Documente Academic
Documente Profesional
Documente Cultură
ISSN 1582-9146
Colegiul de redacţie
Redactor-şef: VASILE DINU
Redactor-şef adjunct: Puiu Nistoreanu
Secretar general de redacţie: Ion Stanciu
Redactori: Gabriela Stănciulescu, Adriana Pietrăreanu, Rodica Pamfilie, Laurenţiu Tăchiciu, Dan-Laurenţiu Anghel,
Bogdan Onete, Sorin-George Toma, Alexandru Nedelea, Cristinel Vasiliu.
Consiliul ştiinţific
Prof. univ. dr. Ion Gh. Roşca, Academy of Economic Associate Professor Ph.D. Peev Gueorgui, New
Studies, Bucharest Bulgarian University, Sofia
Prof. univ. dr. Viorel Lefter, Academy of Economic Chief Assist Professor Ph.D. Vanya Banabakova,
Studies, Bucharest National Military University, Veliko Turnovo
Prof. univ. dr. Ion Stancu, Academy of Economic Ph.D. Petrovska Mircevska Tatjana, University St.
Studies, Bucharest Cyril and Methodius, Skopje
Professor Ph.D. Daniel A. Glaser-Segura, Our Lady of Teaching Assistant Djucik Maja, Faculty of
the Lake University, San-Antonio, Texas Economics, Belgrad
Associate Director Ph.D. Kravtsiv, Vasyl Prof. univ. dr. Aurel Burciu, University“Ştefan cel
Stepanovych, Institute for Regional Research of Mare”, Suceava
the Schience Academy of Ukraine, Lviv Lecturer Dr. Babu P. George, Pondicherry University
Associate Professor Ph.D. Aaron Ahuvia, University Lecturer Ph.D. Olga Blinkova, Karazin Kharkiv
of Michigan-Dearborn National University, Kharkiv
Professor Ph.D. Abraham Pizam, Rosen School of Professor Ph.D. Jonathan R. Edwards, Bournemouth
Hospitality Management, University of Central University, Poole
Florida, Orlando, Florida Conf. univ. dr. Vasile Dinu, Academy of Economic
Assistant Professor Ph.D Daniel Stavarek, Silesian Studies, Bucharest
University, School of Business Administration, Conf. univ. dr. Puiu Nistoreanu, Academy of
Karvina Economic Studies, Bucharest
Ph.D. Yankov (Nicolov) Nicola, Tsenov Academy of Prof. univ. dr. Traian Surcel, Academy of Economic
Economics, Svishtov Studies, Bucharest
Professor Ph.D.Carlos Costa, Universidade de Aveiro Prof. univ. dr. Rodica Milena Zaharia, Academy of
Associate Professor Ph.D. Čerović Slobodan, Faculty Economic Studies, Bucharest
of Natural Sciences, Belgrad Conf. univ. dr. Hapenciuc Valentin, University
„Ştefan cel Mare”, Suceava
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Revizie text
Adriana Pietrăreanu
Carmen Negroiu
Liliana Matei – redactor şef, Editura ASE
Tehnoredactare
Neagu Romică
Violeta Rogojan – Editura ASE
AE
CUPRINS
5 Comerţul electronic – o nouă oportunitate de creştere a competitivităţii
(E-commerce – a new opportunity to increase competitivity)
Redactor-şef: Conf. univ. dr Dinu Vasile
I. Economic Interferences
9 Multilevel marketing integration process management
Assoc. Prof. Nicola Yankov, Ph.D.
BUNE PRACTICI
CĂRŢI ŞI PUBLICAŢII
NEVOIA DE PERSONALITĂŢI
Editor-in-chief,
Conf. univ. dr. Dinu Vasile
6 Amfiteatru Economic
AE
I. Economic Interferences
(Interferenţe Economice)
8 Amfiteatru Economic
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Abstract Rezumat
The paper’s intention is to deal Scopul lucrării este acela de a trata
with the issues of the comprehensive problemele integrării marketingului cu
multu level marketing integration. It is a mai multe nivele. Reprezintă o opinie
conceptual view over the different aspect conceptuală asupra diferitelor aspecte ale
of the integration process on different procesului integrării la diferite nivele.
levels. The author presents some basic Autorul prezintă câteva principii de bază
principles of internal and external ale integrării interne şi externe ale
integration of the marketing inside and marketingului înăuntrul şi în afara
outside the business systems. In this sistemelor de afaceri. În această privinţă
regard the business organization network reţeaua organizaţiilor de afaceri reprezintă
(BON) is also an object of approaching. de asemenea un obiect de cunoaştere.
It is suggested an integration Este sugerată folosirea unei
methodology to be used for the metodologii de integrare pentru
conceptualization and development of the conceptualizarea şi dezvoltarea procesului
-integration process. Another aspect of the integrării. Alt aspect al articolului este
paper is the presentation of models for prezentarea modelelor pentru pieţele
vertical and horizontal markets and verticale şi orizontale şi integrarea
marketing integration beyond the marketingului dincolo de hotarele
boundary of the business systems. sistemelor de afaceri.
Some of the problems of Câteva dintre problemele
marketing networking process are also procesului reţelei de marketing sunt
discussed in the article. discutate în articol.
10 Amfiteatru Economic
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Marketers
Documen- Management of the
tation network
Information
Logistical support subsystem
Figure 1
Due to marketization (marketing In broader sense a marketing
integration process) the business network of a business system includes
organizations have different achievements external components (customers in
in their marketing developments, and their general - present and prospective;
aims are to become more and more markets; supporting institutions (branch
market-oriented and marketing driven. organizations or chambers, consulting
The networking approach is not a organizations etc). Utterly necessary
new tool for research and conceptualizing internal components are marketing
Marketing function
Marketing concept
(philosophy) Marketing process
(implementation of the
marketing function)
Marketing network
Figure 2
development needs a change of the • Hyperpoliad model/approach. It is
approach. We propose its change by using integration of many business and non
the principle “integrate and then manage business organizations and agents forming
(strategize) properly”. For the networks of networks.
conceptualization and development of the From one point of view a
internal and external of business hyperpoliad could be an integrated
organization point of view integration network of the marketing function with
process, we propose the integral approach the networks of the other business
to be used. It combines different degrees organization’s functions. This would
of integration steps or levels. create a holistic network, which as a
So we suggest a comprehensive whole could achieve synergetic power
multilevel integration procedure which we from the synchronized activity of
call DITRIPOL method of integration. It different networks. From other point of
combines DIad + TRIad + POLiad view a hyperpoliad could include many
models of integration. The integral business organizations, non government
approach unites different levels which are organizations etc. That idea has the
as follows: following presentation - figure 3.
12 Amfiteatru Economic
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1 2 A B
4 C
3 D
5 E
Synergetic power
from the synchronized
activity of the
Business organization
V network (BON)
III
IV
I II
Figure 3
Sup BUSINES-
-ply REALI- Customers
ORGANI- ZATION Network
Ma Sup-
pliers
ZATION MAR-
r
kets net- NET- KETS
work WORK “Customers of
the Customers”
Network
Figure 4
(Baker et al. 2002) [3].
14 Amfiteatru Economic
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Romania
Other
Marketing network ac-
Networks tivities and
activities structures
and Markets of this part
structures of the country Transb
order
mar-
keting
initia-
Forum for
tives
transbor-
der region
holistic de- Markets of this part of
veloment the country
Bulgaria
16 Amfiteatru Economic
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Figure 6
b) What must be the outlines of a directions, but also North-South; ●
global concept for integration the SEEC development of transborder local and
hyper regional markets as a sub network regional common markets, etc.
of the PEUM network? Or at least the
18 Amfiteatru Economic
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References
[1] Nicola Yankov. Some remarks regarding the marketization process in transition
economies (The case of Bulgaria): ECONOMSKE TEME # 3 “Znaċaj menadžmenta I
marketinga za ekonomski razvoj balkanskih zemalja”, 2001, God. XXXIX, Niş, Serbia, pp.
55 –64.
[2] Nicola Yankov et al. Evolution of the contemporary marketing (in Bulgarian).
Svishtov, D Tsenov publishing house, 2003, chapter 3.
[3] Baker, Wayne E., and Robert R. Faulkner. 2002. Interorganizational Networks,
in Joel A. C. Baum (Ed.), The Blackwell Companion to Organizations, Oxford: Blackwell,
520-540.
[4] R. Achrol, P. Kotler. Marketing in the Network Economy – Journal of Marketing,
Vol. 63, Special issue 1999, p. 148.
Abstract Rezumat
Tourism is extremely dependent on Turismul este extrem de dependent
information and communication industries. de industria informaţiei şi comunicaţiilor.
This is true all the more in an environment Acest lucru este cu atât mai adevărat într-
where tourism is a global industry (with un mediu unde turismul este o industrie
some part of the value chain in the country globală (cu o parte a lanţului valoric în ţara
of origin of the tourist and the remaining in de origine a turistului şi restul în ţările ce
the countries that are destinations). sunt destinaţii turistice). Conform lui
According to Kierzkovski et al. (1996) Kierzkovski (1996) călătoriile sunt unul
travel is one of the products “natural fits” dintre produsele ce se potrivesc în mod
with interactive media, in which context natural cu media interactivă, în acest
the Internet may gain particular relevance. context Internetul câştigând o relevanţă
In fact, traveling is one of the most popular particulară. De fapt, turismul este una
online activities (Kierzkovski et al., 1996; dintre cele mai populare activităţi online
Jonkheer, 1999; Pröll and Retschitzegger, (Kierzkovski et al., 1996; Jonkheer, 1999;
2000), with online expenditures rounding Pröll şi Retschitzegger, 2000), cu cheltuieli
22% by 2007 (NEWSBYTES, 2002). This făcute online de aproape 22% până în 2007
aspect modifies not only the tourism (NEWSBYTES, 2002). Acest aspect
business models per se, but consumers’ modifică nu numai modele de afaceri
behaviour as well. Using the Internet as a turistice, dar şi comportamentul
means to promote the tourism consumatorilor. Folosirea Internetului ca
organizations reduces dramatically the mijloc de promovare a organizaţiilor de
costs of advertisement. Also the consumer turism reduce considerabil cheltuielile cu
becomes closer to information and publicitatea. De asemenea, consumatorul
asymmetries in accessing the information vine mai aproape de informaţie şi
are reduced. Disintermediation is another asimetriile în accesarea informaţiei sunt
phenomenon consequent from the use of reduse. Reducerea intermediarilor este un
the Internet as an information tool. This alt fenomen ce decurge din folosirea
article gathers relevant applications from Internetului ca instrument de informare.
different studies regarding the use of the Acest articol reuneşte aplicaţii relevante
Internet as a powerful information tool din diferite studii cu privire la folosirea
both towards the organizations and the Internetului ca un puternic instrument
consumers. informaţional atât pentru organizaţii cât şi
pentru consumatori.
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References
[1] Buhalis, D. and H. Main (1998). Information technology in peripheral small and
medium hospitality enterprises: Strategic analysis and critical factors. International Journal
of Contemporary Hospitality Management 10(5): 198-202.
[2] Cai, L. A. et al. (2004). Tourist purchase decision involvement and information
preferences. Journal of Vacation Marketing 10(2): 138-148.
[3] Doolin, B. et al. (2002). Evaluating the use of the Web for tourism marketing: A
case study from New Zealand. Tourism Management 23: 557-561.
[4] Garzotto, F. and L. Megale (2005). Towards enterprise frameworks for
networked hypermedia: A case-study in cultural tourism. HT’05, Salzburg, Austria.
[5] Jonkheer, K. (1999). Intelligent agents, markets and competition: Consumers’
interests and functionality of destination sites. First Monday 4 (6). Retrieved February 1,
2000, from http://www.firstmonday.org/issues/issue4_6/jonkheer/index.html
[6] Kierzkovski, A. et al. (1996). Marketing to the digital consumer. The McKinsey
Quarterly 3: 5-21.
[7] Lang, T. C. (2000). The effect of the Internet on travel consumer purchasing
behaviour and implications for travel agencies. Journal of Vacation Marketing 6(4): 368-
385.
[8] Law, R. and R. Leung (2000). A study of airlines’ online reservation services on
the Internet. Journal of Travel Research 39: 202-211.
24 Amfiteatru Economic
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[9] Murphy, J. and I. Tan (2003). Journey to nowhere? E-mail customer service by
travel agents in Singapore. Tourism Management 24: 543-550.
[10] NEWSBYTES. (2002). Post-Sept. 11 online travel deals flourish. Retrieved
February 4, 2002, from http://www.newsbytes.com/news/02/175480.html.
[11] Pegler, B. (2004). Innovation in the field of market communication and
marketing: The Australian initiative. OECD.
[12] Pröll, B. and W. Retschitzegger (2000). Discovering next generation tourism
information systems: A tour on TIScover. Journal of Travel Research 39: 182-191.
[13] Shneiderman, B. (2000). Universal usability: Pushing human-computer
interaction research to empower every citizen. Communications of the ACM 43(5): 85-91.
[14] Tan, R. and D. G. Pearce (2004). Providers' and intermediaries' use of the
Internet in tourism distribution. New Zealand Tourism and Hospitality Research
Conference 2004, Wellington.
[15] Werthner, H. and F. Ricci (2004). E-commerce and tourism. Communications
of the ACM 47(12): 101-105.
Abstract Rezumat
Serbia, without doubt, has Fără îndoială, Serbia are o bază
qualitative and diverse base to develop diversă şi de calitate pentru dezvoltarea
tourism. Natural attractions as well as turismului. Atracţiile naturale cât şi
attained level of lodging and other nivelul obţinut de cazare şi alte facilităţi
capacities point out that numerous types evidenţiază faptul că numeroase forme
of tourism could be developed, de turism pot fi dezvoltate, în special
especially if one takes into account dacă luăm în considerare diversitatea
landscape diversity as well as natural peisajelor şi potenţialul natural al
potentials of Serbia. Serbiei.
Previous development of tourism Dezvoltarea anterioară a
affirms its numerous effects which, in turismului arată efectele sale numeroase
significant manner, have been embedded care, într-o măsură semnificativă, au fost
in economic and social development of încadrate în dezvoltarea economică şi
Serbia. socială a Serbiei.
In that connection, the aim of this În legătură cu acestea, scopul
work is to point out the necessity of acestei lucrări este acela de a evidenţia
stimulating tourism in Serbia, which necesitatea stimulării turismului în
would form necessary assumptions for its Serbia, care ar forma prezumpţiile
dynamic role in the development of necesare pentru rolul său dinamic în
economy of Serbia. dezvoltarea ecoomiei Serbiei.
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Endnotes:
(1) Adapted according to Strategy of development of tourism of Serbia, Beograd, 1999
(2) Business reasons and other types of visits to Beograd, Novi Sad, Nis and other major
cities in Serbia participated with over 70% in the total number of foreign tourist visits.
References
32 Amfiteatru Economic
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5. Heath, E., Wall, G. Marketing tourism destination, John Wiley and Sons, London,
1992
6. Ioannides, D., and Debbage K. Marketing Tourism Products, Tompson business
Press, London, 1996
7. Jovic, M. International marketing, S.Administracija, Beograd, 1990.
8. Krippendorf, J. Traveling mankind, Institute for exploration of tourism, Zagreb,
1986
9. Lamsdon, L. Marketing for Tourism-Case Study Assignments, MacMillan
Education, LTD., London, 1992
10. Milisavljevic, M., Cacic., K. The strategy and Structure of the Tourist Firm,
Strategic Management of Tourist Firm, Economic Faculty, Beograd, 1989
11. Popescu, J. Management of development of tourism-sustainable development as
a paradigm of global tourism, Turisticko poslovanje, No.1/1995
12. Porter, M. Competitive Strategy, The Free Press, A division of Mac Millan,
1991
13. Shuptrine, F.K., and Toyne, B. International Marketing Planning
A.Standardized Process, Journal of International Marketing, Vol. I No. l., pp 16-28,. MBC
Publications
14. Strategy of Development of Tourism of Republic of Serbia, March, 1999
Abstract Rezumat
The capital represents one of the Capitalul reprezintă unul dintre
development factors of the national factorii dezvoltării economiei naţionale.
economy. Considering its limitation, Luând în considerare faptul că este limitat,
however, permanent efforts have been s-au facut totusi eforturi permanente , atât
made, both in the theory and practice, to în teorie cât şi în practică, pentru găsirea de
find new ways (instruments) to provide the noi modalităţi de a furniza capitalul necesar
capital needed for achieving the pentru îndeplinirea scopurilor de dezvoltare
development goals of the corporations, and a corporaţiilor, şi indirect, a economiei
indirectly, of the national economy. Thus, naţionale. Astfel, au apărut variate tipuri de
various types of securities have emerged as bonuri de tezaur ca sursă de capital pe de o
a source of capital, on the one hand, and as parte, şi ca un instrument de investire pe de
an investment instrument, on the other, by altă parte, prin intermediul cărora
which the corporations make fructification corporaţiile fructifică propriul capital
of their capital by investing in the other investind în alte corporaţii naţionale sau
corporations, national and international – internaţionale.
wide. Taking into account the complex Luând în considerare natura
nature of the securities, the capital complexă a acestor titluri, fructificarea
fructification by investing in the certain capitalului prin investirea în anumite
security portfolio requires extensive portofolii de titluri necesită analize extinse
analysis in order to determine optimal pentru a determina relaţia optimă dintre
relation between return and risk, two major profit şi risc, două componente majore în
components in the process of analysis and procesul analizei şi estimarea eficienţei
estimation of the efficacy of such acestor investiţii.
investments. Caracteristica specifică acestor
The specific character of such types tipuri de investiţii nu reprezintă doar un
of assets is not only a result of the existing rezultat al existenţei variatelor tipuri de
various kinds of assets that are available to bunuri disponibile pentru investitori, dar
the investors, but also as a result of the fact este de asemenea un rezultat al faptului ca
that the analysis and estimate of the analiza şi estimarea eficienţei acestor
efficacy of such investment performs in investiţii se realizează în contextul
portfolio context. So, when we talk for the portofoliului. Aşadar, când vorbim de
financial assets (investments) we are bunuri financiare (investiţii) luăm în
considering the certain portfolio (set of considerare respectivul portofoliu (set de
certain types and number of securities). anumite tipuri si număr de titluri)
34 Amfiteatru Economic
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one side they present sources to finance in portfolio context with one and only
the investment activity, but for the other reason to decrease volatility and riskness
side appear as investment instrument or of the investment. Namely, with
alterative to increase the capital combining the different types of
regardless the type of the subject securities in accord with relation between
(physical or legal). return and risk, attempts to maximize the
Talking for Macedonia, the need return to the certain level of risk or to
and significant of the securities is more minimize the risk to the certain level of
stress considering the economic changes return.
occurred in the last decade of the 20-th
century in the countries of Southeast 2. The return and risk
Europe. Also, such changes mean of the securities
function of the capital market, that have
required, require and will require With the appearance of the article
permanent conceptualization of the “Portfolio Selection” by Harry
capital market in each aspects: Markowitz (2) in 1952 in the financial
conceptualization of the legal regulative theory and practice and in these frames
in this area, establishing investment also in the area of investment theory has
(financial) instruments approved with originated new era.
their efficiency on the international Before the appearance of the new
capital market as well as implementation concept, the decision for including
of the net of institutional subjects needed certain type of security in the portfolio is
for the proper function of the capital brought on the base of its performances
market. (return-risk) that were realized through
Also, in this direction the the analysis of the financial working of
Macedonian Stock Exchange was in the company that issued the certain
1995 as an institution. At the beginning it security, analysis of its financial reports
worked as stock company on nonprofit and dividend policy. But, contrary to
base, but with the changes in the Law of such concept, with the appearance of the
securities in 2001 it has started to work modern portfolio theory, the construction
as a profit company. As stock holders of the portfolio is based on the fact that
could be foreign and domestic legal and including the certain security the
physical subjects, but the share of the portfolio it would be in accordance with
single stock holder is limited to 10 % of the expected rate of return and the
the initial share capital of the Stock (the standard deviation of the whole
initial capital is 500.000 euros (1). portfolio. Namely, from the portfolio
The investments present very point of view, for the investors are not
complex category regardless of the type important movements of the separated
of investments-real or financial securities, but the rate of return and risk
investments. Such complex character of in portfolio context. ”Logically to this,
the financial investments or investments the risk and return of the individual
in securities that are subject of a trade, security should be analyzed in
first of all is result of existing the various accordance with its certain influence to
kind and semi kind securities that the risk and return of the portfolio in
distinguish among them about their which it is contended”. (3)
profitability and riskness. Also it is The portfolio return is
necessary to mention that such type of calculated as the mean value in absolute
investments above all present investment or relative value. At the same time, the
36 Amfiteatru Economic
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mean value of return of the investment is resulting from the fact that the separated
calculated as arithmetic and geometric securities in certain portfolio are in
mean value. But in the practice and internal correlation. So it would be
theory is often used the relative value of possible to conclude that the portfolio
return (required rate of return) calculated riskness appears also as a function of the
as arithmetic mean value. degree of correlation that exists among
The expected portfolio rate of separated securities, that is measured
return E (Rport) presents weighted with the correlation coefficient. The
arithmetic mean of the expected rate of correlation coefficient r moves in rang
return of the separated assets in the from –1 to +1. (6) But, exciting of
portfolio (4), where as a weight appears extreme cases +1 or –1 first of all are
the share of the separated assets in the possible only in theoretical sense.
total portfolio invested value. Contrary, in the practice such coefficient
Mathematically it would be presented in has positive value, but less then +1. For
this way: instance, for stocks, it moves in the range
from +0.5 to 0.7
n The standard deviation of
E ( Rport ) = ∑ WiE ( Ri ) (1) portfolio is calculated according to this
i =1 formula:
i =1 j =1
(2)
- E(Ri) – expected rate of return of
the separated securities;
- Wi - weigh of the separated where:
securities in the portfolio; - σport- standard deviation of
- n - total number of assets portfolio;
(securities) in the portfolio. - σi-standard deviation of security i;
- Covij- covariance of portfolio.
So, it should be noticed that
shares of separated assets present ratio So, from the formula for the
from invested value in certain asset standard deviation of the portfolio it
(security) and total value of portfolio, so would be possible to come out the same
that their total should be 1. conclusion, that for the calculation of the
Considering the risk there are few standard deviation of the portfolio is not
alternative measures. The most popular enough to know only the standard
measure for risk in the theory and deviations of the separated securities
practice presents the standard deviation contended in the portfolio, but also the
(or variance) (5) as a statistical measure degree of their mutual connection,
for dispersion of the rate of return around exactly the correlation coefficient r. The
the expected value. In addition, how influence of the correlation coefficient to
much its value is higher, the dispersion portfolio riskness is contended thorough
of the expected rates will be higher, too, the covariance that calculates
that in same time it would be a higher mathematically with the formula:
volatility to realize the future returns. Cov= rijσiσj (3)
Generally, diversification of
portfolio bears lower risk for realization where rij is a correlation coefficient
of the planed (expected) return. That between securities i and j.
38 Amfiteatru Economic
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Endnotes
References
Abstract Rezumat
The SME's currently need to upgrade IMM-urile au nevoie permanent să-şi
their knowledge and skills to respond the actualizeze cunoştinţele şi aptitudinile pentru
complex market needs, in order to make their a putea răspunde nevoilor pieţelor complexe,
position and competitiveness on the market. aşa încât să îşi stabilească o poziţie şi
There is a very close connection among competitivitate pe piaţă. Există o legătură
marketing orientation and the level of foarte strânsă între orientările marketingului
development of small business. Among other şi nivelul dezvoltării micilor afaceri. Printre
macro and institutional factors, marketing has alţi factori macroeconomici şi instituţionali,
become one of the most important for SME's marketingul a devenit unul dintre cei mai
development. To be competitive means to importanţi pentru dezvoltarea IMM-urilor. A
create optimal marketing mix by using the fi competitiv înseamnă a crea un mix de
four marketing instruments: product, place, marketing optim folosind cele patru
promotion and price (4P). instrumente de marketing: produs, piaţă,
The situation of SME's in the promoţie şi preţ (Cei patru P).
Republic of Macedonia is characterized by Situaţia IMM-urilor în Republica
disturbances in their development through the Macedonia este caracterizată de tulburări în
period of transition. The reasons for such dezvoltarea lor în perioada de tranziţie.
situation are focused mainly on the highest Motivele acestei situaţii sunt în principal la
(macro) level, but there are still some nivel macroeconomic, dar există şi păreri cum
opinions that firms are not very innovative or că firmele nu sunt prea inovative sau creative
creative in implementing the real marketing în implementarea conceptului marketingului
concept in practice. The owners or managers în practică. Patronii sau managerii IMM-
in this SME's are not aware or educated in the urilor nu sunt conştienţi sau educaţi în sfera
sphere of marketing and the possibilities for marketingului şi posibilităţilor de
implementation of business activities. implementare a activităţilor de afaceri.
Responding to the consumer needs should be A răspunde nevoilor consumatorilor
a base for creating the whole strategy and the ar trebui să reprezinte baza pentru crearea
process of consumer satisfaction has to be an unei întregi strategii şi satisfacţia
indicator for the development small business. consumatorului ar trebui să fie un indicator al
This should be a base for creating the dezvoltării micilor afaceri. Aceasta ar trebui
contemporary relationship management să reprezinte baza pentru crearea conceptului
concept in order to make a real business de management relaţional pentru a realiza o
strategy for positioning the SME’s in order to strategie de afaceri în poziţionarea IMM-
increase the completeness on the market. urilor astfel încât să completeze piaţa.
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often put an emphasis on the product and sites, which today is considered to be
its quality. The strategy and distribution necessary for market positioning of
is mainly based on own channels and companies in the whole world. The mere
distribution whenever it is possible. But, fact for insufficient coverage and
the thing that has particularly negative presentation on WEB site, as the most
effect, and that sense and way is modern form/way of interactive
negatively reflecting on macro and micro communication and direct marketing,
level is lack of promotion strategy. A points to a bad establishment of the
distinctive feature of many small integrated communication process, that is
businesses in this sense is incident most generally a one-way process and so,
change of various promoting not enough effective, seen from the
instruments, from which the most often aspect being unable to receive a feed-
used is printed promotion materials. back from the customers and consumers
Results from another empirical of services for a short time.
research (4) for implementation of To some level this slow down the
promotion, actually integrated process of interactive marketing research
communication approach that covers all as particularly indispensable activity for
instruments of promotion shows that implementation and control of marketing
SME apply a stereotype or partial in general.
activities. It means that there is not Simultaneously, that points to a
culture of a marketing or communication short time advertising and marketing
behaviour that basically has an aim to market orientation of companies that the
establish an interactive communication effects of one integrated communication
as foundation for functioning of modern strategy can be seen in a short time,
relations i.e. supplier/merger -consumer which is far from the modern concept of
relations on the market. "relationship marketing” that is largely
SMEs most often implement used as a basic concept in market
advertising, and the least direct oriented companies in developed market
marketing (Internet). This points to a economies.
weak implementation of interactive
communication in the process of Conclusion
marketing communication in general. It
is interesting that companies "relay' on The small business in Macedonia
one of the oldest but still relatively is running their business activity in the
effective form of communication and very complex and turbulent environment.
promotion, i.e. advertising "lips to lips", The imitating factors are the causes for
promotion of a personal type in the the low development of this sector. The
relations relatives between relatives, institutional solutions could make such
friends and co-workers. Also, important situation easies, but it doesn’t mean that
is the fact that interviewed persons know all the problems could be easily passed
very little about forms as publicity and due to the given practical solutions.
public relations, so they very rarely use The entrepreneur as a person in
that forms in own communication small business should have an
strategy. independence and optimism that the
Poor usage of the Internet in business activity will give some results.
business marketing communications is In that sense, the entrepreneur’s
confirmed with the fact that many creativity has an exclusive role from the
companies do not possess own WEB aspect of the decision making process. It
Endnotes
(1) Fiti T., Hagi Vasileva M.B., Beitmen M.:" Pretpriemnistvo", Ekonomski
fakultet, Skopje, 1999, p.204
(2) PHARE, EU and NEPA: “Estimation of development of SME’s in Republic
Macedonia”, Skopje 1998
(3)Study "Analysis of SME competitiveness and efficiency (competence), European
Agency for Reconstruction and the Ministry of Economy, 2005, p.2/6
(4) The research is carried by the authors of the article
References
1. Carter S., Jones Evans D. Enterprise and small business, Prentice Hall, London,
2000
2. Fiti T., Hagi Vasileva M.B., Beitmen M. Pretpriemnistvo, Faculty of Economics,
Skopje, 1999
3. Group of autors. The SME's in the economy development of Macedonia, The
Institute of Economics, Skopje 2002
4. European Agency for Reconstruction and the Ministry of Economy. Analysis of
SME competitiveness and efficiency, Skopje 2005.
5. PHARE, EU and NEPA. Estimation of development of SME’s in Republic
Macedonia, Skopje 1998
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Abstract Rezumat
The ability to redefine inter-firm Abilitatea de a redefini relaţiile şi
relationships and processes, internet- procesele între firme, mecanismele
enabled and other Business to Business Business to Business (B2B) facilitează
(B2B) mechanisms facilitate the integrarea şi managementul proceselor
integration and management of inter- or manageriale intra şi interorganizaţionale
intra-organisational business processes care produc valoare pentru clienţi.
that produce value for customers. B2B e- Comerţul electronic B2B în
commerce in supply chain management managementul lanţului de distribuţie
(SCM) becomes more important due to devine din ce în ce mai important
its performance implications. datorită implicaţiilor de performanţă.
Process integration involves Integrarea procesuală implică
upstream and downstream coordination coordonarea în aval şi în amonte cu
with supply chain partners. In these partenerii lanţului de distribuţie. În
interactions, supply chain B2B e- cadrul acestor interacţiuni, lanţul de
commerce helps minimize complexity distribuţie B2B al comerţului electronic
and increase flexibility while enhancing ajută la minimizarea complexităţii şi
a higher degree of communication and măreşte flexibilitatea concomitent cu
operational efficiency. asigurarea unei mai bune comunicări şi
eficienţe operaţionale.
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Supplier OEM
Wholesaler Retailer Consumer
Figure 2. Types of E-commerce
Adapted from Delfmann et al (2002)
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core business processes between key enterprises that do not prepare for the
supply chain partners. fundamental changes that are taking
place. At a national level there is a need
Conclusions to ensure that the required legal,
regulatory and facilitatory business
E-commerce provides a environment is conducive for the
fundamentally new way of conducting enterprise sector to fully exploit the
commercial transactions and has far- opportunities and to develop Ireland as a
reaching economic and social leading location for e-commerce-driven
implications. It will affect industry investment. At the level of the
structures and competition in home and development agencies, it requires a new
international markets. approach to the development of national
It presents major new business enterprise policies and new actions.
opportunities for Irish-based enterprises
and for the development of new sectors.
It also poses significant threats for
References
Abstract Rezumat
Introduction
During the past few years tourism has been recognized as a working and developing
branch, and as a result, tourism has acquired greater importance in the social and economic
development of Bulgaria. Its part in the GDP is increasing as well as the income and
currency receipts from tourist activities. Tourism together with the services and high-
technologies branches emerges as a priority of the state and political encouragement, with a
view of their forming as a niche for investments in Bulgaria [1]. In this meaning, the accent
shall be put to internal tourism - mountain, cultural, spa-tourism and etc.
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The economic crisis in Germany, which The reputation of the country and the
reflects on the segment of German clients continuing rapid construction, hygiene
buying holidays in Bulgaria. and rules’ disrespect.
The tendency to the last minute bookings, The later bookings because the tour-
which leads to unreliable tourists at very operators pull out their programs to the
low prices. middle of the season when the
construction is not so intensive.
The bad reports for Bulgaria connected The holiday apartments which have been
with the mass construction in the resorts, bought by many Englishmen, where they
the loss of their attractive image and also have started to welcome guests. As a
the lack of sustainable reputation of result the tour-operators have lost over
Bulgaria. 20-25 000 people.
Worth noting, the “low-tide” of about 300 museums and galleries and 7
German tourists from Bulgaria as a historic memorials listed in the world
tourist destination does not have only culture inheritance). Compared to 2004
negative consequences because the risk the growth of cultural tourism for 2005 is
for the Bulgarian tourist industry to 0, 5% [8].
welcome tourists mainly from one Some possibilities provided for by
country has been diversified. Also with the PHAR Program -International
the help of the German mega tour- Collaboration Bulgaria - Greece 2004
operators which bring tourists from the should be mentioned as a positive
whole of Europe, the drop will probably phenomenon. According to the program,
be overcome by mass tourists from municipalities, museums and non-
different nationalities. governmental organizations on the
In the background of the border with Greece which would like to
examined positive and some negative develop cultural tourism and have
tendencies in the development of the respective possibility, shall receive new
tourism in Bulgaria, follows to note that options for financing in the amounts of
the tourist business faces a lot of 55 000 to 300 000 Euros for realizing of
problems whose decisions might help for projects in this area [9].
more dynamic and effective development The good bio-resources shall be
of this strategic for the national better used for the development of
economic branch. hunting tourism. Bulgaria has 56 hunting
We can describe the following reserves which in 2003 realized only 2
main problems before the development million Euros. Similarly the mineral and
of the tourism in Bulgaria [7]: thermal springs in the country are not
used completely, especially the
1 Mono-structurally Development development of quality balneotourism.
of the Branch There are about 550 famous deposits
with 1600 mineral springs and deposits
The Bulgarian tourism still aims of curative mud. However, except for the
mainly at the traditional mass type high category hotels at the Black Sea,
tourism - sea and mountain. The country competitive products are being offered
is famous mainly as a destination for sea only by a few hotels inside the country.
recreative tourism which makes for 70% As a result, spa tourism carries only 1-
of the Bulgarian tourism. The mountain 2% of the income of Bulgarian tourism.
(skiing) tourism makes for 10% and the Pursuant to the data, the rich
specialized types of tourism - 20% balneological resorts are not utilized and
despite the large potential for are also under destruction. The experts
development of the latter. think that there is a lack of state politics
Similar development does not for attraction of investments in the
correspond to the natural, historical and tourism [8].
cultural features of the country and On the other hand, rural tourism
makes difficult their fruitful complete has recently begun to be developed in
utilization (For example the culture - Bulgaria but it is still oriented towards
cognitive tourism realizes only 1% of the the poorest segments of the tourist
whole income of the Bulgarian tourism market.
given that there are over 40 000 We may conclude that the
monuments of culture from different animation is poorly included in the
historic periods, 36 cultural reserves, tourist products, offered in Bulgaria.
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Even the sea-side hotels still offer statistics showing that 80% of the beds in
limited number of services. Survey hotels is situated on 9% of the territory
results show that only 46% of the hotels of the country, mainly in the resorts at
provide for sport and entertainment the seaside and in the mountain - skiing
facilities, whereas 36% provide for resorts - Pamporovo, Borovetz and
wellness facilities and 17% - for sauna. Bansko. During the past years migration
The share of hotels, which organize trips processes from the sea resorts have been
for their guests, is also quite small - 27%. observed which has lead to a risk of low-
Barely 20% of the hotels offer services tide of tourists. The Bulgarian tourism is
associated with the local customs and marked by a strongly expressed
traditions such as participation in territorial and seasonal concentration,
carnivals, wine-tasting, nights of the and as a result during the whole year at
Bulgarian traditional cuisine, Bulgarian average 32% of the beds in the country
folklore, visiting traditional rural houses, has been occupied, whereas at the Black
safari, fishing and others. Sea Coast the work load has been fewer
It is recommendable that the than 30%.
offered additional services shall be We may conclude that it is
diversified towards the main tourist appropriate to prolong the active period
product in order to enhance its of the resorts by way of diversification of
competitiveness in the longer run the tourist product.
because such services provide for the
better comfort and useful stay of the 3. Insufficient Marketing and in
tourists. For example, the international particular Advertising Politics
management team of the Kempinski
Grand Hotel “Ermitag” in the Golden Worth noting the main problem of
Sands Resort has elaborated a complete the tourism in Bulgaria is the lack of a
system of rehabilitation and health tourist united, massive and professionally
packages including ultra-modern spa- developed advertisement of the country
centre utilizing natural products from as a whole-year tourist destination. The
Bally, offering Hawaiian massage country does even have a clear logo and
“Uatzo”, as well as complex dentistry in the final analysis it is not clear what
services [4]. the logo is symbolizing - the roses, the
The strategy for “Stable wine or something else. There is a lack
Development of the Bulgarian Tourism” of sufficiently developed complete
(2004) for 2005-2010 expects that in marketing strategy. Despite the activate
2010 the income from the alternatives of participation of Bulgarian companies on
the sea tourism shall be 45% of the the international tourist market during
whole income from tourism (for the past two years, the comparison with
comparison in 2004 the percentage was our main rivals Turkey, Greece and
20%). Croatia shows that the marketing and
advertisement of the Bulgarian tourism is
2. Irregular Assimilation of the lagging behind. For example, ten
Tourist Resources enormous build-boards with an area of
20 square meters each with the following
This problem is connected with sign “TUI and Turkey invite you at the
the concentration of the Bulgarian Mediterranean” are situated in Frankfurt
tourism mainly in the sea resorts. This am Main. For comparison, Bulgaria does
disproportion becomes evident from the
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other a update of the object’s concessions given that the state faces
infrastructure, an introduction of new difficulties to allocate the necessary
working rules and last but not least – funds (about 3 billion Euros) therefor
change of workers’ mindset. The system [13].
guarantees to consumers that the The water and sewage system at
particular services and offered food are the Black Sea Coast is also in a poor
safe. condition. Despite the economic
difficulties the building of infrastructure
5. Poor Condition is predominantly an obligation of the
of the Infrastructure state and it shall not abdicate from it.
Another main problem related to
The infrastructure is also a serious infrastructure is the super-development
precondition for the charm of tourist of the Black Sea resorts in Bulgaria,
objects. According to experts only 32% which have turned them into concrete
of the whole road net in Bulgaria is in a cities, not into enjoyable and interesting
sufficient condition. The infrastructure is places for relaxation. The mountain ski-
very important for the rural, spa, and resort Pamporovo faces a similar
cultural - historical tourism because a problem. The mass building during the
great part of the tourist objects do not past years in the resorts has gradually led
provide for a convenient access to them. to the disappointment of tourists who are
The roads of a country are one of the looking for a calm and comfortable
main features which are important for atmosphere. Moreover the whole
tourists. That is why they have to be infrastructure within the resorts turns out
well-marked, clean and safe. to be problematic, e.g. building of
The problems with the pavements and gardens between the
infrastructure create difficulties to the hotels which shall be an obligation of the
tourist organizations which would like to municipality.
take out the foreign tourists from the In the project-budget for
resorts and show them plenty of cultural realization of the strategy for
- historical sites, for example the tombs development of Bulgarian tourism the
in Kazanlyk, Perperikon and Starosel. paragraph for building of engineering
Unfortunately for more than six years infrastructure (roads, airports and others)
now no adequate road has been provides mostly for state sources, as for
developed to Perperikon, similarly at the 2005 they were about 300 million Euros,
end of the road to Starosel there is a one- for 2006 - 310 million Euros, for 2007
kilometer cobblestone lane. The road to shall be 320 million Euros, for 2008,
the Borovetz ski-resort is full of pot- 2009 and 2010 - 300 million Euros per
holes; nevertheless plans for “small”, year.
“middle” and “big” Super Borovetz have Another problem of infrastructure
been drawn at the same time [8]. is the material-technical base of the
It is very important to underline hotels which is outworn in a certain
that there is no working economy and number of cases and the “quality of the
working tourism without good tourist product - star category of the hotel
infrastructure. The transportation - price” correlation has not been yet
projects, critical for tourism, are the sea optimized. This is valid especially for
airports and the highways “Hemus”, hotels situated inside the country, in the
“Trakia”, and “Black Sea”. The best way mountain and balneological settlements.
to construct said highways shall be Also not all of the hotels have been
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classified in compliance with the Law on The system is also very convenient for
Tourism and the regulatory acts. the tourists.
Furthermore, the contemporary Unfortunately this market
information technologies and the segment is ungrateful and the
regional and national networks have not competition is cruel. And despite the
been broadly utilized. investments in new and luxurious hotels,
the whole vision of the offered tourist
6. Limited Use of Internet product will not change soon. It is
recommendable to put more efforts in the
As a result of the limited use of finishing works of the mass tourist
Internet there are no efficient product - to rehabilitate the airports,
connections between the different hotel roads, aqua parks, and sewage system, to
systems. The dynamic of the global plant parks and gardens, to train
tourist market stimulates the using of personnel, to start advertisement abroad.
permanently evolving programs with We opine that the mistake made
effective application in the sphere of by the tourist branch is that after
management, communications, investing in expensive facilities,
advertisement, distribution and services advertisement activities do not continue
in tourism. At the same time the tourist and in this way the world cannot learn
sector is not very popular among the about the newly developed hotels. And
Bulgarian IT companies. regrettably the hotels become outdated.
The Law on Tourism, which The main reasons for the
regulates the development and establishment of the mass tourist product
introduction of integrated systems for in Bulgaria are: the type of development,
tourist information and national tourist as a result of which the resorts have
registry, demonstrates the positive started to resemble concrete cities; the
change towards the information characteristics of the tourist product as
technologies’ role in the marketing and indiscriminate and permanent; the
distribution processes, in the problematic hygiene and mainly the lost
competitiveness and the quality of the of due measure which results in
Bulgarian tourist product. oversupply.
However, Bulgaria has the
potential to be a destination of mass
7. Mainly Offering of Mass Tourist
clients, as well as of high-class clients.
Product The tourism in Bulgaria has the
necessary potential therefor but
Worth noting the Black Sea courageous investments and
resorts predominantly offer the classical professionals are needed. Also a
mass product. The 2006 summer segmentation of the market and long
demonstrated the secondary features of investments in new luxurious hotels,
the latter. These features are last-minute managed by recognized international
offers, which attract tourists sensitive to companies, shall be implemented with a
prices in conditions of high-competition. view of offering comfort and special
On its part the all inclusive system conditions. This is the way to attract
(everything included in the price) is a high-class western tourists to the
tested method used by hotel-keepers to Bulgarian Black Sea Coast. Such
guarantee that the guests will spend their category of tourists do not look for low
money mainly in the respective hotels. prices, instead are interested in finding
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References
[1] Capital Newspaper, XIV year, issue 25, 24-30 June 2006, p.20.
[2] Capital Newspaper, XIV year, issue 19, 13-19 May 2006, p.26.
[3] Tourism and Rest Magazine, IV year, issue 2, March – June 2005, pp.54-55.
[4] Nenkova A., The Bulgarian Black Sea in the Trap of Mass Tourism, 18 August
2006, <www2.dw-world.de/bulgarian/wirtschaft/1.193535.1.html>.
[5] Capital Newspaper, XIV year, issue 19, 13-19 May 2006, p.27.
[6] Capital Newspaper, XIV year, issue. 28, 15-21 July 2006, pp.42-43.
[7] Bojinova, M. Borders in front of Tourist Business. Economics Magazine, issue
3, 2005, pp. 18-20.
[8] Klark, G.The Tourism and the Cruel Competition in the EU. Economics
Magazine, issue 1, 2006, p. 25.
[9] Capital Newspaper, XIV year, issue 33, 19-25 August 2006, p.60.
[10] Capital Newspaper, XIV year, issue. 28, 15-21 July 2006, p.43.
[11] Capital Newspaper, XIV year, issue 19, 13-19 May 2006, pp.26-27.
[12] Capital Newspaper, XIV year, issue. 14, 8-14 April 2006, p.71.
[13] Capital Newspaper, XIV year, issue 9, 3-10 March 2006, p.14.
[14] Capital Newspaper, XIV year, issue 11, 18-24 March 2006, p.12.
[15] Capital Newspaper, XIV year, issue 19, 13-19 May 2006, pp.26-27.
50 Amfiteatru Economic
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Abstract Rezumat
The General Systems Theory is Teoria Sistemelor Generale este
one of the most important points of view unul dintre cele mai importante puncte
nowadays. Now, its concepts could be de vedere din ziua de azi. Acest concept
applied in a various number of sciences ar putea fi aplicat în diverse ştiinţe
including Consumer Sciences. inclusiv Ştiinţa Consumatorilor.
The complexity of the product, Complexitatea produsului,
the different way in which it can be seen modalităţile diferite în care poate fi
and also the exponentially diversifying folosit şi sortimentul în continuă creştere
assortment requires another approach to necesită altă abordare a produsului, cu
the product, through models. This ajutorul modelelor. Această abordare
approach must take into account certain trebuie să ia în considerare anumite
particularities which do not appear in a particularităţi care nu apar în modelele
regular modelling normale.
Introduction
The fundamentals of the knowledge on systems are not yet clearly defined, in a
generally accepted way for a „science of systems” as science is acknowledged in general.
Still many of the concepts of systems are united in a set of principles known as The General
System Theory.
The General Systems Theory uses the ideas promoted by The Society for General
Systems Theory, which was founded by the biologist Ludwig von Bertalanffy, the
economist Kenneth Boulding, the biomathematician Anatol Rapoport and the psychologist
Ralph Gerald. This society was created with the purpose of making the future scientific
research more connected and specialised, because the risk of losing connections between
scientific disciplines exists.
Although the initial purpose of the General Systems Theory is the study of growing
phenomenon, all the attributes of the systems found in the General Systems Theory can lead
us to understanding the product as a system.
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Abstract Rezumat
The complexity of tourism Complexitatea fenomenului
phenomenon, its social, cultural and turistic, implicaţiile sale sociale,
economic implications, and the join of its culturale şi economice precum şi
elements needs to be taken into account alăturarea elementelor sale trebuie luate
by the governments, which understood în considerare de către guverne, care au
that it can be obtained benefits from înţeles că se pot obţine beneficii din
these activities. aceste activităţi.
In theory and practice, one of the Atât în teorie, cât şi în practică,
most important problems is the relation una dintre cele mai importante probleme
between state and economy. For two o reprezintă relaţia dintre stat şi
hundred years, Economics has been economie. Timp de 200 de ani, economia
dominated by the controversy related to a fost dominată de controverse legate de
the economic role of the State, shaping a rolul economic al statului, modelând
lot of theories. multe teorii.
It is well-known the idea that the Este bine cunoscută ideea că
central pillars of Economics are Smith, stâlpii centrali ai economiei sunt Smith,
Marx and Keynes. The first described the Marx şi Keynes. Primul descria virtuţile
virtues of the liberal Economy, the economiei liberale, al doilea
second one described the contradictions contradicţiile care îi determină eşuarea şi
that determined its fall in and asserted susţinea că trebuie înlocuită cu
that it had to be replaced be economic planificarea economică, iar al treilea
planning, and the third one presented the prezenta soluţii pentru evitarea acestei
solutions to avoid this fall in by the State căderi datorită intervenţiei statului într-o
intervention, in a managing economy. economie direcţionată.
• State; • Stat;
• Economy; • Economie;
• Tourism. • Turism.
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The economic role of the state is After the second war, the
to counteract the market’s hitches economist Roy F. Harrod conceives the
concerning investments, the market work “To a Dynamic Economic Theory”
being unable to show the entrepreneurs when he presents a model of economic
which is the investments’ level for the increase based on three rates: real,
whole employment of the labor. “The natural and guaranteed. The state’s
state is able to calculate the marginal intervention in economy by Harrod’s
utility of the capital on long term and conception, pursues to reduce the swings
taking into account the social interests of of rates.
the community, it will take the For diminishing these swings,
responsibility in organizing the Harrod recommends the state’s
investments directly” (10). intervention in economy by “stop and
The explanation of the state’s go” policy. This means to use the fiscal
economic role has as a consequence in and monetary policy, for hindering the
the post war period an increase in expansion (“stop”) when the economy is
volume and a change of nature of the too warm, by the increasing of taxes and
public finance. The state’s intervention, the growth of rate of ingest, and, when
which are now very numerous, aren’t the economic activity stagnates is
based any longer on public finance, but necessary a pump priming (“go”) by
they also regard measures for establish reducing the taxes, growth the quantity
the roles of the economic game (the of money on the market and diminishing
drawing up of regulations regarding the interest. The concrete ways of
competition, period and conditions of intervention are: public works,
work, fall-back pay, social protection), operations on monetary market, ten years
also the using of monetary policy’s budgets (whom the surpluses from the
instruments. The state manage also the boom cover the deficits in the recession,
public sector, which is developing very “buffer stocks with a regulating role
much, including traditional public (made in recession and put on market in
services (post-office, telecommunication, boom).
railways) and some enterprises which In his conception, Harrod
produce goods in various domains (coal recommends the public sector’s growth,
and ore’s extraction, siderurgy, cars’ but he warms about the negative effects
building, planes, banks, insurance of exaggerate estates: “till now
companies). dominated the tendency of concentrating
By the mean of public finances in the state’s hands the work of taking
and monetary policy, in the countries the most important decisions regarding
with a market economy, the state realized the economic life. In the future epoch,
interventions in the level of economic this system will be changed, because its
activity, making public investments and incompatibility with the democracy”
encouraging the private investments (11).
(lending, subventions, and fiscal In the United States, the most
facilities), guaranteed the production of important supporter of Keynes’ theory
goods in public sector, distributed the was Aluin H Hansen. The American
incomes and fought against inequities. economist pleaded for the reconstruct of
The state encouraged in that period a a new market economy based on a new
strong and balanced economic increase, institution (12). He says that “what are
with a low inflation, unemployment and developing are the welfare state and not
trade deficit. the state as owner or economic agent.
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The welfare state is, formerly, an classic and neoclassic liberalism by the
income’s distributor and a great controller state’s economists determines
purchaser of private products. But the the liberal economists to reexamine the
private enterprises make all the works liberal message in order to adjust it of the
(13). Hansen gives a big importance to nowadays world’s reality. The liberals
state’s investments and to budgetary thinks that the state is an agent
expanses, generally, as a mean against preoccupied by the private property’s
crisis. In the fight against crisis and observing and by respecting of the
unemployment, he recommends the use competing rules, to provide the using
of budgetary expanses of the state, the information’s for the economic agents
military one, taxes, loans and other and peaceful social relations, by
financial levers. representing the country’s interests
Another important step in the outside, to provide the respecting of the
development of the Keynes’s was made territorial integrity and to protect goods
by the American professor Paul and persons corresponding to low. The
Samuelson. This considers that the state’s intervention is accepted only as an
occidental countries’ economic system is exceptional measure, conditioned by the
mix, one of the free entrepreneur and one insufficiency or the abuse of private
of the society’s economic control (by its property.
democratic and specialized organs) and Friedrich Hayek was the enemy of
other private institutions with a the controlled economy of any kind and
monopolistic tendency. In this system, the supporter of the liberalism. In the age
the control is provided by the of ’30 in the last century, he polimized
simultaneous action of the private with Keynes. In his work, “The Road to
institutions and the public institutions Serfdom”, Hayek shows that it can be
through the agency of invisible accepted the existence of a mix system
orientation of the market, respectively of where market economy and state’s
organizing regulations and fiscal stimuli” intervention and the pacification coexist,
(14). The concrete objectives of the because “both the competition and
state’s macroeconomic policy are: the centralized management become weak
ensuring of a high and increased level of tools if are incomplete they are principles
real product, of a high level of which provide alternative solutions to the
employment, of a pay rise, of a prices’ same problem, and their joining means
level on free markets, of a firm rate of that none of them won’t be really used
exchange. and the result will be worse even if we
Samuelson thinks that the state is are based consistently on any of the two
not a useless relic from a precious epoch, systems” (16).
because “it has an essential role By his views, liberty must be
providing the climate for markets’ boom conceived and accomplished only in
and eliminating the excesses on conditions of market economy’s
absolutely free markets. The prosperity existence. The state’s intervention is
of a modern economy depends on admitted only as means to guide
finding the equilibrium and on sharing individual efforts, Hayek is against
the responsibilities between markets and state’s intervention by measures which
state” (15). hinder or deform the free functioning of
The strongest critics on economic the market’s mechanism, especially
role of the controller state come from neo through prices’ mechanism, considering
liberal economists. The critic made on those are the causes of some breaking off
or crisis. The state’s role, by his views, is demonstrated an original thinking which
to provide conditions by creating the can’t be framed in any traditional trend.
legal juridical frame for the competition In his work “Capitalism, Socialism and
between the economic agents and also by Democracy”, Schumpeter investigates
supplying services for the society but for with means different than Keynes uses,
the economic agents don’t get profit, the capitalism and its alternative
such as public order, national defense socialism. From economic point of view,
etc. he shows capitalism is performing; its
Another important economist who performances are due to the big company
criticized the Keynes’s was Milton – the promoter of the innovational
Friedman. He was a defender of modern progress. But, while the economic
market economy based on private performances of the capitalism increase,
property and individual liberty. By his the big company destroys the social
vision, the key of a good market structures, attacking the base of the
economy’s functioning is people’ choice capitalism’s institutional system –
liberty. By Friedman, the economic role private property, destroying the system
of the state is “to do what market can’t from inside. Thus, the socialism imposes
make by it self” (17). By his views, the not only for its superiority, but also for
state must “maintain law and order, to the capitalism’s surrounding a devoured
define property’s rights and other rules from inside by its own triumph.
of the economic game, to solve the In this context Schumpeter’s
disputes concerning interpretation of position about state is to defend the
rules, to impose fulfillment of contracts, liberalism, being against controlled
to promote the competition, to offer a economy and state’s intervention in
monetary frame, to counteract technical economy by controlling measures. He
monopoly and to intervene in activities anticipates that the price of capitalism’s
for getting over the effects of vicinity, to success may be a raised public power
complete individual charity and family and for that reason he recommends a
protecting irresponsible persons “ (18). policy of supporting “innovational spirit”
In other words, in a free society, the and solving the social inequities through
state’s functions are, on short, the wealth tax.
following: solving the conflicts between One of the nowadays economists
the liberties of different fellows, defining with a large reputation is John Kenneth
the property’s rights and providing a Galbraith, who proposes an original
monetary order. vision of the contemporary capitalism,
In the last decades, even the most using the concept of institutional
categorical liberals assert that, in some organization. By his views, the economic
situations, the state’s intervention in system functions as a response to
economy is justified, to correct some market’s demand. But there were, for
unfavorable results in the domain of different reasons, the response to this
production and distribution, to facilitate demand is improper or imperfect, the
the economic activity’s carrying on, by state must intervene to correct the
creating a stable monetary frame and demand and harmonize it with public
providing the collective services. interest. In his work, “The Perfect
There are some other authors who Society”, Galbraith asserts that “a
had different positions as Keynes. One of modern economy can’t, without
the greatest economists of the XX government’s intervention, get a high
century, Joseph Schumpeter, level and a continuous general progress”
70 Amfiteatru Economic
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(19). In this order, he shows that there competition and free exchange of goods
are a lot of economic activities where and services, a legal frame for economic
market is uncompleted and a lot of agents’ activity’s development. The
activities where services and state’s support of the administration is, even in
function are necessary or superior the market economy, vital for the
socially. economy’s development. The
governments still have an important role
3. The necessity of state’s in the regulation of the market economy
intervention in the tourism and in human development (23). This
doesn’t brake but accelerates economic
From the moment it appeared and development and make it more
in present, the state had to choose sustainable.
between freedom and control. This In the democratic system based on
choice is called in called in literature as market economy, the state represents
“modern era dilemma” (20) and consists public interest (24), through juridical and
in the difficulty of the modern society to financial means, and the economic
opt for liberty, sacrificing the society’s agents have a real independence and a
chance of surviving, or for control, direct responsibility.
sacrificing the individual liberty. Practice shows that where the
Therefore, in economy, there is state’s intervention in the private sector’s
the problem of choosing between the development is important, where the
market supremacy and state’s legal and administrative frame is
nonintervention or state supremacy on developed and the enterprising spirit is
the market. The reality demonstrates that stimulated, the government becomes a
individual liberty and free market’s real engine of economic development. It
choice is better than the choice of the results that for creating a favorable frame
economy’s control by the state. At the for development, which determines all
same time, is well known that individual the social groups participating to
liberty is not the guarantee of social economic development and beneficiating
consent that fellows need social support of it, the governments can intervene in
and free market needs the state’s support. economy.
Therefore, is accepted that free market For accomplishing its role in the
and state are complementary factors of economy, Romanian Government
economic system (21), and the welfare of exercises the following functions:
one economy depends on finding the a) strategy function through
equilibrium and sharing the which it elaborates the strategy to apply
responsibilities between markets and the government program;
state” (22). b) regulation function, through
In a market economy, the which it elaborates the legal and
government has no economic or social institutional frame for accomplishing the
responsibilities. All modern market objectives of the strategy;
economies are mixed economies, c) managing state’s property
meaning that while the majority of the function, through which it administrates
economic decisions are taken without public and private property of the state, it
government’s intervention, some of them manages the services the state is
are entrusted to government, by different responsible for;
reasons, such as providing stable rules to d) representation function,
protect private property, effective through which it represents in the name
of the Romanian State, internal and It obvious that for the countries
external; which cover the transition, Romania
e) state’s authority function, included, the state duties are huge, bigger
through which it controls the applying than in the capitalist developed countries,
and respecting the regulation in the because its necessary to solute the
domain of defense, public order, national problem of building a functional market
security, economic and social domain, economy. But, even if it has been an
institutions and organs’ functioning. impressive increase of economic-social
Economy’s development includes problems, in the countries which make
as an objective the tourism. Tourism the step to capitalism the state’s role has
represents an important sector of national been limited, with all the well-known
economy, its evolution being determined consequences. Since 1990 in Romania it
by the level of development in an has been trying to introduce the market
economy, and it stimulates the social- economy. It has been adopted an
economic development. As a part of American formula of the free
national economy, the development of competition, though, sometimes wild,
tourism must be correlated with the but, in my opinion, this formula hasn’t
evolution of the other branches. stimulate the tourism’s or economy’s
Therefore the major implications of the development. It has been accrediting the
tourism implementation in one country idea that the state’s intervention and his
economy make necessary the state’s institutions have to stop. This idea is
intervention in assigning a coherently surprising; especially the Romanian state
policy in tourism domain. International has been for along period of time the
competition, national interests and the owner of an important part of national
characteristics of the tourism industry are property. I think that the state mustn’t be
arguments which plead for the necessity only an outsider, but it has to intervene
of state’s intervention in this domain. there where its intervention is effective
The national development of and necessary (25). The state’s
tourism must be based on a unitary intervention in tourism is necessary
policy. On the other hand, this sector, in because this domain represents a
its evolution, stands the influence of potential source of profit. A state’s
political system, which can determine the intervention policy in tourism guarantees
level of economic increase. All this a specific commercial dimension for
aspects justify the necessity of state’s tourism development (27). The
intervention in the domain of tourism, nonintervention or the tangential
defining the importance of its role and intervention of state in tourism, ignoring
the directions of acting. the planning idea, the lack of support of
this sector which had to be the engine of
The determination of the optimum the national economy in 1990, make the
level and form of development for the development disordered.
one country’s tourism is strong The state’s intervention is
influenced by the state’s role, function necessary because it was created to
of: guarantee the rules and the order without
• the importance of tourism in the which the market can’t exist. The state
economic development of the country; can’t accomplish its mission without a
functional market. It must establish the
• the level and the configuration of game’s rules, being the only agent who
tourism development.
can realize coordinate actions in one
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collect the statistic data and substantiate tourism publicity for the economic
the strategy of promoting internal and agents.
international tourism; The realization of those presented
• evaluate the quartering means above is based on three major
need and other objectives of material components of Government’s policy:
tourism base; • institutional reform;
• apply, through public and private • legislative frame;
organs, the training and improvement • economic reform.
programs for personnel who work in the The conclusion is that the state
tourism industry; has and will have an important role in
• legislate and control the tourism’s
functioning of different tourism Organization and development.
industry’s domains; in order to stimulate, Governments’ disability since 1990 to
protect and provide the legal frame for present, of state’s institutions to
the activity, proper to interests of tourism elaborate and apply strategies, policies
industry and national and foreign and realist, coherent programmers harm
tourists, especially; badly the Romanian tourism interests and
• supply general services, which are its sustainable development. In the next
necessary for tourism extension years, surely, the success depends on the
cooperation between the market
• develop campaigns of tourism mechanisms and the state’s social-
promotion and support the campaigns of
economic role.
Endnotes
(1) Besides Adam Smith, other theoreticians of classic liberalism were Jean Baptist Say, Thomas Malthus,
David Ricardo, John Stuart Mill.
(2) Mihai Todosia - Economic Doctrines, Alexandru Ioan Cuza University Publishing House, Iasi, 1992,
pp. 68.
(3) Adam Smith - The Wealth of Nations. Research on this nature and Causes, vol.I, Academiei
Publishing House, Bucharest, 1962
(4) Mihaela Onofrei – The impact of Financial Policies on Society, The Ecomonica Publishing House,
Bucharest, pp.88
(5) Anca Dodescu – The state and the Market Economy, The Economica Publishing House, 2000, pp.70
(6) Among the representatives of this trend Leon Walras, Vilfredo Pareto and Alfred Marshall
(7) Anca Dodescu – op. cit., pp. 71.
(8) Sultana Sută Selejan – Doctrines and trends in Modern and Contemporary Thought, All Publishing
House, 1994, pp. 183
(9) John Maynard Keynes – The General Theory of Employing the Work Force, Interest and Money, The
Scientific Publishing House, Bucharest, 1970, pp.375
(10) Anca Dodescu op.cit., pp. 63
(11) Roy F. Harrod – Towards a Dynamic Economics. Some Presents Development of Economic Theory
and Their Application to Policy, London, 1956, p. 165 – 181, quotation by Anca Dodescu – op. cit., pp. 73.
(12) Alvin H. Hansen – Economic Policy and Full Employment, Mc. Graw-Hill Book Company, New York,
1947, quotation by Marian Gădiută – The Fiscal Policy and its influence Equilitarium, Doctoral Thesis, Bucharest,
2003, pp. 32.
(13) Alvin H. Hansen – The American Economy, Mc. Graw-Hill Book Company, New York, 1957, p.
147,149, quotation by Sultana Sută-Selejan – op. cit., pp. 205
(14) Paul Anthony Samuelson, William Nordhaus – Economics, 13th edition, Mc Graw Hill, New York,
1989, pp. 38.
(15) Paul Anthony Samuelson, William Nordhaus – Political Economy, Teora Publishing House,
Bucharest, 2000, pp. 43
(16) Friedrich A. Hayek –The Way to Servitude, Humanitas Publishing House, Bucharest,, 1994, pp. 55
(17) Milton Friedman – Capitalism and Freedom, Enciclopedică Publishing House, Bucharest, 1995, pp.
40.
(18) idem, pp. 50.
(19) John Kenneth Galbraith – The Perfect Society, Eurosong&Book Publishing House, Bucharest, 1997,
pp. 25.
(20) Daniel Chirot – Changing Societies, Athena Publishing House, Bucharest, 1996, pp. 218
(21) For this reason, the contemporary economy is considered a ”mixt economy”. Within such a system,
the majority of decisions are based on the market mechanisms, but this represents only one of the means of the
economic activity regulation; the state fullfils an important role in correcting the market imperfections, in
counterbalancing or correcting some excesses of market functioning and ensuring the unity between the economic
eficiency and social equity. No developed economy is left to the free play of supply and demand on the market, the
respective governments holding more or less the control over these forces.
(22) Paul Samuelson, William Nordhaus – Political Economy, Teora Publishing House, Bucharest, 2000,
pp.43.
(23) Harsh Varma, in Asian Tourism Experiences, WTO, Madrid, 1998, pp. 13.
(24) For exemple, the Franco’s dictatorial regime allowed priority to tourism in Spain, this being seen not
only as an important economic sector but also as a means of legitimmation before the other European states or at
least before some important segments of their population.
(25) According art. 1, alin. 2 of Law no. 90/2001 regarding organization and functioning of Romanian
Government and ministers, the Romanian Government has the role to ensure the balanced functioning and the
development of the national economic and social system, and also relationig it to the world economic system
under the conditions of promoting the national interests.
(26) According art. 134 of Constitution, the Romanian economy is a market economy, and the state must
ensure:
- the freedom of commerce, the protection of loyal competition, creating a favourable frame to put into
better use of all production factors;
- protecting the national interests in the economic, financial and foreign currency activity;
- to stimulate the scientific research and national technology, of art and copyright protection;
- exploiting the natural resources, in accordance with national interest;
- protection and rehabilitation of the environment and also mantaining the ecological equilibrium;
- creating the necessary conditions for improving the quality of life;
- applying the policies of regional development in accordance with objectives of the European Union.
(27) *** - Law no. 90/2001 regarding organization and functioning of Romanian Government and
ministers, Section 1, art. 1, alin.5
(28) Ion Ionescu – op. cit., pp. 127.
(29) Gabriela Stănciulescu (coordinator) – The Management of Sustainable Tourism in the Black Sea
Riverside Countries, All Beck Publishing House, Bucharest, 2000, pp.21
(30) *** - Government programme 2005-2008, the Government of Romania, Bucharest, 2004, pp.3
(31) in scientific Romanian literature, such opinions have been emphasized by: Rodica Minciu – The
Economy of Tourism, Uranus, Publishing House, Bucharest, 2001, pp.109-110; Cristiana Cristureanu – The
Economics and Politics of International Tourism, ABEONA, Publishing House, Publishing House, 1992, pp.78-
79; Nicolae Neacşu – Tourism and Sustainable Development, Expert Publishing House, Publishing House, 2000,
111-113; Florina Bran – The ecological component of economic development decisions, ASE Publishing House,
Bucharest, 2002, pp. 319-321.
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II. Comerţ electronic (E-commerce)
Opţiuni privind costurile în activitatea de comerţ 79
(Electronic cost alternatives for e-commerce)
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Introducere
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tranzacţiile care se desfăşoară între două din cei doi actori (ofertant, consumator),
verigi, pot fi diferenţiate după tipul rezultă următoarea matrice cu nouă
ofertantului precum şi al consumatorului, câmpuri, în care fiecare câmp reprezintă
în trei grupe: consumator (consumer), un posibil domeniu de tranzacţie între cei
întreprindere (business) şi administraţie doi actori.
publică (governement). (fig.nr.1)
Prin combinarea celor trei
categorii reprezentative pentru fiecare
Consumator
consumator întreprindere administraţie publică
consumator - consumator – consumator –
consumator întreprindere administraţie publică
consumator
administraţie
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mare de oferte de produse, asupra cărora contactului între cele două părţi
este foarte greu să se obţină o vedere de menţionate mai sus. Acest fapt pune sub
ansamblu, având în vedere dispersarea semnul întrebării funcţia de informare a
acestora la nivel global. Noţiunea Global comerţului şi prin aceasta sarcina sa de
Sourcing nu este foarte clar definită în intermediar. Pentru a avea un asemenea
literatură. Deseori prin aceasta se contact direct este necesar ca pe pagina
înţelege aprovizionarea cu produse de pe producătorului să fie descrise
piaţa mondială. In sensul de strategie de competenţele acestuia, ceea ce poate
aprovizionare înseamnă utilizarea constitui un punct de pornire pe termen
eficientă a resurselor din întreaga lume. scurt până la mediu.
Prin urmare, aprovizionarea de pe pieţele Descentralizarea distribuţiei fizice
internaţionale reprezintă un element precum şi a tranzacţiilor financiare îşi
strategic care generează avantajele făcuse apariţia deja încă din forma
competitive. Practic, Global Sourcing tradiţională a comerţului.
se suprapune deseori cu Multiple Distribuţia fizică a fost preluată
Sourcing. Cumpărătorul are pentru orice de către prestatorii serviciilor de
produs un ofertant corespunzător pe piaţa logistică, iar tranzacţiile financiare de
mondială. Se obişnuieşte, de asemenea, către instituţiile bancare. Preluarea
ca în strategiile de tip Global Sourcing, serviciilor conexe, cum ar fi schimbul
să se cultive relaţia cu furnizori puţini bunurilor, serviciile de garanţie etc, pot fi
dar importanţi. La polul opus se situează delegate şi descentralizate înapoi la
noţiunea Local Sourcing: utilizarea producător. Prin urmare se pune din ce în
surselor de aprovizionare din zona ce mai des întrebarea în cadrul
geografică a întreprinderii. Uneori se specializării pe funcţii ale comerţului de
utlizează cu sens identic noţiunea către intermediari, ce sarcini trebuie
Domestic Sourcing, însemnând, în acest asumate pe cont propriu şi care trebuie
caz, aprovizionare cu produse autohtone. delegate celor specializaţi.
Mai mult decât atât, se utilizează în De asemenea, câştigă relevanţă şi
literatură un nivel intermediar între întrebarea: cum trebuie organizate cel
Global şi Local Sourcing, numit Euro mai eficient coordonarea on-line a
Sourcing, ceea ce reflectă căutarea celor funcţiilor necesare realizării tranzacţiilor.
mai buni furnizori din zona Euro. Acesta Aici poate fi exploatat potenţialul
este un punct de pornire pentru noi Internetului în scopul construirii de reţele
intermediari care leagă mai mulţi de întreprinderi virtuale pentru
ofertanţi de o piaţă specială sau de un centralizarea serviciilor specifice.
portal. În acest caz, în prim plan se află Cu siguranţă, şi oferta de noi
calitatea sortimentului preselectat şi nu servicii suplimentare, cum ar fi de
prezenţa fizică a produselor. Colectarea exemplu rezolvarea formalităţilor
şi prelucrarea datelor clienţilor şi vamale, va căpăta un rol din ce în ce mai
interpretarea nevoilor lor sunt în acest însemnat în mediul concurenţial
caz vitale pentru a respecta structura internaţional. În special în aria
sortimentală specifică clientelei ofertanţilor motoarelor de căutare,
respective. portalelor şi “Trust-center”
Legătura din ce în ce mai directă (Schneider/Gerbert; 1999), care, faţă de
dintre ofertant şi consumator duce la o comerţul tradiţional, reprezintă noi
scădere a costurilor. Motoarele de intermediari, se aşteaptă obţinerea de
căutare capătă un rol din ce în ce mai profituri ridicate.
însemnat în stabilirea rapidă a
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mult timp cu pasarea unor sarcini şi atunci când clienţii nu primesc marfa
responsabilităţi de la un departament la repede şi sigur, sunt compromise relaţiile
altul. Una din măsurile de creştere a vânzător-cumpărător. Problematice sunt
performanţei ar fi aceea de a stabili o produsele de consum zilnic ca de
singură echipă care să fie responsabilă exemplu alimentele, la care timpul de
de toate sarcinile din cadrul aceluiaşi livrare este maxim o zi, la fel de
proces indiferent dacă pentru acest lucru problematic fiind şi comerţul care
este necesară reproiectarea întregului depăşeşte graniţele ţării. Este
sistem organizatoric şi de afaceri. O considerabil mai uşor să comunici oferta
astfel de echipă se autoconduce iar din pe o piaţă internaţională, decât să o şi
alcătuirea ei fac parte oameni cu diverse livrezi efectiv. Bineînţeles că ofertanţii,
specializări, funcţii şi chiar de la diferite care şi până acum au făcut comerţ prin
nivele ierarhice. poştă, au la dispoziţie un avantaj know-
În multe cazuri este posibilă how. Acesta se face observat printr-o
repartizarea costurilor tranzacţiilor migrare continuă a celor care fac comerţ
asupra clientului – după acelaşi principiu prin poştă în domeniul comerţului
folosit şi la bancomate: autoservirea electronic.
clientului. Folosirea formularelor Altfel se vede problema unor
electronice, unde datele pot fi verificate produse strict informaţionale pentru
în timp real, duce la scăderea ofertanţi. Produsele trebuie puse pe un
cheltuielilor generate de completarea server ataşat la Internet şi de acolo pot fi
greşită a acestora. Prelucrarea manuală accesate de către clienţi. La comerţul
este de prisos, fiindcă toate regulile şi care depăşeşte graniţele ţării nu există
specificaţiile sunt integrate în procedura taxe de import şi taxe vamale la
de comandă on-line, ceea ce înseamnă că produsele trimise electronic, în timp ce
la completarea greşită, urmează automat pentru cele trimise normal, există. De
o înştiinţare a utilizatorului prin aceea acelaşi produs poate fi oferit la un
Browser. preţ mai mic, când în loc de CD sau
Pentru produsele mai pretenţioase discheta, este descărcat on-line.
care necesită explicaţii, clientul are Pentru a judeca întrebarea, în ce
posibilitatea să se informeze înainte de a condiţii (în ce domenii) este posibilă
vorbi cu persoana de contact dacă excluderea comerţului intermediar şi en
informaţiile sunt disponibile pe o pagina detail, trebuie analizat rolul
Web. Pagina Web trebuie să stea la intermediarilor tradiţionali în economie.
dispoziţia clienţilor cu informaţii tehnice „Pentru majoritatea produselor,
şi economice şi satisface chiar şi pe cei intermediarii nu constituie doar simple
mai exigenţi potenţial cumpărători. puncte de oprire în drumul produsului
Discuţiile despre vânzare şi întrebările spre consumatorul final şi nu contribuie
Hot-line, care generează costuri numai la creşterea costurilor.
considerabile, pot fi scurte sau chiar să Intermediarii adaugă valoare de care
nu existe. Potenţialul de economisire consumatorii au nevoie şi pe care
este în orice caz considerabil. producătorii nu o pot oferi. Soluţia la
Spre deosebire de formele problemele legate de intermediari şi
tradiţionale de comerţ en detail, marfa canalele de distribuţie nu constă în
trebuie livrată în comerţul electronic de înlăturarea lor completă în favoarea
regulă clientului, la sediu sau domiciliu. unei distribuţii on-line. Mai degrabă
Pentru aceasta este nevoie de un sistem producătorii şi intermediarii ar trebui să
logistic foarte performant – pentru că colaboreze pentru crearea unui canal de
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Bibliografie
1. Donges, J.,B., Mai, S., E-Commerce und Wirtschaftspolitik, Lucius & Lucius,
Stuttgart, 2001 (Herausgeber, zusammen mit St. Mai).
2. Gareis, K., Korte, W., Deutsch, M., Die E-Commerce Studie. Richtungweisende
Marktdaten, Praxiserfahrungen, Leitlinien für die strategische Umsetzung, Vieweg Verlag,
Bonn, 2000
3. Marc, F., “Amazonizarea” afacerii tale, Markmedia.ro, 2003
4. Quelch, J. A.; Klein, L. R., The Internet and International Marketing, The MIT
Sloan Management Review, 1996, pagina 62
5. Rangan, S., Profits and the Internet: Seven Misconceptions, The MIT Sloan
Management Review, 2001, pagina 49
6.Seitz, V., Piete electronice B2B: Infomediatori contra Intermediari, Markmedia.ro,
20 Octombrie 2003
7. ww.ibm.com
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Rezumat Abstract
Introducere
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Serverul Serverul de
furnizorului Modem Serverul central Modem
acasă
Către alte servere Reţeaua locală a magazinului
de raion Transceiver
Calculator Server Calculator Server
personal de raion personal de raion
Produse
cu tag
RF-ID
Produse Produse
cu tag Transceiver cu tag Transceiver Frigider
RF-ID RF-ID
Casă sau
sistem electronic
de plată
despre produse, vânzări şi stocuri prin Conducerea magazinului are astfel acces
intermediul unor calculatoare personale la informaţiile legate oferte, vânzări,
conectat la serverul departamental. preţuri de achiziţie şi de vânzare,
Casa este dotată cu o bază stocuri, numărul de clienţi, necesarul de
Bluetooth care accesează calculatorul produse cu care trebuie aprovizionat
coşului preluând informaţiile legate de hipermarket-ul. De asemenea serverul
produsele şi cantităţile existente în coş. central, fiind conectat prin modem şi la
Astfel casierul în câteva secunde obţine reţeaua băncii, conducerea magazinului
pe monitorul casei de marcat lista poate afla situaţia financiară a firmei şi
produselor cumpărate şi costul total al totodată pot fi efectuate on-line plăţile
acestora. Plata se poate efectua în către furnizori sau urmărite încasările de
numerar sau prin card. la clienţii care au efectuat cumpărături
Se poate implementa şi un sistem prin Internet.
electronic de plată care este mult mai Este absolut necesară,
rapid, fiind destinat doar posesorilor de implementarea unui mecanism de
card bancar. Sistemul dotat cu o bază securitate care să prevină accesul
Bluetooth preia de la calculator prin unde fraudulos în reţeaua locală a
radio costul total al produselor din coş, hipermarket-ului şi totodată să
extrage suma respectivă din contul de stabilească drepturile de acces. Astfel, de
card, eliberează cardul şi chitanţa şi pe calculatoarele dintr-un raion se pot
deschide poarta de ieşire din magazin. accesa pe bază de parolă doar
Cu un PDA, un smartphone sau informaţiile legate nemijlocit de acel
de la calculatorul de acasă clientul îşi raion fără a avea acces la informaţiile
poate crea oricând o listă de cumpărături altui raion. În schimb conducerea
proprie pe care să salveze în baza de date magazinului, ale cărei calculatoare sunt
a serverului central în spaţiul alocat conectate la serverul central, are acces la
profilului său. toate informaţiile ce vizează
Serverul central monitorizează hipermarket-ul.
întreaga activitate a hipermarket-ului şi
comunică prin modem cu exteriorul. El 2. Interacţiunea consumatorului
găzduieşte paginile de web ale cu sistemul
hipermarket-ului. Paginile de web ale
hipermarket-ului prezintă 2 secţiuni: una Pentru a avea acces în magazine
pentru clienţi şi cealaltă pentru clientul trebuie să-şi creeze un profil
producători. Pagina de web pentru clienţi propriu, completând în acest sens un
le oferă acestora toate informaţiile despre formular. Acesta poate fi completat la
produsele comercializate. Totodată, pe magazin sau on-line prin Internet. Rolul
baza numărului PIN propriu, clienţii au acestui formular este acela de a crea un
posibilitatea de a-şi crea în profilul profil al utilizatorului, care conţine datele
propriu listele de cumpărături, de a le personale, numărul de identificare şi
accesa şi modifica pe cele vechi şi de a numărul PIN. În timp, acest profil este
cumpăra prin Internet. Pagina web pentru completat automat cu informaţii despre
producători care poate fi accesată doar cumpărăturile efectuate, astfel încât se
prin semnătură electronică serveşte la poate face şi un profil al
aprovizionarea magazinului în sistemul comportamentului consumatorului.
de licitaţii electronice. Prin această Clientul are acces la aceste informaţii
pagină producătorii îşi pot lansa oferta de oricând atât în magazine cât şi de acasă
produse care vor participa la licitaţie. (prin computerul personal), sau de pe
94 Amfiteatru Economic
AE Comerţ electronic
Bibliografie
96 Amfiteatru Economic
AE E-commerce
Prof. univ. dr. Vasile Florescu Asist. univ. drd. Valentin Dumitru
Academia de Studii Economice din Bucureşti Academia de Studii Economice din Bucureşti
vasile.florescu@gmail.com valentin.dumitru@Soft-Expert.info
Rezumat Abstract
98 Amfiteatru Economic
AE E-commerce
Vânzări Sub-antreprenori
către întreprinderi
Plăţi Comenzi
electronice On-line
Mediul
Socio- Rol Limitele
economic Persoane întreprinderii
extern
Sursa: Adaptare din Venkatraman (1991)
Aliniere Strategia
strategică întreprinderii
Strategia Organizarea
E-business întreprinderii
Coerenţ
Aliniere
organizaţională
Aliniere
structurală Structura
E-bussiness
Bibliografie:
1. Afuah, A., (2003), Internet Business Models and Strategies, McGraw Hill,
2. Bennani, A. (2002), “L’e-business : un cadre conceptuel pour l’e-Entreprise”.
Actes du 7ème Colloque de l’AIM, Hammamet, Tunisie,
3. Bergeron, F., Raymond L., Rivard, S. (2002), Strategic alignement and business
performance: operationalizing and Testing a Covariation Model, Cahier de Recherche,
HEC Montreal, Canada
4. Bronfman S.V. (2001), "Le SSIO, nouveau vecteur de l'avantage concurrentiel",
Journal Les Echos
5. Cova B. (2001), "Les eMarketplaces à l'épreuve de la réalité des échanges BtoB",
Décisions Marketing, n°24,
6. Delmond, M-H. (2000), "L'impact des technologies de l'information dans
l'industrie : le cas de la création de nouveaux services à valeur ajoutée chez Alcatel", Actes
du 5ème congrès de l'AIM - Université de Montpellier, Novembre
7. Isaac, H. (2000), "L’entreprise numérique : enjeux et conséquences des nouveaux
systèmes d’informations", Cahier de recherche du CREPA - Université Paris IX Dauphine
8. Gilbert, P., (2001), "TIC et changement organisationnel", Cahier du GREGOR -
Université Paris I - Panthéon-Sorbonne, 2
9. Gueguen, G. (2001), Environnement et Management Stratégique des PME : le
Cas du secteur INTERNET, Université Montpellier 1 – ISEM (Institut Supérieur de
l'Entreprise de Montpellier)
10. Hendersen, J.C. et Venkatraman, N. (1993), Strategic alignement: leveraging
information technology for transforming organisations, IMB Systems Jurnal, 32
11. Huber, G.P. (1990), A theory of the effects of advanced information technologies
on organizational design, intelligence and decision making, The Academy of management
review, no 1, Janvier
12. Kass P. & Schneider D. (2000), Les nouveaux marchands du net : cas du
commerce électronique, First Editions
13. Kefi, H., Kalika, M., (2002), Choix strtaegique de lţentreprise etendue et
deploiement tehnologiques : alignement et performance, CREPA, Dauphine, Paris
14. Macarez N. & Lesle F. (2001), Le Commerce Electronique, Editions PUF -
Collection Que sais-je, Paris
15. Mennis, A (2003), Le Commerce Electronique et les Changements
Organisationnels : quelques aspects de la problématique, Colloque de l'AIM
16. Meriau J-P. (2000), "La stratégie e-Commerce dans l'automobile", Séminaire
INSEE Méthodes - Net-entreprises
17. OCDE (2001), Syntheses: Commerce electronique, Organiuzation de
Cooperation economique, L'observateur
18. Perret V. (1996), "La gestion du changement organisationnel : Articulation de
représentations ambivalentes", Actes de la 5ème Conférence de l'AIMS - Lille, Mai
19. Pigneur, Y., (1997), Systeme dţinformation, entreprise etendue et commerce
electronique, InforSaid, Toulouse, 1997
20. Porter M. (1999), "Renforcer son avantage concurrentiel grâce à une stratégie
mondiale", in La Concurrence selon PORTER, Michael Porter (Coord.), chapitre 9, Village
Mondiale
21. Reïx R. (2002), Systèmes d'information et de management des organisations,
Editions Vuibert. Paris
22. Rival, Z. (2002), Vers un modele de l'alognement e-business de l’entreprise,
CREPA, Dauphine, Paris,
23. Rowe F. & Amami M. (2000), "Les opportunités de recherche en commerce
électronique sur Internet", Actes du 5ème congrès de l'AIM - Université de Montpellier,
Novembre
24. Thevenot, J. (1998), "Alignement stratégique d'un réseau de PME grâce aux
nouvelles technologies d'information et de communication", Cahier de recherche du
GREFIGE - Université Nancy 2, n°14
25. Thevenot J. & Amami M. (2001), "L'Internet Marchand : caractérisation et
positionnements stratégiques", Cahier de recherche du GREFIGE - Université Nancy 2,
n°02
26. Venkatraman N. (1991), "IT-Induced Business Reconfiguration", in The
Corporation of the 1990'S : information technology and organizational transformation,
Michel S. SCOTT MORTON (Coord.), Transformation, Oxford University
Rezumat Abstract
Introducere
numiţii formatori de opinie care vorbesc economici privaţi. În acest sens, o piaţă
în numele ei, nu sunt pregătiţi. Fără a interesantă este cea a tranzacţiilor pe cale
stăpâni temeinic domenii ce presupun electronică între companii. În comerţul
mai multă subtilitate analitică, aceştia din electronic un factor important este
urmă se pot lăsa conduşi doar de dorinţa înfiinţarea unor "hub-uri comerciale"
de senzaţional, concentrându-se asupra (eHub), care sunt, în esenţă, platforme
părţii negative a unor fenomene. Iar în pentru multipli utilizatori de pe Internet,
domeniul e-commerce, riscul este mare, îndeplinind anumite funcţii specifice,
ţinând cont de noutatea pentru publicul cum ar fi: oferirea de informaţii despre
larg, de dinamica proceselor, de gradul bunuri şi servicii, asigurarea mijloacelor
înalt de globalizare şi de complexitate. de efectuare a tranzacţiilor între
Revenind la cazul comerţului vânzători şi cumpărători sau prestarea
electronic cu vin în Statele Unite, unor servicii conexe (Kaplan şi Sawhne,
problema proporţionalităţii este foarte 2000). Ehub-ul poate fi organizat
relevantă pentru unele dintre măsurile vertical, adică la nivelul unei industrii,
prezentate anterior. În cazul protejării sau orizontal, în cazul furnizării de
minorilor, Federal Trade Commission a produse diverse din sectoare diverse.
identificat în unele state măsuri care Mecanismele de comercializare sunt, la
permit îndeplinirea sarcinii de apărarea a rândul lor, diversificate, putând implica
unui interes public, dar sunt mai puţin negocieri bilaterale, negocieri colective,
restrictive. Un exemplu este obligaţia licitaţii sau operaţiuni de piaţă continue,
efectuării livrării doar în baza semnăturii similare cu ale unei burse.
unui adult la primirea produsului, cerinţă O situaţie care necesită o atenţie
care, de altfel, se aplică şi pentru particulară este cea a eHub-urilor
magazinele tradiţionale. Încălcarea "verticale", create de producători din
acestei obligaţii este considerată aceeaşi industrie (de exemplu,
infracţiune şi poate conduce la producători de autoturisme, de
consecinţe extrem de neplăcute pentru medicamente, de materiale de
compania vinovată. În ceea ce priveşte, construcţie). Cum poate fi interpretată
aspectele legate de impozitare, această situaţie din punct de vedere
depoziţiile primite de Federal Trade economic? În mod normal, furnizorii
Commission de la reprezentanţii unor încheie tranzacţii independente, în sensul
autorităţi statale au relevat că neplata că producătorul încheie contracte prin
impozitelor şi taxelor nu constituie o care livrează produsele beneficiarilor din
problemă semnificativă. În general, în aval. Dar aranjamentele electronice
acest domeniu, pot fi concepute şi multilaterale ale producătorilor din
utilizate mijloace şi instrumente aceeaşi industrie implică o formă de
specifice, fără a fi nevoie să se cooperare între firme concurente.
restricţioneze dezvoltarea unei activităţi Aceasta este similar cu înfiinţarea unui
comerciale în avânt. Prin urmare, joint-venture, cu diferenţa că este vorba
reglementarea e-commerce-ului trebuie de unul virtual. De aici se pot ivi anumite
realizată cu multă atenţie sub aspectul riscuri privitoare la posibile
impactului asupra pieţei. comportamente anticoncurenţiale, sub
Această exigenţă este cu atât mai formă de înţelegeri orizontale între
necesară cu cât nu trebuie pierdut din concurenţi (referitoare la cantităţi, preţ)
vedere nici cealaltă ipostază, a sau ridicarea unor bariere de intrare
introducerii unor distorsiuni ale (pentru agenţii economici noi ce pot fi
concurenţei prin acţiunea agenţilor dezavantajaţi de asemenea aranjamente).
Bibliografie
Rezumat Abstract
Comerţul electronic vizează E-commerce highlights the vast
ansamblul schimburilor electronice legate area of electronic interchange connected to
de activităţile comerciale implicând atât the commercial activities that involve both
relaţiile inter-întreprinderi cât şi relaţiile the relations between enterprises as well as
dintre întreprinderi şi consumatori, the relations between enterprises and
acoperind schimburile de informaţii, consumers, referring especially to
tranzacţiile cu produse, echipamente, information interchange, product
bunuri de consum curent şi servicii de transactions, equipments, current
informare, financiare şi judiciare. merchandises and informational, financial
După cum evidenţiază unele studii, and law services.
consumatorii consideră comerţul electronic As the studies clearly show, e-
ca unul dintre cele mai bune sisteme de commerce is considered by all the
vânzare datorită unor factori cum sunt: consumers, to be one of the best selling
preţul, timpul consacrat cumpărăturii şi systems due to certain factors as: price,
surplusul de informaţii, privind mai ales shopping time and the supplementary
caracteristicile produselor şi serviciilor de information, regarding most of all the
care se poate dispune. Totodată acest specific characteristics of products and
sistem are însă şi unele dezavantaje services, characteristics put to public
referitoare la: intervalul între comandă şi disposal. Despite the concepts mentioned
primirea mărfurilor, securitatea plăţilor, above, the system still deals with a number
posibilitatea de a aprecia calitatea of disadvantages as: the amount of time
produselor dar mai ales cu privire la that passes between placing the order and
încrederea în ce priveşte securitatea datelor receiving the merchandise, the safety of the
personale, în timpul transferurilor, în cadrul payments, the ability to test the product
tranzacţiilor electronice. quality but most of all the lack of the public
Ca urmare, firmele sunt tot mai trust as for as personal data is concerned
preocupate de cunoaşterea şi diminuarea during the e-transactions.
riscurilor şi, implicit, de eliminare a lipsei As a consequence, the enterprises
de încredere a consumatorilor, asigurând have become more and more aware of
astfel tranzacţii cu un grad mai mare de these aspects, trying to acknowledge and
securitate. Această lucrare îşi propune să reduce all these risks and therefore the
evidenţieze tocmai aceste aspecte ale consumers’ lack of trust assuring higher
securităţii datelor, riscurilor şi security standard transactions. The paper
vulnerabilităţilor sistemelor informatice ca will highlight these specific characteristics
arie problematică specifică auditului of data security, the risks and vulnerability
comerţului electronic în corelaţie cu of information system as a problem area for
protecţia consumatorilor. e-commerce target, strongly connected to
consumer protection.
Cuvinte cheie: Keywords:
●E-commerce ● audit ● riscuri ●E-commerce ● audit ● risks
●vulnerabilităţi ● securitatea datelor ●vulnerabilities ●data security ● consumer
●protecţia consumatorului. protection.
Bibliografie
Rezumat Abstract
Introducere
Endnotes:
(1) Web-consumatorul diferă de consumatorul clasic prin aceea că se informează prioritar folosind
Internetul, achiziţiile sale făcându-se, în mare măsură, tot prin intermediul Internetului (n.a.)
(2) Web – World Wide Web, adică reţeaua globală de comunicare cunoscută şi sub denumirea de Internet.
(3) Reply to all – comandă soft prin care se trimite o replică tuturor indivizilor înscrişi într-o listă
electronică de adrese.
(4) Forward – comandă soft, scopul ei fiind retrimiterea unui mesaj către alţi invidizi din lista electronică
de adrese.
(5) Intelliseek - http://www.intelliseek.com, oferă companiilor interesate soluţii inteligente pentru
structurarea informaţiilor, inclusiv MGC care apare pe forumurile de pe Internet, liste de discuţii, blog-uri etc.
Bibliografie
[1] Madden, M America’s Online Pursuits, Pew Internet & American Life Project,
2003;
[2] *** When ROI Meets Science; The Challenge of ROI Marketing, strategy-
business magazine; Booz-Allen Hamilton publication; 2003;
[3] *** Pew Internet & American Life Project, 2004;
[4] *** Forrester/Intelliseek Research, 2004;
[5] *** www.intelliseek.com
Rezumat Abstract
Bibliografie
Rezumat Abstract
(1) Electronic Commerce – An introduction, European Electronic Commerce Website, part of The Information
Societhy WebRing, http://www.ispo.cec.be/ecommerce/introduc.htm;
(2) Răuţ Gheorghe - An introduction, European Electronic Commerce Website, part of The Information Societhy
WebRing, http://www.ispo.cec.be/ecommerce/introduc.htm.
Bibliografie
[1] Ludoşan, Adrian - Internet -ul de la A la Z, în Planeta Internet nr. 1/1996;
[2] Rădoiu, Dumitru – HTML. Publicaţii WEB, Ed. Computer Press Ager, Tg. Mureş, 1996;
[3] http://e-training.iatp.md/seminars/e-business/E-commerce.htm
[4] http://www.actual.ro/comert_electronic/
[5] http://www.afaceri.net/EBUSINESS/COMERT_ELECTRONIC/Comert_electronic.htm
[6] http://www.business-online.ro
[7] http://www.cs.uu.nl/docs/vakken/ec/Timmers_BMem.pdf
[8] http://www.gwp.ro/ro_services_ecommerce.php
[9] http://www.internetics.ro
[10] http://www.ispo.cec.be/ecommerce/introduc.htm
[11] http://www.qlinks.net/comdocs/eu-us.htm
[12] http://www.primasoft.ro/primasoft-software.php
[13] http://www.seap.usv.ro/ct
[14] http://www.sfin.ro/articol_4247/publicitatea_online__un_pariu_pe_zece_ani.html
[15] http://www.usv.ro
Rezumat Abstract
Introducere
Bibliografie
Rezumat Abstract
de dolari, înregistrate până în acel Sfârşitul lui 2005 arată pesimist pentru
moment, s-au transformat în sume infime tranzacţionarea pe Internet cu cardul dar,
care le-au determinat să nu mai acorde cel puţin, indică valoarea reală a
aceeaşi atenţie activităţii de e-commerce. comerţului electronic pur românesc.
14000
12581 12530
12000 11677
10000 10161
8000 7718 8119
6668
6000 5816
4000 2813 3113
2000
0
ianuarie martie mai iulie septembrie
domenii care generează volume mari de faptul că e-commerce este deja o afacere
bani în comerţul electronic sunt, pe rând: pentru ele.
turismul (rezervările online de bilete de Majoritatea magazinelor virtuale
avion şi pentru serviciile de cazare), româneşti nu ştiu să facă business: nu au
produsele IT&C, electronicele şi înţeles cât de importantă este
electrocasnicele, cartea şi filmul. comunicarea cu clientul mai ales în
Bilanţul final pentru 2006 fiind mediul virtual care, prin definiţie,
estimat de către RomCard la 8-8,5 conferă reticenţă utilizatorilor; nu au
milioane USD. Adică de aproape 6 ori înţeles cât de importantă este promovarea
mai puţin decât în 2005, când s-au (nu prin SPAM) şi construirea unui
înregistrat peste 44 de milioane USD. brand-name; site-urile nu respectă
Îmbucurător este, însă, faptul că e- elementele care conferă succes unei
commerce-ul pur românesc a crescut faţă afaceri online; au probleme la nivel de
de anul trecut: dacă în 2005 magazinele descriere a produselor (specificaţii
virtuale româneşti au generat doar 10% greşite sau prea puţine, specificaţii în
din numărul şi valoarea tranzacţiilor limba engleză); produsele de pe site nu
totale, adică 4,4 milioane USD, în 2006 se regăsesc în stocurile reale; termenele
aceasta valoare tinde să se dubleze către de livrare sunt încă mari; nu prezintă pe
un volum final de peste 8 milioane USD. site elementele de identificare ale firmei
Explicaţia este dată, în primul care se află în spatele acestuia şi datele
rând, de creşterea numărului de de contact, fapt care sporeşte
magazine virtuale de la aproximativ 450 neîncrederea utilizatorilor în comerţul
la sfârşitul anului 2005, la 650 în prezent electronic.
– conform lui Andrei Radu
(Link2eCommerce), citând studiile 4. Oportunităţi pentru
efectuate de Claudiu Gămulescu, e-Commerce şi e-Business în 2007
Underclick.ro şi 800 conform GECAD
ePayment. Din aceste magazine care Integrarea în UE a României, din
înregistrează profituri (mai mici sau mai perspectiva comerţului electronic, va
mari), doar puţin peste 200 sunt însemna migrarea ţării noastre în zona
configurate 3D Secure de către Europe, unde nu există restricţii în ceea
RomCard, iar din acestea, numai 100 ce priveşte tranzacţiile cross-border. De
generează volum în tranzacţionarea on- asemenea, licenţele de acceptare a
line cu cardul. Din această categorie, cel cardurilor la plată - inclusiv pe Internet -
mai apreciat magazin virtual este se acordă tuturor instituţiilor financiare
www.emag.ro - care a fost desemnat care îşi doresc acest lucru.
magazinul anului 2005 de Link Integrarea în UE va însemna şi
Magazine în cadrul Galei Premiilor e- faptul că instituţiile emitente vor fi
commerce. obligate să permită accesul pe Internet al
clienţilor lor. Toate acestea, sprijinite şi
3. Promovare şi e-Business de campanii ale organizaţiilor
Este necesară în continuare o internaţionale de plată (MasterCard &
campanie naţională sprijinită de toate Visa) ne încurajează să sperăm că în
băncile înrolate în sistemul 3D Secure. 2007 vom depăşi nivelul înregistrat în
Aceasta va fi o confirmare a faptului că 2005, urmând ca din 2008 să ne aşteptăm
băncilor le pasă de această activitate şi la mari surprize din partea pieţei.
văd în ea un business. Cu puţină Ghişeul Virtual de Plăţi,
sinceritate băncile ar trebui să recunoască lansat la sfârşitul anului 2006 de
Bibliografie
1. Deloitte Research, 2000, On-line B2B Exchanges, The new economics of markets,
revista PC Report Nr. 83 / August 1999
2. Forrester Research, 1999, source: The Economist, Survey: Business and the
Internet, The Net Imperative
3. The Economist, 2000, Survey E-commerce, In the great web bazaar
4. http://www.afaceri.net
5. http://www.afaceri.net/index.htm
6. http://www.bnro.ro/
7. http://www.cio.com/enterprise/ebusiness/index.html
8. http://www.dc.com/
9. http://www.entrepreneur.com/ebusiness/0,6292,,00.html
10. http://www.ebusiness-watch.org/
11. http://www.hospitalityebusiness.com/
12. http://www.legi-internet.ro/
13. http://www.marketwatch.ro/
14. http://www.no-cash.ro/
15. http://www.economist.com/editorial/justforyou/library/index_foci.html
16. http://www.economist.com/editorial/justforyou/library/index-surveys.html
Rezumat Abstract
Introducere
Internet-ul în forma sa actuală a apărut în anul 1989 când Tim Barners-Lee, care
lucra la laboratorul CERN din Geneva, a pus bazele World Wide Web. Utilizarea pe scară
largă a Internet-ului a avut loc cinci ani mai târziu când a fost implementat software-ul
gratuit Netscape Navigator. După aproximativ un an a fost lansat Internet Explorer, în care
Micorsoft a intrat în ultima versiune a celor mai bine vândute programe de software Word.
Datorită calităţilor pe care le-a probat, Internet-ul este capabil să opereze simultan ca
un sistem de distribuţie, ca o reţea de comunicare şi ca un spaţiu pentru creativitatea şi
originalitatea individuală. Efectele, mai bine zis impactul asupra fenomenelor economice
din afara comerţului a fost puternic şi deosebit de înnoitor.
Bibliografie
Rezumat Abstract
Mld. USD
Vânzări online 1999 2000 2001 2002 2003
Total mondial 106 233 444 805 1.443
America de Nord 82 179 334 565 905
Europa 16 34 67 168 420
Asia 6 15 30 53 88
Restul lumii 2 5 13 19 29
Sursa: Walter Baer - „Electronic Commerce: status and trend”, World Bank, noiembrie 2000
Bibliografie
[1] Baer W. - „Electronic Commerce: status and trend”, World Bank, noiembrie 2000,
document disponibil pe internet;
[2] Dinu E.– “Strategia firmei: teorie şi practică”, Ed. Economică, Bucureşti, 2000;
[3] Porter M. – “Competitive advantage: creating and sustaining superior
performance”, Ed. Free Press, New York, 1985;
[4] www.internetworldstats.com
[5] www.forrester.com
[6] Vishwanath G. H., Zinovy R. – “Factors influencing e-commerce implementation:
analysis of survey results”, Journal of Academy of Business and Economics, martie,
2004;
[7] Ziarul Financiar – nr. 1946/14 august 2006
TURISM ŞI E-COMMERCE
(Tourism and e-commerce)
Rezumat Abstract
oraşe dispărute, s-au făcut machete turistice, ori pentru a compara preţurile şi
virtuale ale unor viitoare construcţii, ce serviciile oferite. Dintre aceştia,l 42 de
puteau fi vizitate. Două astfel de exemple milioane de americani au cumpărat
sunt: proiectul “Eternal Egypt”, proiect programe turistice direct de pe Internet.
iniţiat de guvernul egiptean în parteneriat În aceeaşi perioadă (2002 – 2003)
cu IBM şi unul din proiectele Uniunii vânzările directe pe Internet au crescut
Europene, denumit LifePlus, prin care s- cu 44% în Europa ajungând la 14
au digitalizat ruinele oraşului Pompei. miliarde USD (conform Centrului Danez
Pentru industria turistică, pentru Studii Turistice: www.crt.dk).
comerţul electronic reprezintă o
oportunitate, deoarece oferta sa este E-commerce şi turism în România
adusă mai aproape de clientul potenţial,
iar pe de altă parte, activitatea agenţilor În România, multe din site-urile
economici din turism poate fi mai uşor agenţiilor de turism sau hotelurilor oferă
globalizată. Ca un argument în acest posibilitatea rezervărilor electronice.
sens, în Statele Unite 38,5% dintre Astfel, de exemplu, dintr-un total de 695
tranzacţiile electronice se realizează în de membri ai ANAT (Asociaţia
domeniul călătoriilor, transportului şi Naţională a Agenţiilor de Turism), 657
rezervărilor hoteliere. In 2003, mai mult (adică 94,53%) au o adresă de e-mail, iar
de 64 de milioane de americani (30% din 435 (adică 62,59%) au site-uri.
populaţia adultă a Statelor Unite) au
utilizat Internet-ul pentru a căuta
informaţii despre anumite destinaţii
Bibliografie
[1] Bracken, Ben (2006), The eCommerce Solution Guide – Easy UK eCommerce on a
Budget. Retrieved July 30, 2006;
[2] Kessler, M. (2003) More Shoppers proceed to checkout online. Retrieved January
13, 2004;
[3] wttp://en.wikipedia.org/wiki
[4] www.crt.dk
[5] www.anat.ro
Rezumat Abstract
personalizată, cu acelaşi mesaj trimis date decât pe cele culese prin cercetări de
individual. În prezent, se aplică pe scară piaţă şi modele generice;
largă comunicarea personalizată, cu • utilizarea media în locul
mesaje specific croite după caracteristici publicităţii generice (tematice) pentru a
cunoscute ale indivizilor. Ca rezultat, stimula vânzările;
activităţile pe piaţa afacerilor pot avea o
ţintă mai precisă, iar marketingul de
• managementul relaţiilor
personale cu clienţii, în opoziţie cu
masă poate fi însoţit, şi uneori înlocuit,
managementul grupurilor ţintă definite
de marketingul „one-to-one“. Astfel,
mai clar sau mai generic.
informaţia la nivel de produs/client
Este clar că tehnicile de
înlocuieşte modelele şi presupunerile
marketing clasice (modelele de
generice (Postma, 1999).
marketing–mix, grupuri - ţintă,
Pe lângă accentul pus pe marcă, o
publicitatea) rămân valabile, însă noi
atenţie considerabilă este dată grijei faţă
abordări vor apărea într-un număr tot
de clienţi („customer care“), în strânsă
mai mare de cazuri. Marketingul de masă
legătură cu clientul individual.
nu va dispărea, dar îşi va pierde poziţia
Managementul mărcii este încă
dominantă (Zyman, 2001).
important, dar la fel de important este şi
managementul serviciului-clienţi.
Ambele au devenit aspecte esenţiale ale
3. Impactul tehnologiei informaţiei
marketingului. Eficienţa strategiilor asupra pieţei afacerilor
marketingului tradiţional de masă a fost
mult diminuată de diversificarea media şi Consolidarea relaţiilor cu clienţii
a grupurilor de consumatori. Acest lucru este facilitată de dezvoltarea în principal
nu înseamnă că marketingul de masă a a două domenii: media şi cel al
murit, ci mai degrabă că are mai puţină informaţiei. Efectele acestor progrese se
importanţă (Zyman, 2001). Clienţii nu resimt atât pe pieţele „business-to-
mai sunt pregătiţi să cumpere lucruri business“, cât şi pe pieţele „business-to-
pentru că au o anumită valoare. consumer“. Deosebirile faţă de trecut
Comportamentul individual nu mai poate sunt diferite în fiecare caz.
fi dedus prin definirea unui grup ţintă O analiză superficială arată că
căruia îi aparţine persoana respectivă. evoluţia spre o nouă eră în marketing pe
Relaţia cu clientul critic şi matur a piaţa afacerilor pare să necesite mai
devenit prioritatea numărul unu pentru puţină schimbare decât pe piaţa
marketeri. consumatorilor finali (Luo, Y.; Zhao,
Dezvoltarea tehnologică face J.H.; Du, J., 2005). Distanţa dintre
posibilă cunoaşterea reacţiei clienţilor furnizor (producător, distribuitor,
precum şi a dorinţelor şi preferinţelor lor. importator) şi cumpărător este, de cele
(Laczniak, G.; Murphy, P.E., 2006) mai multe ori, mai mică decât pe piaţa
Bombardamentul într-o singură direcţie finală. Directorul unei întreprinderi
(de la furnizor la client) a lăsat locul mijlocii ce acţionează pe piaţa
dialogului. Astfel, putem afirma că, în consumului intermediar (business-to-
prezent, marketingul este caracterizat de business) ajunge repede să-şi cunoască
trei aspecte: principalii clienţi şi să îi viziteze
personal. Reprezentanţii de vânzări
• activitatea de marketing/ menţin contacte personale cu reţeaua de
management se desfăşoară mai degrabă
clienţi, aşa încât este puţin probabil ca
pe baza informaţiilor deţinute în baze de
furnizorul şi clientul să nu se cunoască.
Bibliografie:
[8] Korgaonkar, P.K. and Wolin, L.D. (1999), A multivariate analysis of web usage,
Journal of Advertising Research, March/April, pp. 53-68.
[9] Krishnamurthy, S., Introduction E-MARKEINGPLAN: A practical methodology
to plan e-marketing activities, Business Horizons, 2006, 49, pp 51 – 60
[10] Laczniak, G.; Murphy, P.E., Marketing, consumers and techology: perspectives
for ehhancing ethical transactions, Business Ethics Quarterly, 2006, vol.16, iss 3, pp 313-
321
[11] Luo, Y.; Zhao, J.H.; Du, J., The internationaliyation speed of e-commerce
companies an empirical analysis, International Marketing Review, 2005, 22,6, pp 693- 709
[12] Lynch, P.D., Kent, R.J. and Srinivasan, S.S. (2001), The global internet
shopper: evidence from shopping tasks in twelve countries, Journal of Advertising
Research, Vol. 41, pp. 15-23
[13] Postma, P., The New Marketing Era, McGraw-Hill, New York, 1999
[14] Reichheld, F. and Schefter, P. (2000), E-loyalty your secret weapon on the web,
Harvard Business Review, July-August, pp. 105-113
[15] Zyman, S., Sfârşitul marketingului, Editura Nemira, Bucureşti, 2001
[16] Vellido, A., Lisboa, P.J.G. and Meehan, K.,Quantitative characterization
and prediction for on-line purchasing behavior: a latent variable approach, International
Journal of Electronic Commerce, 2000, vol. 4, pp. 83-104.
[17] Vijayasarathy, L.R. and Jones, J.M. (2000), Print and internet catalog
shopping: assessing attitudes and intentions, Internet Research: Electronic Networking
Applications and Policy, Vol. 10, pp. 191-202
[18] Yang, T.C.; Lai, H., Comparison of product bundling strategies on different
online shopping behaviors, Electronic Commerce Research and Applications, 2006, 5,
pp 295- 304.
[19] „Click! şi livrarea-i gata“, Capital, 26 iunie 2006
[20] „Gigantii internetului dau click pe Romania“, Capital, 10 ianuarie 2006
Rezumat Abstract
Introducere
Endnote
(1)Onete B. – Designul, estetica şi promovarea paginilor Web – ediţia a III-a, Ed. A.S.E.
Bucureşti, 2005
Bibliografie:
Lector univ. dr. Angela Eliza Micu Lector univ. dr. Adrian Micu
Universitatea Dunărea de Jos, Galaţi Universitatea Dunărea de Jos, Galaţi
angela.micu@ugal.ro mkdradrianmicu@yahoo.com
Rezumat Abstract
Atât pentru clienţii potenţiali cât Both for potential customers and
şi pentru cei fideli, marketingul prin the loyal ones, Web Marketing
Internet determină creşterea gradului de determines the interactivity degree
interactivitate a relaţiilor comerciale. growth of commercial relationships.
Iniţiativele de marketing pot fi lansate Marketing initiatives can be quickly
rapid şi direcţionate precis către orice launched and precisely focused on every
parte a bazei de clienţi, creată prin part of customers’ database, created by
aplicarea marketingului bazat pe means of the Permission Marketing
permisiune. application. The comparative approach
Abordarea comparativă a trei of three representative e-commerce
site-uri de e-commerce reprezentative în websites in the computer field illustrate
domeniul comercializării de calculatoare the techniques concerning the
ilustrează tehnicile de fructificare a opportunities that companies have in the
oportunităţilor pe care le au firmele în e-business domain, as well as the way in
mediul e-business, precum şi modul în which the on-line marketing activities
care activităţile de marketing on-line pot can be personalized and tailored
fi personalizate şi adaptate în funcţie de according to each client’s specific
interesele specifice ale fiecărui client. interests.
Introducere
Web marketingul se impune în prezent ca un instrument redutabil de prospectare,
vânzare şi fidelizare online, fiind denumit pe bună dreptate de specialiştii americani „killer
application”, datorită rezultatelor sale excepţionale în timp scurt, atunci când este aplicat
corect.
În vederea realizării unei analize comparative a unor portaluri de e-business, am
considerat oportună alegerea a trei website-uri concurente care promovează vânzarea de
calculatoare. Piaţa PC-urilor impune prin particularităţile produsului o nouă abordare a
concepţiei de marketing, aceasta necesitând să satisfacă noi provocări referitoare la gradul
Concluzii şi recomandări
Puncte forte
• Evidenţiază preocuparea pentru Site-urile analizate sunt doar
promovarea securităţii achiziţiilor pe site câteva din siteurile româneşti destinate
prin prezentarea garanţiei acordate de tranzacţiilor online în domeniul PC dar
mărci cunoscute în domeniu: E-payment, sunt reprezentative pentru ansamblul
Verified by VISA, Mastercard acestora.
Securecode. În urma analizei efectuate se
• Facilitează obţinerea informaţiei observă că modul de implementare a
dorite prin punerea la dispoziţie a 2 tehnicilor de Web Marketing prin
meniuri de direcţionare către categoria intermediul siteurilor comerciale nu
produsului căutat (orizontal şi vertical) corespunde în totalitate principiilor
teoretice, siteurile supuse analizei
Bibliografie
1. Callen M. The Top 10 Strategies to Fatten Your Opt-in List,
www.emarketingjournal.com
2. „Marketing Performance Management:The Essential Guide for Web-Smart
Marketers” , whitepaper, www.webtrends.com
BUNE PRACTICI
Evaluarea ştiinţifică
prin peer review
Lector univ. dr. Nela Popescu
Pagina 191
RECENZIE CARTE
Pagina 196
NEVOIA DE PERSONALITĂŢI
Pagina 199
BUNE PRACTICI
EVALUAREA ŞTIINŢIFICĂ PRIN PEER REVIEW
(Scientific evaluation by peer review)
Lector univ. dr. Nela Popescu
Academia de Studii Economice din Bucureşti
nelapopescu@yahoo.com
În eseul său despre evaluarea peer In his essay on peer review in the
review în publicistica ştiinţifică a 18th century scientific journalism, David
secolului al 18-lea, David Abraham Abraham Kronick (1) pointed out that „
Kronick (1) semnala că peer review este o peer review is an essential and integral
componentă esenţială şi parte integrantă a part of consensus building and is inherent
construirii consensului, inerentă şi and necessary to the growth of
necesară în dezvoltarea cunoaşterii”. knowledge”. Editorial peer review,
Evaluarea peer review, totuşi, a fost however, was far from being a well
departe de ceea ce am putea numi o established institution back at Mendel’s
practică uzitată, dacă ne întoarcem la time (2).
epoca lui Mendel (2).
Este evident faptul că evaluarea It is obvious that peer review only
peer review s-a instituţionalizat după cel really became institutionalized after
de al II – lea război mondial. Boom-ul World War II. In the course of the post-
ştiinţific, din perioada ce a urmat celui de World war II science boom it became an
al II – lea război mondial, a condus la accepted practice and it reached the height
instituirea evaluării peer review şi of its power in the US. There the National
extinderea considerabilă a acestei practici Science Foundation and the National
în Statele Unite ale Americii. Acolo, Institute of Health were established and
Fundaţia Naţională pentru Ştiinţă şi famous magazines, like Science, improved
Institutul Naţional de Sănătate au lansat şi their peer review practices. Along with
consacrat reviste, precum Ştiinţă, prin the institutionalization of peer review, its
care şi-au consolidat practicile peer functionalities changed from a discursive
review. Odată cu instituţionalizarea peer consensus building tool, as it had existed
review, aceasta a dobândit noi valenţe, ever since, to a decision making tool that
transformându-se, dintr-un instrument al affected research funding and publication
consensului discursiv, într-un instrument decisions.
decizional utilizat în alocarea fondurilor
destinate cercetării şi în politica editorială
din sfera ştiinţifică. Modalităţile expert The forms of expert review have
review s-au multiplicat de-a lungul multiplied during the last century.
ultimului secol. Fără a fi o practică Without being a standardized practice,
standardizată, peer review este cel mai peer review is most commonly defined as
adesea definită ca „evaluarea „the evaluation of scientific research
descoperirilor ştiinţifice or enunţurilor, findings or proposals for competence,
luând în calcul comprehensiunea, significance and originality, by qualified
însemnătatea şi originalitatea, de către experts who research and submit work for
experţi specializaţi (peers – colegi) în publication in the same field (peers)”.
domeniul celui care trimite spre publicare
rezultatele cercetării sale”.
Colegi/concurenţi
Reputaţie
Citare
Propunerea de proiect
Articol
Finanţare Literatură
Argumente/
Teorii
(2) Din păcate, evaluatorii lui Gregor Mendel n-au (2) Unfortunately, Gregor Mendel’s peers did not
recunoscut valoarea rezultatelor sale ştiinţifice, la recognize his work at his time. Mendel sent his
vremea lor. Mendel şi-a trimis descoperirile research report to the eminent Swiss Botanist Karl
cercetărilor sale renumitului botanist elveţian Karl Nägeli1(1817-1891), who had developed his own
Nägeli (1817-1891), care şi-a dezvoltat propria theory of evolution known as orthogenesis. He
teorie a evoluţiei cunoscută ca orthogenesis. El i-a therefore rejected Gregor Mendel's discovery of how
respins studiul lui Mendel. Mendel îi scrisese lui heredity works in pea plants. Mendel wrote to
Nägeli, sintetizându-şi rezultatele şi cerându-i Nägeli, summarizing his results and asking where it
părerea asupra posibilităţii de publicare a lor. Nägeli would be best to publish them. Nägeli answered that
i-a răspuns că experimentul este lipsit de valoare şi the experiments were worthless and should not be
nu poate fi publicat. Charles Darwin de asemenea a published at all. Charles Darwin also received a
primit o scrisoare de la Mendel, pe care n-a citit-o. În letter from Mendel but he did not even read it. In the
cele din urmă, Mendel şi-a publicat rezultatele end Mendel committed his results to a small,
cercetărilor sale într-o mică monografie personală. privately printed monograph. His results were only
Rezultatele sale vor fi (re)descoperite la începutul re-discovered in the early 1900’s, almost 35 years
secolului XX, aproape la 35 de ani de la momentul after he had conducted his research (Botanik Online:
în care au avut loc cercetările sale (Botanik Online: Universität Hamburg).
Universität Hamburg).
(3) a) Aproximativ 150 de ani mai târziu, în (3) a) Approximately 150 years later, in December
decembrie 2005, „Hwang-affair” traversa globul. 2005, the „Hwang-affair” traversed the globe. W.S.
W.S. Hwang et al. au publicat, în renumita publicaţie Hwang et al. had published two papers on
ştiinţifică Science (cotată ISI), 2 articole despre presumably ground-breaking results in stem cell
rezultatele unor cercetări referitoare la celulele research in the renowned peer reviewed magazine
„stem”. O investigaţie a Seoul National University a Science. An investigation of the Seoul National
indicat totuşi că o parte semnificativă a datelor University indicated, however, that a significant
prezentate în cele 2 articole a fost contrafăcută amount of the data presented in both papers was
(„fabricată”). Ca urmare, editorii Science au retras fabricated. The editors of Science therefore retracted
cele 2 articole. both papers.
b) Doar câteva luni mai târziu, un alt scandal a b) Only few months later, another scandal shook
şocat lumea ştiinţifică: un articol publicat în Lancet the scientific community: a paper published in
(2005; 366: 1359–1366), scris de către cercetătorul Lancet (2005; 366: 1359–1366) that was written by
norvegian în domeniul medicinii, Jon Sudbø din the Norwegian medicine researcher Jon Sudbø from
Oslo, a fost dovedit ca fiind un trucaj complet. Jon Oslo turned out to be a complete fake. Sudbø, who
Sudbø care avea deja 38 de articole ştiinţifice had already published 38 scientific papers in
publicate în periodice renumite, a admis că există şi renowned journals, admitted that there were further
alte articole „manipulate” (falsificate), precum cele manipulations in his publications in the New
din New England Journal of Medicine and in the England Journal of Medicine and in the Journal of
Journal of Clinical Oncology (Deutsches Ärzteblatt Clinical Oncology (Deutsches Ärzteblatt Nr. 103).
Nr. 103).
c) Yet another case of scientific fraud was the case
c) Incă un alt caz de fraudă ştiinţifică a fost cel al of Jan Hendrik Schön, who, from 1998 to 2001,
lui Jan Hendrik Schön, care din 1998 până în 2001 a published on an average of one research paper per
publicat, în medie, un articol la fiecare 8 zile (în every eight days (alone and with coauthors). 17 of
calitate de autor sau coautor). 17 dintre acestea au those papers had come out in Nature and Science.
fost publicate în Nature and Science. Date fiind Due to allegations of scientific misconduct a
alegaţiile privind o conduită ştiinţifică committee was set up in 2002 in order to investigate
necorespunzătoare, în 2002 a fost constituită o possible scientific fraud. In the final report by the
comisie care să investigheze o posibilă fraudă commissions evidence of Schön’s misconduct was
ştiinţifică. În raportul final al comisiei a fost shown in at least 16 out of 24 allegations (Nature,
demonstrată frauda lui Schön în cel puţin 16 cazuri Vol. 419, pp. 419-421; and Vol. 419, pp. 772-776).
din cele 24, în care a fost invocată (Nature, Vol. 419,
pp. 419-421; and Vol. 419, pp. 772-776).
RECENZIE CARTE
NEVOIA DE PERSONALITĂŢI
De numele prof.univ.dr.doc.ing.
Virgil Armeanu se leagă disciplina
CHIMIE, mai precis CHIMIA
ANALITICĂ.
Fost decan al Facultăţii de
CHIMIE – Universitatea Bucureşti în
anii '50, apoi pentru scurt timp profesor
de CHIMIE la Facultatea de CHIMIE
ALIMENTARĂ, de la începutul anilor
În numărul precedent al revistei '60 a fost şeful catedrei de CHIMIE ŞI
noastre, prin articolul „Nevoia de FIZICĂ din cadrul Facultăţii de Comerţ,
personalităţi”, anunţam lansarea unei secţia Merceologie – Academia de Studii
rubrici „Personalia”, cu intenţia Economice Bucureşti, pe care a condus-o
consacrării unor profesori din trecutul până în anul 1971, când a fost
Facultăţii de Comerţ de la Academia de desfiinţată!
Studii Economice din Bucureşti. Astfel,
ne propunem să punem în lumină, în Disciplina figura în perioada
fiecare număr al revistei, personalitatea 1930-1940 în planul de învăţământ ca
câte unuia dintre cei mai importanţi Fizică şi Chimie industrială aplicată, în
profesori care şi-a desfăşurat activitatea cadrul Academiei de Înalte Studii
în cadrul Facultăţii de Comerţ. Comerciale şi Industriale; în anii 1957-
Deschidem seria cu prof univ. dr. docent 1970 se predau, în cadrul secţiei de
ing. Virgil Armeanu, şef al catedrei de Merceologie a Facultăţii de Comerţ,
chimie şi fizică din 1957 şi până la Chimie anorganică, Chimie analitică,
desfiinţare, în 1971. Catedra de chimie şi Chimie organică, Chimie şi fizică
fizică a existat încă de la începuturile coloidală, precum şi Fizică – pe baza
Facultăţii de Comerţ, în principal, unor materile didactice editate şi apărute
disciplinele specifice servind mai bunei în ASE, ca de exemplu cursuri de Chimie
înţelegeri a merceologiei. (conf. univ. dr. anorganică, Chimie organică, Chimie
Nicolae Lupu) aplicată la studiul mărfurilor etc.
produse industriale de toate tipurile şi întocmită de către prof. univ. dr. ing.
agricole. Sanda Vişan.
Aprecia cu multă consideraţie şi Profesorul Virgil Armeanu a fost
interes lucrările altor specialişti din un mare iubitor al muntelui, un prieten al
domeniu, ca de exemplu Metode fizico- acestuia, ceea ce a făcut sa fie şi o
chimice de analiză, prof. I. Bănăţeanu şi persoană foarte sociabilă, comunicativă
colaboratorii, Editura Tehnică, Bucureşti, şi atentă cu colaboratorii săi.
1961. A decedat la venerabila vârstă de
Profesorul Virgil Armeanu a fost 85 de ani, în iarna anului 1994.
şi conducător al numeroase teze de Rememorând cele prezentate,
doctorat, majoritatea din cadrul gândul se îndreaptă către auditorul şi
Institutului Politehnic Bucureşti, cititorul nostru, “tânăra generaţie”, care
Institutului de Petrol şi Gaze Bucureşti nu este rău să-i cunoască pe mai marii
sau Institutului Pedagogic Galaţi. În noştri oameni de ştiinţă şi cultură şi să
această idee, menţionez teza de doctorat înţeleagă strădania şi responsabilitatea
realizată de către lect. univ. ing. S. lor pentru moştenirea lăsată.
Hornar, din domeniul Polarografie, sau
teza referitoare la Influenţa
substituenţilor în reactivi organici Prof. univ. dr.
asupra proprietăţilor analitice (1980), Camelia Georgeta Călin*