In marketing practice using celebrities (especially actors/actresses, sportsmen and sportswomen and popular models) is a very typical and widely used technic. Nowadays there is a general expectation from the society that celebrities have to make contribution to the solution of social and...

When should we use an athlete, a sports star in advertising? Which type of product or service is best suitable for these stars to advertise? What can we expect from these ads? Who is the ideal sports star? Is it true that social media is going to transform this area as well? For our research we...

There are no enterprises which would not use computers to fulfill their administrative tasks. Computers became part of everyday administration, or, better to say: they became part of everyday life. This is why our age is called 'information age'. Both the amount of digital data and our...

Interactive, co-creative relation of consumers, users and producers is quickly developing recently. Living Labs (LL) have a bridging role between market pull and technology push. They realise concurrent innovation. LLs are approaches to realise an interactive search for new products/services in...

The field of management consulting is now over 100 years old, but there are definite gaps in information about the size and nature of this field at the national, regional, and global levels. The aim of our contribution is to analyze the major trends in management consulting in Hungary and...

In this article we make comments on the EU Commissions Review on “Small Business Act for Europe” which was published in February 2011 and which is the official viewpoint of the EU concerning the progress made in the implementation of SBA on European and national levels. As we have already...

This paper is concerned with the comparison of different scaling methods which are applied to a complex bridge evaluation problem. It is shown that both tangible and intangible data and satisfaction of multiple criteria are essential to the success of such projects. Some new inconsistency...

Enterprise culture is judged by many acknowledged scientists and researchers now as a major determinant of any enterprise’s success. The present article shows the research cognitions on the impact of enterprise culture to the success of the enterprises observed.

All the changes we are facing today take place within the global economic environment. These changes are caused by increasingly important inventions, suggestions, potential innovations, and innovations (and their diffusion to many users) resulting from crucially needed creativeness and...