The marketing practices of the companies show that not all of them are observing ethical and moral standards and they manipulate the consumers. This paper has as main goal to examine the most usual unethical techniques, the present status of consumers’ power and how more power could work for a...

The constant deterioration of the environment and the bad effects on the quality of life cause many challenges for the businesses, consumers and governments. These require a new philosophy of living and new solutions which must be incorporated in the concept of sustainable development. The goal...

A customer value based system is a task few companies can achieve. The companies originated from Japan have covered a long way from international expansion to the capitalization of competitive advantages. On this way of international experience, the most important Japanese companies have...

The negotiation is part of the international business which plays the role of turn-table inside the working model of international relationships. The differences between the cultures of the negotiators, known as cultural distance, are the most subtle influences on negotiation. The problems that...

The strong identity is a key condition for the real success of a brand strategy. The identity reflects the inner value of the brand and describes its potential success. In order to maximize this value a brand identity should include and develop all dimensions of its complex structure. The...