Florina Pinzaru

National University of Political Studies and Public Administration | SNSPA · Faculty of Management

Platformization is a phenomenon arising from the process of digitalization and affects businesses of all types throughout the world. While platformization closely relates to digital business models, it also influences the traditional models to some extent, concerning the marketing and distribution functions. This paper focuses on the implications o...

The present article studies the importance of new technologies connected with today’s business environment. From small businesses to corporations, companies are adapting to new high-tech solutions to increase efficiency, productivity, and customer engagement. The increasing use of artificial intelligence, automation, and other digital media is chan...

Cities of tomorrow will invest knowledge sources in driving creative-led and culture-driven urban regeneration that contribute to revitalizing urban spaces and driving sustainable and inclusive urban growth, leading to community development and engagement. Urban regeneration processes enable creative cities to be socially inclusive communities that...

The chapter continues previous endeavors of mapping Romania’s circular social entrepreneurial landscape, identifying the Romanian social entrepreneurs’ main motives for adopting circular business models. After mapping the circular social enterprises, a quantitative investigation was developed. Four main dimensions were considered: personal traits,...

Ewolucja działań marketingowych na przestrzeni lat pokazała, że organizacje adaptują się do nowych modeli biznesowych, a co za tym idzie, są dobrą inspiracją dla menedżerów. Rozwój marketingu wynika z kilku powodów, które są istotne w działaniu każdego przedsiębiorstwa. Po pierwsze, marketing przeszedł transformację od transakcyjnego do cyfrowego....

Generation Z, the next generation of employees, proposes a complex combination of challenges and opportunities in the current digital business world. This generation brings to the workplace a specific set of skills, beliefs, and views influenced by their experiences in a digital environment that is continually expanding. As they assume increasingly...

In an era when targeting younger generations becomes more and more challenging, and classic fashion is starting to be seen as being outdated, the Metaverse and online gaming has attracted fashion brands’ interest. Increasingly more fashion brands, such as Nike, Vans, Gucci, Supreme, Forever 21, Ralph Lauren, and NASCAR, are being present in the Met...

Połączenie najnowocześniejszych technologii informatycznych i produkcji, takich jak cloud computing, Internet rzeczy, Big Data, sprzyjają większemu zaangażowaniu konsumentów oraz zaangażowaniu w całym cyklu życia produktu. Wspólna wizja odpowiedzialnego społecznie, spersonalizowanego, zorientowanego na usługi, inteligentnego, zrównoważonego i przyj...

Over time, the concept of sustainable development may transform into a business practice that mandates organizations to contemplate the interconnectedness between economic, social, and environmental factors. For organizations to grow in a competitive market, they should adopt cohesive policies founded on reliable sustainability strategies and combi...

The paper presents an explorative research aiming to map the way the COVID-19 pandemic influenced the digitalization around the world. The narrative literature review both of academic studies and mostly of the investigations of the professional organizations have revealed that the pandemic increased significantly the pace of digitalization in all c...

This study aims to identify from supply chain professionals employed in different Romanian companies from various industries what the digitalization status of the supply chain is. Companies, with regard to their size and industry, are not fully digitalized and this is because their focus usually lays on their main activity line and less on the rest...

The new coronavirus disease was first observed in December 2019 in Wuhan, China. A couple of months later it was recognized by the World Health Organization (WHO) as SARS CoV-2 and nominally named COVID-19 (European Council, 2021). In just a few months, the COVID-19 pandemic has forced individuals all over the world to adapt their behavior, both pe...

Kolejnym krokiem cyfrowej transformacji jest przyjęcie sztucznej inteligencji (AI), nawet jeśli sama technologia wciąż ewoluuje. Niemniej jednak dyskusje na temat zalet i wad AI są żywe: menedżerowie znajdują się na pierwszej linii podejmowania decyzji dotyczących najlepszych sposobów wprowadzenia takich zmian. Jeśli korporacje są już zaznajomione...

A review of artificial intelligence (AI) techniques as observed in the current literature is put in a mirror with the present practices of management in museums worldwide. The paper shows that AI initiatives are helping museums for a variety of aspects in their management, such as to design and improve knowledge management frameworks, to make opera...

In a VUCA world dominated by volatility, uncertainty, complexity, and ambiguity as it is the case today, strategic management is redefined by the necessity to acquire strong organizational capabilities of agility and resilience, simultaneously with a prominent orientation toward adoption of measures destined to meet climate change and social challe...

Creative neighbourhoods are the subject of increased discussions and concerns, both in the academic and the professional communities, having various cultural, social, economic, and policy implications. Nevertheless, the theorising in the field is at the beginning, the various interdisciplinary approaches highlighting especially aspects related to t...

The COVID-19 pandemic forced many universities to close doors and keep students completely online—a phenomenon that raised unprecedented challenges with lessons learned that should be integrated into future educational knowledge management strategies and practices. Special attention should be given to students’ learning habits. This paper presents...

Digital technologies and sustainability could be understood from a superficial point of view as mutually exclusive. One is driven by the Internet of Things, Artificial Intelligence (AI) and robotics, focusing on a constant increasing efficiency, while the other is driven by the public opinion’s expectations for a fair development in respect to envi...

This study aims to explore the relationship between transformational leadership and employees’ innovative work behaviour (IWB), additionally examining the mediating effect of psychological empowerment. The study is based on a cross-sectional design, data being collected from 139 employees through the following structured questionnaires: Multifactor...

Never managers have been under so many sudden challenges. On the one hand, they are under the traditional pressures of shareholders, competitors, consumers, and regulators. On the other hand, they must relearn management as it is profoundly affected by the current digital transformation affecting almost all industries, markets, and economies. We ha...

The link between transformational leadership and psychological empowerment as well as psychological empowerment and employee work attitudes have been previously discussed. Specifically, transformational leadership represents an important factor that influences psychological empowerment among salespersons. In the same context, there is a significant...

The impact of the COVID-19 pandemic on business is significant and must be assessed on various levels, as it has determined fast-moving variables, many of them totally unexpected and for which managers all over the world were not prepared to handle. On the bright side, the COVID-19 crisis revealed the ability of mature businesses to adapt in an agi...

While artificial intelligence is becoming part of daily life, bringing with it a large number of benefits to companies-paced introduction presents unique ethical challenges. Having the ethical and legal framework in mind, the present study aims to map which are the critical ethical aspects related to artificial intelligence by focusing on three mai...

Artykuł prezentuje aspekt doświadczenia klienta netgeneracji w okresie pandemii w aspekcie badań firm badawczych. Celem artykułu jest określenie pojęcia netgeneracji oraz doświadczenia klienta w okresie pandemii. Na współczesnym rynku klienci na całym świecie mają przekonanie, że w najbliższej przyszłości będą żyć inaczej, ponieważ pandemia zamieni...

Museums as social and cultural institutions should drive innovation to strengthen the relationship with the audience, contribute to social value creation and develop community-oriented processes within cultural ecosystems moving towards sustainability as a vision for change. Museums paying attention to the museum’s innovativeness perception acquire...

The generational differences among leaders have progressively captured the attention of both researchers and practitioners interested in their dynamics within the work environment. Many analyses in this respect have been focused on the differences between Millennials (Generation Y) and Generation X members from a personality-centric perspective, th...

There is a general agreement that artificial intelligence (AI) is changing business today, as technologies required for cognitive systems such as deep learning or human-computer interaction have made exponential advances and tend to become a part of the current economy. The AI concept is tightly related to that of knowledge by its nature, as the ne...

Purpose The purpose of this paper is to show the way the human dimension influences the adoption and usage of the knowledge transfer in non-profit organizations (NGOs). Previous research on the topic focused mainly on the organizational and technical aspects (i.e. organizational culture, processes and technology), lacking a consistent approach of t...

It is with great pleasure that we invite you to the Seventh Edition of the STRATEGICA International Conference, to be held in Bucharest, October 10-11, 2019. The Conference is organized by the Faculty of Management from the National University of Political Studies and Public Administration (SNSPA) and the Management Academic Society in Romania (SAM...

Knowledge is a strategic tool for public administration. Therefore, knowledge management would affect organizational effectiveness. In the context of the new approaches of public management, especially considering the public value management point of view, knowledge transfer with stakeholders should be the norm. The present study identified a gap i...

Nowadays, the ubiquity of the digital technology and the transformation it brings both within the societies and economies around the globe has become a well-accepted fact. For business is no longer a matter of whether or not to incorporate technology in their daily activity, but a matter how to change their way of approaching, and doing when adapti...

In 1990, the Central and East European countries started, at approximately the same level, the race to change their economic systems from communism to capitalism, which in turn was undergoing full-fledged mutations. Almost three decades later, the gap between Romania and other ex-communist, presently EU member states, is wider. Moreover, after join...

Starting from the findings of specialized studies on knowledge management in the field of biotechnology, this paper aims to present the factors that underline sustainable performances of Romanian biotechnology organizations. Particularly, descriptive analysis of these factors has outlined a picture of the current situation of biotechnology in Roman...

The latest studies show that corporate social responsibility (CSR) is profitable for businesses, especially on the long-run. CSR strategies lead to different types of benefits for companies, both for large companies and for SMEs. Despite increased interest in understanding CSR and increased pressure from the public for the companies to actively ass...

The Faculty of Management from the National University of Political Studies and Public Administration (SNSPA) and the Romanian Academic Society of Management (SAMRO), with the support of the National Bank of Romania, announce the first Call for Papers for the sixth edition of the International Conference STRATEGICA – Challenging the Status Quo in M...

In the new digital age of everything connected, conventional managerial wisdom is challenged both in the business environment and in the public administration field. In some cases, business models are reshaped or replaced and public opinion’s expectances change accordingly. The impact seems even more profound in urban areas, where digitization tend...

Purpose The paper aimed at exploring the influence of five dimensions of similarity (i.e. condition similarity, context similarity, catalyst similarity, consequence similarity and connection similarity) on Facebook social networks development. Design/methodology/approach A questionnaire-based survey was conducted with 245 Romanian college studen...

Since the beginning of industrialization, the pipeline business model has dominated world economies: products were created by a producer, be it a person or a company, then customers were informed that they could buy those products, and the cycle closed with the proper selling of those goods to customers. In recent years, this linear mode of doing b...

This volume explores the challenge of engaging knowledge management in a sharing economy. In a hyper-competitive business environment, everything tends to be digital, virtual and highly networked, which raises the issue of how knowledge management can support the decision whether or not to share strategic resources or capabilities. The book answers...

Crowdfunding is a relatively new instrument of fundraising. The main mechanism behind it is getting persons involved to support the initiation of a project by providing a (small) amount of money in return for a personal benefit (including shares) or a community-related one. Therefore, crowdfunding could be connected with the civic involvement of pe...

One of the most provoking challenges in the today's business environment is the recruitment and motivation of the generation of digital natives-the Millennials, as multiple pressures around the world are present: the digital transformation, the cost pressure, the demographic decline, the aging of the population and, implicitly, the reduction of the...

Corporate Social Responsibility (CSR) is one of the most debated topics in the academic and professional business literature, being analyzed in a myriad of perspectives, from philosophy, to marketing, management practice, managerial strategies or financial impact. The very term of CSR implies that involving with society in a structural way that is...

The fifth edition of the Strategica International Conference, organized by the Faculty of Management from the National University of Political Studies and Public Administration in Romania (SNSPA) in partnership with the National Bank of Romania and in cooperation, since 2016, with the International Association of Knowledge Management, focuses in 20...

Mobile applications (apps) seem to be the new Holy Grail of business, especially for marketing, but not only. With the technology development, new features become available almost on daily basis, and it is common to discuss, at least in the professional environment, about how firms can make use of the mobile apps to conduct market research, to rede...

The paper aims to analyze the importance of reinforcing the relational capital of the small and medium-sized enterprises (SMEs) in the context of a globalized market. It elaborates on the influences of competitiveness on online versus offline business networking with a view to achieve effectiveness in the European steel pipe SMEs internationalizati...

Purpose: Emerged from a theoretical contradiction, the purpose of this paper is to investigate whether perceptions and behaviors toward new brands depend on the priority assigned to promote the company’s intentions (warmth) vs its abilities (competence). Design/methodology/approach: The research uses a two-level single factor experiment to test t...

The evolution of web 3.0 and various technological developments have modified the entire society, the communication models, the ways to do business and even the management practices. Digital instruments seem to be the ‘Holy Grail” of the new business practices, as managers tend to move cutting-costs practices and communication activities more and m...

Proceedings of the Strategica International Conference (4th edition), organized by the Faculty of Management from SNSPA, Bucharest, Romania in partnership with the National Bank of Romania.

More and more nonprofit organizations employ business strategies to be more effective and to achieve their social goals. Social entrepreneurship is an option for increasingly more people who want to change the society for the better. The study investigates how Romanians understand the role of nonprofit organizations in society, as well as which are...

The present article aims to advance a comparative analysis among three countries - India, Romania and the United States - placing mobile devices, internet infrastructure and m-commerce at the core of the investigation. The scope of the study simultaneously covers the landscape and dynamics of m-commerce and of related objective indicators, bringing...

The present paper proposes a new perspective on relationship marketing in international businesses, advancing a multidimensional model, further referred to as CRMS model (the Cs of Relationship Marketing Sustainability), developed on five key dimensions of Relationship Marketing Sustainability: Convergence, Commonality, Compatibility, Credibility,...

The models of music consumption changed during the last years, as digital devices and Internet became accessible to the masses. The physical LPs sales, which were the previously sought after source of revenue for the actors in the music business, dropped, and online piracy threatened to further diminish profits. The big players in the industry went...

The study at hand has as general objective to investigate the type of networks common in the social entrepreneurial sector in Romania. Networking is considered in the academic literature as an important means of information, of social capital creation, of competitive advantage, as well as of increasing resources. The qualitative research developed...

The present study intends to discuss the psychological profile of Generation Y versus other generations.The differences between Millennials and other generations are addressed in terms of values, personality characteristics, and reactions under stress. The topicality and relevance of the research theme are supported by the fact that most of the peo...

The present paper addresses the sustainability configuration within small and medium-sized enterprises (SMEs), focusing on several key standpoints: their exigence for innovation and quality, interest for technological development, capitalisation of social networks and the approach of transactional orientations. Using the recent literature on this t...

The present study intends to discuss the psychological profile of Generation Y versus other generations. The differences between Millennials and other generations are addressed in terms of values, personality characteristics, and reactions under stress. The topicality and relevance of the research theme are supported by the fact that most of the pe...

The purpose of this paper is to analyze different models of university governance, considering universities from Europe, USA, Australia, and Japan, and to find out what are the key success factors for university governance to become a strategic driving force. University governance can be defined as the constitutional forms and processes through whi...

Lucrarea isi propune sa prezinte sintetic principalele concepte, teorii si tehnici asociate activitatii promotionale. Tematica investigata este cuprinzatoare, iar abordarea ? desi urmareste initierea celor interesati de acest domeniu ? nu se opreste la notiunile de baza.Ghidul esential de promovare este gandit ca un instrument util pentru cei inter...

Over the past years, the issue of sustainable entrepreneurship has coagulated multiple research interests due to the fact that it integrates three main pillars, namely human resource management (people) and the concerns for planet protection and for the economic effectiveness sustained by profit. The rapid social and economic transformations have i...

Over the past years, the issue of sustainable entrepreneurship has coagulated multiple research interests due to the fact that it integrates three main pillars, namely human resource management (people) and the concerns for planet protection and for the economic effectiveness sustained by profit. The rapid social and economic transformations have i...

The growing importance of knowledge as an organizational resource is considered to be generated by the shift from the industrial economy to the knowledge based one. But market competition had always had an intangible dimension due to the fact that every company tries to gain competitive advantages and to become the best in its field. Some researche...

Proceedings of the Strategica 2015 edition, organized by the Faculty of Management - SNSPA in partnership with the National Bank of Romania - October 29-30, 2015, Bucharest, Romania www.strategica-conference.ro

In the process of preparing a state for the accession to the Euro Zone it is essential to analyze the price competitiveness of that state’s economy and the challenges that entrepreneurs will have to face in the new economic environment. In the present paper the authors want to capture some aspects of the competitiveness of the Romanian economy and...

Learning, especially in the context of higher education, means creating, storing, sharing and using knowledge in a complex way, both for personal and societal benefits. Therefore, knowledge management is at home in universities. It should be at the core of managerial practices, but also of educational processes. The literature in the field pays att...

The paper approaches the common identity and common bond theories in analyz-ing the group patterns of interaction, their causes, processes and outcomes from a managerial perspective. e distinction between identity and bond refers to people's dierent reasons for being in a group, stressing out whether they like the group as a whole — identity-based...

This volume comprises the full proceedings of the second edition of the Strategica International Conference, held in Bucharest, Romania, on October 2-3, 2014. The conference explores the organizational strategic thinking, planning and action in the context of new governments' policies and international institutions' measures after-crisis, as well a...

Abstract. The current paper aims to analyse one of the many models of evaluation for the equilibrum rate in an economy. It also briefly presents the main models and methods used in the specialized literature for the evaluation of the equilibrum exchange rate. The utilization of as many methods allows the deciders of monetary and economic policy to...

Universities face new challenges, due to evolutions in society, as well as in the academic world. They are places of learning, but also of research, of innovation, of capacity building as well as, increasingly more, of entrepreneurial progress. They are places where knowledge is developed in the scope of sharing. This knowledge is no longer availab...

The present paper presents the models used by the countries that joined the Euro zone a 2000, in fixing the central parity and the evolution of the local currency towards Euro, when participating in Exchange Rate Mechanism II (ERM II). It synthesizes the main theories for determining the equilibrium exchange rate. It also presents the modality of p...

In a world where competitiveness has become the second nature of the business environment, an insight on the organizations’ endeavour to go international seems natural. And yet, most of the times, under the lens of the worldwide researchers and practitioners, corporations have been settled as milestones. In this context, focusing on the small and m...

The current paper aims to analyse one of the many models of evaluation for the equilibrum rate in an economy. It also briefly presents the main models and methods used in the specialized literature for the evaluation of the equilibrum exchange rate. The utilization of as many methods allows the deciders of monetary and economic policy to accuratel...

The paper approaches the common identity and common bond theories in analyzing the group patterns of interaction, their causes, processes and outcomes from a managerial perspective. The distinction between identity and bond refers to people’s different reasons for being in a group, stressing out whether they like the group as a whole — identity-bas...

“Felicitări, sunteți noul manager al departamentului!” În sfârșit, ai fost anunțat că ai fost promovat. Ai muncit enorm până la acest pas. A fost greu, cu nenumărate nopți nedormite, cu ore peste program, cu examene dificile, cu eșecuri și cu proiecte reluate, dezvoltate, care au adus satisfacții, dar și mult stres. În fine, acum, ești oficial prom...

As the ICT develops, universities have to learn how to reshape their communication practices and views on learning environments. Today’s students, members of the Y Generation, are digitally natives who wish to, desire and might benefit from the use of Social Network Sites (SNS) communication with their teachers and College administrative staff. Th...

Nowadays, in the light of pervasively developing new media and recalcitrant consumers, the decline of traditional advertising is seen as inevitable, thus marketers are constrained to find new ways of promoting their products. Conventional advertising efforts are becoming especially obsolete with regard to young consumers, members of Generation Y. T...

In the last #ve years, online master degrees were introduced in the educational offer by major higher education institutions from Romania. Although there were few pure online master degrees, the demand for such degrees has been continuously growing. More recently, a legislative measure discouraged the existence of a pure online learning degree, des...

Résumé : La publicité a gagné une ampleur particulière de nos jours. En Roumanie, notamment pendant la dernière décennie, on assiste à une croissance spectaculaire de la publicité en termes financiers, mais aussi en ce qui concerne la diversité des approches au cadre des campagnes publicitaires. Cette évolution a transformé la publicité dans une pr...

Internet changed dramatically the commercial music industry landscape: digitalization is the new standard, and the specific business models are in constant evolution. Thus, the industry has evolved from the traditional model of the big music labels to the much criticised peer-to-peer music file trading and, today, to the legitimate online dow...

One of the markets not long ago closed and completely regulated is now in the growing process of liberalization and deregulation: it is the utilities market we refer to (water, sewege, gas, electricity, waste collection). The deregulation of a market is usually followed by the appearance of competition expression conditions and, unassailably, th...

Academic literature, both socio-human and economic profile, approached pretty much the subject of the city brand, usually in the broader context of analysis concerning national and local brands. Despite various theoretical paradigms proposed to identify the most appropriate theoretical modeling frameworks, the city branding remains, at least in...