Purpose: The concept of cultural branding based on various narratives has been established in the marketing literature, but there is a lack of studies linking this concept with brand-related effects. The aim of this paper is to explore and explain the possible relationships between various brand...

In September 2014, Tom Montgomery (SVP of Strategic Initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore the $1 billion market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the pilot program was to improve the...

This article analyzes the possibility of commercializing internationally the Cotija Región of Origin Cheese, by means of marketing strategies. The elaboration of daily products, is one of the principal economic activities in Mexico. The economic and social situation concerning the Cotija...

The higher educational institutions (HEIs), including universities and colleges are increasingly seeking new resources, competences and capabilities to improve their corporate reputation. Therefore, this paper has relied on a generic approach to critically analyze the marketing environment of...

Effective marketing decision-making benefits from a rigorous, data-driven process that systematically evaluates alternatives based on insights and analysis. This study develops and evaluates a 5-stage decision-making process model integrating marketing engineering principles aimed to optimize...

I congratulate my colleagues, Adina Letiția Negrușa and Monica Maria Coroș for planning, organizing and leading their International Conference – Modern Trends in Business, Hospitality, and Tourism that was recently held at the Faculty of Business in Babeș-Bolyai University of Cluj Napoca,...

This article investigates the problem of Polish and South Korean Millennials' consumer behaviour on the e-commerce market. There were arguments about whether Generation Y members as Digital Natives are rather a coherent or diversified cohort of consumers. They were raised in the culturally...

Studies presented the importance of conflict costs. Cultural diversity adds more complexity to working groups, fostering conflict. The aim of this research is to investigate how cultural diversity affects conflict costs, measured in terms of lost time & cost amplifiers. Data was collected...

Aim: This research aims to understand the value of individuals having several inherent cultures and explore their specific needs and skills to improve managing cultural challenges in the work environment. The emerging conceptual framework of reaching "The New Cultural Normal" demonstrates...