The furniture is a complex product and it must be approached in two ways: as a concept and as a function. This approach is based on consumer behavior. The concept of furniture must cover the notions of architect-furniture, sign-furniture, system-furniture. The basic functions of furniture in...

Throughout this article we want to show that an initiative of management of the knowledge is not a marginal initiative, but it imply gradually all key functions of the company. One of the strong elements of the knowledge management is indeed the continuous and professional education, namely, the...

Our symblos for communicating with others are based on shared experience. To us, the symbolic values of stimuli are learned associations usually derived from our experiences. The primary system for human symbolic communication is language, the basic definition of which is the relation between...

The paper presents advertising agencies as a new type of knowledge-based organizations (knowledge-intensive organizations), whose essential resource is its people with their competences, in conditions in which in the present society knowledge is becoming the most important source of competitive...

The increase in external pressures upon competitiveness makes companies quickly adapt to the criteria of modern competition. One of these criteria is the brand which has proven in developed economies the main competitive advantage and it influences to a certain extent the demand for any service....

In a small town from Lapland, near the Arctic Circle, lives the most beloved character that each of the children, smaller or larger, is waiting for him to bring gifts on the 25th of December. Santa Clause has set up his headquarters in Rovaniemi, in the north of Finland, the country’s most...

Being an individual sport, tennis often deals with a specific category of sponsoring: the endorsement. Tennis players and business organizations seek each other in order to sign partnerships from which both parties hope to win. Endorsements are among the most profitable income sources for...

The large number of advertisements that the consumers are bombarded with every day has made them virtually immune to commercial messages. This is why advertisers are trying to find new, alternative ways to reach the customers, which are comprised by economic literature in the concept of...

In times of difficult and unstable economic environment, market players try to differentiate themselves in order to survive and attract a large number of new customers. Financial institutions, as well as the full service segment, face a major obstacle, as in the negative power of intangibility...

Everyday, consumers are bombarded by messages inducing them to change their attitudes. These persuasion attempts can range from logical arguments to expressive images, from regular consumers’ advice to celebrities’ recommendation. The literature and the research on advertising indicates the...