aspects are dealth with by the investigated retailers.
Data and Method: Based on a sample of over 250 subjects, the authors made use of econometric methods to analyze the respondents’ inclination towards sustainable consumption in compliance with the principles of business ethics.
Findings and Results: Consumers exhibit a good knowledge of the ethical issues and expect the retailers to conform to the ethical norms and rigour. Regardless of the age group, the concern for products from fair trade, the avoidance of fake products and the low environmental impact of the purchased goods are elements that the Romanian consumer takes into account when selecting the retailer that s/he will visit in the future.
Conclusions and Implications: The constant pursuit and implementation of the ethical, behaviour and moral principles and norms along with performing actions based on sustainable consumption and turning them into corporate standards increasingly become a pressing need for twenty-first century companies. Failure to play by the “rules of the game” may have unfortunate effects on retailers, leading to negative recommendations, boycotts against visiting stores and the development of a resistance force against purchasing the retailer’s brands and products. Based on the empirical research results, the authors highlight in the current paper some good practice aspects which the management of international retail chains operating in Romania should seriously consider to properly approach all markets.
Key words: Retail marketing, multinational retailer, sustainability, ethics, sport stores, fashion stores, footwear stores, Romania
Paper 9: Journal Paper (published 2017)
Postelnicu, C., Dabija, D.C., (2017). Delocalization, Corporate Migration, Re- Industrialization and Sustainability - A Case of Romanian Economy. Review of Economic Studies and Research Virgil Madgearu, 10(1), pp.77-108. doi: 10.24193/RVM.2017.1.06
Abstract
Delocalization is an intensely debated subject. It refers to migration of production to other states of the world, especially from developed to developing countries. The debate and fear over job losses engendered many scientific studies. There is no unique definition of delocalization, containing various notions and concepts. In most cases, delocalization implies the transfer of economic activities of minor value and higher cost level outside the home country of a company. Unfortunately, the shifting of parts of the production is implying the migration of jobs to other countries. Therefore, the term and idea of delocalization leaves a negative mark in the collective perception of a society, which is followed by immediate reactions on parts of the public opinion. In many European countries, public opinion seems to be worried about the effects of delocalization of production. The aggravation of the unemployment problem in recent years, made people particularly sensitive to this aspect. Delocalization of production and services has risen in the last years, both in volume and in value. This has spurred an increase of interest in the economic literature for the phenomenon, particularly for what is usually called offshoring.
The authors review the literature regarding delocalization, highlighting the role and importance in a global context of Romania, a nascent market, capable to offer to a certain amount a competitive advantage regarding operational costs for companies that are striving to maximize their efficiency and have better development prospects. The authors concentrate on five research objectives: (1) The positive and negative effects of delocalization, under the premises of sustainable development; (2) the short, medium and long term impact of delocalization in the wider context of globalization and technological change; (3) the credible alternatives to delocalization; (4) the relationship between delocalization and employment; (5) the risks and opportunities emerging from delocalization.
Paper 10: Journal Paper (under review)
Dabija, D.C., Băbuţ, R., Environmentally Conscious Millennials, Gen Xers and Elderly People. Empirical Findings from Apparel, Footwear and Sportswear Retail.
Abstract
The third millennium has brought forth new concerns among people and society, such as environment protection, adoption of environmentally friendly behavior, purchase of green products, preference for companies and organizations abiding by the principles of sustainability, selective waste recycling and collection etc. Companies have rapidly understood these new societal trends and consumers’ needs and expectations, and have come up with “healthy”, “functional”, “organic”, “fair trade” alternatives. To improve their image and reputation on the markets, companies “compete” with each other in offering products that are “organic”, “natural”, “traditional”, “environmentally compliant”, “environmentally friendly”, from “controlled ingredients”, “certified” or “sustainable”, packed in “recyclable/reusable package” etc. The “green” thinking has been visibly incorporated into the marketing strategies.
The exploratory empirical study aims at highlighting the motivations of Romanian Millennials, Generation X and elderly people for adopting environmentally responsible behavior and their perception towards the actions of apparel, footwear and sportswear retailers to implement sustainable business strategies. The results clearly reveal that respondents’ motivations to adopt good practices in relation to the environment are much greater than retailers’ feeble efforts to live up to the expectations of their own customers. The paper points out the differences in perception across various generations of consumers.
Keywords: Consumer generations; environmentally consciousness; Romanian non-food retail; footwear, apparel and sportswear stores; Millennials; Generation X
Paper 11: Research Seminar presentation
Dabija, D.C., (2016). Cross-Generational Investigation of Romanian Consumers Willingness to Recommend Environmentally Consciousness Retailers. Hull University Business School, Institute of Logistics, 14th of September 2016, Room Lecture Theatre 3, Derwend Building (3:30 pm - 5:00 pm)
Abstract
The third millennium has brought forth some new concerns among people and society in general, such as protection of the environment, the adoption of environmentally friendly behaviour, the purchase of green products, a preference for companies and organizations abiding by the principles of sustainability, selective waste recycling and collection, etc. Companies have rapidly understood these new trends in society and consumers’ new needs and expectations, and have increasingly come up with “healthy”, “functional”, “organic”, and “fair trade” alternatives. In order to improve their image and reputation with the target markets, companies “compete” with each other in offering more products that are “organic”, “natural”, “traditional”, “environmentally compliant”, “environmentally friendly”, from “controlled ingredients”, “certified” or “sustainable”, packed in “recyclable package” or “reusable”, etc. Therefore, the “green” thinking has become more visibly incorporated into marketing strategies.
This seminar discusses work in progress of an exploratory empirical study investigating the willingness of young (Generation Z and Millennials), mature (Generation X) and older Romanian consumers to recommend those retailers who have a sustainability orientation and exhibit environmentally friendly behaviour. The results so far indicate that based on retailers’ good practices in relation to the environment, customers are more likely to trust them and to further recommend their offers, brands and products. Theoretically, the study has the potential of pointing out differences in perceptions across various generations of consumers in an emerging / developing country context
Keywords: Consumer generations; environmental consciousness; Romania; retail
Paper 12: Journal Paper (published 2017)
Dabija, D.C., Băbuț, R., Dinu, V., Lugojan, M.I., (2017). Cross-generational information search behavior based on social media in Romania. Transformations in Business & Economics, 16(2(41)), pp.248-270. ISSN 1648-4460, WOS: 000402941200015
IF(2018): 1,112; SRI(2018): 0,158; AIS(2018): 0,085
Abstract
The progress of mobile communication, the advent of electronic gadgets and portable devices, the development of the Internet and social networks etc. have brought about a profound change in the way people, especially the young people, seek information so as to make the best decisions when purchasing products, brands, services, etc. Millennials (Generation Y members—people born between 1980/1981 and 1994/1995) and Generation Z members (people born between 1994/1995 and 2010) spend more and more hours daily in the virtual environment to listen to music, play games, communicate or exchange information and impressions. Gen Xers (people born between 1965 and 1979/1980) also use the digital environment to seek information about the characteristics of the products selected during the purchasing process, but in parallel with traditional channels of communication which they continue to heavily rely upon.
Being aware of these realities, the authors conducted an exploratory empirical study of Generation X, Y and Z members in an emerging market (Romania), which highlights the way these generations identify the products that best suit their expectations and preferences. In their study, the authors set to identify the relevant factors that determine the three generations of consumers to use social networks to communicate and seek information, as well as the connection between social media communication and information seeking and the use of personal sources of information (family, friends, colleagues, other consumers) during the buying decision process.
Keywords: cross-generational analysis, Millennials, Generation X, Generation Z, electronic information search, social media, Internet, communication strategy
Paper 13: Conference Paper
Dabija, D.C., Băbuţ, R., Lugojan, M.I., (2016). Information Search Behaviour Based on Social Media. A Generational Perspective in Romania. In: Plăiaş, I. (Ed.). Marketing from Information to Decision. Conference Proceedings. Cluj-Napoca: Risoprint, pp.63-64. https://econ.ubbcluj.ro/mid/program.php
Extended Abstract
Purpose: The purpose of the study was to identify the key factors which determine Generation Z, Y and X members to use social networking for communicating and seeking information and to analyse the connection between information seeking via social networks and the use of personal sources of information when preparing the buying decision.
Methodology: To achieve the objectives of the study, an exploratory empirical study was conducted. The sample size was 858 people of which 511 (59,6%) belong to generation Y, 244 (28,44%) to generation X, and the rest of 103 respondents to generation Z. Once collected, data was tested for reliability, validity and internal consistency by means of the Cronbach's alpha coefficient (α >0,7), the „item-total” correlation, the KMO factor (>0,7), Bartlett's test of sphericity (exploratory factor analysis).
Originality: The authors identify a number of factors that influence communication and information search through social networking, namely: desire to be informed, use of the Internet as an information source, desirable characteristics from an information. Moreover, the authors analyze the link between information search on social networks and the use of personal sources of information in decision making process.
Results: Analysis conducted on the three generations (Z, Y and X) highlights some very interesting aspects that help us better understand how generations X, Y and Z consumers perceive social media as a means of communication and information. Thus, the Internet is a valuable source of information for all three generations and is the main factor that enables the use of social media for finding and communicating various types of information, including commercial information. These results are consistent with findings from the literature (Singh, 2013 Dabija, Grant, 2016), namely that the virtual environment is a relevant source of information for most generations of consumers.
In the case of Generation Z members, the influence of the Internet on their information seeking via social media is the most significant by comparison with the other two generations as Z generation uses almost exclusively the digital channels to keep themselves informed.
Research limitations: Among the limitations of the research is the disproportionate sample structure, whose number of assessments was unequal across the three generations considered due to financial constraints. Another limitation was the model’s limited number of factors since the literature is not very “rich” in this respect.
Academic implications: It is the first study of its kind conducted in Romania on Generation Z, Y and X members.
Managerial implications: Having considered the results of the study, we believe the companies should make use of specific Internet communication channels - email, social networks, blogs, and forums - by including them in the integrated marketing communication strategies. The advertisements should demonstrate creativity and be capable to inspire people, make them convey it to other people. Given the importance of the recommendations from other consumers, companies should create adequate channels of reference for WOM (word of mouth communication) in the online environment.
Keywords: information search; Internet; social media; Millennials; Generation X; Generation Z
JEL: F21, Q01, M30, M31
Citation:
C1. Jabłońska, M.A., (2017). Modern Consumer in Cyberspace – Internet and Psychology Approach. Foundations of Management, 9(1),
pp.111-122. DOI https://doi.org/10.1515/fman-2017-0009, ISSN 2080-7279, e-ISSN 2300-5661. Scopus.
Paper 14: Conference Paper
Dabija, D.C., Postelnicu, C., Dinu, V., (2016). Cross-Generational Analysis of Ethics and Sustainability. Insights from Romanian Retailing, In: Sitnikov, C. (Ed.), Competitiveness and Stability in the Knowledge-Based Economy, 8th iCOnEc Conference October 28-29, 2016, Craiova, Romania, http://feaa.ucv.ro/conferinta/index.php/en/
published as book chapter in 2018
Dabija, D.C., Postelnicu, C., Dinu, V., (2018). Cross-Generational Cross-Generational Investigation of Ethics and Sustainability. Insights from Romanian Retailing. In: Idowu, S.O., Sitnikov, C., Simion, D., Bocean, C., (Eds.). Current Issues in Corporate Social Responsibility. An International Consideration. Cham: Springer International Publishing (pp.141-163). e-ISBN 978-3-319-70449-4; ISBN 978-3-319-70448-7; ISSN 2196-7075. https://doi.org/10.1007/978-3-319-70449-4_10 WOS: 000431320700012
Abstract
When targeting various generations of consumers, and especially when designing an offer for these consumers, fashion, footwear and sportswear retailers have to increasingly take into account ethical principles, motivated by the need to achieve a favourable competitive position, exhibit a sustainable behavior and ensure the aesthetics and durability of goods (Cooper, 2005). Many business practices (exploitation of labour, environment pollution, enforcing inhumane working conditions etc.) are sanctionable in most countries of the world.
When approaching the international market, retailers have to rely on various sustainable actions. Therefore the authors highlight actual measures undertaken by fashion, footwear and sportswear retailers when designing a sustainable strategy. A second goal of the paper is represented by a cross-generational analysis of 952 Romanians perceptions towards retailers’ ethical and sustainable strategy.
Results show that retailers are more and more concerned of ethical principles when approaching consumers on an emerging market, such as Romania, as well as relying on sustainable procedures and standards. Regardless of their generation, consumers select retailers which contribute to the reduction of pollution, sell green or environmentally friendls products, respect employees and their working conditions.
Key words: sustainability, ethics, retail, fashion, footwear, sportswear stores, multinational retailers, generations of consumers
JEL: F10, F23. M14. M30, M31, Q01
Paper 15: Conference Paper
Bucuța, A., Bălgărădean, C., (2016). Affordable Luxury. The Newest Trend in the Fashion Industry? Case Study: Pandora Jewelry. In: Plăiaş, I. (Ed.). Marketing from Information to Decision. Conference Proceedings. Cluj-Napoca: Risoprint, pp.61-62. https://econ.ubbcluj.ro/mid/program.php
Extended Abstract
Purpose: The purpose of this paper is to describe the main trends and perspectives that characterize the contemporary jewelry market and within this context, to also define and argue the affordable jewelry concept, which nowadays, seems to be the most successful strategy for jewelry retailers. By adopting this approach, the retailers are trying to meet some real needs of the young consumer generations (such as Z and the Millennials), who possess a lower income, yet have a great desire to wear jewelry pieces that make them feel unique.
Design/Methodology: This study is divided into several parts: the first part represents an extensive literature review on current trends and prospects on the jewelry market. The literature review is also focused on defining new concepts associated with the jewelry market, such as fast fashion jewelry and affordable luxury and also on describing the relationship between fast fashion jewelry trend and younger generations of consumers (Z and Millennials). The second part of this paper contains a case study built around Pandora, a jewelry retailer and manufacturer. Pandora is considered to be a true pioneer of the mass market - fast fashion jewellery sector, as they have adopted innovative branding and positioning branding strategies. For designing these initial two parts, the authors rely strictly on secondary sources such as scientific journal articles, specific reports published by several authorised organizations and the danish retailer’s public website and e-store. Furthermore, based on these initial findings, the authors propose a qualitative empirical research, using the semi-directive interview technique, further applied to Pandora’s company representatives from different countries.
Originality/Value: This paper focuses on emphasizing the relationship between highly fashionable jewelry, included in the affordable luxury segment and the retailer’s generational market approach, viewed as a key to success.
Results: The consistent pursuit of the affordable jewelry strategy by a vertically integrated retailer is considered to be a bold and innovative market approach, thus implemented just by a few retailers. For Pandora, this strategy represents the path to success, as the danish retailer offers a very wide range of products, accessible to a wide target audience, represented especially by young women. Lastly, the proposed qualitative research will allow the authors to identify a viable hypothesis for a future quantitative research among affordable jewelry consumers.
Study/ Research limitations: The main limitation of this study is the novelty of the research topic, doubled by the existing gap in the literature regarding the jewelry segmentation, the fast fashion jewelry and affordable jewelry concepts. Thus in order to be able to detail the main research idea, the authors had to take a few steps to become familiar with the jewelry market and the fast fashion phenomenon, as well as with the main traits of the Pandora brand.
Academic Implications: This paper aims to fill the literature gap regarding the fast fashion jewelry concept and its relation to the young consumer generations, within the framework of the Pandora brand.
Managerial implications: The managerial implications of this study are related, firstly, to the potential transfer of the fast fashion concept in other industries. Secondly, this paper aims to describe a few good practices, implemented by retailers from developed markets, that could also be adopted by
those from emerging markets, such as Romania.
Keywords: affordable luxury, Pandora Jewelry, jewelry market trends, fast fashion jewelry
JEL: M30, M31, M39
Paper 16: Journal Paper (published 2016)
Dabija, D.C., Abrudan, I.N., Postelnicu, C., (2016). Motivations and Expectations of Teachers regarding Lifelong Learning. Studia Universitatis Babes-Bolyai. Oeconomica, 61(3), pp.32-42
Abstract
The global contemporary economic and social context, in constant change, makes the learning process undergo constant structural changes with profound implications. These transformations also influence practices, principles and methods used in the field of learning and teaching. The present research is focused on the motivations and expectations of teachers regarding lifelong learning. Their main motivator is to improve teaching tools, techniques and methods. The study population consists of educators who teach the national language and literature (Romanian) to national minorities (Hungarian, German, Roma, Tatar, Serbian, Ukrainian, etc.) and to migrants from various states. The respondents have participated in a lifelong learning program.
Keywords: education, lifelong learning, information sharing, technological change, new teaching techniques
JEL: I26, I29, M31, M53