Marketing is in a continuous development theoretically and practically, under the influence of a extremely dynamic and competitive global environment. Year by year, marketing budgets, regardless of the field of activity, grow, strengthening the statement of Robert Louis Stevenson:'' everybody...

The fundamental elements of the individuals’ behavior which are also reflected in their consumption behavior, in the marketing literature, are the following: language, non-verbal language, religion, values and attitudes, consumption customs, material elements, aesthetics. In the present...

In the past years, in the light of the economic turbulences all around the world, one of the most important ways to assure a competitive advantage is creating a strategic alliance. Such collaborative ventures between firms were developed as a response to the changes which have been happening to...

Education is considered to be a major component of culture, with an important role in transmitting knowledge, ideas and beliefs from generation to generation, especially nowadays, when information is vital for our society. At the same time, education can highly influence the strategic...

Certainly people of different cultures have different opinions regarding what is ethical or not and that is why controversies and tensions may occur. In order to avoid the misunderstandings or conflicts, the managers must have good knowledge about the different cultural values and adjust to...